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June 24-27, 2015
Mandalay Bay Resort & Convention Center | Las Vegas
Risk Communication
Managing Crisis & Emergency Situations in Military and Multifamily Operations
Gen Bauer, Moderator - Forest City Residential
Sandy Martinez, CEO Fulton Communications
Keith Fulton, President Fulton Communications
June 26, 2015
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
Topic One
Risk Communication Overview
Topic Outline
• Learn what risk communication is.
• Understand why risk communication is
important.
Fulton
June 24-27, 2015
2 | Mandalay Bay Resort & Convention Center | Las Vegas
What Is Risk Communication?
Risk communication is communicating
with any stakeholder, internal or
external, on any issue that could impact
your organization’s mission.
Fulton
June 24-27, 2015
3 | Mandalay Bay Resort & Convention Center | Las Vegas
The 3 Arenas of Risk Communication
• Perception of Risk
• Emotions
– Anger
– Fear
• Agendas
– Personal, economic, political, social, historical, and cultural
Fulton
June 24-27, 2015
4 | Mandalay Bay Resort & Convention Center | Las Vegas
Three Key Factors for the Risk Communication
Arena of Risk Perception
You usually need at least one of these factors if you
want to improve stakeholder perception of risk.
FAMILIARITY
“CONTROL”
BENEFITS
Fulton
June 24-27, 2015
5 | Mandalay Bay Resort & Convention Center | Las Vegas
Why Do It?
• Improved ability of the organization to focus on its
mission
• Get ahead of issues
• Better relationships with stakeholders
• Better risk management decisions
• Improved court of public opinion judgments
• Favorable outcomes from litigation
Fulton
June 24-27, 2015
6 | Mandalay Bay Resort & Convention Center | Las Vegas
Risk Communication
Skill Training Is Crucial
• One communicator “misfiring” can affect the organization’s mission.
• Risk communication is not public speaking or spinning messages.
• It requires being open, honest, genuine, and sincere and applying
the required communication skills (verbal and nonverbal) in a
variety of situations.
• Requires an ongoing commitment to practice and preparation
before interacting with stakeholders.
Fulton
June 24-27, 2015
7 | Mandalay Bay Resort & Convention Center | Las Vegas
Communication Risk Factors
Can Be Trumped by…
•
•
•
•
•
•
•
Not knowing the stakeholders
Lack of transparency
Not admitting mistakes
Not getting in front of a problem
Not having the skills to handle anger and rudeness
Falling into the Risk Communication traps
Lacking non verbal observation skills
Fulton
June 24-27, 2015
8 | Mandalay Bay Resort & Convention Center | Las Vegas
Topic Two
Responding to Any Challenging Question or Statement
Topic Outline
• Learn two tools for responding to any
challenging/difficult question and/or statement
from any stakeholder on any issue by using a
combination of a Generic Categories Guideline and
a 4-Step Guideline.
Fulton
June 24-27, 2015
9 | Mandalay Bay Resort & Convention Center | Las Vegas
Tool #1
Generic Categories of Questions and Statements
•
This is a tool for how to start a response.
•
The next step will vary depending on their
reaction to your response.
Fulton
June 24-27, 2015
10 | Mandalay Bay Resort & Convention Center | Las Vegas
Generic Categories of
Questions and Statements
1.
2.
3.
4.
5.
6.
Fulton
Ventilation – anger
What’s the question or statement?
Rude but briefly acceptable
Negative allegations – not true
Negative allegations – true
Guarantee/100% assurance/no risk acceptable
June 24-27, 2015
11 | Mandalay Bay Resort & Convention Center | Las Vegas
Generic Categories of
Questions and Statements
Fairness questions
8. The setup question or statement
9. Personal interest that’s not relevant (in group discussions)
10. Policy
11. Factual questions – What? Who? When? Where?
12. Fear
7.
Fulton
June 24-27, 2015
12 | Mandalay Bay Resort & Convention Center | Las Vegas
Generic Category
Five Emotional Levels in Risk Communication Dialogue
•
•
•
•
•
Fulton
Physical threats
Unacceptable language or behavior
Rude but briefly acceptable
Difficult questions/statements
Factual dialogues (essentially no emotional
context)
June 24-27, 2015
13 | Mandalay Bay Resort & Convention Center | Las Vegas
Negative Emotions
• Category #1 – Anger
– Empathy
– Open Ended Questions
– Facts
• Category #12 – Fear
– Do know
– Don’t know
– Next update on “don’t know’s”
Fulton
June 24-27, 2015
14 | Mandalay Bay Resort & Convention Center | Las Vegas
Tool #2
A Guideline for Responding to
Challenging Questions/Statements
1. Indicate that you know where they are coming
from – empathy.
2. Make your point/conclusion/sound bite.
3. Provide facts that support your conclusion.
4. Discuss next steps – include “when”.
Fulton
June 24-27, 2015
15 | Mandalay Bay Resort & Convention Center | Las Vegas
Risk Communication Tools For Responding to
Questions or Statements
Fulton
June 24-27, 2015
16 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015
Mandalay Bay Resort & Convention Center | Las Vegas
Risk Communication
Questions & Answers Session
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas