1. A Very Short Course in Crisis Management by Cindy Pollard
When you are the news!
A Very Short Course
in Crisis Management
by Cindy Pollard

2. Session Overview What is a crisis?
What is your potential for having one?
Surviving the media storm
Six key steps in crisis management
Effective communications
Setting the Box
Key takeaways

3. What is a crisis?
Any issue, problem or disruption which triggers negative stakeholder reactions that can impact the organization’s reputation, business and financial strength
--Institute for Crisis Management

4. 2017 crisis categories
Other: Catastrophe 1.01%; Casualty Accidents .14%; Financial Damage .14%; Hostile Takeover 1.64%; Labor Issues .14%; Sexual Harassment .48%

5. Most crisis-prone industries in 2017
Banking and financial services
Technology
Automotive
Transportation
Pharmaceuticals
Food
Health care
Manufacturing
Government agencies

6. Types of crises
Smoldering (71.47%)
Sudden (28.53%)
Perceptual
Bizarre

7. Evaluating a crisis for action
Evaluate severity and potential for going public
How much will this cost us if it goes public?
How much management time and financial pain can we tolerate?

8. OK…So it really is a crisis!
Synopsis
If/When the crisis goes “public”
Business impact specifics
Crisis containment strategies
Minimizing business damage
Debriefing

9. Surviving the media storm…
Six key steps in crisis management
Communicate
Know it will happen with little warning
Don’t rely on the press
Manage the right issue
The media can help or hinder
Don’t wait until you know everything…

10. Effective communications
What you say! 7%
How you say it!
93%
It doesn’t matter what you say if you don’t say it right!

11. Set the message box
Us on Us
Them on Them
Us on Them
Them on Us

12. Key takeaways… Examine your vulnerabilities and
develop strategies to address
Learn from competitors’ or peers’ mistakes
Build “goodwill bank” with stakeholders in advance
Prepare for video on social media

13. Key takeaways cont’d… Invest in a crisis communication plan
If you have a plan, update it this year and train your team

14. Thank you!
Questions?