Crisis Communications Handbook

Prevent Crisis Communication from Turning Success into Failure

Planning and training for communication with employees, the public, media, and regulators during an emergency can mean the difference between the incident being a black mark on an organization’s reputation or a success story. Jane’s Crisis Communications Handbook provides detailed information to

• support development of a communications policy
• write communications plans and procedures
• train executives and employees about speaking with the media
• plan drills that include communications response
• build relationships with the media

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Jane’s Crisis Communications Handbook contains relevant, easy-to-use information. These tools can assist you in assuring that information released emergencies such as natural disasters, terrorist attacks, workplace violence, or a mass-casualty transportation accident is accurate and complete.

The Crisis Communications Handbook contains relevant case studies to emphasize key points. The case studies combined with practical information regarding how the media operates assures that even people with little experience in dealing with reporters can function successfully as part of a Crisis Communications Team (CCT).

The Crisis Communications Handbook covers staffing a CCT, locating and equipping a Crisis Communications Center, establishing a Joint Information Center (JIC), and how to hold a press conference. The handbook gives guidelines on releasing information from the time the incident begins through to the final press release following an incident investigation.

Specific stakeholders require communication at different times during an emergency response using methods tailored to them. Jane’s Handbook covers releasing information to employees, the family of people involved in the incident, and the general public. Key message requirements vary depending on the type of emergency and the speed it is occurring. Using the information in the Crisis Communications Handbook, you can plan for the most likely situations you may encounter and have access to information useful when responding to previously unidentified events.

Jane’s Crisis Communications Handbook is a cost-effective and comprehensive resource for training, planning, and field use. With case studies based on a variety of industries and incidents, the handbook can be used by any business or public entity that may need to communicate during an emergency including schools, factories, and government organizations.

TABLE OF CONTENTS

Chapter 1: Strategic overview

1.1 Introduction - defines crisis in context of this book and establishes need for effective communications during and after an emergency
1.2 Role of crisis communications - describes effective role for Crisis Communications Team (CCT) during response
1.3 Consequences of inadequate communications - establishes need for communications to be included in emergency planning
1.4 Benefits of effective crisis communications - quantifies credibility attributed to well-executed crisis communications response
1.5 Changing security environment - uses recent US events to demonstrate need for CCT and relates lessons learned
1.6 Faster media cycle in response to crises - identifies concerns for government and private-company communications professionals based on current security environment
1.7 Crisis cycle phases: response, communications and media - details phases of crisis and media response
1.8 Incident-based crisis communications - lists potential crises that attract media attention 1.9 Public and private crisis communications - describes government versus private communicatio
ns constraints and use of Joint Information Center (JIC)

Chapter 2: Pre-incident media relations

2.1 Introduction - emphasizes importance of understanding media operations
2.2 Role of the media during emergencies - recommends establishment of relationship between media and CCT before emergencies occur
2.2.1 Reporting phases - describes stages news coverage usually goes through when incidents occur
2.3 Fostering relationships with the media - steps for CCT members to take to establish useful relationship with media
2.3.1 Response to media interest - guidelines for timely response to media requests
2.4 Influences on media coverage - factors affecting angle media outlets take on event
2.4.1 Newsworthy events - lists types of crises generally attracting media attention
2.5 Types of media organizations - scheduling requirements for various media outlets so that CCT understands timing of information release
2.5.1 Internet - describes content needs and concerns CCT should have regarding Internet news posting
2.5.2 Television - how television coverage is managed and disseminated by media
2.5.3 Radio - radio reporter needs and concerns discussed
2.5.4 Daily newspapers - how spokespersons and CCT influence newspaper reporting
2.5.5 Weekly magazines - how CCT can meet needs of weekly magazine editors and reporters
2.5.6 Differences in coverage - how media outlet markets and delivery result in different stories and communications needs
2.6 Journalistic ethics - guidelines for establishing ground rules for CCT to work with media
2.7 Creating a media pool - reasons for establishing a media pool and working procedures for the CCT

