Chapter 4 Crisis Communications A Casebook Approach Communications When the Crisis Strikes When there is a crisis there must be communication with the news media social media publics internal publics external publics and lawyers Television is basically in all U S homes Television viewers get crisis information without seeking it News can sometimes be circulated faster by social media than by traditional Both social media and traditional media must be targets of communications news media as swiftly as possible Communicating with the News Media There are three possible results of a crisis The organization is put out of business ruined possibly sued and key executives are possibly charged with crimes The organization continues to exits but it has lost some image nd respect in its publics eyes The organization in a hard fought battle has won a war of public opinion and is seen as favorably as before or perhaps more favorable News media coverage of a crisis usually falls into four stages Breaking news The immediate shocking or dramatic impact detailed information is usually not available ends when causes and explanation are presented Concrete details are becoming available Analysis of the crisis and its aftermath Sometimes a crisis grows out of another crisis What the News Media Want to Know Evaluation and critique of the crisis anniversary stories Is there a danger of future injuries or damage What happened Were there any deaths or injuries What was the extent of the damage Why did it happen Who or what is responsible What is being done about it When will it be over Has it happened before Were there any warning signs of the problem If your organization has erred it is usually best to reveal the mistake at once apologize and make amends If the disaster or crisis has already resulted in injury or death or if it poses a threat to the safety or well being of groups or individuals contact the media immediately and indicate that you are looking into the situation that you just found out 5 minutes ago If the situation is not urgent it is advisable to look into the situation to make attempts to fully understand what took place and to have answers prepared for the media s questions If reporters contact you first and you are unaware of the crisis do not rattle on without knowing details In a crisis there are three types of response to a media request We know and here s all the information We don t know everything at this time Here s what we know We ll find out more and let you know We have no idea but we ll find out and tell you Give the media access to the material they need Background information Statistics Photographs Spokespersons Know the difference between an apology and an excuse Apology Spokesperson Identify one primary spokesperson for your company Designating one primary spokesperson reduces the possibility of conflicting statements organization values or explanations being released to the media Alternative spokespersons should be selected in the event the primary spokesperson is not available during a crisis Supportive spokesperson People who can speak authoritatively on technical subjects When there is an opportunity to let impartial experts speak about your company s diligence sense of responsibility or innocence in a crisis permit them to be spokespersons News Conferences If a news conference is warranted and can be arranged swiftly arrange one Be certain to have a prepared statement read and distributed to the media Be mindful during a crisis that it is not the time to bring up unrelated community service projects no matter how many you have Do not prolong the crisis by calling an unnecessary news conference or by engaging in other activities that can keep the crisis in the news When dealing with the media or when being interviewd by the media whether in a one on one situation or at a news conference note the following 10 do s for media interviews Do listen to the whole question before answering Do use everyday language not the jargon of your business or profession Do maintain an attitude showing you are calm courteous responsive direct positive truthful concerned and if necessary repentant and apologetic Do understand the reporter s job Do be accessible and pleasant Do try to treat the reporter as a partner an ally in maintaining or restoring the company s good image Do tell the truth the whole truth Do look the reporter in the eye Do use your crisis communications plan Do keep employees informed of the crisis 10 Do Not s for Media Interviews Do not be a wimp Do not guess or speculate Do not get overly upset about being quoted out of content Do not play favorites with the media Do not pull advertising from a newspaper because reporters are not cooperative Do not consider your news release golden Do not stick to a story if it has changed just to be consistent Do not be trapped into predicting the future Do not wear sunglasses or chew gum Do not smoke Truth is Essential The Dissemination of Error Do not reveal assumptions Tell the truths that are certain saying repeatedly I just learned about this An early earnest response can sometimes set the tone for how the public will so I don t have all the answers perceive the company in a crisis Trick Questions Speculative questions begin with if Leading questions imply that the reporter already has the answer Loaded questions are designed to elicit an emotional response Na ve questions indicate that the reporter has not done any homework and does not know what to ask False questions intentionally contain inaccurate details Know it all questions begin with We have the story I just need a few wrap up facts Silence or an absence of questioning is used by reporters who want you to spill your guts Accusatory questions are designed to force you to blame others Multiple part questions can be confusing to you as well as to the public Jargonistic questions are those in which technical words or professional jargon are used Chummy questions are those in which the reporter pretending to be your buddy may ask questions as if they are your friend Labeling questions aim to make issues negative or simplistic by seeming to ask for clarity Good bye questions are posed at the end of an interview and may even come after the camera or tape recorder is turned off Reporters Newspaper and broadcast journalists in record numbers are becoming public relations practitioners If you are breaking the news or a crisis or a development in a crisis and you know of