Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Save to My Library
Look up keyword
Like this
7Activity
0 of .
Results for:
No results containing your search query
P. 1
Crisis Response Communications Roles and Responsibilities: Team Leader

Crisis Response Communications Roles and Responsibilities: Team Leader

Ratings: (0)|Views: 475 |Likes:
Published by Bob Roemer
This article discusses the role and responsibilities of the crisis communications team leader.

The first step in communicating about an event that places your organization's reputation at risk is a thorough understanding of the roles and responsibilities required for a successful response.
This article discusses the role and responsibilities of the crisis communications team leader.

The first step in communicating about an event that places your organization's reputation at risk is a thorough understanding of the roles and responsibilities required for a successful response.

More info:

Published by: Bob Roemer on Sep 23, 2009
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as DOC, PDF, TXT or read online from Scribd
See more
See less

11/01/2010

pdf

text

original

 
Crisis Response CommunicationsRoles and ResponsibilitiesThe Team Leaderby Bob Roemer
The first step in communicating about an event that places your organization's reputationat risk is a thorough understanding of the roles and responsibilities required for asuccessful response.Depending on your organization's mission and the type of situation you're facing some of the concepts discussed in this article will be appropriate, others not. You'll have to rely onyour professional judgment to make that determination.However, the basic roles and responsibilities of a crisis communications team do notchange regardless of the size or mission of your organization.The roles are:
Team leader 
Analyst
Writer 
Spokesperson
Administrative coordinator This article discusses the role and responsibilities of the crisis communications teamleader. Future articles will cover the other roles.
The team leader
The team leader is responsible for forming and training the crisis communications team,developing and implementing the crisis communications plan, counseling managementand providing the working environment and support necessary for the communicationsteam to succeed defending the organization's reputation.The team leader will often be pulled in different directions, especially in the first fewhours. This will minimize the direct interaction the leader would want to have with theteam during this critical time.This requires that the crisis response plan contain the detail and specificity needed so themost junior member of the team can implement it with confidence. Conducting periodic practice drills and tabletop exercises will allow each member of the team to becomefamiliar with the plan.
 
In the first moments of a crisis the team leader must ensure work is progressing on theinitial statement and, with the team analyst, determine the media triage and mediamonitoring priorities. Team members must be encouraged to take initiative to complywith actions and decisions contained in the plan.
Initial statement
The initial statement must be released within an hour of being notified about the situationto establish your organization as a source of confirmed information. Although there maynot be answers to even the most basic questions the initial statement can at least explainwhat your organization is doing to respond.On July 17, 1996 TWA Flight 800, a Boeing 747-131 jet en route from New York to Pariswith 230 passengers and crew, crashed into the Atlantic Ocean shortly after takeoff fromKennedy Airport at about 8:31 p.m.The airline failed to provide a statement - or a spokesperson - until nearly three hourslater, causing reporters and, more importantly, family members to doubt the airline'sability to respond to the crisis.Although very few facts were known an initial statement could have included confirmedinformation, what the airline was doing to respond, how family members could obtaininformation and that TWA was cooperating with the investigation.Instead, coverage of the tragedy quickly included questions about TWA's competency.There is a thorough discussion about initial statements and an example of a "boilerplate"and initial statement in “When the Balloon Goes Up: The Communicator's Guide toCrisis Response”.
Media triage and monitoring
Although you would like to satisfy everyone's queries expeditiously it's not always possible because of the volume of requests. The triage list prioritizes which media outletshave priority and helps spokespeople manage their time in difficult conditions.For example, during the 1993 Diet Pepsi syringe crisis, which turned out to be a hoax, thePepsiCo national public relations team received 1500 media calls. The team determinedthe media triage list in the opening moments of the crisis. By 11:00 that evening the teamhad returned nearly all the calls. A year after the crisis PepsiCo Public Relations Director Rebecca Madeira told me they could never have accomplished that without a mediatriage plan.You may never face that deluge of calls but if you are working with a small team, or byyourself, 40 calls can seem just as overwhelming as 1500.
 
Typically media triage categories are:
Priority A.
Answer or return calls from these outlets immediately.
Priority B.
Answer or return calls from these outlets as soon as possible.
Priority C.
Answer or return calls from these outlets when able.Changes to the media triage list will be needed as the crisis develops requiring you toreach more stakeholders.Information about media monitoring can be found in the Media Monitoring: A Look Outside Your Organizationarticle on this website.
Counseling management
One of the team leader's most important responsibilities is counseling management aboutthe communication aspects of the crisis. During the initial response phase that will primarily focus on preparing, receiving management's approval and issuing the initialstatement within one hour of learning about the situation.The team leader also suggests spokespeople - who have attendedmedia training
-
andtheir locations. If some member of the management team will make a statement or appear at a news conference the team leader arranges for a quick media training review andrehearsal if required.As the crisis develops the team leader should provide management with data obtainedthrough monitoring and other sources regarding the scope and tone of media coverage,message effectiveness, emerging issues, centers of gravity, new or modified messages,and broadening audiences and the best way to reach them.
Be a leader
Your crisis communications team members are working under tremendous pressure todeliver maximum information with minimum delay to connect with the organization'sstakeholders. In such an environment, a few words of encouragement and a "thank you"from you, their boss, goes a long way to acknowledge and encourage their efforts.
Closing thoughts
Remember, especially in the early moments of any crisis, it's not so much the initial eventas it is the organization's defensive behavior and slow or nonexistent response that causesthe most damage to its reputation. In other words, do you want your stakeholders to viewyour organization and management as caring and competent or callous and incompetent?Timely and accurate communication can influence their judgment.

Activity (7)

You've already reviewed this. Edit your review.
1 thousand reads
1 hundred reads
Nadia Mohamad liked this
Nadia Mohamad liked this
Tom Donahue liked this
sharingwork liked this
sharingwork liked this

You're Reading a Free Preview

Download
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->