Communications Audit:

Perfecting Your Plans, People & Processes

Presented by:Cindy Lawson

Obtain Feedback

Compile & analyze feedback from constituent groups

Compile & analyze media coverage Which outlets were fair or biased in their

coverage of the issue?

What Went Right?

Case Study: The Bonfire Collapse

Message and Focus– VICTIMS & THEIR FAMILIES FIRST AND

FOREMOST– Privacy– Accommodations– Communications– Relief fund– Counseling

The Media and Logistics– Two fronts – the office and on-site– Single spokesperson– Media proximity– Media updates every hour on the half hour– The WEB!!!– Accommodating the media – a sense of calm and

control– Using the media effectively

Personnel-related issues– Massage therapist– Psychological counseling– Grieving

Other– Independent investigation – openness– Personally responding to each and every e-

mail, phone call, etc.

What Could Have Been Handled Better or More

Effectively?

No crisis communications plan (no sense of purpose) No dedicated line No “second string” No one monitoring e-mails (offers to help) No one monitoring the media

Spanish translators Website crashes And then there was the library

What Changes, If Any, Do We Need to Make to Our Issues Management

Process?

Survival kit Reliable telecommunications Dedicated internal “Hotline” number Log all media inquiries

Assign someone specifically to monitor media coverage (rumors and errors)

I.D. badges or armbands to get on site Feast to famine Offers of help you didn’t know were there

Counseling, an absolute necessity Don’t underestimate any disaster Take your mom’s advice Media badges/privileges

Alert IT to staff up Telecommunications backup is a must

Communicate the Results

With team members With the campus community With external constituents if appropriate

Image Restoration

Implement damage control Image campaign Web site updates Advertorial Letter to the editor Editorial board meetings Other

Finally, Don’t Forget There WILL Be…

Finger-pointing: Respond to intense media scrutiny about how the issue or event was handled.