Crisis Management and Crisis Management and PreventionPrevention

Creating calm at the Creating calm at the centre centre of the of the stormstorm

Qualities of a crisis?Qualities of a crisis?

Unexpected series of eventsUnexpected series of eventsThings seem out of controlThings seem out of controlThreat to existing situationThreat to existing situationOutcome is uncertainOutcome is uncertainUsually things happen very fastUsually things happen very fastOpportunity! OPPORTUNITY!Opportunity! OPPORTUNITY!

What happens in a What happens in a crisis?crisis?

Communications are severely tested Communications are severely tested High degree of uncertaintyHigh degree of uncertaintyBad decisions may get madeBad decisions may get madeGreat deal of pressure on organizations to provide Great deal of pressure on organizations to provide accurate, timely information to the mass media accurate, timely information to the mass media

How does a crisis arise?How does a crisis arise?

Research report in national or medical Research report in national or medical presspressMedia gets it before you doMedia gets it before you doYou have not done your jobYou have not done your jobYou were not truthful and were found outYou were not truthful and were found outScandal or rumoursScandal or rumours

Can you think of Examples in Can you think of Examples in your own setting?your own setting?

Regulatory/ Pharmacovigilance Crises– Regulatory decisions made in other

countries– Cluster of serious ADRs in country

Public Health Crises– Epidemics and natural disasters

Clinical Setting Crisis– Lack of stock of essential medicines in

hospital

Preparing for CrisesPreparing for Crises

DonDon’’t wait until a crisis happens to have a crisis t wait until a crisis happens to have a crisis management plan in placemanagement plan in placeEstablish a crisis management team beforehandEstablish a crisis management team beforehandAssign budget and resources for crisisAssign budget and resources for crisisAssign roles and responsibilities of individuals or Assign roles and responsibilities of individuals or departments beforehanddepartments beforehandIdentify a single spokespersonIdentify a single spokespersonAssign a coAssign a co--ordinator ordinator Assign a single spokesperson!Assign a single spokesperson!

Crisis Communication PlanCrisis Communication Plan

Same steps as any other planning processSame steps as any other planning process

Compressed time scales applyCompressed time scales apply

Inclusive planning and action criticalInclusive planning and action critical–– Start investigating and correcting the problem as soon Start investigating and correcting the problem as soon

as possible!!as possible!!

Communication not an isolated exercise. Part of Communication not an isolated exercise. Part of broader action planbroader action plan

Know your enemy!Know your enemy!

What is the nature of the crisis?What is the nature of the crisis?»» Drug linked to adverse event or not?Drug linked to adverse event or not?»» How soon will facts be available?How soon will facts be available?»» What is the damage potential?What is the damage potential?

What is the nature of the What is the nature of the rumourrumour??»» Where does it come from?Where does it come from?»» What objective conditions give rise to it?What objective conditions give rise to it?»» Who is likely to be affected by it?Who is likely to be affected by it?

Know your alliesKnow your allies

Communication works within a system Communication works within a system –– an an ACTION systemACTION systemPeople within this system are natural alliesPeople within this system are natural alliesThink laterally about additional alliancesThink laterally about additional alliancesQuestionsQuestionsHow good are your links with your allies?How good are your links with your allies?Do you have an inclusive way of working?Do you have an inclusive way of working?Can you build these in a crisis? Can you build these in a crisis?

Some techniques to considerSome techniques to consider

Mass media:Mass media: Are they open to your Are they open to your message? What are risks of message? What are risks of further distortion?further distortion?

Advocacy:Advocacy: Getting the powerful on side?Getting the powerful on side?Advertising:Advertising: Will this increase credibility?Will this increase credibility?Social Social mobilisationmobilisation: Do you have time and : Do you have time and

resources?resources?

Build sound foundationsBuild sound foundations

DonDon’’t let the feeling of t let the feeling of ““crisiscrisis”” derail your derail your thoroughness around:thoroughness around:

»» Putting your action system togetherPutting your action system together»» Achieving common understanding of problemAchieving common understanding of problem»» Common understanding of strategy and action planCommon understanding of strategy and action plan»» Situating communication within strategy & actionSituating communication within strategy & action

CLEAR messages should result from aboveCLEAR messages should result from aboveThese are your GREATEST ASSET These are your GREATEST ASSET

Define responsibilitiesDefine responsibilities

Who provides the information?Who provides the information?

Who coordinates contact with media, Who coordinates contact with media, stakeholders?stakeholders?

Who speaks to the media and public?Who speaks to the media and public?

Clear principles for Clear principles for communicationcommunication

The facts dictate the messages. Stick to the The facts dictate the messages. Stick to the facts!facts!

Take charge of your news Take charge of your news –– even if iteven if it’’s bad s bad newsnews

Accountability is more important than a Accountability is more important than a ““cleanclean”” imageimage

Preventing CrisesPreventing Crises

Good operational systems minimise crises Good operational systems minimise crises Improve communications with stakeholdersImprove communications with stakeholdersEnsure transparency,equity and Ensure transparency,equity and accountability of all decisions and actions accountability of all decisions and actions with regards to risks of medicines with regards to risks of medicines Proper documentation and recordProper documentation and record--keepingkeepingGood public relationsGood public relationsHow do you think we can avoid crises?How do you think we can avoid crises?