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How to Create an Effective Crisis Communications Plan Before Disaster Strikes

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Sandra Fathi
Sandra Fathi

Presented at Ragan's Breakthrough Strategies for Corporate Communications in Dallas, TX, at AT&T, Nov. 12, 2014. This presentation covers the four stages of a crisis and how to help prevent, mitigate and respond to a full-blown crisis.

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How to Create An Effective Crisis Communications Plan before Disaster Strikes Ragan Breakthrough Strategies for Corporate Communicators Conference Nov 12, 2014 Sandra Fathi President, Affect Email: sfathi@affect.com tweet: @sandrafathi web: affect.com blog: techaffect.com #Raganstrategies
PRESENTER BIO SANDRA FATHI • Founder and president of Affect, a public relations and social media firm specializing in technology, healthcare and professional services o Tri-State District Chair, PRSA o Past President, PRSA-NY Chapter o Past President, PRSA Technology Section sfathi@affect.com @sandrafathi
CRISIS COMMUNICATIONS CORE CONCEPTS 4 Phases of Crisis Communications • Readiness • Response • Reassurance • Recovery
CRISIS COMMUNICATIONS RECOGNIZING CRISES Anticipating & Understanding Threats to a Business People, Products, Facilities, Environment Internal • Employees • Facilities • Vendors/Suppliers • Distributors/Resellers • Product External • Acts of Nature • Market • Legal Restrictions/Law • Customers • Advocacy Groups
CRISIS COMMUNICATIONS CRISIS SCENARIOS 1. Senior manager accused of inappropriate conduct including lewd photos with employee – Now on Instagram 2. Employee arrested for hit and run accident – Now Appearing in Google Search 3. Employee abusing drugs – Now Posted on his Facebook Profile 4. Customer credit card details leaked – Now On Twitter 5. Employee posts rant on company and exposes confidential information – Now on YouTube 6. Company accused of making children’s toys with poisonous lead paint – Now on a Mommy Blog
CRISIS COMMUNICATIONS READINESS Anticipating a Crisis 1. Crisis Mapping (SWOT Analysis) 2. Policies and Procedures (Prevention) 3. Crisis Monitoring 4. Crisis Communications Plan 5. Crisis Action Plan 6. Crisis Standard Communications Template
CRISIS COMMUNICATIONS RESPONSE TIMES How long before the $@!& hits the fan?
CRISIS COMMUNICATIONS EXAMPLE: GENERAL MOTORS
CRISIS COMMUNICATIONS EXAMPLE: GENERAL MOTORS
1. Develop materials: • Messages/FAQ • Prepared statements • Press release template • Customer letters 2. Train employees • Awareness • Anticipation • Organizational Preparation 3. Prepare channels: • Hotline • Dark site • Social Media CRISIS COMMUNICATIONS RESPONSE: CRISIS TOOLKIT
