What Should You Say (and Do)? Crisis Communications
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1 What Should You Say (and Do)? Crisis Communications April 26, 2018 Presented by NP Strategy Erin Sanders Senior Communications Advisor (704)
2 Recent Crises
3 Who-Would-Have-Thought Crock-Pot Crisis
4 The #MeToo Era Ruth Bader Ginsburg shares her #MeToo moment, praises movement: It s about time npstrat.com
5 Communications Revolution The Great Communications Revolution
6 Communications Revolution
7 Communications Today ACCESS Anytime At Will Anywhere
8 Communications Today Distribution Independent Immediate Inexpensive
9 Communications Today
10 Crises in a Modern Era Sexual Harassment Sudden Senior Leadership Financial Crime Workplace Accident Significant Morale Issues Change Ethics Complaints Crisis Employee Lawsuit Social Media Crisis Diversity/Bias Accusations Natural Disaster Moral Scandal Employee Bad Acts Sexual Assault Layoffs Facility Emergency
11 Court of Public Opinion Harsh Mercurial Quick to judge
12 Brand, Crisis and Public Opinion People/consumers judge: RELATIONSHIP Brand: Who are you? CRISIS 1. Your role 2. How you respond
13 Where did Uber go wrong? npstrat.com
14 CRISIS COMMUNICATION GOALS Effective Crisis Communications: Prevent escalation Achieve closure Control costs Reduce impact Leverage opportunity
15 Crisis Communications Steps 1) Contact the Proper Crisis Team
16 Crisis Communications Steps 1) Contact the Proper Crisis Team 2) Gather and Assess the Facts
17 Crisis Communications Steps 1) Contact the Proper Crisis Team 2) Gather and Assess the Facts 3) Do the Right Thing
18 Crisis Communications Steps 4) Message Development Tell the truth.
19 Crisis Communications Steps 4) Message Development Key Messages: What happened How it happened We will protect those harmed/threatened We will make it right/better How we will prevent this from ever happening again We are sorry/concerned
20 Effective Messaging TONE IS CRITICAL: Contrition Calm Optimism Capability/Leadership Vision Commitment Empathy/Caring Support Industriousness
21 Effective Messaging Matt Lauer s Public Apology "There are no words to express my sorrow and regret for the pain I have caused others by words and actions. To the people I have hurt, I am truly sorry. As I am writing this I realize the depth of the damage and disappointment I have left behind at home and at NBC. "Some of what is being said about me is untrue or mischaracterized, but there is enough truth in these stories to make me feel embarrassed and ashamed. I regret that my shame is now shared by the people I cherish dearly. "Repairing the damage will take a lot of time and soul searching and I'm committed to beginning that effort. It is now my full time job. The last two days have forced me to take a very hard look at my own troubling flaws. It's been humbling. I am blessed to be surrounded by the people I love. I thank them for their patience and grace."
22 CRISIS COMMUNICATIONS FAILURE BP Video
23 Crisis Communications Plans 5) Notify Stakeholders Board members Officials: regulatory, civic, law enforcement Employees, key management* Customers Stockholders Community Media Partners/Suppliers
24 Crisis Communications Plans 6) Monitor & Update Evolving Situations Update Monitor for Stakeholder Response: Media Social Media Employees* Customers Provide a vehicle for questions and concerns.
25 Role of Governance President Harry S. Truman The Buck Stops Here!
26 Role of Governance Penn State Football Rocked by Sexual Abuse Scandal
27
28 QUESTIONS? Erin Sanders W. Trade St., #1550 Charlotte, NC Facebook NPStrategy Twitter Web - npstrat.com
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