Transcript PowerPoint-Presentation

ASEAN Crisis Communication Team
Train the Trainer Workshop
Bangkok, Thailand
June 18 -19, 2008
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Today’s focus
Communication
Media and Information
Management
Simulation Exercise
Simulation Analysis
Crisis Communication
modus operandi
How to be a media communicator
during a crisis
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FOUR STAGES OF LEARNING
1
UN - CONSCIOUSLY
IN - COMPETENT
2
CONSCIOUSLY
IN - COMPETENT
3
CONSCIOUSLY
COMPETENT
4
UN - CONSCIOUSLY
COMPETENT
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Conclusion
Go outside
the nine
dots
Think big
Right tools
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We love
crises
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We love crises ….
Crisis
junkies
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We love crises ….
Negaholics
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Definition of crisis :
A crisis is when you can’t
say :
“ let’s
forget
the
whole
thing ”
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Definition of crisis :
A crisis can be defined as :
“ Any situation which has the potential to
affect
long
term
confidence
in
a
destination, or an organization and its
products, which can interfere with its
ability to continue operating normally.
Cassedy 1991
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Definition of crisis :
Nothing new on the horizon ……..
history repeats itself
Danger/Problem
Opportunity
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PATA :
The 4 R’s
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Bali Recovery
Taskforce ……
General observation : not my job !
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Bali Recovery
Taskforce ……
Recovery report
conclusion
It is our job !
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Anatomy of a crisis :
1. The Reduction stage :
detecting early warning signals
2. The Readiness stage :
preparing plans and
running exercises
3. The Response stage :
executing operational and
communication plans
4. The Recovery stage :
returning the organization to
normal after a crisis
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ACCT Manual,
page 18
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Anatomy of a crisis :
The 4 phases :
11 . Reduction
1.1
1.2
1.3
Crisis Awareness
Political awareness
Standard Operating Procedures
22. Readiness
2.1
2.2
2.3
Crisis Management Plan
Tourism planning
Health and safety measures
33. Response
3.1
3.2
3.3
3.4
Emergency response procedures
Investigation
Family assistance
Communication
44. Recovery
4.1
4.2
4.3
Business Continuity Plan
Human Resources
Debriefing
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Reduction
A crisis puts 4 important assets at risk :
Tangible :
Employees / Guests
Hotel / Coach / Office
Intangible :
Corporate reputation
Brand Image
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Readiness
"Being Ready"
Businesses
need to evaluate their crisis exposure
develop Strategic Plans,
Operational & Media Action Plans
regularly audit those plans
conduct crisis response exercises
acquire crisis management skills
Managers and staff need
to be psychologically prepared for the impact
and stresses that crisis events impose upon
them
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Response
Crisis Response is dedicated to :
the immediate aftermath of the event,
the response to the impact of a crisis
the sustained efforts during
the course of the emergency.
The emphasis is on:
saving lives,
controlling the situation, and
minimizing the effects of the disaster.
logistics of : rescue teams to the scene
getting medical care
food, water, shelter
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Leadership as key :
It won’t happen to us ….
The Role of Leadership in a Crisis
“ I care, and I am accountable "
Master of
Disaster
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Crisis
Communication
Strategy
Development
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Crisis Planning :
OPERATIONAL
CONTROL
- Emergency
Procedures
- Safety & Health
- Situation Control
- Facility Security
!
CRISIS
COMMUNICATIONS
-
What to say
How to say it
When to say it
Who says it
Where they say
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3 Dimensional Crisis
Communication
ASEAN
External
Internal
Tourists
Media
Interactive
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3 Dimensional Crisis
Communication
Internal
ASEAN
Tourists
External
Media
Interactive
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Recovery communications
COMMUNICATIONS OBJECTIVES
- Protect enhance reputation
- Neutralize adversity
- Inform and discredit speculation
- Meet stakeholder expectations
- Protect against liability
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Crisis communications
SPOKESPERSON STRATEGY
SELECTION
DELIVERY
- Credibility
- Legally approved
facts
- Authority
- A human being;
not a “ company
spokesperson”
- Empathy
- Communication
skills
- Conviction &
compassion
- Conversation,
not a proclamation
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Crisis communications
HOW TO COMMUNICATE






Concern & compassion
Poise & professionalism
With emotion
Respond briefly/succinctly
Only designated spokespeople
Everyone communicates
same messages
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Crisis communications
WHO
- What groups to inform
- Who to influence
WHAT
-
HOW
- Shaping messages & tone /manner
- To meet needs / expectations of each group
- Consistency in messaging
WHEN
- Disclosure based on urgency / legal approval
Determine
Determine
Determine
Determine
issues / concerns
likely point of view
needs & expectations
what we can say
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Crisis communications
WHAT TO COMMUNICATE
FACTUAL INFORMATION APPROVED BY CEO & LEGAL
What happened ?
