Issues and Crisis Communication

Question 1

The focus of this type of communications management is proactive planning to predict problems and anticipate threats to minimize risk, seize opportunities, resolve problems and prevent crises

Answer 1

Issues Management

Question 2

The three types of crises

Answer 2

1. Immediate (sudden incident)
2. Emerging (issue brewing, org aware)
3. Sustained (continued negative coverage/rumors)

Question 3

The four paramount issues to consider in crisis planning

Answer 3

1. Define the risk for each potentially affected public
2. Describe the actions that will mitigate each risk defined
3. Identify the cause of the risk
4. Demonstrate responsible management action

Question 4

Crisis planning steps recommended by expert Jim Lukaszewski

Answer 4

1. Identify what can go wrong and become highly visible.
2. Assign priorities based on which vulnerabilities are most urgent.
3. Draft questions, answers and resolutions for potential scenarios.
4. Focus on what to do and say during the first critical hours of a crisis
5. Develop a strategy to contain and counteract, not react and respond.

Question 5

The three main strategies of “the team” in a crisis management plan

Answer 5

1. Assign specific roles to team members
2. Rehearse the crisis management team regularly.
3. Train and retrain spokespersons.

Question 6

The six main strategies of “the plan” in a crisis management plan

Answer 6

1. Monitor your environment regularly and identify your organization’s vulnerabilities
2. Prioritize your organization’s vulnerabilities
3. Evaluate realistically the probably that the worst case will happen.
4. Review current policies and strategies that may be affected.
5. Review key messages.

Question 7

What is the first thing you should do when a “triggering event” occurs, launching a crisis situation?

Answer 7

Craft a timely statement that is accurate yet flexible enough to be refined as details about the crisis emerge. The initial statement should confirm an incident happened, the company is responding and you will update information as more details become known.

Question 8

Who is the first audience you should inform about a crisis situation?

Answer 8

Employees and internal audiences, keep them informed to mitigate rumor development