Alpha Xi Delta Fraternity PR Toolkit Crisis Communication

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1 Alpha Xi Delta Fraternity PR Toolkit Crisis Communication Inspiring Women to Realize Their Potential

2 You ve been assigned to provide public relations assistance to an Alpha Xi Delta chapter that is dealing with some type of crisis. In dealing with this challenge, they will need support and specific guidance in how to clearly communicate with chapter members and external audiences such as campus officials, students and media representatives. The chapter president is in charge during an emergency and should be the only person to speak with the media. The chapter president will work with the Chapter Advisor, Area Facilitator and the Director of Public Relations at Fraternity Headquarters to coordinate all media responses. The Public Relations Support Team Leader may be contacted to request that a Public Relations Specialist be assigned to the chapter to assist them with communicating effectively during a crisis. What defines a crisis and what are the key elements in dealing with one successfully? What is a crisis? Merriam-Webster Online defines a crisis as: Main Entry: cri sis Pronunciation: 'kri-s&s Function: noun 3 a : an unstable or crucial time or state of affairs in which a decisive change is impending; especially : one with the distinct possibility of a highly undesirable outcome <a financial crisis> b : a situation that has reached a critical phase <the environmental crisis> For a chapter, a crisis may be a natural disaster or intentional personal or property damage, the attempted rape or rape of a sister, sexual assault of a chapter member, the death or suicide/attempted suicide of a member. It may also include the serious injury or hospitalization of a chapter member. A crisis can also be created from the irresponsible behavior of chapter members, whether they are on or off campus. Alpha Xi Delta Crisis Communication General Media Statements to use in a Crisis Natural Disasters, Fire, Property Damage Alpha Xi Delta is very thankful that all our chapter members are safe and unharmed. We will assist in any measures being taken to ensure our chapter's safety. All of our members are cooperating fully with University officials and investigators. General This is an unfortunate and regrettable event. The Fraternity is cooperating fully with all interested parties. Further information will be given promptly when we have completed our investigation. The chapter of Alpha Xi Delta is very appreciative of all the support we have received from University officials and the Greek community during this difficult time. Death/Suicide We are saddened by the loss of our sister. Our condolences go out to her family. was an active member of our chapter. (Expand on her activities/contributions) What if a reporter asks why the chapter wasn t aware of the member s mental state? Even within a family or among co-workers, a person s struggles and problems may not be known. We are deeply saddened by the loss. Assist the chapter in determining the key information about the crisis and help the chapter president develop a message statement (s) about the crisis. You can then assist them in developing a plan of action in how to communicate about the crisis. Reporters can be referred to the Director of Public Relations at Fraternity Headquarters.

3 Developing a Crisis Communication Plan 1. Identify the crisis. What is the crisis? Is it an internal or external issue? Whether the issue is internal or external has a direct influence on what groups to target with chapter communications. 2. Designate a spokesperson. Unless notified otherwise, the Chapter President is in charge during an emergency and should be the only person to speak with the media. The president will work with the Chapter Advisor, Area Facilitator and the Director of Public Relations at Fraternity Headquarters as well as the Public Relations Support Team Leader/Specialist to coordinate all media responses. 3. Who needs to know? Help the chapter to develop a list of the important constituencies that should be informed about the situation (the chapter s Area Facilitator, Chapter Advisor and Fraternity Headquarters should always be notified of any crisis situation). The chapter may also need to communicate with one or all of the following groups:! University: faculty, advisors, Greek Life office, other campus organizations! Media campus newspaper and/or radio station, community newspapers, radio and television stations! Alumnae! Campus Greek organizations! Greek and non-greek students! Parents communication with parents should take place only after they have been officially notified of the crisis by the Chapter President, Area Facilitator or Fraternity Headquarters. 4. Determine and discuss any privacy/confidentiality issues. Do privacy issues demand that the identification of any parties be protected? If confidentiality of a victim or any sister must be protected, advise the chapter to make the statement that the chapter is not permitted to release this information. Remind the chapter that it is better to say they cannot release personal information than to avoid such a question or to say something like no comment. This could make the chapter appear uncooperative or as if they have something to hide. 5. Communicate facts about the crisis. Encourage communication within the chapter as the first priority. Chapter members who are well-informed are less likely to gossip and can be key in communicating the desired message on campus and within the community. Remind the chapter that openly and honestly communicating as many facts as are allowed will drastically minimize rumors on campus. Even if certain information cannot be released, simply stating that it cannot be released and why will help discourage people from developing theories of what happened and why. This can reduce the damage that can result from rumors that surface on campus. **PR Specialists: Please include a copy of any crisis communication plan that you complete in your reports to the PR Support Team Leader in December and May.

