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1、1,Business Continuity ManagementCourse for Advanced Professionals Introduction,2,Subject Area 9:Public Relations and Crisis Coordination,3,Lesson Overview,During a crisis,an organization must effectively communicate Need a communication plan Identify spokesperson(s)Identify audience(s)affected by cr
2、isis Develop key messages Gather&evaluate information Communicate information to target audience,4,Professional Practices forBusiness Continuity Professionals,Project Initiation and ManagementRisk Evaluation and ControlBusiness Impact AnalysisDeveloping Business Continuity StrategiesEmergency Respon
3、se and OperationsDeveloping and Implementing Business Continuity PlansAwareness and Training ProgramsMaintaining&Exercising Business Continuity PlansCrisis CommunicationsCoordination with External Agencies,5,Objectives,Develop,coordinate,evaluate,and exercise plans to communicate with internal stake
4、holders(employees,corporate management,etc.)external stakeholders(customers,shareholders,vendors,suppliers,etc.)and the media(print,radio,television,Internet,etc.),6,The Professionals Role,Establish Programs for Proactive Crisis CommunicationsEstablish Necessary Crisis Communication Coordination wit
5、h External Agencies(local,state,national government,emergency responders,regulators,etc.)Establish Essential Crisis Communications with Relevant Stakeholder GroupsEstablish and Exercise Media Handling Plans for the Organization and its Business Units,7,Terms&Definitions-Crisis,Crisis A critical even
6、t,which,if not handled in an appropriate manner,may dramatically impact an organizations profitability,reputation,or ability to operate.Or,an occurrence and/or perception that threatens the operations,staff,shareholder value,stakeholders,brand,reputation,trust and/or strategic/business goals of an o
7、rganization.See:Event and Incident,8,Definition of a Crisis“A situation that puts yourorganizations values on trial in thecourt of public opinion”http:/William N.CurryPublic Relations Society of America,9,What is Crisis Communication?,Effective and managed communication about an event or occurrence
8、that can impact people,organizations,and communities Simple Direct Honest,10,Crisis Communication Objectives,To identify crisis communication plan elementsTo identify strategies to effectively communicate with all groups,11,Communication Plan Elements,During a crisis How will you communicate with di
9、fferent audiences?Who will communicate with the different audiences?What needs to be communicated to the different audiences?,12,Communication Plan Elements,Public relations policy and proceduresOrganizational profile with detail on core offeringsReference files on potential crisesPosition statement
10、s Crisis Quiz,Call&emergency contact listsDesignated spokesperson(s)Media directory Media contact logContacts for government agencies,13,Crisis Communication Procedures,Business Continuity Planner/Coordinator Works with PR department to develop crisis communication plan/proceduresCrisis Management T
11、eam(CMT)Manages the message Communication medium is usually your designated spokesperson“Plan your work for today and every day,the work your plan.”-Norman Vincent Peale,14,Audiences Affected by Crisis,CommunityPublic,neighbors,special interest,External AgenciesGovernment,regulators,emergencyRespons
12、e organizations,External GroupsCustomers,vendors,contractors,suppliers,unions,Internal GroupsBoD,Senior management,steering committee,Spokesperson,employees,stakeholders,retirees,15,Identify Your Audience,How do I select What to say to Whom Who needs to know?What do they need to know?When do they ne
13、ed to know it?,16,Establish spokesperson(s),Match target audience with appropriate spokesperson Senior management Employees Stakeholders Media External groups/agencies Community,17,Key Message,Clear and easy to comprehendRepeated constantlyIntegrated with messages sent to other audiencesConsistent,B
14、e up front regarding confidential informationSpeak to the specific audiences concernsUse personal language and acknowledge emotionsAppreciate the individuality of responses,18,Key Messages,Have answers to:What happened?Where there deaths or injuries?What is the extent of the damage?Why did it happen
15、?Who or what is responsible?What is being done?When will it be over?What would you say to those affected?,19,Sources of Information,Facilities Structure and plant issuesRisk management/insurance Cost estimates to repair Insurance adjustorCrisis Management Team Operational status Customer service Sta
16、keholder information,Damage Assessment Team Report of condition of facility and contents Timeframes for restoration&salvageSecurity Building contents Life safety issuesHuman Resources Injuries Employee issues Special services,20,Methods of Communication,Direct mailings Telephone calls1-800 hotlinesN
17、ewslettersWeb sitesConference calls to investors,Email Employee meetings Public meetingsPaid advertisementsPrepared statementsPress briefings&releases,21,Crisis Communication Checklist,Alert the spokespersonGather who,what,where,when,and whyConfirm the factsClarify and verify technical informationPr
18、epare a summary statement,Prepare a fact sheet Notify stakeholdersTell clients about changes in servicesRespond to mediaKeep a media logFollow up implicationsEvaluate/tweak system,22,Tell Your Story:Decision-Makers,Board of directorsSenior managementExecutive sponsorSteering committeeTeam leaders Sp
19、okesperson(s),23,Tell Your Story:Stakeholders,Clear,consistent messageDetermine appropriate spokesperson(s)Determine what should be disclosed Determine the form of the communication,24,Tell Your Story:Employees,Tell the truthAsk for helpExplain the planInspire immediate actionDelegate important task
20、sEncourage a unified effort,25,Employee Communication Concerns,Building&facility securityMedia guidelinesEffect on organizationTime off TravelStock/retirement plans/401kDonations/Volunteering,26,Tell Your Story:External Groups,Essential or affiliated groups Customers Stockholders Vendors Suppliers C
21、ontractors,27,Tell Your Story:External Agencies,Procedures and tools to manage relationships with multiple agencies Public sector response organizations Regulators Auditors,28,Tell Your Story:the media,Develop procedures and tools to manage relationships with the media Print Radio Television Media Q
22、uiz Internet,29,Media Interview Guidelines,Responses to media:“What we know”“What we do not know”“We dont know”or“Well find out”Establish briefing schedule Responses to Media,30,Media Interview Guidelines,Get the factsTake the offensiveDeal with rumors swiftlyCentralize informationDont get mad!Stay”
23、On the record”No“no comments”Write everything down,31,Mistakes to avid,Dont Be timid Guess or speculate Stick to a story if it has changed Wear sunglasses,chew gum,or smoke Get trapped into making predictions Lie,32,33,Summary,When developing your crisis communication plan consider your target audience,your best spokesperson and your key messageTelling your story in an appropriate way for a particular audience is key to successful crisis communication,34,Sample Questions,
