ANTICIPATE AND PREPARE Why and How to Manage

ANTICIPATE AND PREPARE: Why and How to Manage A Crisis Before It Happens

DEFINITION OF A CRISIS Specific, unexpected events that create high levels of uncertainty… and create a threat or perceived threat to an organization… which can have significant negative consequences

TYPES OF CRISES • • Natural Disaster Man-made Crisis Sudden Crisis Smoldering Crisis

CRISIS IN THE HEADLINES • Penn State According to the “Washington Post”… other scandals at colleges in 2011 ended the careers 8 college Presidents

Key Questions • • Do you have a designated crisis management team? Do you have a crisis management leader? Does the team have regular meetings? Who is on the team? Does it include high level administration officials? Does it include consultants in the law, PR, human resources, security or technology? Do you have a crisis management plan? Do you practice that plan? How often do you practice the plan?

Higher Education Crisis Management Survey • One quarter of colleges and universities have NEVER tested their campus crisis plan • Only half of the colleges and universities that have a plan… tested it in the last year • 50% of those institutions surveyed have had a crisis on campus during the past year • The largest obstacles to executing a crisis test were TIMING, PARTICIPATION, BUDGET and SECURING CAMPUS WIDE BUY-IN

PREPARING FOR THE WORST • Develop a Crisis Plan • Create a Crisis Team • Practice

Remember • Don’t Ignore • Don’t Wait • Don’t Make the Media the Enemy • Don’t Just React • Don’t Use Jargon • Don’t Guess

TECHNOLOGY AND CRISIS MANAGEMENT • New Technology Presents Potential Risks • The impact of Social Media on a Crisis Communications

Evaluate • • What went wrong? What went right? What was the strategy? Did it work?

CRISIS RESPONSE • Move Fast • Decide What To Say • Speak With One Voice • Tell The Truth • Tell Your Friends First • Reach Target Audience

Potential Impact • Credibility • Integrity • Image and Reputation • Fundraising

Anticipate and Prepare: Why and How to Manage A Crisis Before It Happens