Crisis Communication Team Members Guide
What to identify at the beginning of a communications crisis
Below are the questions that should be asked in order to properly manage a crisis:
2.1
What could be deemed a potential PR crisis.
2.2
Who is responsible.
2.3
Why did it happen.
2.4
Who is affected.
2.5
Who needs to know about the crisis.
2.6
When they need to know about the crisis.
2.7
How they are going to get to know about the crisis.
Eight questions the media always ask in a crisis
Below are the questions that the company should be able to answer in order to properly manage a
crisis:
1.
2.
3.
4.
5.
6.
7.
8.
What happened?
Who is in charge?
Has this been contained?
Are victims being helped?
What can we expect?
What should we do?
Why did this happen?
Did you have forewarning?
Part A. Assessing the Situation: Gathering Information
The main focus of the PR/Marketing team will be to gather information to support key messages:
1. What is the problem?
2. What is the cause?
3. Are there concerns over the incident for industry, environment, or stake holders?
4. What is the date and time of problem (if applicable)?
5. How widespread is the issue?
6. What is our response to the problem?
7. Is there involvement of any regulatory agencies?
8. What are the possible actions that can be taken to address the issue?
9. Have any solutions been put into practice?
10. What are the steps that will be put in place to prevent future occurrences?
Part B. Developing Key Situational Messages
Method
I.
II.
III.
IV.
V.
Identify Key Stakeholders
State the issue to address and keep the focus.
Develop three key messages
Supporting Information amplifies the key messages by providing additional facts or details.
Supporting information can also take the form of visuals, analogies, personal stories or citations
of credible information sources.
Identifying Key Stakeholders
Consider which key audiences or stakeholders need to be targeted. Revisit this list of potential
stakeholders as the crisis evolves to reflect changes in audiences as needed.
Stakeholder
Employees
Employers
Learners
Industry
Associations/
Governing Bodies
Media
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Potential Communication
Vehicles
E-mail
Newsletter
Personal contact
Intranet
Webinars
Information packet and
letter
Personal meetings
E-mail or e-newsletter
Web site
Media
Social Media
Phone calls
Web site
Media
Email
Social Media
Conference calls
Personal meetings
E-mail
Web site
Media
Initial response statement
Press release
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Threshold Questions
What do they need to know about the source
of the problem?
How is the company resolving the situation?
What are the employees expected to do
regarding the situation?
What do they need to know about the source
of the problem?
What actions do they need to take to resolve
the situation?
What information will they provide to their
consumers, customers and/or students?
What do they need to know about the source
of the problem?
How is the company resolving the situation?
What are the students expected to do
regarding the situation?
Could the association be an ambassador for
you?
Will the association help solicit testimony
from experts on the issue?
Will the news media get information on the
situation whether you give it to them or not?
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Web site
News conference
Advertising
Third-party groups
By-lined editorial
E-mail
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Will the company’s reputation be affected
unless information is aggressively released
through the news media?
Is there a broader, national industry group
that can more appropriately handle the
situation?
Can this become an industry issue rather than
an individual operation’s issue?
Useful Third Party Resources
A list of third parties that offer a vital service, can support our position or can offer further
clarification when a crisis strikes such as key organisations that can address the crisis issue and that
media can contact.
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Government Departments
Employees
Customers
Allied organisations
Part C. Press Release
The first press release should include at a minimum the who, what, where and when of the situation
derived from the facts that have been gathered from reliable sources and confirmed.
A prepared, generalised statement has been prepared that can be used to make an initial general
response to the media when knowledge about the crisis first becomes known on a widespread basis
or by journalists. (See below)
Information materials or fact sheets about the company, processes, area or machines involved may
need to be created by the Creative Services Coordinator/Graphic Designer to facilitate the
understanding of the situation to the media to prevent them interpreting the situation erroneously.
When drafting a press release during a crisis situation, there are four “R’s” to remember;
Regret:
Responsibility:
Reform:
Restitution:
The first thing you should do is express concern that a problem has
developed – even if it was not the company’s fault.
Whether the cause of the problem was the operation’s fault or not, the
operation should be prepared to take responsibility for solving the problem.
Your actions will reinforce its words and provide a credible demonstration of
the budsiness’ commitment to doing the right thing.
Your various stakeholder audiences must know the operation is taking steps
to ensure the problem will not happen again.
If appropriate, detail how you and the industry will help those who have
been affected by the problem.
Sample Crisis News Release
A (what happened) at (location) involving (who) occurred today at (time). The incident is
under investigation and more information is forthcoming.
A news conference will take place at (place) at (time) with (spokesperson)
A written statement will be issued at (time) via email.
(Other pertinent information.)
Appendix
Media Contact Log
This log helps with keeping track of media enquiries and interviews. Adding these same
contacts to the updated media list will be very important.
Date_________________________________________________________________
Time ________________________________________________________________
Journalist Name _______________________________________________________
Media Outlet
______________________________________________________________
__
Phone Number _________________________________
E-mail Address
________________________________________________________________
Question(s)/ Notes
_____________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
_____________________________________________________________________
Media Deadline Date
______________________________________________________________
Date & Time of Response to Media
_________________________________________
_______