Crisis Communication

Maj. John W. Fuld, Ph.D.

Objective • Explain the public affairs role in crisis operations

Overview • • • • • Define issue, emergency and crisis Define the three types of crises How to recognize a communication crisis Preparing for a crisis and reputation management PA role in crisis communication

Define Issue, Emergency and Crisis • Issue: – Matter in dispute, meaning there are two or more conflicting points of view on the subject – Most develop over time – Generally see them coming, giving time to prepare – Precise beginning or ending is difficult

Define Issue, Emergency and Crisis • Emergency – Sudden, usually unexpected occurrence – Requires prompt action and communication – Most have a well-defined starting time and date

Define Issue, Emergency and Crisis • Crisis: – Stage at which the reaction to an issue or incident determines the future of a person or organization – Major turning point in the life of an organization – Tough recognizing the point you have a crisis

Define the three types of crises • Types of crises: 1. Immediate - Fort Hood, Hurricane Katrina 2. Emerging – military academy sexual harassment 3. Sustained – common in corporate world, Proctor & Gamble logo

How to recognize a communication crisis • • • • Is your organization's reputation in danger?

Are many “publics” or groups seeking information? Are you losing control of information flow?

Has your organization adopted a siege mentality?

How to recognize a communication crises • Seven common mistakes: – Hesitation: Delay due to uncertainty of mind or fear.

– Obfuscation: To make so confused or opaque as to be difficult to perceive or understand – Retaliation: Act of retaliating; return of like for like – Prevarication or equivocation: Speak falsely or misleadingly; lie. – Pontification: Express opinions in a dogmatic way – Confrontation: Discord or clash of opinions – Litigation: To engage in legal proceedings.

Preparing for a crisis and reputation management • Planning: – Identify things that can go wrong; assess vulnerabilities.

– Draft questions, answers, and resolutions for each potential crisis scenario. – Focus on what to do and what to say.

– Develop a strategy to contain and counteract.

– Put your plan on paper.

Preparing for a crisis and reputation management • Training – Exercise high-risk activities – Brief likely scenarios during training – Share plan with media – Review plan

PA role in crisis communication

• Three primary objectives : 1. Retain public confidence in our organization. 2. Preserve good media and community relations.

3. Protect and promote the welfare of C.A.P.

PA role in crisis communication

• Basic steps to achieve your objectives: –

Get the facts

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Get them straight

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Get the facts to higher headquarters

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Know who will speak on behalf of the organization

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Anticipate the media will be there

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Treat media fairly

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Communicate with your internal audience

PA role in crisis communication

• Basic steps to achieve your objectives: (cont.) –

Get it out

• Use your plan for using your website • Release of names and other information was covered in the guidelines for release class • Questions to expect

PA role in crisis communication

• Immediate considerations – Secure information as needed – Release information – Provide media access to the scene – Safety of news media representatives – Security of the scene – Understanding of civilian or military jurisdiction – Restricting media access to a site

Crisis Communication