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Crisis  

Communication  
By:  Meredith  Avant,  Shea  Preston,  Jordyn  Sento,  and  
Elizabeth  Shaffer  
 

“Tell  it  all,  Tell  it  fast  and  Tell  the  Truth”    

Red  Cross’  rogue  tweet  (2011)   .

Red  Cross  Redemption   .

What  is  a  Crisis?   •  Different  than  everyday  problems   •  ScruAny  through  news  coverage   Communica)on   Preserve  and   strengthen  an   organizaAon’s   reputaAon   Plan     WriEen.  rehearsed   response  to  crisis   .

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 etc.  Foster.Johnson  &  Johnson  case  (1982)   •  Deaths  due  to  ingesAng  Extra-­‐Strength  Tylenol   •  Response:  New  seal  packaging.   •  Spokesperson:  Lawrence  G.  VP   .  coupons.

Crisis  Plan   8  Steps   .

1.  Taking  responsibility  for   correcting  the  situation   Textbook   •  Never  “no  comment”   Johnson  &  Johnson   •  Major  recall   .

2.  Putting  the  Public  Hirst   Textbook   Johnson  &  Johnson   •  Needs  of  people  directly   concerned   •  Top  management  put   vicAms  before  profit   •  Resolve  emergency   •  Alerted  customers   •  Protect  people  affected   .

 Being  as  open  as  possible   Textbook   •  Be  open  with  everyone!   •  Verify  everything  you  say   •  FACTS   Johnson  &  Johnson   •  Phone  and  video   releases   •  Contact  with   government  agencies   .3.

 Spokesperson   QualiAes     •  Comfortable   •  Skilled   •  Speak   •  Understand   •  Establish  credibility   •  Be  confident   ResponsibiliAes   •  Develop  a  plan   •  Basic  flow  of  acAon   •  Pre-­‐wriEen   communicaAon   .4.

  Small  companies:  business  owner.  spokespersons.)   Ideal  spokespeople:     1.  office  manager.  OpAonal:  In-­‐house  lawyers.  VP.  head   of  PR   3.  outside  consultants   .  Senior  management.  Large  companies:  CEO.  Spokesperson  (cont.  safety  &   security  officers.   support  staff   2.4.

5.  Establishing  a  central  media   Textbook   •  Company  Website  is   most  likely  source  for   “central  locaAon”   Johnson  &  Johnson   •  Headquarters  and  call   centers  –  decisions  made   by  crisis  team   .

6.  Responding  to  all  media   Textbook   •  Answer  phone  calls   •  If  answer  is  unknown.   say  so   Johnson  &  Johnson   •  33  phones  arranged  to   communicate  with  the   public   .

 investors.7.   etc.  Using  social  media   Textbook   Johnson  &  Johnson   •  One  of  the  first  places   your  clients.  will  find  out  what  is   happening   •  NewsleEers.  pre-­‐taped   messages   •  Immediately  reported   .

 Avoid  speculation   •  Was  cyanide  present  on  the  producAon  line  of   Tylenol  capsules?   .8.

Post  Crisis   •  Declare  end  to  crisis   •  Follow  up   •  Keep  media  informed   •  Review  company  policies   •  Perform  good  will   •  Formal  debriefing   •  Analyze  outcome  and  media  coverage  (posiAve  and   negaAve)   •  Revise  crisis  plan   .

 Tell  it  fast  and  Tell   the  Truth”   .Summary     “Tell  it  all.

mvma.org/MediaResources/3-­‐Crisis %20CommunicaAons.com   •  Public  RelaAons:  The  Profession  &  the  PracAce   .Works  Cited   •  hEp://www.php   •  hEps://www.mwprinc.clarkcommunicaAon.pdf   •  hEp://www.com/PRTips/ Crisis_CommunicaAon_Management.