1. Latest Revision: January 2008 Copyright 2006 Bill Reynolds and Bill Maddox, Used With Permission Ministry Ventures, Inc. Avoid Spinning Out in a Communications Crisis Bill Reynolds Bill Maddox American Red Cross Georgia Partnership Chief Public Affairs Officer Communications Director

2. Latest Revision: January 2008 Copyright 2006 Bill Reynolds and Bill Maddox, Used With Permission Ministry Ventures, Inc. This morning we will: Define crisis Develop a plan Select/train spokesperson Look at: 5 communications failures

3. Latest Revision: January 2008 Copyright 2006 Bill Reynolds and Bill Maddox, Used With Permission Ministry Ventures, Inc. This morning we will: Look at 5 steps to boost operational success Look at 5 key elements to build trust Meet the STARCC Principle

4. Latest Revision: January 2008 Copyright 2006 Bill Reynolds and Bill Maddox, Used With Permission Ministry Ventures, Inc. This morning we will: Consider internal communications Discuss media relations Practice what we preach (case studies, perform in front of a camera)

5. Latest Revision: January 2008 Copyright 2006 Bill Reynolds and Bill Maddox, Used With Permission Ministry Ventures, Inc. Define a Crisis Different things to different organizations: Red Cross CDC Your organization Analyze your situation Develop plan accordingly

6. Latest Revision: January 2008 Copyright 2006 Bill Reynolds and Bill Maddox, Used With Permission Ministry Ventures, Inc. Develop a Plan A good plan often takes the heart out of a crisis (seat of the pants/dress is not a plan) Get key players to consider: Lines of authority Define roles/responsibilities Define action steps

7. Latest Revision: January 2008 Copyright 2006 Bill Reynolds and Bill Maddox, Used With Permission Ministry Ventures, Inc. Develop a Plan Action steps (things to consider) Based upon speed, accuracy, consistency Who speaks for the organization? What is media plan - who does what? Advisors Briefings Personal phone calls Facilities/access General public information Web site information Receptionist/Automated System

8. Latest Revision: January 2008 Copyright 2006 Bill Reynolds and Bill Maddox, Used With Permission Ministry Ventures, Inc. Develop a Plan Action Steps: (things to consider) How to communicate internally: Memos --- Intranet Stakeholders: Board members – Funders – Other organizations Put the plan in writing Update – Review – Practice

9. Latest Revision: January 2008 Copyright 2006 Bill Reynolds and Bill Maddox, Used With Permission Ministry Ventures, Inc. Select & Train Spokespersons You? CEO? Board Chair? Subject matter experts? Rank and file? (Policy – clear, published)

10. Latest Revision: January 2008 Copyright 2006 Bill Reynolds and Bill Maddox, Used With Permission Ministry Ventures, Inc. Spokespersons Key –This person(s) becomes your organization – more than talking head, believable, sincere, knowledgeable, competent Knows audience –their concerns, their questions, they must relate to you as one of them Must show empathy, caring

11. Latest Revision: January 2008 Copyright 2006 Bill Reynolds and Bill Maddox, Used With Permission Ministry Ventures, Inc. Spokesperson Recommendations Stay within scope of responsibility Tell the truth, be transparent Follow up on issues Accuracy over speed Expect criticism – be ready to deal with it!

12. Latest Revision: January 2008 Copyright 2006 Bill Reynolds and Bill Maddox, Used With Permission Ministry Ventures, Inc. Spokesperson Recommendations Direct eye contact Modulate voice Confidence w/o arrogance Ok to say –I don’t know, but we are working on it! Appropriate emotion

13. Latest Revision: January 2008 Copyright 2006 Bill Reynolds and Bill Maddox, Used With Permission Ministry Ventures, Inc. Other Spokesperson Considerations Your interview rights Not your interview rights Sensational or unrelated questions - bridging Effective non-verbal communication

14. Latest Revision: January 2008 Copyright 2006 Bill Reynolds and Bill Maddox, Used With Permission Ministry Ventures, Inc. 5 Communications Failures Mixed messages from multiple experts Information released late Paternalistic attitudes Not countering rumors and myths in real time Public power struggles and confusion

15. Latest Revision: January 2008 Copyright 2006 Bill Reynolds and Bill Maddox, Used With Permission Ministry Ventures, Inc. Key Steps for Information Success and Building Trust Execute a solid communication plan Be the first source for information Express empathy early Show competence and expertise Remain honest, open and accountable Demonstrate commitment

16. Latest Revision: January 2008 Copyright 2006 Bill Reynolds and Bill Maddox, Used With Permission Ministry Ventures, Inc. Meet the STARCC Principle: Your public message must be: S imple T imely A ccurate R elevant C redible C onsistent

17. Latest Revision: January 2008 Copyright 2006 Bill Reynolds and Bill Maddox, Used With Permission Ministry Ventures, Inc. Internal Communications Waste of time or vital? Everyone in the organization is a potential spokesperson they have the right to speak their mind to media, to neighbors – friends - family Speaking with one voice Information center for employees – rumor control

18. Latest Revision: January 2008 Copyright 2006 Bill Reynolds and Bill Maddox, Used With Permission Ministry Ventures, Inc. Media Relations Don’t play favorites Answer inquiries promptly, truthfully, and completely – give reporters something to report Be mindful of deadlines Be mindful of different needs: Print/Broadcast Remember the little guy (local vs. national)

19. Latest Revision: January 2008 Copyright 2006 Bill Reynolds and Bill Maddox, Used With Permission Ministry Ventures, Inc. Media Relations Keep them informed (even if not much to report) No adversarial relationship Take time to educate Provide strong spokespersons - good on camera/microphone Written communications Think ahead Assume every mic is live (“off the record”)

20. Latest Revision: January 2008 Copyright 2006 Bill Reynolds and Bill Maddox, Used With Permission Ministry Ventures, Inc. Practice What We Preach Case Studies

21. Latest Revision: January 2008 Copyright 2006 Bill Reynolds and Bill Maddox, Used With Permission Ministry Ventures, Inc. Avoid Spinning Out in a Communications Crisis ?s?s

22. Latest Revision: January 2008 Copyright 2006 Bill Reynolds and Bill Maddox, Used With Permission Ministry Ventures, Inc. Special Thanks to Barbara Reynolds Centers for Disease Control and Prevention

23. Latest Revision: January 2008 Copyright 2006 Bill Reynolds and Bill Maddox, Used With Permission Ministry Ventures, Inc. Contact Information Bill Maddox -billmaddox@mindspring.combillmaddox@mindspring.com Bill Reynolds -wreynold@arcatl.orgwreynold@arcatl.org