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Sheridan College Emergency Information Mgmt 3

Session 3 - Crisis Leadership
by

Alain Normand

on 28 January 2016

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Transcript of Sheridan College Emergency Information Mgmt 3

Instructor: Alain Normand
PSRV 50016 Emergency Information Management
Session 3 - Crisis leadership
Recap
5 components of communication
Sender
Receiver(s)
Transmission
Coding
Decoding
Albert Merhabian
1971
Eye contact
Presence
Passion
Add tone signs to your notes
Age
Gender
Education
Socio-economic background
Family environment
Location
Culture
Values
Religion
Knowledge of situation
Personal concerns
Emotions
Perception
Perception
Perception
Perception
Perception
Perception
Preparing your text

1 - Know the audience
Preparing your text

2 - Determining your objective

Why are you communicating
in the first place? Strategy
Preparing your text

3 - Planning your key messages

One key message and
two secondary messages at most
Preparing your text

4 - Aiming for public confidence

Coding!!!
Part 3 - The words
Scientist formula for risk:

Risk

=

Probability

x
Consequences
Communication expert formula for risk:

Risk
=

Hazard
x

Outrage
For Indifferent Concerned Against
Power factor Lo Hi Lo Hi Lo Hi Lo Hi
Ethics
Strategy
Policy
3 case studies
Burger Max
Tylenol
Royal Bank of Canada
BURGER MAX
Background
Timeline
Preliminaries
The news is out
Children birthday party
People hospitalized
e-coli confirmed
Connection established
Day 1
Media calls
Customers call
BM denies all responsibility
Refuses to talk to families
Refers victims to attorney
Media speculation
BM News release
Call state department of health
Pressure
Day 2
More media speculation
BM Acknowledges that something "might have happened" and it "might be the cause"
BM Cautions the media not to start a panic
USDA (Agriculture) investigating supplier
"If it was our burgers, more than likely, it was the fault of the supplier who provided contaminated meat."
First child dies
Day 3
State dept suggest shut down for inspection
BM agrees to close three restaurants where victims had eaten
BM runs ad campaign:
"just an isolated incident"
"we follow the law"
"come on down enjoy a MammothMax"
Families demand BM take responsibility
BM statement:
"This might not have happened had there been more qualified federal inspectors."
Two more children die
Day 4
State dept of health reports cooking temperatures too low to kill bacteria
BM says they follow all approved procedures
"Food safety is our number one priority
"Millions and millions of burgers safely served"
BM: "The entire U.S. meat inspection system needs to be examined."
BM: "If the meat had not been contaminated by our suppliers, there would not have been problems in our restaurants"
One more death
Day 5
Two former BM employees (anonimously):
"We may have cut a corner or two, especially during busy times"
"The managers always looked the other way"
Day 6
Two more deaths
Families of the first victims announce litigation against BM and demand criminal investigation
BM sponsor a national study of food safety
Study by National restaurant Association
Contributes $100,000 to the study
BM: "Federal meat inspection is a national problem"
Supplier: "We are deeply sorry. Our own inspection system was inadequate and people died. We will do everything possible so this never happens again"
BM announces plan to help victims get assistance more easily
State department announce it will thoroughly investigate all 31 Burger Max restaurants
BREAK
Royal Bank of Canada
Background: Cooper p33
Key message, p38
Results, p41-42
Public confidence, p43

