CRISIS COMMUNICATIONSANSC 4800

Issues in Animal Agriculture

April 1, 2014

Virginia Whitemorgamv@auburn.edu

Risk vs. Issue Management

Risk is the potential for experiencing a

hazard

Issue management is systematic1. Forecast2. Identify3. Manage

Crisis

• Event or series of events characterized by threat to important goals, short response time, and surprise.

(Crisis Response Project, July, 2006, Kansas City, MO)e or series of events characterized by threat to important goals, short response time, and surprise.

(definition from Crisis Response Project, July, 2006, Kansas City, MO)

Where Do They Come From?• Most crises spring from events or

controversies.• Many find their roots in disputed

issues.• Most can be anticipated.

Crisis Management

• From a public relations perspective, the goal is to minimize a crisis’ impact on

• Image• Financial health• Long-term viability

Crisis Communication• The exchange of messages with the goal of mitigating or

eliminating a crisis.• Internal• External

Plan for the Worst

Anticipate by looking into your discipline and business for problems and potential issues.

Use your professional network.

Brainstorm with peers to generate a list of things that can go wrong.

Create a crisis communication plan.

Manage the Response

• Should you respond?

• Is the response public or private?

• Is the response high, low, or no profile?

What’s the Truth? Who Cares?

• Get your facts straight• Analyze the issue• Monitor the media

• Identify your stakeholders• Talk to your internal audiences• Stay in touch with your external

audiences

Manage Up, Across, and Down• Manage up

• Everyone has a boss• Keep your boss informed• No one likes surprises

• Manage across and down• Colleagues and support staff are

talking• Don’t make them learn about it from

the media

They’re Only Words…

Click icon to add picture

Develop Your Message• Messages should

• Answer Questions Honestly• Convey regret/compassion for those affected• Acknowledge the organization’s role in the event• Describe corrective actions• Tell how people can help

• Messages should not• Be hostile• Be defensive

Get Your Message Across

• Lead with main points• Don’t use jargon• Stick to the facts• Correct inaccuracies• Ask the reporter questions• Offer to answer follow up

questions• Never say, “No comment”

Learn From the Crisis• Evaluate your communications

• Determine• problems within your system• gaps in strategies• policy revisions

Best Practices Model

Strategic Planning

Proactive Strategies

StrategicResponse

Plan Pre-event Logistics

Form Partnerships

Be Accessible to Media

Coordinate Networks

Listen to Public Concern

Communicate Compassion

Accept Uncertainty

Be Open and Honest

Provide Self Efficacy

National Center for Food Protection and Defense, University of Minnesota

PLAN FOR THE WORSTTo Manage Issues for the Best Results