Media and Community Crisis Communication Planning …
Media and Community Crisis Communication Planning Template
Resource Kit: Media
Planning Template Introduction
Acknowledgements
i
Letter of Endorsement
ii
Why Have a Crisis Communications Plan?
iii
Planning Template Overview
iv
Developing a Company-Specific Crisis Communications Plan
v
Creating a Crisis Communication Team
ix
Crisis Communications Planning Template
PLAN OVERVIEW
Plan Review Chart ____________________________________________________________1 Plan Organization ____________________________________________________________2 Plan Instructions _____________________________________________________________2 Plan Review _________________________________________________________________2
QUICK RESPONSE: SEVEN STEPS FOR CRISIS COMMUNICATION
Seven Steps for Crisis Communication___________________________________________2 STEP 1: Verify the Crisis Situation ______________________________________________3 STEP 2: Notification and Assignments ___________________________________________6 STEP 3: Assess the Communication Crisis Level _________________________________10 STEP 4: Communication Management __________________________________________11 STEP 5: Develop Messages ____________________________________________________12 STEP 6: Approve and Release Messages ________________________________________13 STEP 7: Monitor and Provide Feedback _________________________________________14
Resources
A - RESPONSE
Working with MSHA ________________________________________________________16 Working with Family Members________________________________________________19 Working with the Media ______________________________________________________21 Media Room Setup Example __________________________________________________23 Using the Web ______________________________________________________________25 Crisis Inquiry Log ___________________________________________________________27 Communication Operations Schedule __________________________________________28
Table of Contents
B ? CONTACTS
Subject Matter Experts________________________________________________________29 Industry Experts_____________________________________________________________30 Stakeholders and Resources ___________________________________________________30 Network/Cable Television ____________________________________________________31 National Radio Programs _____________________________________________________33 National Newspapers ________________________________________________________34 Regional NewspapersRegional Wire Services and Syndicates ______________________35 Regional Wire Services and Syndicates _________________________________________36 National News Magazines ____________________________________________________37 Trade Publications ___________________________________________________________38 Local Media_________________________________________________________________39
C - SCENARIOS
Crisis Scenarios List __________________________________________________________40 Scenario Examples ___________________________________________________________43
D - MESSAGING
Message Mapping Steps ______________________________________________________47 Example Audience List _______________________________________________________48 Audience and Questions Worksheet____________________________________________49 Message Map Worksheet - Example ____________________________________________50 Sample List of General Concerns_______________________________________________51 Sample Message Map ________________________________________________________52 Press Release Template _______________________________________________________53 Fact Sheet Template __________________________________________________________57 Holding Statements __________________________________________________________60 Frequently Asked Questions __________________________________________________67 Industry Facts and Statistics ___________________________________________________69 Message Approval Form______________________________________________________70 Emergency Internal Audience Notification Chart ________________________________71 Emergency External Audience Notification Chart _______________________________72 Glossary of Terms ___________________________________________________________73
E - MEDIA TIPS
Interacting with the Media ____________________________________________________92 Being at Your Best for an Interview ____________________________________________94 Spokesperson Assignment Sheet _______________________________________________95 Recognizing Traps and Pitfalls ________________________________________________96 Positive and Negative Body Language__________________________________________97 Spokesperson Guidelines _____________________________________________________98
Table of Contents
F - POLICY/PROTOCOL
[Company] Crisis Communication Policy/Protocol ______________________________99 [Company] Media Response Policy/Protocol ___________________________________100
Planning Template Introduction
Acknowledgements
This planning template is based on the research and teachings of Dr. Vincent Covello and Dr. Tim Tinker, both internationally recognized experts in the field of risk and crisis communication. The planning template was developed by Widmeyer Communications, Inc. Special thanks to Foundation Coal Holdings, Inc. (FCL) for allowing the review, use and adaptation of pieces of its crisis plan for this planning template; Lone Mountain Processing, Inc., for allowing the review of its Emergency Response and Crisis Management Plan; the Mining Safety and Health Administration's office of public affairs for input on mining crisis communication planning and response; and to the National Mining Association's safety and communications committees and staff directors, Bruce Watzman and Carol Raulston, for their guidance on this project. Updates to this template were made in September, 2010, to address additional logistical and messaging needs. Those additions are highlighted for ease of reference.
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