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Crisis Communications Management
KC Ad Club
April 2, 2008
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Wimps need not applyWimps need not applyWimps need not applyWimps need not apply
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Crisis is an Crisis is an Crisis is an Crisis is an opportunityopportunityopportunityopportunity(Will it be good or bad?)(Will it be good or bad?)(Will it be good or bad?)(Will it be good or bad?)
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Crisis� A major, unpredictable event that
has potentially negative results. The event and its aftermath may significantly damage an organization and its employees, products, services, financial condition and reputation.
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Traditional
Crisis Management
Reaction to individual crises
Real
Crisis Management
Prevention, preparation and management of
any and all crises
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The Goal� The reputation of your company or
brand will never be harmed or diminished by a crisis.
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The Objective� Real crisis management becomes a
part of the ongoing operations of your company.
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Keys to a Crisis Plan
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1. Establish a crisis team
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1. Establish a crisis team
2. Develop the processes
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1. Establish a crisis team
2. Develop the processes
3. Identify risks
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1. Establish a crisis team
2. Develop the processes
3. Identify risks
4. Craft messages
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1. Establish a crisis team
2. Develop the processes
3. Identify risks
4. Craft messages
5. Prepare spokesperson(s)
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Result
Act instead of react
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“Hello, Media Calling”
� Take immediate control of the interview opportunity� What do they want?� What is the deadline?
� You’re always “on the record.” Always.
� Never “wing it” on the spot
� Use your calendar as a crutch
� Be prompt with the call back � The callback is not a sign of weakness
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The Message� What happened?
� What does it mean?
� What are we doing about it?
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Audiences� Media
� Employees
� Customers
� Shareholders
� Community
� Industry
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Spokesperson� One (usually) is enough
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Hands-on
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“Those who cannot
remember the past are
condemned to repeat it.”George Santayana (1863 - 1952),
The Life of Reason, Volume 1, 1905
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Readiness
Perceived vs. Real
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Jeff Risley, VP
Barkley PR1740 Main Street
Kansas City, MO 64108
816-423-6027
http://risleyranch.blogs.com
