How to deal with the media after a failure. Guidelines for development of a crisis management program with details for everyone in the company to understand the importance and value of the plan.

1. Creating a
Crisis Communication Plan

2. By definition…
A crisis is an unexpected and detrimental
situation or event.
Primary objectives:
respond quickly, efficiently, effectively, and
in a premeditated way

3. Tell it ALL
Tell it FAST
Tell the TRUTH!

4. Effective Strategies
• Maintain connectivity
• Be readily accessible to the news media
• Show empathy for the people involved
• Streamline communication processes

5. Effective Strategies
• Maintain information security
• Ensure uninterrupted audit trails
• Support multi-channel communications
• Remove dependencies on paper-based
processes

6. How They Work…
Two-fold: Preparation, Response
• To prepare: detailed Crisis Communication Plan
 More likely to respond quickly
 Take immediate steps to control message
 Successfully regain public’s trust
• Insurance policy for the long-term health of
your organization

7. Chief Components of a Good Plan

8. Crisis Communication Team
• CEO
• Head of Public Relations
• Vice Presidents, Managers of key
departments
• Safety or Security Officer
• Company lawyers

9. Internal Communication Plan
• Media Strategy
 People remember what they hear first and
last
 Designate an official spokesperson
 Technical experts  engineer, financial
expert
 Press releases
 Practice media questions, interview
scenarios

10. Internal Communication Plan, cont’d
•List of potential witnesses
•Fact sheets and other documents  engineering,
insurance info

11. During a Communication Crisis
• Ensure safety of all involved
• Internal statements to all employees
• Determine when to go public  “Tell it all; tell it
fast”
• Send out press release covering who, what,
when, where of the crisis

12. Press Conference
• Media’s job to report latest info available
• Hand out fact sheets and previous press
releases
• From the victim’s perspective…respond in a
way that is sensitive to their needs
• Never comment or speculate when facts aren’t
yet clear

13. Blogging
• Several advantages over traditional media:
 Immediate
 Near real-time coverage
 Humanize your organization
 Public can make comments & ask questions

14. After a Communication Crisis
• Compensate victims. Act quickly to provide
restitution.
• Make a bold commitment to ensure errors will
never happen again.
• Go public with self-assessment.

15.  Step back and think about your customers.
Consider how the crisis may be affecting
them and what kind of resolution they’ll
expect .
 Own It. Admit your mistakes right away.
Proactivity is essential. Answer questions
before they are asked. Admit to the problem.
 Apologize, apologize, apologize…and listen.
Give an honest, simple, sincere apology. Be
prepared to listen and listen well.
 Do the right thing. Fix it – fast! Make sure
customers know you’re fixing it, how you’re
fixing it, and when you’ll show them
Retaining tangible evidence.
Brand  Move On. Once resolved, let it go and move
on. It’s crucial to thank and reward loyal
Loyalty customers.
 Rebuild your brand’s image. Look for
opportunities – locally, regionally, nationally

16. Thank You!
Beth Wilson
Mahaffey Fabric Structures
www.fabricstructures.com