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”
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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
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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
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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