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Crisis communication

MEDIA, POWER AND CULTURE

April

Killi

ngsw

orth

/ Fl

ickr /

 CC-

BY-2

.0

Kroll BoP

Planning• Crisis communication starts long

before the crisis• Plan will designate spokespeople,

social media strategy, key media• Before press conference, write

handful of talking points

April

Killi

ngsw

orth

/ Fl

ickr /

 CC-

BY-2

.0

Kroll BoP

Introduction• Speaks slowly, spelling out names to

help media• Expresses sympathy for those affected• Says what is known and what, if

anything, people can do• Says what is not known• Says what organization is doing• Ends with where to find more

information

April

Killi

ngsw

orth

/ Fl

ickr /

 CC-

BY-2

.0

Kroll BoP

Room strategy• Split the room, taking questions from

one side and then another• Repeat question, then turn away

from questioner to discourage dialogue

• Answer and pivot: “But what’s most important is …” to turn back to talking points

April

Killi

ngsw

orth

/ Fl

ickr /

 CC-

BY-2

.0

Kroll BoP

Crisis mistakes• Use jargon that confuses media and

public• Show anger or condescension• Attack the questioner• Fail to mask facial expressions• Nod automatically, signifying agreement

with criticism• Bad “optics” – inappropriate visuals,

such as sipping water during a drought