3. Corporate Mind in a Crisis o Our stock is tanking! o The board of directors is angry! o I’m going to be late getting home tonight! o I’ll lose my job! o I don’t know what I’m doing! o I want my life back!

4. Consumer Mind in a Crisis

5. What’s the issue? Who is the audience? What are their questions? What’s our goal? What is our message? What is our picture? First Questions

8. Controlling the Story FACTS POSITIVE THEME NEGATIVE THEME What you say How you say it

9. Effective Messages Positive Never defensive Concrete Supported by strong evidence Empathetic Responsive to audience concerns

10. Risk Mitigation and Crisis Preparedness First Two Hours First Four Hours First 8 HoursFirst 24 Hours First 48 Hours First WeekFirst Two Weeks 1. Briefing on the situation and receive immediate instructions 2. Determine level of risk and convene crisis management team Set up a “war room” or designated area to manage the crisis 2. Assign tasks according to crisis plan; update website as needed Contact relevant industry partners and send approved messages (if applicable) 2. Assess media interest and select action level 1. Keep CEO and other senior management apprised of the situation 2. Convene conference call with local officials 1. Assemble crisis team at regular intervals to review progress and make adjustments 2. Execute Outreach to public officials 1. Assemble crisis team at regular intervals (i.e. daily) to review progress and make adjustments 2. Consider online video response 1. Scale back crisis team meetings to an “as needed” basis, assuming the crisis has subsided 2. Brief board on crisis management 3. Notify entire company, especially leadership, that the crisis communications plan is being implemented and what guidelines are in effect 3. Provide a statement to the media that the company is aware of the emergency and is involved in the response (if not executed sooner) 3. Contact relevant government officials and/or regulators and send approved messages (if applicable) 3. Monitor on- going news coverage (print, broadcast, radio) of the event in order to gauge the effectiveness of company’s messages / response 3. Continue to monitor on- going news coverage (print, broadcast, radio) of the event in order to gauge the effectiveness of company’s messages / response 3. Continue on- going monitoring of news coverage and blogs to gauge the effectiveness of company’s response, determine whether adjustments are necessary and spot factual inaccuracies

11. Five Common Mistakes Weak messages Wrong messenger Wrong picture Failure to think like a consumer Covering up