CBCP业务连续性管理专家培训材料_Area9.ppt

1,Business Continuity Management Course for Advanced Professionals Introduction,2,Subject Area 9: Public Relations and Crisis Coordination,3,Lesson Overview,During a crisis, an organization must effectively communicate Need a communication plan Identify spokesperson (s) Identify audience (s) affected by crisis Develop key messages Gather & evaluate information Communicate information to target audience,4,Professional Practices for Business Continuity Professionals,Project Initiation and Management Risk Evaluation and Control Business Impact Analysis Developing Business Continuity Strategies Emergency Response and Operations Developing and Implementing Business Continuity Plans Awareness and Training Programs Maintaining & Exercising Business Continuity Plans Crisis Communications Coordination with External Agencies,5,Objectives,Develop, coordinate, evaluate, and exercise plans to communicate with internal stakeholders (employees, corporate management, etc.) external stakeholders (customers, shareholders, vendors, suppliers, etc.) and the media (print, radio, television, Internet, etc.),6,The Professionals Role,Establish Programs for Proactive Crisis Communications Establish Necessary Crisis Communication Coordination with External Agencies (local, state, national government, emergency responders, regulators, etc.) Establish Essential Crisis Communications with Relevant Stakeholder Groups Establish and Exercise Media Handling Plans for the Organization and its Business Units,7,Terms & Definitions - Crisis,Crisis A critical event, which, if not handled in an appropriate manner, may dramatically impact an organizations profitability, reputation, or ability to operate. Or, an occurrence and/or perception that threatens the operations, staff, shareholder value, stakeholders, brand, reputation, trust and/or strategic/business goals of an organization. See: Event and Incident,8,Definition of a Crisis “A situation that puts your organizations values on trial in the court of public opinion” William N. Curry Public Relations Society of America,9,What is Crisis Communication?,Effective and managed communication about an event or occurrence that can impact people, organizations, and communities Simple Direct Honest,10,Crisis Communication Objectives,To identify crisis communication plan elements To identify strategies to effectively communicate with all groups,11,Communication Plan Elements,During a crisis How will you communicate with different audiences? Who will communicate with the different audiences? What needs to be communicated to the different audiences?,12,Communication Plan Elements,Public relations policy and procedures Organizational profile with detail on core offerings Reference files on potential crises Position statements Crisis Quiz,Call & emergency contact lists Designated spokesperson (s) Media directory Media contact log Contacts for government agencies,13,Crisis Communication Procedures,Business Continuity Planner/Coordinator Works with PR department to develop crisis communication plan/procedures Crisis Management Team (CMT) Manages the message Communication medium is usually your designated spokesperson “Plan your work for today and every day, the work your plan.” -Norman Vincent Peale,14,Audiences Affected by Crisis,Community Public, neighbors, special interest,External Agencies Government, regulators, emergency Response organizations,External Groups Customers, vendors, contractors, suppliers, unions,Internal Groups BoD, Senior management, steering committee, Spokesperson, employees, stakeholders, retirees,15,Identify Your Audience,How do I select What to say to Whom Who needs to know? What do they need to know? When do they need to know it?,16,Establish spokesperson (s),Match target audience with appropriate spokesperson Senior management Employees Stakeholders Media External groups/agencies Community,17,Key Message,Clear and easy to comprehend Repeated constantly Integrated with messages sent to other audiences Consistent,Be up front regarding confidential information Speak to the specific audiences concerns Use personal language and acknowledge emotions Appreciate the individuality of responses,18,Key Messages,Have answers to: What happened? Where there deaths or injuries? What is the extent of the damage? Why did it happen? Who or what is responsible? What is being done? When will it be over? What would you say to those affected?,19,Sources of Information,Facilities Structure and plant issues Risk management/insurance Cost estimates to repair Insurance adjustor Crisis Management Team Operational status Customer service Stakeholder information,Damage Assessment Team Report of condition of facility and contents Timeframes for restoration & salvage Security Building contents Life safety issues Human Resources Injuries Employee issues Special services,20,Methods of Communication,Direct mailings Telephone calls 1-800 hotlines Newsletters Web sites Conference calls to investors,Email Employee meetings Public meetings Paid advertisements Prepared statements Press briefings & releases,21,Crisis Communication Checklist,Alert the spokesperson Gather who, what, where, when, and why Confirm the facts Clarify and verify technical information Prepare a summary statement,Prepare a fact sheet Notify stakeholders Tell clients about changes in services Respond to media Keep a media log Follow up implications Evaluate/tweak system,22,Tell Your Story: Decision-Makers,Board of directors Senior management Executive sponsor Steering committee Team leaders Spokesperson (s),23,Tell Your Story: Stakeholders,Clear, consistent message Determine appropriate spokesperson (s) Determine what should be disclosed Determine the form of the communication,24,Tell Your Story: Employees,Tell the truth Ask for help Explain the plan Inspire immediate action Delegate important tasks Encourage a unified effort,25,Employee Communication Concerns,Building & facility security Media guidelines Effect on organization Time off Travel Stock/retirement plans/401k Donations/Volunteering,26,Tell Your Story: External Groups,Essential or affiliated groups Customers Stockholders Vendors Suppliers Contractors,27,Tell Your Story: External Agencies,Procedures and tools to manage relationships with multiple agencies Public sector response organizations Regulators Auditors,28,Tell Your Story: the media,Develop procedures and tools to manage relationships with the media Print Radio Television Media Quiz Internet,29,Media Interview Guidelines,Responses to media: “What