Ten Tips to Manage a Crisis
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This document outlines 10 tips for managing a crisis: 1) Call in a crisis communications expert; 2) Expect employees to contact the media; 3) Consider communicating with internal publics like employees; 4) Remember to communicate with external publics like customers, vendors, and regulators; 5) Monitor online conversations; 6) Be authentic in communications; 7) Avoid implicating others legally; 8) Get communications right the first time since they will be widely repeated; 9) Act with urgency since time is critical; 10) Be well prepared with plans, rehearsals, and designated spokespeople. The document concludes with a crisis scenario example for a bakery dealing with a potential salmonella outbreak.
Ten Tips to Manage a Crisis
- 1. Ten Tips to Manage a Crisis A presentation for HRANET By Mary Ellen Miller, MBA MarketingMel April 9, 2015
- 2. Why are we here? MarketingMel
- 3. In preparing for battle, I have always found that plans are useless but planning is indispensable. General Dwight D. Eisenhower Quoted in Six Crises MarketingMel
- 4. So what de鍖nes a crisis? MarketingMel
- 5. Crisis: An extremely dangerous or difficult situation American English Dictionary A business crisis can be anything that can negatively effect a companys reputation or bottom line. Michael Nayor, Attorney & Crisis Consultant MarketingMel
- 6. Ten Tips to Manage a Crisis MarketingMel
- 7. 1. Call in a Crisis Communications Expert MarketingMel
- 8. Help you Craft Key Messages Assess the Situation Quickly Communicate Well and FAST Media Response Ready Media Savvy MarketingMel
- 9. 2. Employees Will Call the Media. Count on it: MarketingMel
- 10. Media Training, Press Release MarketingMel
- 11. 3. Consider Internal Publics: MarketingMel
- 12. What is the best way to communicate with your employees? MarketingMel
- 13. 4. Remember External Publics: MarketingMel
- 14. External Publics Who are they? Where are they? MarketingMel Customers Vendors Patients Stakeholders/ Stockholders Followers Regulators Web site Social Media Email In your office
- 15. 5. Monitor the Online Conversation: MarketingMel
- 16. Feel the pulse beat of social media MarketingMel
- 17. 6. Be Authentic: MarketingMel
- 18. MarketingMel says: NEVER say No Comment Dont say what you dont know- If you dont know, tell them so. MarketingMel
- 19. 7. Be Careful Not to Implicate Others: MarketingMel
- 20. You have no idea of future legal status. Dont throw others under the bus. MarketingMel
- 21. 8. Get it Right the First Time. MarketingMel The press release you issue will be picked up and repeated over and over and over again by other media!
- 22. 9. Time is of the essence. MarketingMel
- 23. Construct a Timeline MarketingMels Recent Case Studies: Case 1, Brought in Friday afternoon. Key messages developed through weekend. Issued press release Monday morning. Results: Gained valuable news coverage for clients position. Case 2, Brought in at 2:30 PM to respond to media inquiry. Key messages, press release developed. Story aired on 5 PM news. Results: Matter was kept fairly low profile because client was proactive with media. MarketingMel
- 24. 10. Be prepared: MarketingMel
- 25. Practice, Practice! MarketingMel Have a Plan Rehearse Scenarios Have emergency numbers and contact list Know who is the designated company spokesperson/backup Have those persons media trained
- 27. Your Crisis Scenario You are HR Director for Lara See Bakery, one of the countrys largest producers of cupcakes, based in Johnson City. Your IT person informs you that several consumers contracted salmonella after eating Lara See cupcakes. He first heard about it from his social media monitoring. You think the vanilla supplied by one of your vendors may be the culprit. The media called after an employee gave them a tip that people are getting sick from Lara See cupcakes. A message was just handed to you with a local TV news reporters phone number. It is 2:30 PM. News airs at 6 pm. What do you do? MarketingMel
- 28. To Review: MarketingMel