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Crisis Communication Presentation

Group project for our PR class

Matt Farrow

on 24 March 2011

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Transcript of Crisis Communication Presentation

Crisis Communications What issues does Crisis PR Address? Risks to Public Safety Financial loss
Reputation Loss Matt Farrow, Emily Falcone, Ashley Goetz,
Alyssa Flaschner and Julia Kim
Three Phases of Crisis Managment Response Pre-Crisis Crisis Response Post Crisis Pre-Crisis: Reducing any potential risks that can result in Crisis 4 Steps: 1) Create a Crisis management Plan and keep it up to date Have a Crisis management team 3)Conduct Crisis managment exercises 4) Have Pre-Drafted Crisis messages and materials Often crisis PR involves creating a crisis website which is either a separate webpage or a section of their company’s website. For example- http://tinyurl.com/4b6z2tm This is what happens after the crisis hits. The role of PR in crisis response is to help craft messages that are sent to the public in response to the Crisis. Goals of Crisis response: quick, accurate and consistent Once things begin to return to normal... Reputation Repair Make progress, recovery and improvement visible Deliever everything promised
Learn From mistakes Strategic Responses to a Crisis Defensive Strategies
Attack the accuser
Accommodative Strategies
Corrective action
Full apology
Justification Accommodative Strategies vs. Defensive Strategies Accommodative
If defensive strategies are not effective
Meet immediate crisis communication demands
Can help repair reputation
Less effective as organization is viewed as more responsible for the crisis
Variables that make Accommodative Strategy Prohibitive Management feels public is wrong
Moral neutrality must be taken because multiple publics are calling for the org to take a side
Legal and regulatory constraints
Senior management is against accommodative stance
Departments within an org cannot agree on a strategy
Cheat Sheet: How to Communicate During a Crisis Put the public first.
Take responsibility. The org should take responsibility for solving the problem.
Be honest. Don’t mislead. Minimize spin.
Never say “no comment.” This just makes you look guilty.
Designate a single spokesperson.
Set up central information center.
Provide constant flow of information. If information is withheld, a “cover-up” could become the story.
Be a friend to the media: be familiar with media needs and deadlines.
Be accessible.
Monitor news coverage and inquiries.
Communicate with key publics.
Who uses Crisis Communication? A company, organization, or individual in need of image repair
Domino’s Pizza http://www.vojtechpr.com/?p=82
Removed the video and fired employees
Closed and sanitized store
Launched a Twitter account
President created a YouTube response
Reached out to the media
Created new ads featuring food not in the video Recalled and exchanged 31 million Tylenol bottles ($100 million)
Cooperated with police and the FDA
Stopped advertising
Held news conferences
Created a new tamper-resistant packaging
Trained 2,250 people to give local medical presentations
Recalled and exchanged 31 million Tylenol bottles ($100 million)
Cooperated with police and the FDA
Stopped advertising
Held news conferences
Created a new tamper-resistant packaging
Trained 2,250 people to give local medical presentations
Exxon Valdez Oil Spill Some other Cases... The Boston Water Crisis Organization: MWRA Massachusetts Water Resources Association
The Issue:
On may 1, 2010, a major water pipe broke and halted water servies to more than 2 million residents in the greater Boston area. President Obama gave Massachusetts a Federal Disaster Declaration which would free up federal money to help local communities respond to the crisis.
Immediate Response -Immediately following the break, reverse 911 calls were sent out to all residents within the affected area. Within 2 hours, all major news stations as well as online news sources in Massachusetts had coverage and reports on the Water main break.

-In addition, a boiled water order was implemented

What Happened Next... MWRA worked with Boston’s primary news channel WCVBtv Channel 5 both on television and online. WCVBtv’s YouTube page released 2-3 minute videos involving updates and instructions on what to do during the crisis.
The National Gaurd & water distribution companies provided emergency drinking water available Effect of The Water Crisis Restaurants (along with hotels and other businesses) were not able to funtion properly without the use of fresh water
School cafeterias were not able to operate and as a result, school was cancelled
Over 2 million residents were left without fresh water for more than 3 days Crisis Communications Throughout the entire ordeal, the MWRA and MA Gov. Deval Patrick were in constant communication with the public
Many applauded the MWRA and local government for their communications and handling of the crisis
Toyota Recall: What Happened Aug. 29, 2009: an off-duty police officer from Southern California was driving a Lexus on a highway with his wife and two daughters when his car suddenly accelerated out of control. The car rolled off a cliff and caught fire; everyone in the vehicle was killed. It was believed that the gas pedal was caught on the floor mat.
Sept. 29, 2009: Toyota announced the recall of 4.2 million floor mats from Toyota and Lexus vehicles.
Oct. 2009-Jan. 2010: The Los Angeles Times releases a series of articles stating that Toyota’s problem goes beyond the floor mats. Toyota insistently denies these allegations. What Happened (cont.) Jan. 21, 2010: Toyota recalls 2.3 million vehicles due to problems with the gas pedal.
Jan. 26, 2010: Toyota halts the sale of all cars effected by the recall and said that it will be shutting down five Toyota factories to investigate the problem.
Toyota’s Response Shortly after the Jan. 26 recall, Toyota hired Robinson Lerer & Montgomery, a strategic communication firm that specializes in crisis management, to handle its public relations.
Toyota then pulled all of its advertisements that emphasized “reliability,” “dependability,” and “safety.” It also stopped mentioning the company’s “environmental mission.”
U.S. CEO Jim Lentz used the social media site Digg to directly answer the highest rated user questions.
http://tv.digg.com/diggdialogg/jimlentz Toyota Today Toyota’s advertisements have a strong emphasis on safety in order to assure consumers that Toyota brand vehicles are no longer volatile.
Currently, Toyota is holding a contest where it is giving away 100 cars to 100 in-need non-profit organizations. http://twitter.com/TOYOTA http://www.youtube.com/watch?v=Ippnztg3A_o&feature=BF&playnext=1&list=QL&index=1 http://www.youtube.com/watch?v=fNYJkybg9o8
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