Crisis Communication in Public Institutions and Organisations

Transcription

1 For International & National Communication Experts Crisis Communication in Public Institutions and Organisations Prevention and Preparedness Crisis Response Strategies Reputational Repair Practices 22 nd 23 rd February 2016, Berlin Brochure With experts from: United Nations High Commissioner for Refugees (UNHCR), Senior External Relations Officer Frontex (European Union Agency), Spokesperson European Ombudsman, Head of Communications International Committee of the Red Cross (ICRC), Director Ministry of the Interior, Crisis Communication Manager, Belgium European Centre for Disease Prevention and Control (ECDC), Communication Science, Communication Officer Greenpeace International, Global Hubs & Comms Support Coordinator International Research Group on Crisis Communication (IRGoCC), Managing Director 1

2 FOR INTERNATIONAL & NATIONAL COMMUNICATION EXPERTS Crisis Communication in Public Institutions and Organisations Ineffective Crisis Communication Management as an Imminent Threat to Your Institution Crises are a significantly increasing threat to operations of public institutions, international organisations, NGOs and associations as well as their stakeholders worldwide. Besides the primary concern of public security, transparency and professional crisis management, poor crisis communication leads to irreparable reputation losses as well as damaging institutional turf. Particularly in modern information society, professional acting crisis communication managers are increasingly important for the standing of public bodies as they are designed to protect the aggrieved parties and to prevent and minimise damage on all levels. This brings automatically growing responsibilities for communication departments. Prepare yourself for all Stages of Crisis Communication Scenarios! Crisis communication constitutes a more and more complex challenge for your communication team, especially since financial and human resources remain rather limited. And this is not the only challenge: while the private sector has established sufficient capacities to deal with crises within certain branches, public institutions and organisations have to face a broad and often unpredictable variety of risks. For public communication and PR managers, crisis communication does not only relate to organisation-based and self-inflicted risks but also potential damages brought on by external situations. You have to be prepared for sudden and unpredictable happenings that can cause public security crises, humanitarian crises such as the current refugee flows, terror crises or even crises related to cybercrime and data protection. This means, you need to professionalise crisis communication strategies of your institution on all levels! This practical seminar will focus on essential aspects of the three stages of crisis scenarios (pre-crisis phase, crisis response phase, post-crisis phase). Learn from practitioners and communication experts from national, European and international institutions how to deal with crisis prevention & institutional requirements, crisis indicators and monitoring, effective crisis communication plans, roles & responsibilities, utilisation of media channels and social media, stakeholder communication, evaluation as well as damage repair strategies. Successful crisis communication requires quick and professional coordination of internal & external communication and the ability to be multitasking. This goes beyond traditional types of crisis management where streamlining and disseminating authentic information to prevent aggravation of crisis is the core of crisis communication. Successful crisis communication managers must be able to leverage all communication channels demanding an ability to integrate and to utilise all aspects related to communication. Be prepared and develop practical tools for successful crisis communication of your institution! Who is this seminar for? Directors, Heads of Departments or Units, Spokespeople, PR and Communication Officers, Communication Coordinators, Advisors, Chief Specialists, Crises and Risk Managers and other members of staff in departments such as: Public Relations / Affairs Spokesperson Communication / Press Internal / External Communication External Relations Social Media Risk and Crisis Management Disaster Risk Management Disaster Preparedness Management Administration and International Organisation From institutions and organisations such as International and European Institutions National and regional Public Authorities such as ministries, councils, subordinate and regulatory public authorities and agencies Local public authorities such as local governments, municipalities and cities International, regional and national organisations and agencies & NGOs Associations Higher education and research institutions Public affairs agencies 2

