Transcript Communicating (and planning for) the unexpected

Communicating
(and planning for)
the unexpected
Communications Planning
(the basics)
Crisis or not …
Communications is about:
Who says
What to
Who using
what Channels
with what Effect
Communications Planning
(the basics)
Elements of effective communications
 Message(s)
 Spokesperson(s)
 Audience(s)
 Delivery vehicles
 Coordination with partners
The Plan …
What to include?
1.
Situation analysis & notification
process
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Process to determine/confirm the
situation (what happened? when? to
who?, etc)
Process for notification of key
stakeholders
The Plan …
What to include?
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Process to assess level of ‘crisis’ &
appropriate response
What staff assignments may be
necessary
Identifying appropriate
spokespeople
The Plan …
What to include?
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Determining target audiences
Message development & approval
The Plan …
What to include?
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Identifying available
communications tools (channels for
delivering messages)
Provisions for releasing information
to the public
Provisions for monitoring
Considerations for crisis
communications plan
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Who are the decision-makers? How are they
engaged?
Who is in charge of operational decisions?
Who approves messages/vehicles?
Designations of staff responsibilities
Process for information verification and
clearance/approval protocols
Agreement on who will release info & when
Considerations for crisis
communications plan
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Any agreed-upon coordination with other
communicators (departments, agencies, etc)
Designation of spokesperson(s)
List of media contacts
After-hours contact numbers for your
organization
Contact numbers for agency partners
Considerations for crisis
communications plan
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People, space & equipment to run 24/7 if
necessary
Staff expertise and the vehicles for getting
your messages to your audiences
Situation Analysis
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Who will evaluate the situation?
What is the process to confirm the facts?
Who makes the decision that the situation
warrants a response?
What’s the process for notifying key
stakeholders?
Who are your audiences?
External:
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People directly affected
Members of the public not directly affected
Other institutions and community organizations
Civic and elected leaders
Gov’t agencies/Law enforcement
Business/industry
The media
Alumni (?)
Who are your audiences?
Internal
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Colleagues/other employees
Other departments/divisions
Administration
Students, residents
Audience factors …
how will you reach them?
Education
 Knowledge
 Geography
 Accessibility
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Staff responsibilities
Functions – not people!
Spokesperson
Speaks at news conferences
 Media interviews
 E-mail messages
 Other public contact
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Coordination/management of
(crisis) communication
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Oversees and/or coordinates other
communications functions.
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Communications is an executive level
function … you may have to make this
happen.
Develop messages & materials
Works closely with content experts &
other staff.
 Whenever possible, develop
messages/materials in advance (often
not possible … some things are
foreseeable).
 Verify information.
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Develop messages & materials
Cover all your audiences.
 Cover all your communications vehicles
(Web, e-mail, media, Intranet, flyers, etc).
 Be prepared to work quickly.
 Get materials signed off per the plan!
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Peer communication
Communication within your agency.
 Communication with external partners.
 Coordinate messages & activities with
external partners.
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Monitor information
Media
 Phone traffic
 Professional staff
 External partners
 Feedback for message developers
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Manage Information Resources
Contact lists and information.
 Pre-scripted messages (where
appropriate).
 Informational products (fact sheets;
Web links; videos; etc).
 Plan and check lists.
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Manage logistical resources
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Venues for news conferences and other media
activities.
Technical resources to distribute information.
Supplies and equipment.
Back up of technical systems and physical
facilities.
Human resources.
Provision for extended 24/7 operations.
Staff responsibilities
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Articulate roles/relationships (including
management).
Development and approval of informational
materials and messages.
Release and distribution of materials and
messages.
Staff responsibilities
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Gathering and sharing information
(information verification).
Maintaining contact lists and pre-scripted
materials.
Web policies.
Staff responsibilities
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Plan management.
Communication with department staff.
Communication with external partners.
Training requirements.
Audiences & Vehicles
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Identify audiences – internal and external.
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Identify messages and appropriate vehicles
to deliver those messages to your target
audiences.
“Big Picture” issues
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How is your “response plan” activated?
How are your staff notified?
How do you notify external partners?
How do you coordinate communication with
external partners & governmental agencies?
How is communications integrated into overall
crisis planning for your department/agency?
What makes for a poor response?
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Dueling experts
Delayed communication
Unrealistic expectations
Lack of immediate response to rumors &
myths
Visible power struggles & conflicts