information about an issue immediately. Seek internal and external opportunities
to tell your side of the story.
Hypodermic needle scare. Diet Pepsi opened its canning lines, its employees,
and its CEO to media.
on the record, especially during the beginning phase of a crisis. Communicate
your values first, and then worry about what the media is asking.
oil spill. Exxon DID NOT have an agenda in responding to issues in media,
resulting in media-driven issues and information release.
during a crisis the importance of the issue that got you there in the first
place. Don't allow the importance of an act to be called into question.
BRAC rounds: Pentagon announced base closures by showing the relevance
to overall military force strengths and goals associated with BRAC.
legal counsel immediately, however, all advice from counsel must come as
fast as media's questions.
Lt Kelly Flinn. Legal advice didn't come quickly to public affairs.
crisis must understand legal implications in host country, and how the
law will be enforced.
gas leak in India, killed thousands. When UC's CEO arrived next day to
assist in recovery operations, he was immediately arrested at the airport.
||Make sure everyone
in coordination process is aware of crisis issue and is not releasing conflicting
Italian cable cutting. Release coordination and authority weren't clear
during the beginning phase of the crisis.
||What will the
public think about the crisis? Address internally and externally what they
would want to know from you during a crisis.
||Exxon DID NOT
use public think. Exxon communicators during oil spill only addressed company's
and responding to any requests for information, or requests about issues
||Exxon CEO DID
NOT respond quickly during the Valdez oil spill. Resulting in media-controlled,
one-sided responses in newspapers and television.
||Make sure the
appropriate message is being addressed at all opportunities, especially
during the initial phase of the crisis.
Lt Kelly Flinn. USAF did not emphasize key goals of case, resulting in
negative messaging by media.
of cultural, ethnic sensitivities and language.
U.S. Ambassador to Italy laid wreath at tragedy site, resulting in positive
impact on Italian perception.
and equip a single source to answer all internal and external queries regarding
your role in the crisis: CEO or wing commander equivalent.
||Exxon CEO DID
NOT respond to media queries and was no where to be found during first
phase of crisis, resulting in negative publicity for company.
a group of people, who examine issues during a crisis that can flare up
and/or intensify the situation further.
||Diet Pepsi Hypodermic
Needle: Pepsi headquarters put a team together that was charged with finding
the latest media reports, and getting that information to others quickly.