What's a Crisis and Why Should I Care?

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Whats a Crisis & Why Should I Care?Presentation to NCSU PRSSAOctober 13, 2015Roger M. Friedensen, APRRay J. Hornak, APRforgecommunications.com | @forgecomm 2015 Forge Communications, LLC | All Rights Reserved. PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 2How often has this happened to you?Day OnePRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 3Day TwoPRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 4It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, youll do things differently.Warren BuffetPRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 5What do we mean by crisis?PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 6Attributes Out of the ordinary Unpredictable, disruptive Potential to undermine confidence, damage reputation Affects or involves multiple audiences Draws attention of internal/external stakeholders, including mediaPRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 7And once it startsPRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 8Types of crises Natural disasters Accidents (mechanical, human error) Legal or financial issues Government actions Criminal activities Employee incidents Environment/health issues High-profile events Rumors Digital media attacksPRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 9But it can happen, and it will happen.Its not a question of if, its a matter of whenPRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 10Not every crisis is like this(though it may feel like it)PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 11PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 12Novozymes, Franklinton, N.C. | February 2006PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 13Greensboro, N.C.June 13, 2010PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 14PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 15The first ruleYou cant manage a crisis, but you can and you must manage your reaction.PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 16PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 17PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 18PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 19PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 20Quite simply, this changed and is still changing everything.PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 21PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 22And this is all happening at once in real time.PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 23Some things have changed,but most things haventPRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 24Business hasnt changedBenefitsshouldbeconferredgradually;andinthatwaytheywilltastebetter.Itisbettertobefearedthanloved,ifyoucannotbeboth.Awiseruleroughtnevertokeepfaithwhenbydoingsoitwouldbeagainsthisinterests.Politicshavenorelationtomorals.Thenewrulermustdeterminealltheinjuriesthathewillneedtoinflict.Hemustinflictthemonceandforall.Intheend,you'remeasurednotbyhowmuchyouundertakebutbywhatyoufinallyaccomplish.PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 25And politics certainly havent changedPRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 26CredibilityTrustExpertiseDynamism++PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 27Tell me a story, pleeeeeeeezePRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 28Tell me less about how it came to be and more what it means to me.PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 29Feelings alter attitudes & behaviors Pleasure Pain Hope Fear Acceptance Rejection Pride ShameAndithappensoneindividualatatime...PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 30Humans havent changedPRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 31Communication during and after a crisis is not about pulling strings behind the scenes to spin the public and media.Its about responding effectively to preserve and strengthen your credibility, reputation and ability to operate successfullyPRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 32The Four Rs React Respond Recover RebuildPRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 33Appeal to basic human instincts What happened? Are my family and I safe? Is this good or bad for me and my family? My friends? Is this good or bad for the environment? Who is responsible? Who should be rewarded or punished? How and when are things going to be fixed? What is the right thing to do?PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 34PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 35Top 10 ways to trash a reputation10. Wait till the last minute: Why prepare now if it might never happen at all?9. Ignore your employees or members: Itll just distract em.8. Ignore the media: Heck, theyll just twist the truth anyway.7. Play by your rules and timetable: Why give a hoot aboutwhat anyone else wants?6. Never accept responsibility or apologize: My lawyer knows best! 6b. Dont engage in social channels: Its just too risky.PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 36Top 10 ways to trash a reputation5. Ignore emotions: feelings are for wimps Facts Rule!4. Cooperate only when you have to: Keep your head down and your mouth shut. 3. Provide only the bare minimum: why invite confusion with details?2. Dazzle em with jargon: if a little is good, then a lot is even better!1. Ignore it and it will go awayPRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 37A couple of closing thoughtsPRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 38Its hard workPRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 39Excellence takes timePRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 40Sometimes theres a bumper crop and sometimes theres notPRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 41Sometimes the gods are with you, and sometimes theyre crazy (or just plain mean)PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 42You can call me now, or you can call me laterPRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 43(and may the Forge be with you)Ray J. Hornak, APRrhornak@forgecommunications.comRoger M. Friedensen, APRroger@forgecommunications.com@RogerFriedensen@ForgeCommThank you!