3 What will you learn at this seminar? How to create and improve applicable crisis communication plans in practice What is needed for crisis prevention? Learn from various practical cases about crisis indicators and pre-warning systems How to react in the crisis response phase when a crisis occurs How to work efficiently on crisis communication with limited budgets and human resources How to manage external and internal communication in order to avoid unpleasant communication outputs How to coordinate and communicate among and between stakeholders and authorities How to use modern communication channels such as social media effectively What are the specific risks and pitfalls and what do you have to take into account when using social media in public institutions? How to foster media relations and how to shorten the news cycle What steps are needed to limit the damage and reputation loss for your institution? How to profit from a crisis evaluation process and rebuilding reputation Your benefits Receive first-hand experience and advice from crisis communication experts Learn how to implement the concept of crisis communication in practice Receive practical tools and guidance for different stages and types of crises Become familiar with specific challenges related to crisis communication that face broad public attention Find out which media channels best fit your needs in practice Learn how to use social media efficiently in crisis times Receive a practical toolkit helping you to achieve great effects with little effort Know how to identify the target group of your social media actions and how to design activities according to their needs Learn how to repair reputational damages and how to profit from a crisis Learn from various practical cases of different crisis scenarios worldwide Network and exchange experiences with our speakers and participants from around the world Highly sensitive topic that was well elaborated. 3

4 PROGRAMME DAY 1 Crisis Communication in Public Institutions and Organisations Registration and Handout of Seminar Material Opening Remarks from the European Academy for Taxes, Economics & Law Welcome Note from the Chair and Round of Introductions Gundi Gadesmann, Head of Media and External Communication, European Ombudsman (Official EU Complaints Office) Crisis Prevention: Managing Crisis Before it Occurs Reputational Risks as the Major Threat for Public Institutions How to Deal with Tough Situations Reputational Risks for organisations itself Maladministration, administrative irregularities, abuse of power, lack of transparency Prevent and limit reputational risks through pre-warning methods and damage prevention strategies Media surveillance and monitoring Watchdog social media A powerful tool to voice discontent Professional (multi-)stakeholder relationships for times of crisis External communication: Using pre-draft messages and templates Cases studies Gundi Gadesmann, Head of Communications, European Ombudsman, (Official EU Complaints Office) Coffee Break and Networking Opportunity Extremely helpful for professionals working at the intersection between institutions and the wider public Which Specific Challenges Do Public Institutions Face in Crisis Communication Management? How to Deal with them Effectively? Categorising crises Specific challenges for crisis prevention in public institutions: Issue management, risk communication and crisis indicators Modern communication strategies for successful crisis preparation - How does a sufficient crisis communication plan look like? - What is needed for modern crisis communication? - Knowing your stakeholders? - What for crisis training? - Internal & external communication Dealing professionally with media and press enquiries Best practice cases Dr Andreas Schwarz, Managing Director, International Research Group on Crisis Communication (IRGoCC), European Communication Research and Education Association (ECREA) Crisis Response Phase: Strategies for Damage Containment und Resolving Crises CASE STUDY Humanitarian Crisis When Your Organisation was Targeted: Strategies for Emerging from Crises A Practical Approach Identifying the crisis for the organisation within a humanitarian crisis From attacks on staff, to leaked information, to accusations against an organisation and risks for ability to operate Maintaining trust and managing crisis communication as prerequisite for strengthening institutions and organisations Establishing sufficient mechanisms for monitoring and evaluation of communication and procedures Lessons learnt based on practical cases Charlotte Lindsey Curtet, Director, Communication and Information Management Department, International Committee of the Red Cross (ICRC) The practical approach was outstanding! Lunch Break and Networking Opportunity 4

5 Are you Prepared for all Contingencies? Structures, Principles and Processes for Crisis Times A Practical Approach from Frontex Crisis communication plans in practice The crisis management manual of Frontex Structural requirements: The need for media training, institutional and inter-institutional networks, coherence of messages and statements Institutional transparency as a crucial pre-emptive tool The importance of internal communication when managing a crisis Practical cases Izabella Cooper, Spokesperson, Frontex - European Agency for the Management of Operational Cooperation at the External Borders Coffee Break and Networking Opportunity When the Worst Occurs How Strategic Are You? Using Effective Working Process Methods the Moment a Crisis Starts What should an organised working process look like? Components of a functioning crisis communication team Crisis indicators: Monitoring, assessing and analysing (social) media Situational Awareness: What information does the public need? Deviation of communication advices and outputs Initial responses, public statements and the utilisation of channels How to shorten the news cycle Addressing the crisis and disseminating information Practical cases of the Ministry of Interior Peter Mertens, Crisis Communication Manager, Crisis Center, Ministry of the Interior, Belgium Practical Workshop More Substance Despite Limited Resources? How to Optimise Crisis Communication Plans With Limited Financial and Human Resources This workshop consists of practical exercises and group work. It aims at presenting the most important components of a functioning crisis communication plan. Participants will get the chance to work on a specific case under certain requirements (budget constraints, limited human resources). Essential components of effective crisis communication plan Case study Developing a strategy in the pre-crisis phase How to manage budget constraints and limited human resources Attendees will work together in groups on a case study. Peter Mertens, Crisis Communication Manager, Crisis Center, Ministry of the Interior, Belgium End of Day One From Get-Together and Networking Opportunity 5

