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Crisis Response PlanningLisa Ward, CAE, Director of Public Affairs
North Carolina Dental SocietyAENC Annual Meeting
July 13, 2015
There are two kinds of organizations
One that has experienced a crisis
One that will
The lesson?
The Hard Truth
Always Be Prepared
Intense pressure High stress Heightened external scrutiny Dramatically compressed timeframes Confused or incomplete information
When a Crisis Strikes
In a Word
A crisis is no time to be developing your crisis response plan
Objectives Vulnerability assessment The team Media training Issue assessment Organizational materials Rehearsal
Essential Elements of a Crisis Response Plan
Objectives
Provide information Be accessible to your stakeholders Monitor and correct misinformation Mitigate damage Maintain stakeholder support Preserve your reputation Resume normal operations
What Do You Want to Accomplish?
Vulnerability AssessmentHint: Think Outside the Box
Natural disaster Equipment problems Vandalism Power outage Hacked database
Organization/Physical Property
Corruption Product recall Unfavorable research finding Criminal activity
Profession/Industry Issue
Member speaks out against organization Member is accused of a crime Rumor about organizational transgression
Organizational Issue
Death of executive Workplace violence Embezzlement Serious accident Labor dispute Employee misconduct/crime
Management/Employee Issue
The Team
Team may change depending on issue Key spokesperson – is it always the president/CEO? Subject matter expert What about the rest of the staff? Who talks to the media? Who is point person for communication materials and updates?
Who Does What?
Media Training
Your organization’s reputation is at stake Spokesperson must know the rules of the working with the media Bridging Attack questions
There’s no such thing as “winging it” no matter who you are
In‐house or outside counsel – pros and cons
Not Just a “Nice to Have”
Issue Assessment
Issue is identified Crisis team triages issue Determine position Identify crisis lead Identify spokesperson Identify subject matter expert(s) Identify communication vehicles Draft communications
Issue Assessment Steps
Consideration Is Action Needed Y/N
Does issue affect NCDS and its members?
Does issue affect dental profession?
Is issue better addressed by another organization?
Does NCDS have a position on the issue?
Are proactive communications needed to protect NCDS reputation?
Does NCDS need to enlist additional PR counsel?
Does issue have traction with media or stakeholders?
Does NCDS need to obtain legal counsel?
Issue Assessment
Tactic or Task Is Action Needed? Y/N
Person Responsible Completed Date/Time
Notes
Position StatementScript for Central Office Staff
NCDS SpokespersonNCDS BackgrounderIssue Q&ANews ReleaseNCDS Staff MeetingBOT Conference CallNCDS Member EmailMedia InterviewsPress ConferenceNCDS Website PostNCDS Facebook PostNCDS Twitter PostPPT PresentationNotify ADANotify SBDE
Communications Tasks
Stakeholder Group Notify? Y/N Person Responsible
BOT Executive Committee
NCDS Central Office Staff
NCDS BOT
NCDS Membership
ADA
Emergency Personnel
Law Enforcement
News Media
UNC School of Dentistry
ECU School of Dental Medicine
State Board of Dental Examiners
Stakeholder Notification List
Name Work Phone/Ext Home Phone Cell Phone
Phone Tree
Organizational Materials
Staff/Board roster with contact information Organization fact sheet Position statements Key bios Key vendor contact information Emergency numbers
Always Have on Hand
Holding statements Talking points Staff/stakeholder updates Vehicles for correcting misinformation
As Crisis Unfolds
Take a deep breath Plan a debrief Pros Cons What we learned What can we prevent from happening again?
Then, begin the cycle again
Post Crisis
Rehearsals
In preparing for battle, I have always found that plans are useless, but planning is
indispensable.
~ Dwight David Eisenhower
All key staff should have a copy of the plan Team should review the plan twice a year – what’s changed? What’s new?
Choose scenarios and conduct a run through What worked? What didn’t? Revise plan following run through to reflect reality
The Plan is a Living Document
Questions and Discussion
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