crisis communication final-UH

First rule of crisis preparation
You’ve got to have a plan
4 C’s
What are the 5 stages of a crisis?
key elements in a crisis plan?
team members
how team is notified
where team gathers
communication tools
supplies/ materials/ information needed
news release templets
evaluation tools
holding statements
define “crisis communication”
communicating to maintain MBRs with key publics during a crisis
the importance of “good organization communication well”
if you’re doing right and communicating that well, your audiences tend to be ore forgiving in times of a crisis
why is it important to prepare for and properly manage crises
people judge an organization by how it responds to crisis
define “smoldering crisis”
a crisis that management should be aware of and take steps to mitigate before it emerges as a true crisis
3 legs of the stool? 4th leg?
-platform (technology)
what is banking community good will
doing as much “good” in the community as possible to establish MBRs that ban withstand a crisis
whats a prodrome
a warning sign
steps to develop a crisis plan
conduct a crisis audit
ID key audiences and how to communicate with them
ID and train spokespeople
develop a communication plan
get management buy-in
make sure all operations are represented on the team
train the team
drill the plan
whats most critical in first minutes/hours
communicating externally and internally
whats a CCP
crisis communication plan
define “crisis”
an interruption of business that affects key relationships with one or more publics with a potentially negative outcome
what causes most crises
which model of PR is best
two-way symmetrical
“traditional” crisis categories
acts of nature
define “crisis management”
a process of strategic planning for a crisis that removes some of the risk and uncertainty and allows the organization to be in greater control
3 R’s
in a crisis, what is “truth”
whatever the public option says it is
how has new technology helped crisis communications
provided new, better, faster ways of communicating with key publics and responding to crises
how has new technology hurt crisis management
used to cause and continue crises
explain “profit-orientated” vs. “people-orientated”
profit-oriented organizations emphasize money while people-orientated organizations emphasize value people and peoples needs and are more likely to “do the right thing” even if its not required during crisis
what does media want to know in a crisis
what happened
deaths or injuries
extent of damage
danger of future injuries or damage
why did it happen
who or what is responsible
what is being done
when will it be over
has it happened before
were there any warning signs of the problem
whats an apologia response to crisis
an effort to defend reputation and protect image
focus of decision theory
counseling management and other leaders to make the most effective decision
in SCCT, what determines the repetitional threat
crisis type and crisis history
what are the 3 stages of apologia
what does grunig say determine crisis response excellence
how “excellent” the program is before the crisis occurs
during containment, what are your goals
limit the duration of the crisis and keep it from spreading
3 types of response to a media request
we know and heres all the information
we don’t know everything yet, but heres what we know and we’ll find out more and let you know
we have no information but we’ll find out and tell you
“gotcha” journalism’s impact
it increases crisis risk and can intensify coverage during a crisis
3 crisis clusters in SCCT
focus of diffusion theory
managing change/adoption
define “media frenzy”
media rush to get and present information in a highly competitive environment
what are your goals in recovery
return to business, restore public confidence
focus of image restoration theory
maintaining and restoring a positive image
4 models of PR practice
press agentry/ publicity
public information
2-way symmetrical
2-way asymmetrical
3 outcomes of crisis
organization gets put out of business, ruined, sued, key executives possible charged with crimes
organization survives with damage
organization emerges without damage, possible better off
baseline threat level of each SCCT cluster
victim = mild
accidental = moderate
preventable = severe
define “walkabout audit”
you walk around the organizations offices, interacting with employees at all levels, observing areas of potential risk, identifying thing that could be corrected to prevent crisis
what does a CCP address
communicates with an organizations publics
define “CRT”
crisis response team
define “holding statement”
is statements that express what might be known, but also allow an organization to comment while still investigating and gathering information. typically, 4 Cs or 3 Rs
define “CMP”
crisis management plan
SCCT crisis response strategies
deny, diminish, rebuild, reinforce
crisis possibility scale extremes
almost impossible (0) – highly probably (5)
what do we mean by “cybercrises”
crises that enclose computers, information technology, social media
what should you do first when e-mail rumor hits
analyze it
why do organizations say they don’t have a plan
too expensive
(second is because they don’t have time)
what does a CMP address
operational and management issues
Define “ERT”
Emergency response team
5 strategies choices in rumor crises
disseminate accurate information that contradicts it
do nothing
use a third party to discredit the rumor
take out ads to deliver your message
whats the best cure for a crisis
what do you do when rogues strike
you go first to the source to see if “cease and desist, correct” are possible
crisis damage scale extremes
no damage (0) – devastating (5)
define “CCT”
crisis communication team
what are NIMS and JIC
national incident management system
joint information system
what do stakeholders want to know
how it affects them
what model of communication is preferred
two-way symmetrical
how many messages can be absorbed at a time
no more then three
when should you communicate with lawyers
curing planning, before a crisis occurs
ideally, which public should you talk to first
internal publics/ employees
jack welche 5 stages of crisis management
blood on the floor
goes away
how many supporting points for a message
no more than three
whats went by “the court of public opinion”
what people think/believe may be more damaging than what happens in a court of law
what is massage mapping
the process of developing a key message and supporting points
in message mapping, whars our word count goal
27 (3-9-27) 3 words a second, so 9 seconds for 27 words
explain the importance of “do that right thing”
if we behave as we are expected to and respond to crisis by “doing the right thing,” our publics tend to be more supportive and forgiving

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