Chapter 12

Problem- commonplace occurrences and fairly predictable, can be addressed in a limited time frame without arousing public attention or draining resources

Crisis- less predictable, require a considerable investment of time and resources to resolve and often bring about unwanted public attention

• Run the risk of…
  • Escalating in intensity
  • Falling under close media or government scrutiny
  • Interfering with the normal operations of business
  • Jeopardizing the positive public image enjoyed by a company and its officers
  • Damaging a company’s bottom line

Stages of Crisis

1. Warning stage- advance signs of trouble, may be possible to avoid, might be able to control events before they happen
2. Point of no return- crisis is unavoidable but damage may be able to be controlled
3. Cleanup phase- can still minimize damage, length of this phase depends on how prepared the organization was to deal with crisis
4. Things return to normal- not the same as before but stable

*crisis can bring about opportunity

Crisis Planning

1. Risk assessment- identify potential threats to the organization and take steps to lessen or eliminate these threats, can help avoid crisis altogether
   1. Crisis planning team (CPT)- for in-house crisis planning and training
2. Developing a plan
   1. Crisis communications planning-

i. Crisis definitions- need to have a common definition

ii. List of individuals who will manage crisis response- CPT

1. Crisis manager or CEO

2. Legal counsel

3. PR counsel

4. Financial counsel

5. Appropriate technical experts

6. Support personnel

iii. Stakeholder communication strategies

1. Employees

2. The media

3. Other key stakeholders

4. Curious public

iv. Where the response is coordinated

1. Emergency operations center (EOC)

v. Where reporters can go to get information

1. Media information center (MIC)

vi. Role of the internet

vii. Employee training

1. Should be part of initial employee training/orientation

1. Response
   1. Execution of crisis communications strategies
2. Recovery
   1. Were actions during and after crisis consistent with values?
   2. What aspects of the crisis did the plan anticipate? How can this be improved?
   3. What parts failed?
   4. How did employees perform?
   5. What are the effects? What can we do about them?
   6. How have stakeholder’s views changed?

Ethics

Inappropriate crisis response can be very detrimental

Planning can help to avoid this

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