Messaging in a Crisis

• Presentation and Q&A

– Dan Ronan, ABA

– Peter Knudson, NTSB

De-Mystifying the Media

• We start by telling the truth

– You may be at fault, but lying or covering it up makes it worse.

– After an incident, investigators and the media will find out damaging information, if there is any.

– Whatever you say to a reporter will be checked and rechecked. Get it right the first time.

De-Mystifying the Media

Доверяй, нопроверяй = Trust But Verify

http://www.youtube.com/watch?v=As6y5eI01XE

De-Mystifying the Media

• What is your company’s safety record and how did this happen?

• “...Our company believes in safety. It’s part of our culture. We are rated “Satisfactory,” the highest government score possible by the U.S. Department of Transportation. And we’re a level one, Dept. of Defense approved carrier.”

• “…We don’t know the cause of the accident, it is very early on. We are cooperating fully with the investigators (NTSB, State Police, Etc.)

De-Mystifying the Media

• Remember We Have All the Answers to the Questions – You should be able to answer 95% of the questions

you’ll get.

– What is your company doing to help the victims?

– “...We’ve sent a team to the scene to collect our customer’s personal items, luggage, etc. We’ve contacted a local company to bring the uninjured to a hotel so we can help them. We have another team going to the hospital and our V.P. for safety is on the way to talk with investigators. “

What We All Learned in Kindergarten

• ALWAYS tell the truth

• It’s ok to express regret

• Be nice even when others aren’t nice to you

• Remember who you are talking to

• Haste makes waste

Bridge to Your Message

• Your policies are your message

• Quality insurance

• Recurrent training

• Fatigue policies

• Code of conduct

• Operational policies

• Maintenance procedures

• Alcohol policy

Bridge to Your Message

• It’s OK to express empathy and concern.

• It is not an admission of guilt

• In a crisis, people and businesses that express empathy, understanding and tell the truth do much better than those that “stonewall” it

Bridge to Your Message

• Reports indicate that the driver was at a bar last night. What role do you think alcohol impairment played?

• What’s the bridge?

• How would you

handle that question?

Bridge to Your Message

• “Our company has a strict policy concerning alcohol use. Drivers may not consume any alcohol _____ hours before beginning a trip.”

• “Our company has a comprehensive drug and alcohol policy mandated by the US DOT and we follow the regulations.”

Bridge to Your Message

• There are reports the brakes on the bus failed and some passengers said you could feel heat from the wheels. What is your company’s maintenance policy?

• What’s your bridge?

• How do you handle that

question?

Delivering Your Message

• React like a human

• Be sincere

• Address the challenge / bridge to the positive

• Don’t let perfect get in the way of good

• Honest, sincere and humble is your goal

• Perfection takes too much time in an arena where you are already behind

Avoidance Doesn’t Work

Media Avoidance

• That picture says we don’t want you to know who we are

• It’s outdated, old PR thinking

• We want the accident to go away

• We’re hiding something

• “No comment !”

• Leave us alone

• We’re not accountable

Media Avoidance

• Your company’s good name and reputation are on the line

• Protect it

• Avoiding the media, hiding or “no comment” no longer works in a 24/7 internet based world

• Your customers and business partners expect you to acknowledge the accident and explain what you’re doing to help passengers, families, etc.

Media Avoidance

Written Statements Work

ABA DRAFT STATEMENT IN THE EVENT OF AN ACCIDENT

On _______ a motorcoach owned and operated by ________, carrying ________ from ___________was involved in an accident on the_______________ near ______________.The accident occurred at approximately _________ AM/PM.

___________is cooperating fully with police, officials from ________and others to assist the _______________ on the motorcoach to make sure they receive medical attention, their personal items are collected and those that need transportation back to ____ will receive it immediately.

__________ _______wishes to express its sorrow and sympathy to those impacted by this accident. __________places the safe transportation of all of our passengers at the highest level. With more than ________ years in operation, we strive to make a trip on one of our coaches a great experience.

_________ has a Satisfactory rating, the highest, from the Federal Motor Carrier Safety Administration. We are also a Department of Defense Level One rated carrier, authorized to transport military personal and we are TSX rated. These lines would be added if it’s the case about DOD-1 and TSX. ___________ transportation is a member in good standing of the American Bus Association.

Please contact Dan Ronan at the American Bus Association in Washington at 202-218-7220 or 469-583-7070, dronan@buses.org if you have additional questions as ABA is handling media inquiries while we assist the passengers.

Reputation Management

Reputation Management

Reputation Management

Reputation Management

• Our Industry is Under Scrutiny 24/7 and ABA is leading the way to push for a safer industry http://usnews.nbcnews.com/_news/2013/04/11/17705428-at-least-2-killed-36-hurt-when-bus-flips-outside-dallas-on-way-to-casino?lite

Call Us, We’re Here to Help

• Dan RonanSenior Director of Communications, Media and MarketingABA/Washington D.C.202-218-7220 office469-583-7070 celldronan@buses.org

• Peter KnudsonPublic Affairs OfficerNTSB/Washington D.C.202-314-6219Peter.Knudson@ntsb.gov

THANK YOU C&J LINES