Is Your Crisis
Management Plan Ready
for Today’s Crisis?
Leonard & Finco Public Relations, Inc.
(c)2015 Leonard & Finco Public Relations, Inc.
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
(c)2015 Leonard & Finco Public Relations, Inc.
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
(c)2015 Leonard & Finco Public Relations, Inc.
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
(c)2015 Leonard & Finco Public Relations, Inc.
Bottom Line
People are going to get the news of the
situation somewhere –
it should be from you!
(c)2015 Leonard & Finco Public Relations, Inc.
Looking at Social Media’s Impact
According to a Pew Research Study (September 2014)
 71% of online adults use Facebook
 23% of online adults use Twitter
 26% use Instagram
 28% use Pinterest
 28% use LinkedIn
Why?
 66% of Americans own at least two digital devices (smartphone, desktop
or laptop computer or tablet)
 35% own all three
 Smartphones have become the primary driver of Internet use
(c)2015 Leonard & Finco Public Relations, Inc.
Looking at Social Media’s Impact
Top four social media sites being used:

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.
(c)2015 Leonard & Finco Public Relations, Inc.
Example
New wolf pups at the
Sanctuary

Geared to be a fun way to
engage the community

Naming contest, photos and
progress reports on Facebook
Social Media
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
Example
Started as a fun way to get the community
excited

Then comments were posted about wolf
hunting

The debate went on for 1-2 days with
careful monitoring by the Sanctuary and
regular consultations with staff

Decided it was time to put an end to the
situation before it got worse
Social Media
(c)2015 Leonard & Finco Public Relations, Inc.

Example
Sanctuary made one post

Posted it to their main
timeline so all followers
could see

Kept monitoring and
blocked anyone necessary
Social Media
(c)2015 Leonard & Finco Public Relations, Inc.

Example
First positive case of bird flu in a
wild bird in WI

Previous cases were mainly within
poultry farms

Wanted to be prepared in the
event meida calls came in
(c)2015 Leonard & Finco Public Relations, Inc.
Broadcast Media

Example
Talking Points: Avian Bird Flu

The Bay Beach Wildlife Sanctuary is aware of the reported cases on Avian
bird flu in several WI Counties.

Since the disease is commonly spread through migrating waterfowl, we are
paying closer attention to the birds that call the Sanctuary home.

We have not had any sick birds or waterfowl on the grounds or within our
exhibits, however, our staff will be monitoring things closely.

Although Avian bird flu is not contagious to humans, precautions should be
taken anytime you find a dead bird – or any kind of wildlife in your yard, at
a campsite, etc.

The Sanctuary will continue to monitor the situation and keep in touch with
Wildlife officials.
(c)2015 Leonard & Finco Public Relations, Inc.
Broadcast Media
Had prepared talking points in the event the Sanctuary was contacted.
If a crisis happens, what can you expect?

Media to contact you

Depending on the situation, extensive coverage that could last
a few days

Staff, board members, volunteers and
may start asking questions

Social media to populate with
information

Its important to have a plan of action
ready
(c)2015 Leonard & Finco Public Relations, Inc.
public
3 Keys to an Effective Response

What happened

Why it happened

What you are doing about it
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Media Statement

When should you use one?

What should be included?
o
o
Introduction stating who statement is from and what the
statement is relating to
BRIEF quote sighting only what you know. Keep it factual and to
the point
o
Reference website
o
Media contact
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Media Statement - Example
Bay Beach Wildlife Sanctuary Statement
The following is a statement by Bay Beach Wildlife Sanctuary Director, Ty Baumann regarding the recent passing of Carmel,
the deer.
“Carmel the deer has passed away. Our vet staff has concluded that Carmel died from stress related to not being raised
with other deer and not adjusting well to a captive situation. Unfortunately, in this situation, releasing Carmel was not an
option due to her unnatural trust in humans. The Wildlife Sanctuary has a very successful rehabilitation program, releasing
properly raised fawns back into the wild. We work closely with WDNR and local veterinarians to assure the deer we raise
are physically and mentally prepared to survive as free roaming deer, however, despite best efforts, a small amount don’t
make it.”
###
For more on Bay Beach Wildlife Sanctuary, go to: www.baybeachwildlife.com
Media Contact:
Kristen Paquet
Leonard & Finco Public Relations, Inc.
(920) 965-7750
[email protected]
(c)2015 Leonard & Finco Public Relations, Inc.
News Release

When should you use one?

What should be included?
o
Opening statement short and to the point
o
State what you are currently doing about the situation
o
Reference website
o
Media contact
(c)2015 Leonard & Finco Public Relations, Inc.
News Release Template
LOGO
News Release Headline
For Immediate Release
(Date)
(Green Bay, WI) – A _____________________ at ___________________ involving _______ ______________________ occurred today
at ____________________.
The incident is currently being reviewed by FACILITY staff/administration/board. General statement about the facility and/or practices
and its commitment to the community.
More information will be released as it becomes available.
###
Organization boiler plate that describes who you are, what you do, who you serve, mission, etc.
Media Contact:
Name, Title
Organization
(920) 555-5555 ext. #
[email protected]
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Determining a team

Tier one: main leadership team

Tier two: secondary group to help implement

Others: lawyers, HR, communications, third party experts
(c)2015 Leonard & Finco Public Relations, Inc.
Keys to Successful Media Crisis
Communication

Know what audiences you need to reach
o
Staff (everyone)
o
Board members
o
Sponsors/donors
o
partners
o
General public

Issue any statements at once; don’t wait for
each outlet to ask

Make sure you keep your employees/staff
informed so they all know the same thing and
understand the protocol.
(c)2015 Leonard & Finco Public Relations, Inc.
Keys to Successful Social Media Crisis
Communication

Address concerns quickly

Use messaging from media statement

Frequently update information

Be straightforward and factual

Be careful what you delete

Monitor, monitor, monitor

Don’t neglect other ways to communicate!
(c)2015 Leonard & Finco Public Relations, Inc.
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 staff

Remember: Local may not stay local
A crisis management plan can take months to plan, but
only minutes to hours to implement!
(c)2015 Leonard & Finco Public Relations, Inc.
Thank You!
Kristen Paquet
Leonard & Finco Public Relations, Inc.
(920) 965-7750
[email protected]
@Paquet
www.LFpublicrelations.com
(c)2015 Leonard & Finco Public Relations, Inc.