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Marketing Webinar 1 Welcome!. Crisis Preparation 2.

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Presentation on theme: "Marketing Webinar 1 Welcome!. Crisis Preparation 2."— Presentation transcript:

1 Marketing Webinar 1 Welcome!

2 Crisis Preparation 2

3 Our Agenda What is a Crisis? Managing a Crisis Crisis Communications Goals Communications during a crisis 3

4 What is a Crisis Crisis: Any sudden and unpredictable large- scale event that invites external scrutiny and has the potential to impact the BSA, its members, its employees, the community, the BSA’s relationship with supporting organizations or its reputation in general. 4

5 Types of Crises 5 1.Sudden 2.Perceptual 3.Smoldering 4.Bizarre

6 Managing a Crisis Most crisis situations can be predicted and prevented; those that can’t be avoided can be minimized Some incidents don’t become crises until the public knows The longer a crisis goes on, the more damage it does 6

7 Managing a Crisis Denial is the biggest obstacle to effective crisis management Have a crisis plan that includes prevention, assessment, corrective action and communications. Identify the most likely incidents to happen and have a plan for each prepared 7

8 Managing a Crisis Be open and transparent Establish a positive relationship with media Safety is always first Be Prepared 8

9 Crisis Communications Plan Identify Spokesperson What are the facts – thorough fact finding Assess the damage Identify your audiences Prepare statements, Q&A, Letters 9

10 Crisis Communications Plan Determine distribution strategy Provide interviews, statements, etc. as necessary Where will you put media while waiting for spokesperson Train staff on what to do – what to say 10

11 11 The Evolving Media Landscape: News Moves…and Sticks Around Anatomy of Content Sharing

12 Why we respond…

13 The 3 Goals of Every Media Interaction Position the BSA brand as a credible, leading expert on the subject of youth development and reinforce the values and integrity of the BSA and its brand. Balance the dialogue with non-inflammatory discussion and correct misperceptions, while not allowing others to tell the Scouting story for us. Minimize the severity and quantity of negative discussion during an issue or crisis. 13

14 Crisis Communications Develop Positive key messages: (example Day Camp) –The Great Plains District operates 2 week long day camps in our community and serves over 500 Cub Scouts. –Our purpose is to provide a safe positive Scouting experience for Cub aged boys where they can meet new friends, learn and practice new Scouting skills, in an environment that also encourages physical fitness. 14

15 Crisis Communications – The health and safety of our campers is of paramount importance. Key leadership has been through BSA national training and there is an inspection process during camp. –Our camps are led by parents of the Scouts, community volunteers and guided by Boys Scouts of America council staff. 15

16 Crisis Communications In the event you are approached by media –Be prepared –Be friendly –Don’t say no comment –Remember everything is quotable –Buy yourself time –Notify the appropriate team members 16

17 Crisis Communications In the event you are approached by media you may always say: –“I’m not the appropriate spokesperson but let me get you in touch with the person who can speak to you. What is your deadline 17

18 Crisis Communications How do we communicate digitally during a crisis? What digital media is available –Cell phones- video, photo, texting –Twitter –Facebook –Website –YouTube 18

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21 Crisis Communications 21

22 Questions…

23 Resources Marketing Toolbox: Marketing Hotline: BSA Public Relations Team David Burke, Communication Specialist Office: Mobile:

24 Thank You!


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