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Cruisin ’ Through a Crisis

Cruisin ’ Through a Crisis. Weathering the Storm When the Sharks Start Circling Presented by Don Silver, COO. Traditional Risks. Natural Disasters Accidents Crime Health and Safety Death or Serious Injuries Regulatory (Health Department ) Media Investigations. Online Risks :.

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Cruisin ’ Through a Crisis

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  1. Cruisin’ Through a Crisis Weathering the Storm When the Sharks Start Circling Presented by Don Silver, COO

  2. Traditional Risks • Natural Disasters • Accidents • Crime • Health and Safety • Death or Serious Injuries • Regulatory (Health Department) • Media Investigations

  3. Online Risks: • Bad Reviews (customers and blogs) • Negative posts to Social Media • Posts to Travel/Review Sites • Media investigations

  4. Travel Review Sites • Trip Advisor • Google Travel • Yahoo Travel • Virtual Tourist • Travelocity • Expedia • Kayak • Priceline • Zagat

  5. Consumer Complaint Sites

  6. 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

  7. Follow Clint Eastwood’s 6 “P’s” “Proper Planning Prevents P__ Poor Performance. . .”

  8. Taking Clint’s Advice. . . • Anticipate Crises • Mitigate Risks • Identify Your Crisis Team • Develop a Crisis Plan • Spokesperson Training • Communications Protocols • Identify Audiences and Comm. Channels • Practice-Practice-Practice

  9. When a Crisis Hits… Don’t Do This

  10. Instead Be Proactive • Confirm your communications teamand 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.

  11. When a Crisis Hits…. Who are your audiences and how do you reach them? • General public-Media/Social Media • Employees • Stakeholders • Partners • Elected officials • Tourism organizations (CVB and Visit Florida)

  12. When a Crisis Hits… Media Outlets • Newspapers • Broadcast (TV & Radio) • Online: Websites, Blogs, Social Media • Newswire Services • Your own website, blog, social media

  13. Sizing up the Crisis: How to Respond and When • In the Internet age-- “right now.” • Response depends on depth of crisis. • Statements are good to control message. • “NO COMMENT ISNOTANOPTION!

  14. Sizing up the Crisis: How to Respond and When • Interviews 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.

  15. Sizing up the Crisis: How to Respond and When Who 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.

  16. Are you Ready for the Media?

  17. Are You Ready for the Media? How Business People Think: Logically How Reporters Think: Emotionally • Protecting business and reputation • Resting on reputation • Numbers/Data • The law • Reports • Conflict • Confrontation • Damage • Fear • Struggle • Threats

  18. 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 reporters • UNDER 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.

  19. Define Your Key Messages • Two 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.

  20. Define Your Key Messages • Break 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.

  21. How to Answer Questions PREPARATION • Make 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.

  22. How to Answer Press Questions DURING THE INTERVIEW • Be 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.

  23. How to Answer Press Questions DURING THE INTERVIEW • If 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?

  24. How to Answer Press Questions DURING THE INTERVIEW • Keep your cool. • Set the record straight. • You do the talking. • Offer credible proof sources and experts.

  25. In Summation: What Makes a Good Answer? • When your communications objectives are met • Credibility • Show empathy • Has Meat on the Bone • Specific-Not evasive • Power words, not Color • Memorable • Don’t go Negative • Packaged and bundled • Simple language • Story-like construction

  26. Surviving a Crisis: You Can Do It!

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