1. Writing a CrisisWriting a Crisis
Communication PlanCommunication Plan
Presented by Ellen DavisPresented by Ellen Davis
Director of CommunicationsDirector of Communications
Southwestern UniversitySouthwestern University
2. What is a crisis communicationWhat is a crisis communication
plan?plan?
A crisis communication plan spellsA crisis communication plan spells
out the role a universityout the role a university
communications office plays in acommunications office plays in a
crisis situation. It is designed tocrisis situation. It is designed to
COMPLEMENT your university’sCOMPLEMENT your university’s
emergency response plan.emergency response plan.
3. Why have a crisis communicationWhy have a crisis communication
plan?plan?
Puts everything in one placePuts everything in one place
Helps you remember things you needHelps you remember things you need
to do in a crisis situationto do in a crisis situation
Clearly defines duties andClearly defines duties and
familiarizes staff members with theirfamiliarizes staff members with their
assignmentsassignments
Can serve as the basis for aCan serve as the basis for a
communication plan for other thingscommunication plan for other things
such as Avian Flusuch as Avian Flu
4. What should be in a crisisWhat should be in a crisis
communication plan?communication plan?
Introductory statements:Introductory statements:
Purpose of the planPurpose of the plan
What is a crisis?What is a crisis?
How to assess whether universityHow to assess whether university
communications needs to getcommunications needs to get
involved in a situationinvolved in a situation
5. The role of universityThe role of university
communications in a crisis:communications in a crisis:
Establishing a media briefing center andEstablishing a media briefing center and
media operations center (if necessary)media operations center (if necessary)
Designating a spokespersonDesignating a spokesperson
Drafting official statements or newsDrafting official statements or news
releasesreleases
Notifying key constituenciesNotifying key constituencies
Handling media inquiriesHandling media inquiries
Monitoring media coverageMonitoring media coverage
Activating an emergency Web site (ifActivating an emergency Web site (if
necessary)necessary)
6. Notifying key constituencies in aNotifying key constituencies in a
crisiscrisis
Often, various offices on campus can assistOften, various offices on campus can assist
with this. For example:with this. For example:
Alumni relations can communicate withAlumni relations can communicate with
alumnialumni
Student life could communicate withStudent life could communicate with
students and parents.students and parents.
The president’s office can communicateThe president’s office can communicate
with trusteeswith trustees
The chief of police can communicate withThe chief of police can communicate with
law enforcement agencieslaw enforcement agencies
But you need to have a plan!But you need to have a plan!
7. Job responsibilities during a crisisJob responsibilities during a crisis
During a crisis, staff members may be called uponDuring a crisis, staff members may be called upon
to perform functions they do not typically do.to perform functions they do not typically do.
Your crisis plan needs to spell out who might beYour crisis plan needs to spell out who might be
called upon to do what during a crisis. And,called upon to do what during a crisis. And,
those staff persons should be prepared inthose staff persons should be prepared in
advance to assume these responsibilities.advance to assume these responsibilities.
For example:For example:
Your events staff might be asked to help set upYour events staff might be asked to help set up
a press conference.a press conference.
Support staff might have to field media callsSupport staff might have to field media calls
and monitor media coverage.and monitor media coverage.
8. After a crisisAfter a crisis
Your crisis plan should spell out things thatYour crisis plan should spell out things that
should happen after a crisis as well.should happen after a crisis as well.
For example:For example:
Media coverage should be analyzed toMedia coverage should be analyzed to
see if your messages got through.see if your messages got through.
Your plan should be evaluated to see if itYour plan should be evaluated to see if it
worked.worked.
There may be some corrective measuresThere may be some corrective measures
that need to be taken with stakeholders.that need to be taken with stakeholders.
9. AppendicesAppendices
(lists and more lists!)(lists and more lists!)
Your crisis plan should include lots ofYour crisis plan should include lots of
practical information. Be sure you updatepractical information. Be sure you update
these lists every year!these lists every year!
For example:For example:
Lists of rooms for news conferencesLists of rooms for news conferences
Phone numbers for your staff and keyPhone numbers for your staff and key
campus contacts (work, home and cell)campus contacts (work, home and cell)
Contact information for your board chairContact information for your board chair
10. AppendicesAppendices
(lists and more lists!)(lists and more lists!)