Chapter 3: Planning procedures

3.1 Planning for a crisis response - reasons to establish a Crisis Communications Team (CCT)
3.2 Create a Crisis Communications Team - recommended CCT staffing
3.3 Crisis Communications Team Leader - top-level duties for CCT leader
3.3.1 Role of a Crisis Communications Team Leader - CCT leader duties for internal and external communication
3.3.2 Characteristics of a Crisis Communications Team Leader - guidelines to select CCT leader
3.4 Communications planning procedures - goals for CCT policies and procedures
3.4.1 Approval process to release information - recommendations for emergency response procedures including approvals for information release
3.5 Media policy for employees - CCT and general employee training recommendations and emergency response exercise tips
3.5.1 Staff training - recommended minimum training for CCT and other employees
3.5.2 Crisis communications training exercises - tips for effective CCT exercises
3.6 Communications resources - reasons for communications planning and recommended approach
3.6.1 Crisis Center - location and equipment recommendations for CCT operations base
3.6.2 Contracting communications staff - functions and characteristics of CCT staff
3.7 Cooperation with other organizations - scope of CCT relationships
3.7.1 Creating relationships with potential communications partners - how to establish relationships supporting Joint Information Center (JIC) operations

Chapter 4: Response procedures checklists

4.1 Introduction - Establishes need for comprehensive communications checklist
4.1.1 Seven-step communications response plan - actions CCT Leader responsible for during incident response
4.2 Initial phase - categories of CCT Leader duties
4.2.1 Internal response: immediate - list of notifications CCT Leader makes
4.2.2 External relations response: immediate - activities CCT Leader oversees
4.2.3 Assign crisis communications responsibilities - positions CCT Leader assures filled
4.2.4 Determine level of response/external cooperation - steps to assure appropriate level of response
4.3 Continuing phase - steps to assure appropriate level of communications support provided for duration of response
4.3.1 Communications approach - top-level actions to determine appropriate level of communications response
4.3.2 Level of activation - steps covering each level of activation
4.4 Diminishing phase - guidance regarding re-assessment of communications support
4.5 Resolution - options for ending communications support for incident
4.5.1 Final press conference - steps covering final information release at conclusion of emergency response

Chapter 5: Gathering and verifying information

5.1 Introduction - overall recommendations to establish credibility
5.2 Activate the Crisis Communications Team - list of possible CCT members and how the team may operate
5.3 Confirm information - key positions for verifying information
5.3.1 Sorting the information - assessment questions to determine severity of crisis
5.4 Assess the gravity of the crisis - consultations likely required during response
5.5 Identifying key stakeholders - establishes need for multiple information channels

Chapter 6: Messages and strategy

6.1 Introduction - keys to developing successful communications response strategy
6.2 Approach parameters - guidelines for talking points
6.3 Creating a Joint Information Center (JIC) - steps to set up JIC
6.4 Key messages - defines two types of key messages
6.4.1 Position key messages - goals and qualities of messages describing organization’s position
6.4.2 Instructional key messages - types of incidents that warrant giving public instructional messages
6.5 Incident-based situation assessment and considerations - how incident affects CCT response need
6.6 Natural disasters - CCT planning guidelines for unfolding and sudden natural disasters
6.7 Human-caused hazards - general guidelines for procedures used during human-caused incidents
6.7.1 Terrorism or terrorism hoaxes - special considerations following terrorist incidents
6.7.2 Hostage-taking - key points for CCT interacting with media during hostage situations
6.7.3 School violence - specific stakeholder concerns for education facility CCT to address
6.7.4 Civil disturbance - JIC considerations during civil disturbance response
6.7.5 Workplace violence - key points for CCT regarding approvals and ground rules during workplace incident
6.7.6 War and conflict - special considerations when releasing information during military incident response
6.8 Mechanical/technological malfunction - how to determine course of action due to malfunctions
6.9 Communications deliverables - factors determining materials developed and released