4 It is bound to happen. Something happens on campus and students talk. Help the chapter realize that rumors and gossip are bound to happen and give them practical tools that will help prevent, minimize or neutralize campus rumors. 1. Assist the chapter to adhere to the facts in their communications. Perhaps a fact sheet covering who, what, when, and where should be developed and distributed to all chapter members. Emphasis should be placed on these key facts to help control the message that is relayed to various publics. 2. Encourage the chapter to be as honest and forthcoming as is allowed. If information cannot be released, state why whenever possible. 3. State the procedures that Alpha Xi Delta/the chapter have followed in the crisis. 4. Incorporate Alpha Xi Delta values in communications whenever possible. 5. Always emphasize concern for chapter members and their safety as opposed to that of property. Every Alpha Xi Delta chapter should understand and periodically review the procedures that are to be followed during a crisis. A crisis management checklist taken from the C.A.R.E. Manual appears on the following page. It can be used to help the chapter to logically review a crisis situation and determine if all necessary steps are being addressed.

5 Crisis Management Checklist Periodically review the procedures that should be followed during an emergency situation. The following checklist has been taken from the C.A.R.E. Handbook, Alpha Xi Delta s handbook for risk management. An emergency is defined as a fire or other significant property damage, serious injury or hospitalization of a chapter member, suicide or attempted suicide, sexual assault or rape, any life endangering activity. When a Crisis Occurs 1. Call the appropriate emergency service. Police Fire Rape Crisis Center Suicide Hotline 2. Call the Chapter Advisor. Name Phone If not available, call: Name Phone 3. Call your Area Facilitator. Name Phone 4. Call Fraternity Headquarters. Daytime (317) (8:30 to 4:30 EST) Evenings & Weekends (317) /Voice mail 5. Call the Greek Advisor. Name Phone _ 6. Call M-J Insurance Lisa Ripley or Bev Stiles at (888) If a sexual assault has occurred: Take the victim to a hospital first. Advise her not to change clothes, shower, or destroy any possible evidence. The hospital will notify the police. With the victim s permission, call the person who is responsible for sororities on campus or the campus professional from health services who handles sexual assault cases. For immediate assistance, contact your local rape crisis hotline. 8. If an attempted suicide has occurred: Take the member to the hospital or get her counseling from Campus Health Services. CHS may also have counselors available to help chapter officers deal with the situation. For immediate assistance, call your local suicide hotline. 9. If a bodily injury has occurred: Take the member to the hospital immediately. Contact MJ Insurance immediately. Their emergency number is (317) Do not contact parents in any of the situations above. Wait for further instruction from the medical service, police, Greek Advisor, or your Area Facilitator. 11. Assign a member to handle incoming calls. 12. Do not permit outgoing calls. 13. Share the facts and discourage gossip within the chapter. If only the president knows about the incident, respect the member s right to privacy. If the incident is public knowledge, assemble all members to advise them that the house is closed except to official medical and police personnel. Share the facts and discourage gossip.

