1. CONVENTIONAL (AND UNCONVENTIONAL) WISDOM OF CRISIS MANAGEMENT Ian D. Campbell Vice Chairman The Abernathy MacGregor Group

2. A roadmap of what’s ahead 1.Planning and preparation 2.Handling the news media in a crisis 3.Crisis messaging 4.Reducing litigation risk in a crisis 5.How you will know you’ve succeeded

3. “Plans are nothing; planning is everything.” - Dwight D Eisenhower November 14, 1957

4. Identify  The potential problems and vulnerabilities What are their first warning signs?  The audiences those problems affect What will they need to hear?  The best means to reach those audiences immediately How will your audience prefer to be reached?

5. Media are not your primary audience  Personalize your contacts  Are you obligated to be transparent?  Know how the game is played

6. Communicate  What you do matters more than what you say  Use the most credible voice  Less is often more  Avoid numbers and guesses  Don’t point fingers  Let people express themselves  Go up the ladder of personalization  Don’t make it a crisis until it is one

7. Answer the first question first  What do the people who matter most need to hear? Give right-now answers Save explanations for later

8. Three things people need to hear You will be okay We’re doing the right thing It’s under control Three things you might have to say We’re cooperating with… We’re doing everything possible It’s too soon to tell

9. Ian Campbell, Vice Chairman The Abernathy MacGregor Group (213) 630-6550 idc@abmac.com