November 14, 2017 Y o u r P re s e n te r Diane Mulligan, - - PowerPoint PPT Presentation

Bu ild in g a Po w erfu l PR C risis Strateg y

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November 14, 2017

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Diane Mulligan, APR President

• Award-winning PR agency founder
• “Insider Media Relations” Theory
• Head of Rocky Ford Growers Association PR - 5 years
• SVP National Communications National Stroke Association
• KMGH News Director
• NBC Senior News Editor

C ris is D e fin itio n

A crisis is something that puts your organization’s trust at risk with whoever’s trust you must maintain to survive and thrive.

Masters of Disaster, Christopher Lahane, Mark Fabiani and Bill Guttentag.

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e rfu l C risis PR Strateg y

Step 1: Forecasting & Preparation Step 2: Plan Step 3: Implement Step 4: Evaluate and Restore Trust

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St ep 1 1: Forecas ast ing an and P Prepar arat at ion

Rat e your “TR TRUST B T BUCKET” T” Curren ent Per ercep ept ion Rec ecen ent Mes essaging Rec ecen ent Med edia

Image reproduced from The West Australian

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St ep 1 1: Forecas ast ing an and P Prepar arat at ion

Tim imin ing Overal all Impac act Far arm/Compan any I Impac act Act ion P Pot ent ial Lis ist your t op 5 pot ent ia ial l cris isis is sit it uat io ions

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St ep 1 1: Forecas ast ing an and P Prepar arat at ion

Bes est Pract ice e Res esea earch Similar Situations? Legal Implications? Lessons Learned ? Greatest Critics?

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St St ep 2 2: Plan

Create comprehensive PR plan

• Define SMART campaign goals
• Set objectives/metrics
• Determine campaign tactics
• Develop campaign timeline
• Draft media/influencers list
• Conduct media training
• Explore partnerships
• Strategize on Thought leaders
• Brainstorm story ideas

Create Media Materials

• Key messages document
• Press release/s
• Boilerplate
• Fact sheet
• Company/leader bios
• Digital newsroom
• Multimedia materials

Bu ild in g a Po w erfu l C risis PR Strateg y

St St ep 2 2: Plan

WHO: : Spokesperson - Media Trained WHAT: T: Crisis Messaging - Pictures & Video WHER ERE: E: Location of Press Updates WHEN EN: Update Timetable HOW: : Update Facts & Mitigate Negatives Consider Outside PR counsel

Bu ild in g a Po w erfu l C risis PR Strateg y

St ep ep 3 3: Implem emen ent - Improvise se - MOVE E THE S E STAIRS

• Media relations
• Story coordination
• Media influencer outreach
• Manage timeline and execution
• Provide regular updates
• Prepare for additional issues
• Review plan and impact

Building a Powerful PR Strategy

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St ep ep 4: E Evaluat e e and R Res est ore e Trust

Aristotle – father communication theory Ethos , Pathos, Logos Takes responsibility (Ethos) Acknowledge impact (Pathos) Release facts (Logos) Never predict outcomes Update on new actions resulting from crisis

Building a Powerful PR Strategy

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MOVE TH THE S STA TAIRS & & Th Thank Y You! Dia iane M Mullig lligan M&C C Communi unications ns dmul ulligan@ n@ mand ndccommuni unications ns.com