crisis management
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Crisis Management & ProActive OutreachAugust 12, 2009
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Jennifer SmithSenior Director
Communications & Special Programs
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Goals
• Role within Communications Strategy
• Creating a Plan• What if …• Media Guidance
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• Key is planning ahead• Anticipate good and bad situations facing your
organization• Requires quick response in moments that may catch
you off guard• A careless or uncalculated response can harm the
brand’s image and associations+ What happens in Tulsa, can affect Taipei
Crisis Management
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Practice &Adjust
Practice &Adjust
Create Plan
Create Plan
PinpointTeam
PinpointTeam
Creating Your Plan
CreateProcessCreateProcess
EvaluateNeeds
EvaluateNeeds
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Evaluate Needs
• What are situations you may face?+ Examples: Inclement weather, injury of a guest,
food poisoning, abusive situations with family members, staff or volunteers.
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Create a Process
• Develop process for each situation identified• Create step-by-step instructions• Leverage resources to support you where
needed. + Example: Local emergency organizations, your
insurance carrier, and hospitals
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Pinpoint Your Team• Right people, right role
+ Media Spokesperson – who is the right voice?• Create a flow chart that shows responsibilities
and communication flow• Remember -- You don’t have to make decisions
on your own+ RMHC Global is a resource
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Identify the Members of the Crisis Team
Executive Director
Communications Director
Board Liaison
Development Lead
Program Operations Lead
HR Lead/Volunteer Coordinator
Legal/Insurance/Local Police/Fire
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Team Roles
Executive Director•Coordination with players•Updates to Board•Potential Media Voice•Contacts expert counsel•Ensures internal communication
Communications Director•Primary media contact; voice•Develops message maps•PIO contact•Liaison with RMHC Global / MAP Line•Provide Media Training
Board Liaison•Potential voice for media or messages to Board
Donor Development Lead•Coordinates with suppliers who have offered support
Program Operations Lead•Facility-related next steps•Primary contact for handling clean-up•Contacts other Program leads in geography
HR Lead/Volunteer Coordinator•Coordinates on-site counseling•Liaison with Legal on HR issues•Ensures staff/volunteers are prepped on how to answer calls
Outside Resources – Legal, Insurance, Local Police/Fire•Provides procedural support
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RMHC Global Support is always a call away!
If Operational Concern
If Media Call
If Partner Situation
If Discrimination Concern
1. Call RMHC Team Leader
1. Call RMHC Team Leader 2. Legal/Insurance
1. Call MAP Line/RMHC Communications 2. Call RMHC Team Leader
2. Legal/Insurance
DO NOT speak on behalf of partner – contact RMHC Team Leader!
Activation
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Draft Your Plan• Meet with key stakeholders, including Staff,
volunteers, board members, making sure they understand their role
• Get feedback and adjust as needed• Consistency and accuracy are imperative.
+ Crisis correspondence (internal & external) may be requested by media or a court of law, so communications must be consistent prior to and during the crisis.
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Practice
• Engage the crisis team in drills• Re-evaluate if there are gaps
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What if … • “Unpredictable” is easier
when there’s a plan in place• Empower other staff
members with hard and electronic copies of crisis plan
• No one person should be the keeper of the information
• Make the plan and emergency contact information very accessible
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What if …
The Rule of ReasonKeep a keen eye out to the most appropriate response in a given scenario – even if it was not originally planned.
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Preparing for Media Inquiries• Planning Ahead: Media Training
+ Draft media communication in advance+ Take a workshop, consult resources, talk to RMHC communications
team• Media Protocol
+ Call MAP line and RMHC Communications+ Gather facts and buy time+ Know your rights
• Communication to Stakeholders+ Be prepared with as much information as possible+ Give regular updates+ Stay calm and keep the focus on the Chapter’s mission
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Conclusion• Resource Guide: Visit
www.RMHC.net+ Crisis plan samples+ RMHC Global Team Contacts+ Media resources including
message maps, sample media action card, Media Training Guidelines
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Resources Available
RMHC.org/fileshare
User ID: rmhcPassword: resources
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Questions?
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Thank You