Is Your Crisis Management Plan Ready for Today s Crisis?
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1 Is Your Crisis Management Plan Ready for Today s Crisis? Leonard & Finco Public Relations, Inc.
2 What is a crisis? cri sis krīsis/ noun: crisis; plural noun: crises a time of intense difficulty, trouble, or danger a time when a difficult or important decision must be made
3 What is a crisis? A crisis isn t always obvious o Accidents, fire, death It can also include things like: o Embezzlement o Arrests o Rumors and perception o Social media
4 If I ignore the crisis, will it just go away? Unfortunately, it doesn t work that way Internet and social media = instant news 24/7 news cycle Situations are likely to escalate Rumors can cause things to get out of control Situation will be harder to manage the longer it goes on Long term reputation damage / trust issues If it s perception vs. reality perception usually wins
5 Bottom Line People are going to get the news of the situation somewhere it should be from you!
6 Looking at Social Media s Impact According to a Pew Research Study (updated April 2015) 92% of teens (age 13-17) go online daily 24% report being online almost constantly 56% say they go online several times a day Why? Three quarters of those surveyed said they have or have access to a smartphone Smartphones have become the primary driver of teen Internet use
7 Looking at Social Media s Impact 71% report using more than one social media site. Top 4 Facebook Instagram Snapchat Twitter If you don t know what these are or how they work, you should! Social media has a bigger impact on how we communicate and receive information every year.
8 DeForest Examples First week of school: Thursday, Sept. 3, 2015 Serious potential threat was made to the school district by a student, causing the superintendent and police chief to close all schools on Friday, Sept. 4 (searched all buildings Thursday evening and Friday) District put protocols into place, communicating with families, staff and media Media coverage Thursday, Sept 3 through Tuesday, Sept 8 TIMELINE OF EVENTS
9 DeForest Examples Second week of school: Wednesday, Sept 9, 2015 (end of school day) Young child called 911 from elementary school cafeteria, saying there was a man with a gun in the school Lockdown and evacuation Precautionary lockdown in all school buildings Law enforcement responded (nearly 50) - assumed active shooter No gunman found (determined within 20 minutes) TIMELINE OF EVENTS
10 DeForest Examples - Issues Student and family confidentiality Two juveniles in custody; rumor of a third suspect Active investigation One media outlet shared details of court proceedings Media reported on second incident 3 minutes after 911 call (before we knew what was happening)
11 DeForest Examples What We Did Consistent messages developed jointly between district and law enforcement (with OK from DA office) -press release served as basis for other messages Timely and frequent information via Facebook, Twitter, phone, text, website and Several channels used for messages to public, families and staff phone, , text, website, social media (School Messenger; Hootsuite) Translated messages (Spanish and Hmong) Answered s and social media posts (when facts needed clarification or questions answered) in a timely manner Prepared for potential questions
12 DeForest Examples What Worked Coordinated messages with other agencies, and used consistently Asked for help (coordinate social media, messages to parents, media info/press conference) For the most part, became the source of legitimate information: website (running list of messages) At beginning of crisis (second incident), asked news media to follow messages on website and social media Strategic (and somewhat limited) attention given to news media Received good feedback on parent communication
13 Northeast Wisconsin Example Two students got into an altercation prior to start of school day in March, 2015 (was captured on video) Speculation that a teacher may have instigated the altercation District put its protocols into place, spoke to families involved Meetings between the district and families were not positive Father posted video on Facebook a month later because he was unhappy with the district s response Media scrutiny became intense TIMELINE OF EVENTS
14 Facebook Post by Father
15 What Did Posting Do? Divided the community Social media campaigns supporting the teacher were started using # Teacher s family posted his account of the situation using Twitter and Facebook Open records request from several media outlets started coming in Seeking personnel records and other documentation about the situation
16 3 Keys to an Effective Response What happened Why it happened What you are doing about it
17 Action Steps The district decided to provide all media outlets the exact same information at once Packets were hand delivered to each media outlet and included: o o o o A statement from the District outlining general facts (what/why happened), action taken (response to what happened) and action to be taken moving forward (what District is doing about it) A separate public letter of apology from teacher and principal A DVD recording of interim superintendent statement All FOIA documentation requested by the media The video was also posted to the district s Facebook page and website
18 Action Steps In addition, the district sent out an to all teachers, staff and administrators o Provide an update and talking points A script was developed for front desk personnel in case any calls came in RESULT Media coverage was extensive, but tapered off within two days.
19 Keys to Successful Social Media Crisis Communication Address concerns quickly Frequently update information Be straightforward and factual Be careful what you delete Monitor, monitor, monitor Don t neglect other ways to communicate!
20 Other Tips for All Communications Avoid speculating Acknowledge the seriousness of the situation Acknowledge genuine concern for those impacted Do not blame Communicate early with teachers, staff and administrators Remember: Local may not stay local It s really about what happened, why it happened and what you are going to do about it.
21 Thank You! Kristen Paquet Leonard & Finco Public Relations, Inc. (920)
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