Community resources:Community resources:
City and county PIOsCity and county PIOs
Local and state emergencyLocal and state emergency
respondersresponders
Local hospitals and public healthLocal hospitals and public health
officialsofficials
11. AppendicesAppendices
(lists and more lists!)(lists and more lists!)
State and national higher educationState and national higher education
contacts:contacts:
Your state higher educationYour state higher education
coordinating boardcoordinating board
Professional organizations such asProfessional organizations such as
ICUT, NAICU, CASE, CIC, ACE, ACSICUT, NAICU, CASE, CIC, ACE, ACS
PR contact at other higher edPR contact at other higher ed
institutions in your areainstitutions in your area
12. AppendicesAppendices
(lists and more lists!)(lists and more lists!)
Public officials:Public officials:
State reps and senatorsState reps and senators
U. S. reps and senatorsU. S. reps and senators
14. AppendicesAppendices
(lists and more lists!)(lists and more lists!)
Miscellaneous things:Miscellaneous things:
Definitions of patient conditionsDefinitions of patient conditions
Crisis checklistCrisis checklist
Do’s and don’ts of emergency publicDo’s and don’ts of emergency public
relationsrelations
Local news broadcast timesLocal news broadcast times
News release templates for variousNews release templates for various
scenariosscenarios
15. Do’s and Don’ts during a crisisDo’s and Don’ts during a crisis
Take or keep control. Only one spokesperson. No one elseTake or keep control. Only one spokesperson. No one else
speaks.speaks.
Don’t speculate. If you don’t know the answer, say so.Don’t speculate. If you don’t know the answer, say so.
Keep your composure. If you can’t, find someone who can.Keep your composure. If you can’t, find someone who can.
Never say ‘no comment.” Explain why you can’t comment.Never say ‘no comment.” Explain why you can’t comment.
Be careful going off the record.Be careful going off the record.
Keep your personal opinions to yourself.Keep your personal opinions to yourself.
Be careful about commenting on blind sources or rumors.Be careful about commenting on blind sources or rumors.
Avoid all third party discussions. Don’t answer questions aboutAvoid all third party discussions. Don’t answer questions about
police activities or what happened at another university, etc.police activities or what happened at another university, etc.
Speak only as a representative of your institution.Speak only as a representative of your institution.
Don’t repeat negative words used by the media.Don’t repeat negative words used by the media.
Don’t fill the silence left after you answer a question. If theDon’t fill the silence left after you answer a question. If the
reporter does not ask another, don’t feel you must continuereporter does not ask another, don’t feel you must continue
talking.talking.
Don’t use jargonDon’t use jargon
Notes de l'éditeur
This presentation is geared toward people who work at institutions that do not have a crisis communication plan
I was inspired to put it together after attending many conferences like this and hearing people talk about how important it was to have a crisis communication plan, but no one told you what should be in one.
When I went to work at New Mexico State University in 2004, the Office of Communication literally had no crisis communication plan.
I had always wanted to write one, so I volunteered for the project.
This presentation is based on what I learned from that experience.
A crisis is anything that can possibly cause harm to the image or reputation of an institution. You should not wait for the crisis to hit, if you can stop it or handle it before it does any damage.
This is the heart of your crisis communication plan. It should spell out how to go about doing all these things – for example:
What are good rooms on campus to hold a press conference? Who do you contact to get those rooms?
How many people do those rooms hold? Where is the nearest parking?
What equipment do you need for a press conference? How do you contact your AV people for assistance?
What is the format for a press briefing?
How do you identify a crisis spokesperson? Do you have any bilingual spokespersons available?
What facts need to be gathered for a statement or news release?
Who needs you approve a news release/what is their contact information?
Who should notify key constituencies?
Stress that internal constituencies should be handled FIRST
You should have plans to work off site if necessary. Also, find another university to host your Web site in an emergency.
Your plan should list all possible constituencies and who will contact those constituencies. Include specifics on how to contact each audience – for example, which list serves serve various groups and how do you send messages to them.
Your plan should spell out exactly how media calls should be handled and resources who can help you monitor media coverage – ex. video monitoring companies.
I like to include a section in my plans called “Challenges” that addresses things our office needs to be truly prepared to handle a crisis. This might include things like police scanners, Web access, laptop computers
Just to keep these needs in front of the “powers that be.”
If you haven’t met these people yet, do so before you have a crisis!
