Crisis Communications: When bad things happen to good
4/20/2015 Tom Speaks 330 329‐5680 [email protected] Crisis Communications: When bad things happen to good foundations, agencies and companies Tom Speaks (330)‐329‐5680 [email protected] Who We Are The Impact Group ‐ A full‐service marketing/communications and public relations firm located in Hudson, Ohio. ‐ Specialties include marketing/PR for municipal governments, non‐profits, for‐profits, school districts, health care groups and start‐up entrepreneurs. Tom Speaks (330)‐329‐5680 [email protected] 1 4/20/2015 Tom Speaks Principal The Impact Group (330)‐329‐5680 [email protected] Topics Covered Today 1) Participants will identify at least three key areas of crisis vulnerabilities for their fundraising entity. 2) Participants will identify proactive plans to mitigate these vulnerabilities. 3) Participants will learn about the key elements of a crisis communications plan. 4) Participants will learn three media interaction techniques. Tom Speaks (330)‐329‐5680 [email protected] What is a Crisis? Tom Speaks (330)‐329‐5680 [email protected] 2 4/20/2015 What is a Crisis? An Assault upon Trust Reputation – Image Why is this a problem if you are raising funds? Tom Speaks (330)‐329‐5680 [email protected] Planning, Preparing and Rebuilding: Establishing a Guideline for Crisis Management Presented by The Impact Group Tom Speaks (330)‐329‐5680 [email protected] What is Crisis Communications? Tom Speaks (330)‐329‐5680 [email protected] 3 4/20/2015 Three Components • Preparation • The crisis event • Rebuilding trust Tom Speaks (330)‐329‐5680 [email protected] Preparation What’s your plan? Who is the designated media spokesperson? Has the spokesperson been trained about the media? How? Should you get the word out? How are you going to get the word out…FAST…to parents/guardians, citizens and media? • Messaging pre‐development • Establish a leadership culture with a “crisis instinct” • • • • • Tom Speaks (330)‐329‐5680 [email protected] Preparation Dedicated Spokesperson ‐ Who is the spokesperson? ‐ Who are backup spokespersons? Tom Speaks (330)‐329‐5680 [email protected] 4 4/20/2015 Preparation Media Training “Train like you fight, fight like you train” Tom Speaks (330)‐329‐5680 [email protected] Preparation Four Media Training Tips Tom Speaks (330)‐329‐5680 [email protected] Silence as a Weapon Tom Speaks (330)‐329‐5680 [email protected] 5 4/20/2015 The Reporter is Not Your Friend Tom Speaks (330)‐329‐5680 [email protected] You Are Not on Stand Tom Speaks (330)‐329‐5680 [email protected] Reporters Will Come at You Three Ways Tom Speaks (330)‐329‐5680 [email protected] 6 4/20/2015 Preparation Media Training Tips Reporters are Zombies Tom Speaks (330)‐329‐5680 [email protected] Preparation How are you going to get the word out? ‐ Who disseminates the information? ‐ What mediums do you have in place to broadcast that information? Tom Speaks (330)‐329‐5680 [email protected] Preparation Messaging pre‐development The absolute law of crisis communication: ‐ Your audience WILL NOT tolerate inaction ‐ Natural reaction is to defer Tom Speaks (330)‐329‐5680 [email protected] 7 4/20/2015 Preparation Messaging pre‐development “Frame the Debate” ‐ Don’t allow another source to FRAME the story ‐ Whoever frames the debate, wins the argument Tom Speaks (330)‐329‐5680 [email protected] Preparation Message pre‐development ‐ Three quick, simple points: ‐ What happened ‐ What we are doing about it ‐ When another update can be expected Tom Speaks (330)‐329‐5680 [email protected] Preparation Message pre‐development Begin and end with the following point: “The safety of those we care for is our top priority….as I stated before, the safety of those we care for is our absolute top priority. We will keep you informed…” Tom Speaks (330)‐329‐5680 [email protected] 8 4/20/2015 Building a Crisis Instinct Establish a leadership culture with a “Crisis Instinct” Tom Speaks (330)‐329‐5680 [email protected] The Crisis Event • • • • • • Consult Plan Safety Notification of oversight body – staff – etc… Determine appropriate response Go public Evaluate crisis communication efforts Tom Speaks (330)‐329‐5680 [email protected] The Crisis Event What do YOU do? Tom Speaks (330)‐329‐5680 [email protected] 9 4/20/2015 Rebuilding Trust Trust = Relationships ‐ Relationships are fragile Tom Speaks (330)‐329‐5680 [email protected] Rebuilding Trust ‐ Once the crisis event has occurred, you must begin to rebuild trust ‐ Trust is built by doing what you say you are going to do ‐ Establish and hit benchmarks ‐ LISTEN – Listening is therapeutic and helps donors heal Tom Speaks (330)‐329‐5680 [email protected] Three Essential Components of Crisis Communications • Preparation • The Crisis Event • Rebuilding Trust Your reality… Tom Speaks (330)‐329‐5680 [email protected] 10 4/20/2015 Shameless Plug • • • • • • • • Public relations Website development Branding Message creation Outsourced marketing department Social media Crisis communications Strategic planning Tom Speaks (330)‐329‐5680 [email protected] The Impact Group Primary Contact Information Tom Speaks, Principal [email protected] 330 329‐5680 ( c ) 330 655‐5041 ( o ) 11
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