6 PROGRAMME DAY 2 Crisis Communication in Public Institutions and Organisations Welcome Note from the Chair Dr Andreas Schwarz, Managing Director, International Research Group on Crisis Communication (IRGoCC), European Communication Research and Education Association (ECREA) CASE STUDY Epidemics From SARS to Ebola Coordinating Communication in Complex Transboundary Crises Special requirements for risk communication coordination in transboundary crisis The new EU legislation on cross-border health threats from biological, chemical and environmental events Cultural and socioeconomic issues as challenge for effective crisis communication Practical cases: - The 2003 SARS crisis - The 2009 flu pandemic - The 2014 Ebola Crisis Lessons Learnt from SARS to Ebola Andrea Würz, Communication Officer Communication Science, European Centre for Disease Prevention and Control (ECDC) Coffee Break and Networking Opportunity Post-Crisis Phase: Rebuilding Organisational Reputation Tools and Mechanisms that Work What to Learn from Crises? Repair Your Reputation and Emerge Stronger Post-crisis learning strategies and principles Assessing reputation repair strategies: Attack the accuser, denial, scapegoating, excuse and justification Repairing reputation towards stakeholders and the general public Post crisis analyses How to benefit from previous crisis Evaluation of crises communication plans Structural reforms and change management Increasing organisational crisis resilience Dr Andreas Schwarz, Managing Director, International Research Group on Crisis Communication (IRGoCC), European Communication Research and Education Association (ECREA) Practical Workshop Making Social Media a Powerful Tool for Defending your Institution: Real-Time Crisis Communication when the Own Institution is Spotted This workshop consists of practical cases demonstrating how to use social media for crisis communication. Social media is not just a threat to public institutions but also offers opportunities to limit potential or emerging crises. Effective real time communication, dissemination of information and interaction via social media has become an important challenge for public institutions. Surveillance, monitoring, situation awareness and early warning system Social Media as a one-way and two-way communication tool information vs interaction? How to deal with flaming and flame wars Enhancing recovery management via social media Attendees will work together in groups on a case study. Patric Salize, Global Hubs & Comms Support Coordinator, Greenpeace International Lunch Break and Networking Opportunity Very good opportunity to network and exchange experience. 6 Very relevant up-to-date topics.

7 When Crisis Spreads Beyond Borders International Collaboration Approach CASE STUDY Migration When Crises Exceed the Worst Expected Crisis Communication Through International Organisations and Stakeholder Collaborative Approach Definition and goals of a philanthropic engagement in the context of humanitarian crisis Steps for efficient campaigning and information dissemination in crisis times Coordinating crisis communication with governments and public authorities Crises outreach: Strategy and objectives from an IO perspective How to involve external stakeholders Emergency action plans and lifelong support towards population in needs Using crisis communication for fundraising for and with the suffering population Crisis communication in the refugee crisis Julien Navier, Senior External Relations Officer, Expert Division of External Relations, United Nations High Commissioner for Refugees (UNHCR) Coffee Break and Networking Opportunity End of Seminar and Handout of Certificates 7