Chapter 7: Engaging key stakeholders

7.1 Introduction - lists stakeholders that may require specific key messages
7.2 Benefits of interacting with stakeholders - CCT goals for providing information tailored to stakeholder concerns
7.3 Stakeholder groups - categories of information and interested stakeholders for public safety incident
7.4 Key messages - characteristics for stakeholder key messages
7.5 Information to victims and families - considerations when providing information to family members affected by incident
7.6 Employee communications - benefits of timely and direct communications with employees
7.6.1 Employee communications vehicles - CCT options for communicating with employees
7.7 Community communications - methods for CCT to communicate directly and proactively with community
7.8 Investment community communications - techniques to communicate directly with investment community
7.9 Customer communications - communication options to address customer concerns
7.10 Government communications - how CCT should interact with regulatory and law enforcement
7.11 Managing volunteer and charitable offers - CCT’s role in facilitating volunteer and charitable assistance
7.12 Understanding the psychological effects of a crisis - impacts of media coverage
7.12.1 Emotional responses - emotional response considerations to traumatic events
7.12.2 Harmful actions - potential negative behaviors to consider when releasing information
7.12.3 Traumatic stress disorder - potential effects on individuals when releasing information
7.12.4 Post-Traumatic Stress Disorder (PTSD) - potential reactions and disorders associated with incidents
7.12.5 Understanding issues of death, dying and grief - factors affecting grief stages in response to event

Chapter 8: Working with the media

8.1 Introduction - benefits and goals to planning for CCT to work with media
8.2 Media log - how to manage media inquiries
8.3 Media monitoring - benefits and methods for media monitoring during events
8.3.1 Making corrections - how to manage types of information errors
8.4 Press releases - characteristics of effective press releases
8.5 Press conferences - when to hold a press conference
8.5.1 Preparation - how to prepare people and materials for press conference
8.5.2 Media access - guidance for controlling access and crowd management during press conference
8.5.3 Indoor press conference area and Crisis Center - staffing and equipment for press conference area
8.5.4 Outdoor press conference area - special considerations when Crisis Center and press area are located outdoors
8.5.5 Crisis Communications Team vehicle - recommended equipment for CCT vehicle
8.5.6 Procedures during a press conference - CCT Leader duties during press conference
8.6 Interview guidelines - concerns when speaking to press
8.6.1 Types of interviews - levels of engagement for various types of interviews
8.6.2 Off the record - cautions when speaking to media reporters
8.6.3 Interview guidelines: do’s and do not’s - general guidelines to communicate effectively and protect reputation
8.6.4 Telephone interview tips - how to provide useful telephone interviews
8.6.5 Live radio interview tips - how to assure successful radio interviews
8.6.6 Television interview tips - preparation and training for television interviews
8.7 What to wear on television - how men and women should dress for television interviews

Chapter 9: Post-incident management

9.1 Last remaining updates - events that may trigger need for communications after incident response is complete
9.2 End of the crisis - steps to assure communications are completed on a positive note following emergency response and recovery
9.3 Conduct a Post-Incident Analysis (PIA) - benefits and guidelines for conducting a debrief following event
9.4 Healing events and anniversaries - when to consider a commemorative event
9.4.1 Publicizing the event - appropriate information to release for publicizing commemorations
9.4.2 Media relations - steps to work with media

Chapter 10: Appendices - tools and information supporting communications planning and procedures

10.1 Response procedures checklists - checklist to use in procedures or to aid in writing procedures for all phases of incident response
10.1.1 Initial phase - CCT Leader duties and Crisis Center activities
10.1.2 Continuing phase - Crisis Center activities and press conference preparations
10.1.3 Diminishing, resolution, evaluation and recognition phases - potential actions to complete communications on positive note
10.1.4 Information release clearance and parameters - considerations for information flow
10.2 Templates - information to tailor procedure requirements to
10.2.1 Media log - template to assure all inquiries are responded to and consistent
10.2.2 Press release - template to assure all necessary information provided
10.2.3 Media advisory - template to assure complete information given
10.3 Safety procedures for media - steps to cover with media