Crisis

Communication
By: Meredith Avant, Shea Preston, Jordyn Sento, and
Elizabeth Shaer

Tell it all, Tell it fast and Tell the Truth

Red Cross rogue tweet (2011)

Red Cross Redemption

What is a Crisis?
Dierent than everyday problems
ScruAny through news coverage

Communica)on
Preserve and
strengthen an
organizaAons
reputaAon

Plan

WriEen, rehearsed
response to crisis

Johnson & Johnson case (1982)

Deaths due to ingesAng Extra-Strength Tylenol
Response: New seal packaging, coupons, etc.
Spokesperson: Lawrence G. Foster, VP

Crisis Plan
8 Steps

1. Taking responsibility for

correcting the situation
Textbook
Never no comment

Johnson & Johnson

Major recall

2. Putting the Public Hirst

Textbook

Johnson & Johnson

Needs of people directly

concerned

Top management put

vicAms before prot

Resolve emergency

Alerted customers

Protect people aected

3. Being as open as possible

Textbook
Be open with everyone!
Verify everything you say
FACTS

Johnson & Johnson

Phone and video
releases
Contact with
government agencies

4. Spokesperson
QualiAes

Comfortable
Skilled
Speak
Understand
Establish credibility
Be condent

ResponsibiliAes
Develop a plan
Basic ow of acAon
Pre-wriEen
communicaAon

4. Spokesperson (cont.)
Ideal spokespeople:

1. Small companies: business owner, oce manager,
support sta
2. Large companies: CEO, VP, Senior management, head
of PR
3. OpAonal: In-house lawyers, spokespersons, safety &
security ocers, outside consultants

5. Establishing a central media

Textbook
Company Website is
most likely source for
central locaAon

Johnson & Johnson

Headquarters and call
centers decisions made
by crisis team

6. Responding to all media

Textbook
Answer phone calls
If answer is unknown,
say so

Johnson & Johnson

33 phones arranged to
communicate with the
public

7. Using social media

Textbook

Johnson & Johnson

One of the rst places

your clients, investors,
etc. will nd out what is
happening

NewsleEers, pre-taped
messages
Immediately reported

8. Avoid speculation

Was cyanide present on the producAon line of

Tylenol capsules?

Post Crisis
Declare end to crisis
Follow up
Keep media informed
Review company policies
Perform good will
Formal debrieng
Analyze outcome and media coverage (posiAve and
negaAve)
Revise crisis plan

Summary

Tell it all, Tell it fast and Tell
the Truth

Works Cited
hEp://www.clarkcommunicaAon.com/PRTips/
Crisis_CommunicaAon_Management.php
hEps://www.mvma.org/MediaResources/3-Crisis
%20CommunicaAons.pdf
hEp://www.mwprinc.com
Public RelaAons: The Profession & the PracAce