Elements

1. Develop crisis management plans

2. Implement a crisis management plan 3. Review and update crisis management plans

Performance criteria
1. Develop crisis management plans
1.1 Conduct research to identify crisis management best practice
1.2 Consult relevant groups and individuals for input into the

crisis management plan 1.3 Document, distribue and maintien organisationnel crises management plan 1.4 Ensure organizational crisis management plan is clearly understood by relevant groups 1.5 Ensure crisis management plan complies with organizational policies and legal and ethical requirements 1.6 Practice simulated crisis responses

Performance criteria
2. Implement a crisis management plan
2.1 Set up a dedicated crisis resource centre 2.2 Develop a crisis response team to deal with media and conduct issue tracking

2.3 Monitor media to ensure the organization is aware of

possible crises 2.4 Implement and monitor issues tracking systems according to

crisis plans

Performance criteria
3. Review and update crisis management plans
3.1 Consult managers and employees about the effectiveness of the

crisis plan 3.2 Amend crisis management plans as necessary to comply with legal and ethical requirements

Implement a crisis management plan

2.1 Set up a dedicated resource centre
2.2 Develop a crisis response team to deal with media

and conduct issue tracking 2.3 Monitor media to ensure the organisation is aware of possible crises 2.4 Implement and monitor issues tracking systems according to crisis plans

Overview
As part of the CMP, the PR officer will need to set up a

crisis resource center. There are differing views about the proper purpose and function of a crisis resource center
Crisis resource center

Simply be a central location?

Fully stocked center?

What is required in a crisis resource center?

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.

General reference materials Specific reference materials Telephones Computers USB memory device Dictaphone Television Photocopiers and printers Fax machines Whiteboard Access to cash

General reference materials

Crisis management plans
Texts Journal articles Internet articles Examples of media statement Case studies of how other organisations have dealt

with crises which they have experienced Copies of relevant legislation, codes of practice, standards

Specific reference materials

Copies of the current version of CMP
Copies of map of the local area Copies of map of building plans including details of

exits, stairs, lifts, air conditioning ducts, sprinkler systems Up-to-date contact list

Crisis response team

CMT Required to: (1) Liaise with members of the media (2) prepare media statements about any crisis which occurs (3) prepare background information about the org which can be

provided to the media (4) prepare background info about key personnel within the org which can be provided to the media (5) arrange for the production of video news clips (6) organize and attend media conferences (7) organize and attend media interviews given by the org spokesperson (8) deal with hostile members of the media

Issues tracking
Before, during and after
Issues tracking: (1) monitoring the media (2) monitoring opinion polls (3) considering analysts opinion (4) researching issues of concern for the organization (5) considering implications for the organisation

CMT
CMT

Technical or operational members

Senior management

Legal representative

Employees

Admin officers

Security personnel

Media personnel

Media spokesperson

Strategies used by the media spokesperson (1)

To emphasize key points in an interview
Turn off their mobile phone Inform those who might interrupt (such as a secretary)

that they must not do so during an interview with the media Do not answer hostile questions Do not be afraid to admit it when they do not know the answer to a question. Instead, state they will get back to them later with an answer

Strategies used by the media spokesperson (2)

Know the subject they will be asked about
Be prepared Act as though they care. Better still, care! Never lie Do not mislead the media. If it becomes apparent that

the media has been inadvertently misled, correct the misapprehension as soon as possible Do not slant the facts or tell only part of the story

Strategies used by the media spokesperson (3)

Be as cooperative as possible
Be a reliable and credible source of information Do not hold back information just because they do not

like/know a journalist Do not say No comment Do not repeat things as facts unless they know for sure that they are accurate Know the orgb

Strategies used by the media spokesperson (4)

Do not avoid the media. Newsworthy stories will run

regardless of input from the org. It is better to tell the organization's side of the story Admit it when the organization, or someone acting on its behalf, has made a mistake. In such cases, apologize, explain what steps are being taken to fix the problem and then ensure that this is what gets done Keep important telephone numbers on hand when dealing with the media including those of the PR officers, CEO, and legal representative

Media monitoring process

Diligent PR officers will monitor the media to ensure

that decision makers are informed of matters which might affect the organization. They might undertake the monitoring process on their own or might enlist others from within the organization Some PR officers will also retain a media monitoring company to assist. Before, During, After

How media organization operate

Editor
Deputy/ assistant editor Features editor News editor Chief of staff Sub-editors Chief sub-editor

Notes
Using key words to search
Be realistic do not spend your entire working day

just for reviewing news or TV need to delegate

Delegation benefits
Productivity is increase because two or more people can get

more done than one person ( always true?) It frees the PR officer to focus on their key or specific skills It encourages a stronger, more resilient team The org can respond more quickly to changes in the org when it can rely on employees to undertake tasks The PR officer can work less hours and establish work/life balance When the PR officer is absent or on holidays, the or can function

Issue tracking
The process used by which organizations can identify

and evaluate any events which could have a significant impact on operations Used by organizations in a wide variety of contexts For example: customer service support call centers to keep track of customer issues

Issues tracking system

How issues are to be tracked within the organization:

monitoring media, monitoring opinion polls, considering analysts opinion; researching issues of concern for the organization How often issues are to be followed up Who is to monitor issues which have been identified? Any classification system which is in place

Issues Definition
Issue
A matter that is in dispute between parties. The dispute evokes debate, controversy, or differences of opinion.

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Issues Definition
Characteristics of an Emerging Issue

Terms of the debate are not clearly defined Issue deals with matters of conflicting values

and interest Automatic resolution is not available Issue is often stated in value-laden terms Trade-offs are inherent

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Issues Management Process

Basic Assumptions
Issues can be identified earlier, more completely, and more

reliably Early anticipation widens the range of options Early anticipation permits study and understanding of the full range of issues Early anticipation permits organization to develop a positive orientation towards the issues Organization will have earlier identification of the stakeholders Organization will be able to supply information to influential publics earlier and more positively, creating better understanding

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