CRISIS COMMUNICATIONS RESPONSE Preparing a Response 1. Don’t delay 2. Acknowledge situation 3. Acknowledge impact and ‘victims’ 4. Commit to investigate 5. Commit to sharing information and cooperation with relevant parties 6. Share corrective action plan if available 7. Respond in the format in which the crisis was received**
CRISIS COMMUNICATIONS REASSURANCE Who to Reassure? How to Reassure? 1. Develop full response plan 2. Put plan into action: Immediate remedy 3. Communicate results of plan and impact 4. Reaffirm commitment to correction 5. Demonstrate results of program
CRISIS COMMUNICATIONS RECOVERY Preparing a Long-term Recovery Plan 1. Review need for operational, regulatory, environmental and employee changes 2. Develop long-term plan including policies and prevention tactics 3. Reassess crisis plan 4. Regain customer/public trust
CRISIS COMMUNICATIONS EXAMPLE: ConEd & MTA
CRISIS COMMUNICATIONS EXAMPLE: ConEd & MTA Hurricane Sandy Social Media Facts: Con Edison • 6,500 Twitter Followers to 23,000 within 2 Weeks • 25 videos posted on pre-Sandy preparation • 100,000+ views and multiple broadcast airings of videos • 2500 Press Release RTs • 140,000 Flickr restoration image views
CRISIS COMMUNICATIONS EXAMPLE: ConEd & MTA
CRISIS COMMUNICATIONS EXAMPLE: ConEd & MTA Hurricane Sandy Social Media Facts: MTA • Empower street crews • Empower consumers • Update MTA.info, YouTube, Flickr, Twitter, FaceBook • Utilize Urban Digital Panels • Email/Text Alerts MTA’s 4 Categories of Media Shared: • Before: Preparation • During: Storm Hits • Aftermath 1: Damage • Aftermath 2: Restoration
CRISIS COMMUNICATIONS EXAMPLE: ConEd & MTA
CRISIS COMMUNICATIONS EXAMPLE: MICROSOFT
CRISIS COMMUNICATIONS EXAMPLE: MICROSOFT
CRISIS COMMUNICATIONS EXAMPLE: AMERICAN APPAREL
CRISIS COMMUNICATIONS EXAMPLE: AMERICAN APPAREL
CRISIS COMMUNICATIONS EXAMPLE: AMERICAN APPAREL
CRISIS COMMUNICATIONS EXAMPLE: TIDE LAUNDRY PODS
CRISIS COMMUNICATIONS EXAMPLE: TIDE LAUNDRY PODS
CRISIS COMMUNICATIONS 10 THINGS TO KNOW 1. Implement Policies to Address Potential Vulnerabilities 2. Use Social Media as a Tool for Crisis Monitoring 3. Understand the Response-ability of Social Media 4. Establish a Framework for Response 5. Build a Social Media Crisis Toolkit
CRISIS COMMUNICATIONS 10 THINGS TO KNOW 6. Know Where to Respond 7. Prepare Your Employees in Advance 8. Establish the Proper Tone 9. Kill the Automation Switch 10. Be Honest, Be Transparent
CRISIS COMMUNICATIONS RESOURCES White Paper: Crisis Communications in the Social Media Age Download at: Affect.com
How to Create an Effective Crisis Communications Plan Before Disaster Strikes Slides Available: Slideshare.net/sfathi Sandra Fathi President, Affect Email: sfathi@affect.com tweet: @sandrafathi web: affect.com blog: techaffect.com #RaganStrategies