8 SPEAKERS Julien Navier Senior External Relations Officer, Expert Division of External Relations, United Nations High Commissioner for Refugees (UNHCR) Julien Navier is Senior External Relations Officer in the Expert Division of External Relations at the UNHCR. Julien Navier has over 13 years of experience in generating philanthropic engagement from international institutions, foundations and the financial private sector with a specific expertise in communication, public relations and strategic resource mobilisation, especially in the field of development education. Before becoming a Senior Relations Officer at the United Nations Refugee Agency, he was Managing Director in an international fundraising and consulting organisation. Prior to this, he worked with the French Ministry of Higher Education and Research on the subject of cross cultural collaboration between France and African emerging countries. Izabella Cooper Spokesperson, Frontex - European Agency for the Management of Operational Cooperation at the External Borders Since 2008 Izabella Cooper has been working as official Spokesperson of Frontex the European Border Control Agency. Her duties involve communication policy for the agency and media relations. She was in charge of the creation of PR crisis management plans for the agency. Before that she served with the OSCE media department in Bosnia Herzegovina in In 1999 she was appointed as Head of OSCE Media Regulation, Laws and Standards in Kosovo. In 2002 she took up the post of the Chief Spokesperson for the UN Mission in Kosovo and four years later managed the press office of the European Agency for Reconstruction in Thessaloniki, Greece. Izabella Cooper has been dealing with media crisis management for the past 13 years in various scenarios involving political and security scenarios. She also managed a UNDP project aiming to build PR crisis management capacity of the Kosovo government by creation of the crisis management manuals and running training sessions for various ministries and the local police. Gundi Gadesmann Head of Communications, European Ombudsman, (Official EU Complaints Office) Gundi Gadesmann is Head of Communications at the European Ombudsman. The European Ombudsman, currently Emily O Reilly, is elected by the European Parliament. Citizens, companies or other organisations can submit complaints about the EU institutions. The Ombudsman can also open strategic investigation on her own initiative which is in the public interest, for example as regards transparent law-making, conflicts of interest, and transparency in the TTIP negotiations. Gundi Gadesmann works very closely with the Ombudsman and is in charge of media, social media and stakeholder relations, events, publications, relations with other Ombudsman offices and other outreach activities. She previously worked as EU correspondent for the radio service of the German press agency dpa. Charlotte Lindsey Curtet Director, Communication and Information Management Department, International Committee of the Red Cross (ICRC) Charlotte Lindsey Curtet has been Director of Communication and Information Management at ICRC since Crisis communication management is a crucial part of her daily life, not only regarding external humanitarian crises which have to be communicated through ICRC but crises that are affecting the organisation itself. Charlotte Lindsey Curtet joined the ICRC in 1993 and has held various positions such as Deputy Director of Communications, Head of Policy as well as Head of the women and war project. Furthermore, she experienced six years of field mission for the ICRC in countries such as Tajikistan, Bosnia-Herzegovina, Rwanda, Kenya and Croatia. She is author of the ICRC s study Women Facing War published 2001 (English) and 2002 (in French, Spanish, Arabic and Russian). 8

9 Peter Mertens Crisis Communication Manager, Crisis Center, Ministry of the Interior, Belgium Peter Mertens is the Head of the Communication Service of the Belgian federal Crisis Center, which is responsible for the management of emergency situations. He has over 15 years of experience in external communication, crisis communication and risk communication. He wrote a guide for local authorities for the development of an effective crisis communication plan, and contributed to several publications, as for example The Working Process Crisis Communication. Peter Mertens has large experience in advising authorities in their crisis communication during several incidents in the sector of civil security and public order, managed from the local to the federal level. He is the founder and coordinator of a support team to assist local authorities with the information of the public in emergency situations. Andrea Würz Communication Officer Communication Science, European Centre for Disease Prevention and Control (ECDC) Andrea Würz is a Communication Officer specialising in communication science at ECDC s Public Health Capacity and Communication Unit. She joined ECDC in 2006, and her activities focus on the development of communication tools and capacity building activities to support EU countries in effective risk communication for prevention of infectious diseases. She also works in health communication research projects, and coordinated a series of ECDC publications on Insights into health communication that cover areas such as effective risk communication, health information seeking behaviours, trust and reputation management, etc. Her professional experience includes corporate communications and press and media work. Patric Salize Global Hubs & Comms Support Coordinator, Greenpeace International Patric Salize works for Greenpeace International as Global Hub Coordinator. The Global Hub consists of three offices (Hong Kong, San Fransisco and Amsterdam) and facilitates global communication for Greenpeace International. Previously, Patric Salize worked as Chief Press Officer for Greenpeace in Germany. Crisis communication is an essential part of both roles: In Germany, Patric Salize set up the crisis management team and headed the crisis communication processes. At Greenpeace International he is currently setting up a new structure for crisis communication on a global level. Dr Andreas Schwarz Managing Director, International Research Group on Crisis Communication (IRGoCC), European Communication Research and Education Association (ECREA) Dr Andreas Schwarz is Managing Director of the International Research Group of Crisis Communication (IRGoCC) since He is also the Founding Chair of the Section on Crisis Communication that was established at the European Communication Research and Education Association (ECREA) in 2011 and was Chair of the Department of Media Studies at Ilmenau University of Technology in Germany from 2012 to He has published several book chapters and journal articles on organisational crisis communication, cross-cultural crisis communication, international public relations and journalism in journals like Public Relations Review, the International Journal of Strategic Communication, the Journal of Public Relations Research and Communications. He is author of the book Crisis Public Relations from the Stakeholders Perspective (in German) and co-editor of the Handbook of International Crisis Communication Research that is currently prepared with Matthew Seeger and Claudia Auer. Dr Andreas Schwarz has consulted with government agencies, nonprofit organisations and companies concerning crisis preparation and crisis management. 9

