Management

Crisis Communication Plan

Module Summary

• In-depth discussion of the phases of a crisis • Gaining acceptance for the role of communication • Elements of your plan • Nine steps of crisis response • Surviving the first 48 hours • Exercise: Consequences of an incomplete plan

Precrisis Phase

• • • • Be prepared Foster alliances Develop consensus recommendations Test messages All the planning, most of the work

Initial Phase

• • • • • Express empathy Simply inform public about risks Establish organization/spokesperson credibility Provide emergency courses of action Commit to communicate with the public and stakeholders Reputations are made or broken here

Crisis Maintenance Phase

• Help public understand their own risks • More encompassing is information needed by some • Gain support for recovery plans • Explain and make a case for public health recommendations • Get and respond to public/stakeholder feedback • Empower risk/benefit decisionmaking • Requires ongoing assessment of event

Crisis Resolution Phase

• Provide educational opportunities • Examine problems and mishaps • Gain support for new policies or resource allocation • Promote the organization’s capabilities

Evaluation Phase

• Ongoing in various ways during all phases • Integrate results into precrisis planning activities

Getting a Seat at the Decisionmaking Table

• Have a solid communication plan (linear thinkers want to see it on paper). • Have that signed endorsement from the director at the front of your plan. • Enlist third-party validators to make your case.

Seat at the Table

In the precrisis phase (don’t wait for an event to make your case): • Explain the benefits and risks of not including communicators. • Show your expertise by training leadership. • Do community relations so partners and stakeholders have an expectation of your involvement.

Seat at the Table

• While developing your communication plan, meet with other parts of your emergency response team...