6 14. Prepare a limited statement for the media. Do not give extended interviews or mention names. Contact the Director of Public Relations at Fraternity Headquarters for assistance in preparing a statement. Crisis Team Roles President Responsible for monitoring chapter behavior and enforcing social policy to the best of her ability. 1. Informs the Chapter Advisor of the crisis situation. 2. Contacts the Area Facilitator and Fraternity Headquarters. 3. Calls the Panhellenic advisor. 4. Calls an emergency chapter meeting, if necessary. 5. Serves as a representative to fellow members families. 6. Assesses the level of need and the team s response. 7. Convenes the crisis team. 8. Oversees the team. 9. Keeps the university updated on the situation. 10. Consults with the attorney as needed. 11. Acts as the official spokesperson for the team and sorority. 12. Educates and coordinates the press; may conduct a news conference. 13. Makes official statements and releases. Chapter Life Vice President Incorporates Risk Management education into chapter programming and works closely with the social chair to help the president enforce social policy to the best of her ability. 1. Takes on the president s duties, if not present. 2. Gathers factual data; convenes a house meeting; shares data and warns against rumors; clarifies protocol in dealing with members of the sorority; clarifies lines of communication. 3. Supervises the building climate. 4. Serves as an information source for members of the sorority. Programs Vice President 1. Serves as a mediator for the possibility of assistance from a counselor, clergyman, or hospice. 2. Secures community social services or medical help when warranted. Public Relations Vice President 1. Selects a phone team, and uses them to inform members of decisions and facts. The phone team will also be in touch with other chapters as needed. 2. Documents questions asked by other Greek organizations. 3. Assists president with the media, as needed. House Manager Responsible for working with the chapter and corporation to ensure physical safety. 1. Monitors security issues. 2. If necessary, calls a representative from the police department for further security. Recording Secretary 1. Keeps records of the team s activities. 2. Is a constant resource in keeping information straight and clear. 3. If needed, calls on the corresponding secretary for help. Advisory Board Responsible for establishing and maintaining open communication with chapter officers and other members at all times. Corporation Board Responsible for the physical property and its use (not chapter behavior). Social Chair Responsible for developing practices consistent with ALL social policies. Initiated and New Members Responsible for personal behavior.

7 Guidelines for Successful Media Interviews Here are some positive program responses to typical negative topics/perceptions: 1. Focus on what you want the audience to remember. 2. Stay on message while you re speaking. 3. Stick to the facts, and only the facts you can speak about. 4. Build bridges to positive statements when confronted with negative questions/opinions. Example: The Chapter President is confronted about the party image of the chapter members in her chapter. Instead of getting defensive, she should view it as a chance to talk about alcohol awareness programs provided by the chapter, and the alcohol education programs and policies of the National Fraternity. Suggested positive program responses to typical negative topics/perceptions: Partying/alcohol abuse ΑΞ is a member of the GENESIS Group, made up of 41 national and international fraternities and sororities that will work together to modify the high-risk alcohol consumption manifested on college campuses. Alpha Xi Delta is a member of the Fraternal Information & Programming Group (FIPG). This group provides guidelines and educational resources that deal with issues that are risk management related, such as alcohol use. Sororities are just social clubs ΑΞ certainly provides the opportunity for members to form friendships that can last throughout their lives. Our overall vision is inspiring women to reach their potential. Women can develop interpersonal and leadership skills through our national program Realize Your Potential, which focuses on self-awareness, self-management, social awareness and relationship management. All Greek organizations haze potential members Hazing is a direct violation of Alpha Xi Delta policies and procedures. Hazing practices are physically and emotionally harmful. Reports of supposed hazing activities are treated very seriously and investigated thoroughly. Greek organizations do not positively contribute to their communities ΑΞ encourages all members to be of service to their communities. Since 1992, Alpha Xi Delta chapters and associations have contributed more than 600,000 hours of service to improve the quality of life for children in their communities in support of our national philanthropy initiative, Choose Children.

8 Things to Remember When Dealing with Chapter Members Experiencing a Crisis All members are affected by the crisis in one way or another. It is normal for the women to feel anxious about their safety and their sister's safety. Normal reactions to stress and a crisis may include profound sadness, grief and anger. Most chapter members will need to talk about their feelings. Build confidence by focusing on chapter strengths and abilities. Encourage the chapter members to accept help from community programs and resources when applicable. Remember that each chapter member has different needs and different ways of coping. Signs that Stress Management Assistance May be Needed Difficulty communicating thoughts, sleeping, or maintaining balance Easily frustrated Use of drugs/alcohol Headaches/stomach problems Tunnel vision/muffled hearing Colds or flu-like symptoms Disorientation or confusion Difficulty concentrating Reluctance to leave home Depression, sadness Feelings of hopelessness Mood-swings Crying easily Overwhelming guilt and self-doubt Fear of crowds, strangers, or being alone Suggestions to Help Chapter Members Deal with Stress Caused by a Crisis Encourage members to talk about their feelings anger, sorrow, and other emotions-- even though it may be difficult. Encourage members to maintain their normal daily schedule/routine as much as is feasible. Suggest they spend time with chapter members and friends - existing support groups of family, friends, and church can be very helpful. Suggest they participate in memorials and rituals that bring comfort and the ability to express feelings. Recommend that they establish a chapter emergency plan. Preparation gives a sense of security and can be very comforting.