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Crisis Planning: Preparing for the Unpredictable

Crisis Planning: Preparing for the Unpredictable. What Are Your Crisis Stories?. Crisis Planning. Most Crises Only Seem Unpredictable Proper Prior Planning Prevents Poor Performance Most Organizational Problems Can be Predicted and Planned. Crisis Planning: The Steps.

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Crisis Planning: Preparing for the Unpredictable

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  1. Crisis Planning: Preparing for the Unpredictable

  2. What Are Your Crisis Stories?

  3. Crisis Planning • Most Crises Only Seem Unpredictable • Proper Prior Planning Prevents Poor Performance • Most Organizational Problems Can be Predicted and Planned

  4. Crisis Planning: The Steps • Stage 1: Brainstorming - What Keeps you Up at Night? • Identifying Vulnerabilities: What Can Happen? • Identifying Stakeholders: Who Will Be Affected or Care? • Identifying Threats: Who and What Can Hurt You?

  5. Crisis Planning: The Steps • Stage 2: Scenario Planning - Getting Specific • Scenario Elements: • What Can Happen? • Who Will Be Affected (directly/indirectly) ? • What are the Consequences? • What Can be Done to Prepare? • What Should be Done After the Fact? • What Will You Need to Communicate and to Whom?

  6. Crisis Planning: The Steps • Sample Scenarios: • University Setting: • Violence on Campus; Faculty Scandals; Questionable Admissions; Rumors; Tuition Increases; Unwise University Policies…What Else? • Embassy Setting: • Inappropriate Student Actions; Foreign Policy Developments; Funding Interruptions; Immigration Issues…What Else? • What Happened to Others May Happen to You

  7. Crisis Planning: The Steps • Forecasting the Fallout: Potential Consequences of Potential Crises • University Setting: • Student Protests; Damage to Reputation; Decline in Admissions; Parent Action; Lawsuits; Negative Media; Legislator Scrutiny; Loss of Endowments… • Embassy Setting: • Damaged Relationships; Negative Media; Decline in Incoming Students; Increased Difficulty in Placement; Loss of Reputation…

  8. Crisis Planning: The Steps • Stage 3: How Can You Prepare for Future Crises? • Identifying Needed Resources • Identifying Needed Information • Contact Information: Law Enforcement, Emergency Personnel, Legal Advisors, Media Spokespeople, Favored Reporters, Specialized Vendors

  9. Crisis Planning: The Steps • How Can You Prepare for Future Crises: • Developing Notification Protocols • “If X Happens, Y Must be Alerted” • Other Procedures and Protocols

  10. Crisis Planning: The Steps • Stage 4: Lining Up Your Ducks • Gathering Information and Resources Identified in Stage 3 • Forming a Crisis Action Team (typically includes top executives. The only people authorized to act and speak on your behalf during a crisis) • Developing Protocols and Procedures • Reaching Out to Allies Who can Speak in your Defense • Distributing Lists, Phone Numbers, Information Resources

  11. Scenario Development Exercise • What Can Happen? • Who Will Be Affected? • What are the Consequences? • What Can We Do to Prepare? • What Information/Resources Do We Need? • What Should be Done After the Fact? • What Needs to be Communicated and to Whom?

  12. Crisis Planning: The Steps • Stage 5: Communicating During a Crisis • Who Needs to Know? Identifying Your Stakeholders (students, parents, legislators, neighboring community, mass media) • Basics of Crisis Communication: • Tell the Truth Quickly and Acknowledge What You Don’t Know • Be Proactive – Not Defensive • Explain What is Being Done • Express Compassion for Anyone Hurt

  13. Crisis Planning: The Steps • Developing Messages: Specific to Scenarios and Audiences • “Our university has many years of distinguished history in educating young people” • “Safety of our students is our highest priority and we are taking proactive steps to keep them safe” • “We have zero tolerance for behavior XXX and encourage our students to report it immediately” • “We are very saddened to learn of XXX and taking proactive steps to prevent it from happening again” • “We are cooperating fully with all relevant authorities”

  14. Crisis Planning: The Steps • Crisis Communication: Identifying and Drafting Boilerplate Communication Products • Press Releases • Q&A • Backgrounders for more detail • Identify and train media spokespeople (engage only when and if needed)

  15. Crisis Planning: The Steps • Dealing with Mass Media • Only When Necessary • Pick a Sympathetic Spokesperson • Research Reporters and Outlets • Practice Your Messages • Respect Deadlines • Do Not Fall for Common Traps

  16. Crisis Planning: The Steps • Stage 6: Do You Need a Crisis Plan? • Crisis Plan is a Living Document • Contains Notification Protocols, Crisis Team Contacts, Information Resources and Other Guidance • Regular Training and Updating

  17. Questions?

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