CRISIS COMMUNICATIONS: WHAT EVERY CEO SHOULD KNOW Alesa Lightbourne, Ph.D. Assistant Dean, Global BBA Program S P Jain Center of Management
AGENDA Things you probably already know (review) Things you probably DONâ€™T know Action list for better preparedness
YOU ALREADY KNOW You must have a plan before the crisis Crisis management plan â‰ crisis communications plan Plans take a lot of time and expertise
BEST PRACTICES Keep plan updated (study recent crises) Assign alternate members of team Allow for cultural differences Practice both onsite and â€œawayâ€? crises Mandate media training for all involved Do practice run
USING INTERNET â€“ A MUST Google and Japan earthquake http://www.google.com/crisisresponse/japanquake2011.html
GREAT PRESS MILEAGE
TOOLS AirAlertTM – connect crisis comm team members,
operations, external audiences, dedicated website Hootsuite – manage Twitter, Facebook, Linked In Backtype, Social Mention – monitor online conversations using keywords
THINGS YOU CAN’T KNOW Who What When Where How How you (and others) will personally react…
COMMUNICATION STYLES Yourself Team members Others (media, victims, regulators)
FOUR BASIC STYLES Aggressive Passive Passive-aggressive Assertive
CEOs think they are â€Ś
BUT IN A CRISIS,YOU’RE REALLY …
IN TIMES OF PANIC We revert to behavior of parent This is irrational / we canâ€™t help it We can use knowledge of types to maximize strengths
of team members
LETâ€™S FIND OUT MORE Take assessment Fill out answer sheet Add columns
FOUR TYPES G + D = Driver O + D = Expresser O + I = Relater G + I = Analyzer
Most people combine several types We can be different types in different circumstances
DRIVER Commander Gets job done Decisive, risk taker Good at delegating Fearless Results-oriented
EXPRESSER Talkative and optimistic Impulsive, full of ideas Values enjoyment Spontaneous and flamboyant Loves to brainstorm Impulsive
RELATER Relationship-oriented Easy-going, likes steady pace Harmonizer Good listener Dislikes contrary opinions Concerned about othersâ€™ feelings
ANALYZER Rational and idea-oriented Highly organized Cautious, logical, thrifty Quick to think, slow to speak Values accuracy and being right Plans thoroughly
ACTIVITY 3 blessings of your nature 3 curses of your nature 3 things youâ€™re likely to do in a crisis
APPLY YOUR KNOWLEDGE Who makes the best: Media spokesperson Budget controller Victim relations person Overall decision maker What potential dangers arise from each?
ACTION ITEMS Revisit your communication crisis plan Add Internet aspects Assess communication styles on your team Predict responses in crisis Adjust responsibilities accordingly
RESOURCES Alessandra & O’Connor. The Platinum Rule. New York: Warner Books, 1996. Bernstein, Jonathan. “The 10 Steps of Crisis Communications.”
www.bernsteincrisismanagement.com Lukaszewski, James. “Seven Dimensions of Crisis Communication
Management.” www.e911.com/monos Simpliflying. “Five Steps to Successful Crisis Management for Airlines in the
Age of Social Media.” www.simpliflying.com Valtat, Aurelie. “The Ash Cloud, Crisis Communications & Social Media – the
Eurocontrol Story.” Interview posted at www.conversationblog.com/journal, Apr 30, 2010.
CRISIS COMMUNICATIONS: WHAT EVERY CEO SHOULD KNOW
Alesa Lightbourne, Ph.D.
Prof. Alesa Lightbourne, Assistant Dean at S P Jain Center of Management shares steps every CEO should know during a crisis or a panic situa...