Post on 27-Dec-2015
Cruisin’ Through a Crisis Weathering the Storm When the Sharks Start
CirclingPresented by Don Silver, COO
Traditional RisksNatural DisastersAccidentsCrimeHealth and SafetyDeath or Serious Injuries Regulatory (Health Department)Media Investigations
Online Risks:Bad Reviews (customers and blogs)Negative posts to Social MediaPosts to Travel/Review SitesMedia investigations
Travel Review SitesTrip Advisor Google TravelYahoo TravelVirtual Tourist Travelocity ExpediaKayakPricelineZagat
Handling Online Complaints• Respond immediately
• Be helpful and show empathy
• Internally – Try to determine who it is
• Contact offline
• Try to resolve
• Ask them to show resolution online
• If unsolvable – make one final post and move on
Taking Clint’s Advice. . .Anticipate CrisesMitigate RisksIdentify Your Crisis TeamDevelop a Crisis PlanSpokesperson TrainingCommunications ProtocolsIdentify Audiences and Comm. ChannelsPractice-Practice-Practice
Instead Be Proactive Confirm your communications team and
spokesperson(s)
Analyze the crisis: Short-term and a longer-term objectives; strategy
Set up procedures and protocols. Include website, blog, social media.
Consider past history -- Don’t get caught off guard.Call on your relationships.
When a Crisis Hits….Who are your audiences and how
do you reach them?General public-Media/Social MediaEmployeesStakeholdersPartnersElected officialsTourism organizations (CVB and Visit
Florida)
When a Crisis Hits…Media Outlets
NewspapersBroadcast (TV & Radio)Online: Websites, Blogs, Social Media
Newswire ServicesYour own website, blog, social media
Sizing up the Crisis: How to Respond and WhenIn the Internet age --
“right now.”Response depends
on depth of crisis. Statements are
good to control message.
“NO COMMENT IS NOT AN OPTION!
Sizing up the Crisis: How to Respond and WhenInterviews should
be done when it’s important to clarify important issues and to answer questions the public demands.
TV interviews. If you are trained and the crisis is big enough.
Sizing up the Crisis: How to Respond and WhenWho Should Speak?Outside counsel or PR
firm?
GM or owner -- Shows more credibility when you put a face on it.
LITIGATION or CRIME -- Legal Counsel may be a good choice.
Are You Ready for the Media?How Business People Think: Logically
How Reporters Think: Emotionally
Protecting business and reputation
Resting on reputationNumbers/DataThe lawReports
ConflictConfrontationDamageFearStruggleThreats
Are You Ready for the Media?What do you need to know about reporters
in today’s world?SMALLER STAFFS. Increased workloads, more mistakes.Less experienced reportersUNDER PRESSURE to get sensational stories -- Pertinent
facts get buried.Have QUICKER ACCESS to information, but don’t always
confirm it. More news holes to fill online; expected to POST QUICKLY
AND OFTEN.
Define Your Key MessagesTwo or three Consistent with KEY VALUES Clear and concise -- in PLAIN ENGLISH Background material to support your themes
THIRD-PARTY SOURCES or testimonials that
support your messages.
Define Your Key MessagesBreak down complex topics. Use EXAMPLES
that simplify what you’re trying to say.Create SOUNDBITES that are catchy and
make your point. Tell a STORY that has a beginning, middle
and end.DON’T EXPLAIN. Explaining equals excuses.
Try to tell a story.
How to Answer QuestionsPREPARATIONMake a list of all possible questions Practice with mock Q & A. Focus on the tough ones and rehearse.Anticipate everything! Suggest others who support your point of
view—and other credible sources of information.
How to Answer Press QuestionsDURING THE INTERVIEWBe Open and Transparent. Avoid “No
Comment” as it indicates you’re trying to hide something.
Admit mistakes. If mistakes were made, admit them and talk about corrective action.
Be sympathetic. Stick to the Script. Reporters will have
their own agendas, but stick to yours. STATE AND RESTATE YOUR KEY THEMES.
How to Answer Press QuestionsDURING THE INTERVIEWIf you don’t know an answer, you can say
so. Promise to get back to reporter later.Reporters aren’t your friends. Don’t let
your guard down. Off the Record vs. Background: What’s
the difference?
How to Answer Press QuestionsDURING THE INTERVIEWKeep your cool.
Set the record straight.
You do the talking.
Offer credible proof sources and experts.
In Summation: What Makes a Good Answer?When your
communications objectives are met
CredibilityShow empathyHas Meat on the
Bone Specific-Not
evasivePower words, not
Color
MemorableDon’t go NegativePackaged and
bundledSimple languageStory-like
construction