10 ORGANISATIONAL MATTERS Crisis Communication in Public Institutions and Organisations Date of Event 22 nd 23 rd February 2016 Booking Number S-1192 Event Language The event language will be English. Event Price 1.389,- Euro excl. German VAT (19%) The above price covers the following: Admission to the seminar Hand-out documents Seminar certificate, if seminar fully attended Soft drinks and coffee / tea on both event days Lunch on both event days Upon request you can receive a digital version of the seminar documents after the event for 60,- Euro excl. German VAT (19%) in addition to the seminar. BOOKING booking@euroacad.eu Phone: +49 (0) Fax: +49 (0) For online booking please visit our website: Contact European Academy for Taxes, Economics & Law At Potsdamer Platz, Entrance Leipziger Platz 9, Berlin, Germany Phone: +49 (0) Fax: +49 (0) info@euroacad.eu Internet: Your contact persons for the programme: Regina Lüning, M. Sc. econ. Head of Marketing and Sales Phone: +49 (0) Fax: +49 (0) regina.luening@euroacad.eu Dr. rer. pol. Nikolaus Siemaszko Conference Manager Phone: +49 (0) Fax: +49 (0) nikolaus.siemaszko@euroacad.eu (Programme is subject to alterations) Event Location Scandic Berlin Kurfürstendamm Augsburger Straße Berlin, Germany Phone: +49 (0) kurfuerstendamm@scandichotels.com Internet: Booking link for rooms Please contact the hotel directly and refer to the European Academy for Taxes, Economics & Law if you wish to benefit from a limited number of available rooms. Of course you can always look for an alternative hotel accommodation. 10

11 BOOKING Phone: +49 (0) Fax: +49 (0) For online booking please visit our website: Booking Booking Number: S-1192 (DM) 22 nd 23 rd February 2016, Berlin Herewith we register the following persons for the Seminar: Crisis Communication in Public Institutions and Organisations. Delegate 1 First name Last name Your organisation Department Unit Job position Tel. Fax I hereby order the digital version of the seminar documents (fee required) in addition to the seminar. Street Postcode / City Country Delegate 2 First name Last name Your organisation Department Unit Job position Phone Fax I hereby order the digital version of the seminar documents (fee required) in addition to the seminar. Street Postcode / City Country Invoice Organisation First name Last name Your Organisation Department Unit Street Postcode / City Country Phone Fax Job Position With my signature I confirm my registration and accept the General Terms and Conditions as legally binding. I herewith agree to receive further information from the European Academy for Taxes, Economics & Law In case of registration of more than one delegate do you prefer: Single invoice? Collective invoice? NOTE Only Valid with Signature and Stamp. Place, Date Authorised Signature and Stamp European Academy for Taxes, Economics & Law Brauner Klingenberg GmbH Leipziger Platz Berlin Phone +49 (0) Fax +49 (0)

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