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How to Create an Effective Crisis Communications Plan Before Disaster Strikes

  • 1. How to Create An Effective Crisis Communications Plan before Disaster Strikes Ragan Breakthrough Strategies for Corporate Communicators Conference Nov 12, 2014 Sandra Fathi President, Affect Email: sfathi@affect.com tweet: @sandrafathi web: affect.com blog: techaffect.com #Raganstrategies
  • 2. PRESENTER BIO SANDRA FATHI • Founder and president of Affect, a public relations and social media firm specializing in technology, healthcare and professional services o Tri-State District Chair, PRSA o Past President, PRSA-NY Chapter o Past President, PRSA Technology Section sfathi@affect.com @sandrafathi
  • 3. CRISIS COMMUNICATIONS CORE CONCEPTS 4 Phases of Crisis Communications • Readiness • Response • Reassurance • Recovery
  • 4. CRISIS COMMUNICATIONS RECOGNIZING CRISES Anticipating & Understanding Threats to a Business People, Products, Facilities, Environment Internal • Employees • Facilities • Vendors/Suppliers • Distributors/Resellers • Product External • Acts of Nature • Market • Legal Restrictions/Law • Customers • Advocacy Groups
  • 5. CRISIS COMMUNICATIONS CRISIS SCENARIOS 1. Senior manager accused of inappropriate conduct including lewd photos with employee – Now on Instagram 2. Employee arrested for hit and run accident – Now Appearing in Google Search 3. Employee abusing drugs – Now Posted on his Facebook Profile 4. Customer credit card details leaked – Now On Twitter 5. Employee posts rant on company and exposes confidential information – Now on YouTube 6. Company accused of making children’s toys with poisonous lead paint – Now on a Mommy Blog
  • 6. CRISIS COMMUNICATIONS READINESS Anticipating a Crisis 1. Crisis Mapping (SWOT Analysis) 2. Policies and Procedures (Prevention) 3. Crisis Monitoring 4. Crisis Communications Plan 5. Crisis Action Plan 6. Crisis Standard Communications Template
  • 7. CRISIS COMMUNICATIONS RESPONSE TIMES How long before the $@!& hits the fan?
  • 10. 1. Develop materials: • Messages/FAQ • Prepared statements • Press release template • Customer letters 2. Train employees • Awareness • Anticipation • Organizational Preparation 3. Prepare channels: • Hotline • Dark site • Social Media CRISIS COMMUNICATIONS RESPONSE: CRISIS TOOLKIT
  • 11. CRISIS COMMUNICATIONS RESPONSE Preparing a Response 1. Don’t delay 2. Acknowledge situation 3. Acknowledge impact and ‘victims’ 4. Commit to investigate 5. Commit to sharing information and cooperation with relevant parties 6. Share corrective action plan if available 7. Respond in the format in which the crisis was received**
  • 12. CRISIS COMMUNICATIONS REASSURANCE Who to Reassure? How to Reassure? 1. Develop full response plan 2. Put plan into action: Immediate remedy 3. Communicate results of plan and impact 4. Reaffirm commitment to correction 5. Demonstrate results of program
  • 13. CRISIS COMMUNICATIONS RECOVERY Preparing a Long-term Recovery Plan 1. Review need for operational, regulatory, environmental and employee changes 2. Develop long-term plan including policies and prevention tactics 3. Reassess crisis plan 4. Regain customer/public trust
  • 15. CRISIS COMMUNICATIONS EXAMPLE: ConEd & MTA Hurricane Sandy Social Media Facts: Con Edison • 6,500 Twitter Followers to 23,000 within 2 Weeks • 25 videos posted on pre-Sandy preparation • 100,000+ views and multiple broadcast airings of videos • 2500 Press Release RTs • 140,000 Flickr restoration image views
  • 17. CRISIS COMMUNICATIONS EXAMPLE: ConEd & MTA Hurricane Sandy Social Media Facts: MTA • Empower street crews • Empower consumers • Update MTA.info, YouTube, Flickr, Twitter, FaceBook • Utilize Urban Digital Panels • Email/Text Alerts MTA’s 4 Categories of Media Shared: • Before: Preparation • During: Storm Hits • Aftermath 1: Damage • Aftermath 2: Restoration
  • 21. CRISIS COMMUNICATIONS EXAMPLE: AMERICAN APPAREL
  • 22. CRISIS COMMUNICATIONS EXAMPLE: AMERICAN APPAREL
  • 23. CRISIS COMMUNICATIONS EXAMPLE: AMERICAN APPAREL
  • 24. CRISIS COMMUNICATIONS EXAMPLE: TIDE LAUNDRY PODS
  • 25. CRISIS COMMUNICATIONS EXAMPLE: TIDE LAUNDRY PODS
  • 26. CRISIS COMMUNICATIONS 10 THINGS TO KNOW 1. Implement Policies to Address Potential Vulnerabilities 2. Use Social Media as a Tool for Crisis Monitoring 3. Understand the Response-ability of Social Media 4. Establish a Framework for Response 5. Build a Social Media Crisis Toolkit
  • 27. CRISIS COMMUNICATIONS 10 THINGS TO KNOW 6. Know Where to Respond 7. Prepare Your Employees in Advance 8. Establish the Proper Tone 9. Kill the Automation Switch 10. Be Honest, Be Transparent
  • 28. CRISIS COMMUNICATIONS RESOURCES White Paper: Crisis Communications in the Social Media Age Download at: Affect.com
  • 29. How to Create an Effective Crisis Communications Plan Before Disaster Strikes Slides Available: Slideshare.net/sfathi Sandra Fathi President, Affect Email: sfathi@affect.com tweet: @sandrafathi web: affect.com blog: techaffect.com #RaganStrategies