( who, how, what, where, when )
What caused the situation ?
Who & what was affected ?
What actions are being taken ?
- to solve the problem/situation
- to care for those affected
- to ensure it doesn’t happen again
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Crisis communications
WHAT NOT TO COMMUNICATE








Unapproved message/responses
Speculation or rumor
Place blame
Misrepresent the truth
Personal opinion
“ No comment”
“ Off the record” comments
Temper, negative emotions
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Media team:
• Liase with the media
• Act as the single unified voice
• Create / issue all official statements
• Compile and distribute all official statements
• Update media regularly
• Update corporate website
• Monitor media coverage
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Media Communication
 Assign press area
 Appoint one main spokesperson
 Have additional expert spokespersons
 Break the news as fast as possible
 Establish the facts early
 Tell the truth
 Be human
 Regular briefings
 Contest rumor
 Put a stop to speculation
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Media Communication
Challenges :
 Better informed than you
 Can create anxiety / panic
 Speculate, report rumors and lay blame
 Cause you to divert from your primary focus
Advantage
 Be a source of information
 Help to get across information
 Reassure the stakeholders
 Portray your position
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Media Communication guidelines
CRISIS COMMUNICATION OBJECTIVES:
• Establish your organization as the
most accurate and credible source
of information
• Position your organization as being
compassionate and caring
• Help define the event and influence
further coverage
• Emerge with your reputation intact
and possibly enhanced
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Media Communication guidelines
5 NEVERS:
• Never admit liability
• Never lie
• Never speculate
• Never get angry
• Never quote off the record
4 ALWAYS:
• Always appear to answer
• Always express sympathy
• Always show warmth
• Always indicate openness
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Media Communication guidelines
• Tell it all,
tell it fast and
tell the truth
• “
Pity,
Praise and
Promise ”
• Appearance and manner
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Crisis communications
COMMUNICATIONS OBJECTIVES
- Protect, enhance reputation
- Neutralize adversity
- Inform and discredit speculation
- Meet stakeholder expectations
- Protect against liability
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Crisis communications
MEDIA RESPONSE GUIDELINES
 Know your facts
 Know your story
 Focus on objectives
 Consider the audience
 Determine key points
 Take control
 Tell the truth
 Style and credibility
 Answer the questions
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Crisis communications
KNOW YOUR FACTS
- Research discussion topics
- Statistical documentation
KNOW YOUR STORY
- Based on Media needs
- Based on message strategy
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Crisis communications
FOCUS ON OBJECTIVES
- Proactively communicate messages
- Be opportunistic
CONSIDER THE AUDIENCE
-
Who are they ?
-
What are their interests ?
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Crisis communications
DETERMINE KEY POINTS
- High priority messages
- Communicate early & often
TAKE CONTROL
-
Proactive communications
Turn negatives into positives
Clarify misconceptions
Communicate key messages
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Crisis communications
TELL THE TRUTH
- Don’t bluff
- Don’t misrepresent
STYLE & CREDIBILITY
-
Be conversational.
Be yourself.
Be prepared.
No emotional responses.
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Crisis communications
ANSWERING QUESTIONS
-
Anticipate questions
Prepare responses
Be brief and concise
If you don’t know … Say so
Don’t bluff.
Don’t speculate
No “ off the record”
Don’t repeat negatives
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3 Dimensional Crisis
Communication
Interactive
ASEAN
Internal
External
Media
Tourists
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FutureBrand
http://www.countrybrandindex.com
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These days …
In the “ old “ days …
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Unraveling the complexity of countries and using
their richness as an advantage rather than a
hindrance is one of the powerful
opportunities
and unique aspects of country
branding.
It is not an excuse to simply be everything to
everyone or to develop a brand without
clear meaning, motivation and cohesiveness.
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Detailed rankings consider the countries that
stand out as strong and successful brands
across a variety of categories.
The rankings encompass both qualities that drive
consideration and country assets that shape
country reputations, perceptions, experiences
Authenticity
History
Art & Culture
Resort/Lodging Options
Families
Outdoor Activities/Sports
Beach
Natural Beauty
Environmental
Rest & Relaxation
Safety
Rising Star
Value for Money
Fine Dining
Shopping
Nightlife
Friendly Locals
Most Like To Live In
Ideal For Business
Easiest To Do Business In
Extend A Business Trip
Conferences
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Travel considerations
FutureBrand’s global category research
identifies the travel considerations that
people prioritize when selecting a
country to visit.
Escapism, Discovery, Affinity and Delight as
well as Safety and Security are key
drivers of country brand success and
should be used as evaluation filters to
assess what a nation can bring to the
marketplace.
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Channel importance
The Web continues to be an overwhelmingly
significant channel for country information.