Difference between:
Crisis mgmt/ Emergency mgmt
Crisis Com./ Emergency com.
1 - Life, health, safety
2 - Asset Protection
3 - Environment Protection
4 - Economic Stability
1 - Reputation Protection
2 - Public Confidence
Circle of public confidence
Circle of public confidence
Circle of public confidence
Circle of public confidence
Circle of public confidence
Circle of public confidence
Care and empathy:
Putting yourself in the other person's shoes
Using a global community concept
"We're in this together"
Showing understanding
Talking from the heart
Listening
Honesty and openness:
Give all the facts available
Don't delay
Answer questions truthfully
Admit when you don't have an answer
Don't point fingers (pass the blame)
Three A's; Acknowledge, Apologize, Amend
Dedication and commitment:
We will get to the bottom of this
We will not rest until everyone is cared for
We will do everything to ensure this never happens again
Then,
Do what you promised
Don't overpromise
Expertise and competence:
Have your best people there
Know your topic
Research the situation
Provide visual aids
Bring in outside resources
Remain consistent
But,
Avoid jargon
Don't try to show off
KEY
Public Confidence
Establish your objectives:
Why are you adressing
the public?
What is the expected outcomes?
What will this achieve in the short term?
What will this achieve in the long term?
Key messages
One key message
Related to your objective
One or two secondary messages
Taking the audience needs in consideration
One final tool:
Key message/public confidence matrix
QUESTIONS?
THANK YOU
Timeline
Initial deaths
Connection established
Mary Kellerman, 12yrs old, Elk Grove Village, Illinois, takes capsule, Extra-Strength Tylenol, dies
Adam Janus, Arlington Heights, Illinois, dies in the hospital shortly after
Adam's brother and sister-in-law attend mourning, take caspules from same bottle, both die
Two more people in Chicago area die of similar causes
Police issues warning
Tylenol linked and advised
Investigation starts
Media warning
Police go through Chicago streets with loud-speakers
Tampering at the plant is ruled out
Quick action
6 days after first death Tylenol orders nationwide recall
Advertising stopped
Warnings to hospitals, and clinics
Advertisement in all news media not to consume Tylenol
1-800 line opened
31 millions bottles removed from shelves and returned
$100 million USD loss in product recall
Open
Investigation determines only capsules affected
Exchange from capsules to tablets offered to customers
Tylenol creates crisis management team
Team establishes partneship with Chicago police and FDA to further investigation
Ensures promise of full compensation to all pharmacists across the nation
Caring
Families of victims offered compensation and access to counselling services
National press conference by James Burke, president
Other compensation for stakeholders that may have been affected
Results
$1 million award offered to help find the culprit
Suspects identified in two different occasions but never confirmed
Research initiated into increased security for packaging
New triple seal cap introduced
Later becomes the national norm for all drugs and medical products
Same principle introduced in most comsumables
TYLENOL
Background
1 year later company stock rebound to higher than prior to poisonings
Discussion:
Compare the Burger Max vs. the Tylenol strategies
Ethics:
Public Relations Society of America (PRSA) Code of Professional Standards
Public interest
Honesty
Integrity
Fairly
Respect
Accuracy
Truth
Promptly
Correct erroneous communication

Exercise
Entertainment Science Inc
Electronic entertainment devices
Client complaints
Faulty wiring could cause overheating
No strategy, no policy

You are tasked with developing a strategy and selling it to senior management

Next week: Media management part 1
Media needs and priorities
Writing skill
Press releases
two thirds (2/3)
half (1/2)
Care and empathy:
Putting yourself in the other person's shoes
Using a global community concept
"We're in this together"
Showing understanding
Talking from the heart
Listening
Honesty and openness:
Give all the facts available
Don't delay
Answer questions truthfully
Admit when you don't have an answer
Don't point fingers (pass the blame)
Three A's; Acknowledge, Apologize, Amend
Care and empathy:
Putting yourself in the other person's shoes
Using a global community concept
"We're in this together"
Showing understanding
Talking from the heart
Listening
Dedication and commitment:
We will get to the bottom of this
We will not rest until everyone is cared for
We will do everything to ensure this never happens again
Then,
Do what you promised
Don't overpromise
Honesty and openness:
Give all the facts available
Don't delay
Answer questions truthfully
Admit when you don't have an answer
Don't point fingers (pass the blame)
Three A's; Acknowledge, Apologize, Amend
Care and empathy:
Putting yourself in the other person's shoes
Using a global community concept
"We're in this together"
Showing understanding
Talking from the heart
Listening
one third (1/3)
Full transcript