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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