Crisis Communications

& Issues Management

• Key Messages
• Communication Channels
• Communication Tactics & Tools

APG5381
ALISON STIEVEN-TAYLOR
Crisis Communications Plan

 Goals & Objectives for the plan

 Identification of key stakeholders (external and internal)
 Key messages
 Communication Channels (pathways)
 Communication Tools (tactics)

 These slides have been discussed in tutorials for Topics 4 & 5

 Goals: “broad statements that deal with what has to be done”
(Mahoney 2017, p. 113).

Goals deal with:

What are Reputation

goals? Relationships
Processes

Goals are aligned with the organisation’s overall mission .

  Objectives are “precise, measurable
statements that indicate the steps
needed to achieve goals” (Mahoney
2017, p. 113).

 Objectives deal with change:

What are 


Raising awareness
Improving knowledge
objectives?  Facilitating agreement
 Increasing understanding
 Prompting action

 “Objectives are mostly outcome

specific” (Mahoney 2017, p. 113).
 Desired results – what do you want
achieve?
Setting Realistic outcomes – what can be
Effective achieved?

Goals & Efficient outcomes – what can be achieved

within the budget and timeframe?
Objectives Measurable outcomes – what outcomes can
be effectively measured and evaluated?

(Mahoney 2017, p. 113)

 What are stakeholders?

 Key stakeholder: “any group or individual that can affect or is

affected by an organisation” (Johnston & Sheehan 2014, p. 267)
 “Stakeholders are those who help the organisation go about its
business, have an interest in (or receive a benefit from) what it
produces, or regulate it or have some impact on its market
and non-market environments” (Mahoney 2017, p. 98)
 “Stakeholders can be classified as people who support, or are
opposed to, an organisation” (Mahoney 2017, p. 99)
Human and Non-Human
Stakeholders

 Non-human or non-social stakeholders

include “the environment, animals and
future generations” (Johnson & Sheehan 2014, p. 268)
Primary, Secondary & Tertiary
Target Publics
 “Primary – those who are directly affected by the
situation or issues and with whom the organisation
needs to engage in a dialogue.
 Secondary – those who are indirectly affected by the
situation but who may be an information source for
or influence on the primary public.
 Tertiary or intervening – those who are not at all
affected by the situation but who have the capacity
to influence or inform primary and secondary
publics” (Mahoney 2017, p. 105).
 Key messages: are linked to an
objective, for a designated target
public, informative or persuasive

What is a
Informative messages provide facts
key objectively

message?
Persuasive messages seek to
influence publics by presenting an
argument (Macnamara 2017, p.
133).
  “key points publics need to know
about organisations and issues. They
stimulate awareness, understanding
and action
Messages  Contributions to dialogic relationships

are…
 Key points (that) can be expanded,
enhanced, explained and supported in
different ways and through written,
visual and oral communication tools”
(Mahoney 2017, p.134).
 Concise Strategic Relevant
8 essentials
of successful
Compellin Memorabl
key g
Simple
e

messages
Real Tailored
 Communication Pathways
 Pathways, or channels, are the conduits through which to
convey messages
 Mainstream media
 Social media
 Direct mail
 Electronic direct mail
 Websites
 Printed collateral
 Face to face
 Alliances
 Controlled pathways are defined as being channels that
“can be mostly controlled from conception to
placement,” (Johnson & Sheehan 2014, p. 109).

Controlled • Websites

pathways • Printed and electronic collateral such as brochures,

leaflets, posters and reports
• Public displays or exhibitions
• Community service announcements - radio, TV or
social media
Uncontrolled pathways

The mass media are the

gatekeepers of information
because they have control over
Mass media – newspapers,
how the information is
magazines (print & online),
presented, how much space the
radio, TV
story is given, or the length or
duration, if it is radio or TV, and
when it is published or aired.
 Interactive
pathways – Social
Media
 Social media is an uncontrolled,
interactive pathway that
enables two-way
communication that is:
 Non-personal
 Requires the individual to opt-in
and engage
 Requires the organisation to
respond

 Messages can be repurposed

and altered, shared and
misrepresented by target
publics
  Facilitates face to face, direct
communication
 Gain the input of a target public
in relation to a particular
project or development
Interpersonal  Gauge understanding of an
issue within a particular
pathways community group
 Involve telephone surveys to
ascertain customer satisfaction
or public opinion
 Public meetings during a
disaster or emergency
 The first question to answer: who
are your target publics?
Choosing
Is your target public a small group
the right that you can reach directly?
pathways – Do you have a diverse group of
part one target publics to communicate with?

Are there cultural differences you

need to factor?
  The second question to answer is:
What do you want to say to these
target publics?
 If you have complex information to
Choosing the communicate, then you will need to
employ channels that will allow you
right the space to provide detailed
information such as a dedicated
pathways – website. This channel will allow you to
both control the information and
part two update it as new information comes to
hand. You will also need a pathway
that will drive traffic to your website.
What channels can you use to do this?
Tactics or Tools
  Reach the right number of people
within your identified target publics?
 How complex is the information you
need to impart?
In choosing  Which tools will enable you to repeat
the message across various
tools think communications pathways?

about…  What tools will enable you to measure

success?
 Which tools can you afford to produce
within the budget and the capacity of
the client?
  Websites
 Brochures
 Annual reports
 Direct mail (printed and
electronic)

Controlled 


Email
Podcasts
tools  Photography
 Video
 Blogs
 e-books
 Surveys/reports
  Media releases
 Media fact sheets
 Media backgrounders
Uncontrolled  Media conferences

tools
 One-to-one interviews
 Social media posts
  Meetings
 Personal visits
 Site visits

Interpersonal 


Face-to-face (one on one)
Forums
tools  Posted letters
 Personal email
 Telephone conversations
  Social media - posts and live
streaming
 Apps
 Podcasts
Interactive  Vlogs
 Email
tools  Blogs
 Online surveys
 Newsgroups
 Wikis
 Matching Pathways to Tools
Pathways Tools
Controlled media - channels that “can be mostly controlled from conception Websites, brochures, annual reports, point-of-sale material, direct mail,
to placement,” (Johnson & Sheehan 2014, p. 109). email, podcasts, photography, video, surveys

Interpersonal media – facilitate two-way engagement - controlled Meetings, personal visits, site visits, face-to-face (one on one or small
forums), posted letters, email, telephone conversations or surveys

Interactive media – which allows target publics to opt in - uncontrolled Social media platforms and apps, podcasts, vlogs, email, newsgroups, blogs,
wikis, online surveys

Uncontrolled media – where you cannot control how the information is used Media releases, media conferences, media interviews, fact sheets,
backgrounders, Q&A, positioning statements

Special events Exhibitions & displays, conferences, trade shows, speeches, demonstrations,
product launches, anniversaries, sponsorship

Sponsorship Scholarships, awards, sponsorship for non-profit-events, alliances

Alliances Sponsorship, collaborations, education, workshops, co-events