Convenience, depth of content and breadth are
key factors in its success.
New, however, is the growing importance of
consumer-generated content (CGC).
Consumers are increasingly embracing their
peers’ voices online: 20% rely on CGC
when
planning travel, and they consider
this content more credible than reviews from
professionals or information from the
countries themselves
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ONCE INTERESTED IN A COUNTRY, THE
TOP THREE WAYS INFORMATION IS FOUND
67 % The Web
12 % Travel agent
8 % Family and friends
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Interactive communication
Social Media Marketing
Travel consumers are exchanging more
information and exerting greater
influence over online content - from
travel blogs to social networking: the
consumer is in the driving seat.
As the online environment evolves, your
company needs to be prepared and
reacting to the needs and expectations
of your increasingly sophisticated online
customers.
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Interactive communication
Social Media Marketing
Companies need to
 build a Consumer Generated Content roadmap
 understand that CGC and social networking
play a major in the purchasing process
 manage bad reviews in a constructive manner
 align the search strategy with
user-generated content
 learn how to build brand awareness
through social networking sites
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Interactive communication
Social Media Marketing
With the emergence of Web 2.0, many web startups like facebook, youtube, myspace have
used marketing by merging it with the
social networks that they have developed.
With the increasing use of the Internet as a
research and communications platform,
word of mouth has become an even more
powerful resource for marketers.
Tracking this online 'buzz' has led to the rise of a
range of services and tools known as buzz
monitoring as a component of online public
relations.
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Interactive communication
Social Media Marketing
Unsuccessful examples
McDonald's Lincoln Fry - a fake blog was
discovered, and it generated lots of
negative word of mouth and little
participation.
American Express' billboard - a fake blog
poster who told readers to check out a
great Amex billboard was found to be an
Ogilvy employee; this violation of trust
resulted in massive negative word of
mouth which spread around the world.
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Interactive communication
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Consumer Generated Media (CGM) continues to
grow in importance and popularity.
Discussion boards and forums, blogs, social
networks like MySpace and LinkedIn,
customer review sites like TripAdvisor, and
hotel-specific blogs like HotelChatter.com
dominate the Internet today and have
become an integral part of the travel
planning process.
In 2006, 28% of travel planners researched CGM
sites vs. 4% in 2005.
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Interactive communication
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The Internet has changed forever the way consumers plan
and purchase travel and access travel information.
The credibility of information on a website is no longer
automatically accepted.
There is an "ideological clash" between "official" content
(the supplier's own website, brochures, descriptions,
traditional star rating, etc.) and CGM-related content
(blogs, customer review sites, etc.).
What do customers believe ?
The overly enthusiastic hotel descriptions on a hotel's own
website, or the customer testimonials on TripAdvisor
which aren't always so flattering?
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Consumers, while becoming increasingly
dependent on customer testimonials and
reviews, will still need to read an official
supplier description of its tourism
products.
While suppliers need to monitor and react
quickly to CGM postings, and must
establish a corporate policy regarding
CGM, it is still important to make sure the
travel supplier's website is up to date,
informative, optimized, and user friendly.
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Interactive communication
Social Media Marketing
With an increasing number of travel
consumers doing travel research online at
home and becoming more and more
accustomed to doing business and
transacting on the web, this growth will
continue at an increasing rate.
Here is the online travel research rate in 2005
and 2008 :
2005
2008
North America
Europe
Asia Pacific
42%
15%
9%
60%
41%
20%
(PhoCusWright 2007)
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Interactive communication
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This year, 40% of all leisure and 35% of
business travel bookings will be online.
By 2010 over 50% of leisure bookings are
expected to be online.
The percentage of meeting planners researching
and booking online is also growing at a
rapid pace.
An estimated 89% of planners are researching
event locations on the web, and by 2008,
41% of all groups and meetings travel
revenues will come from the Internet.
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Direct vs. Indirect Online Distribution
The direct online channel will continue to
be the main focus
The industry as a whole has realized that
not only has the Internet become the
preferred channel for travel consumers
to plan and book, but the direct online
channel is the “ cheapest ” form of
distribution.
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The shift from indirect to direct online
distribution will continue to be a major
trend in the next several years:
Overall for the industry
2003
2005
2007
2008
2010
Branded Websites :
53%
54%
60%
62%
65%
Intermediary Websites :
47%
46%
40%
38%
35%
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3 Dimensional Crisis
Communication
Internal
ASEAN Crisis
Communication
Team
External
Media
Tourists
Interactive
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Our goal is simple …
to help you reach yours !
The Winning Edge :
473, Soi Uahwatanasakul 3
Pattanakarn 58 Road
Bangkok, 10250
Telephone
: 0 2321 0522 - 3
Fax
: 0 2722 7195
E-mail
: [email protected]
Web site
: www.twe-winningedge.com
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