Transcript USPS Slides - The Arthur Page Society

United States Postal Service:
Lessons in Crisis Communication
History & Background
Founded in 1639, the USPS employs over
800,000 workers in 38,000 locations.
 The USPS delivers 680 million pieces a day; 208
billion pieces of mail a year.

Source: www.usps.gov
History & Background
Panic was pervasive during the months
following the 9/11 terrorist attacks.
 In October 2001, there were several anthrax
attacks.
 Lives were lost and terror was perpetuated
within the United States.

Definition of Crisis
Extraordinary events or series of events that
negatively affects the reputation of an
organization, the integrity of a product, the
psyche and safety of employees, or the
community
Source: Dr. Amiso M. George
Sources of Crisis

Natural
Fire
 Disease outbreak


Man-made
Hostile take-over
 Theft
 Terrorist acts

Crisis Communication Strategies
Choose a knowledgeable spokesperson to
communicate message
 Ensure all messages are accurate and
consistent with corporate operational and
strategic plans
 Provide opportunities for face-to-face
communication whenever possible

Crisis Communication Strategies
Identify challenges and communication
opportunities specific to the situation
 Facilitate employee communication
immediately following crisis
 Simplify language
 Follow up messages with action

USPS Strategy

Identify all stakeholders impacted
Employees
 American public
 Business partners

Prioritize stakeholders
 Ensure that message is accurate, factual,
consistent

Implementation
Identify, integrate, and use all available
communication tools to convey message
 Crisis communication plans
 Messages from the CEO
 Internet, intranet, hotlines, meetings,
videos
 Publications, targeted mailings
USPS Implements

Identify appropriate communication venues
Print media
 Television media
 Press releases
 Internet
 Targeted mailings


Tailor message for each stakeholder
Employees
 American public
 Business partners

USPS Implements (cont.)
Continue to monitor message as facts
change
 Identify barriers to communication
 Follow up message with tangible action

USPS:

Lessons in Crisis Communication
Questions

Imagine yourself as an executive in a strategy
planning session at USPS headquarters. Who
should be present at the planning session?
Describe the conversation that might occur.

What are the appropriate steps an
organization should take to handle a crisis
situation?

Would you consider the communication
strategy of USPS a success? Why or why not?
USPS: Lessons in Crisis Communication

Questions

What made the USPS corporate
communication strategy effective/ineffective?

What follow-up actions did USPS take that
were imperative to success?

What are the long-term benefits to be gained
from effective corporate communication?
USPS:

Lessons in Crisis Communication
Questions

Suppose that a suspect/perpetrator is
identified. Should this information be
communicated to the public? What if the
perpetrator is a an employee or relative of an
employee of either the Postal Service or a high
ranking government official – does this affect
the public’s right to know?

What if a suspect is never identified? How
can USPS promote confidence in the agency?
USPS: Lessons in Crisis Communication
Works Cited
 www.usps.gov
 www.gao.gov
 Presentation by Dr. Amiso M. George – at
the Association of Business Communication
conference, Fall 2001.