BMA-Minnesota Welcomes You!

1. BMA-Minnesota Welcomes You! Crisis Communications

2. We thank you!

3. Upcoming Events • Feb. 14 – What’s New In Search Marketing? • Mar. 13 – Using Video In On-line Marketing • April 17 – Top Marketing Trends • May 15 – Give Yourself An On-line Makeover

4. Hashtag:#BMAMN

5. “They’re All Drunk in Singapore” • Paul Omodt • Padilla Speer Beardsley • Jon Austin • J. Austin & Associates

6. The Real Title “Why Organizations Need a Crisis Plan Before They Have a Crisis” Or “Don’t Be a Dinosaur”

7. Consider the Mighty Dinosaur • Massive • Powerful • Dominant • Awesome Dead

8. Dinosaur, Inc. – A Flawed Model • Slow • Cumbersome • Bad communications • Inability to anticipate and adapt

9. Dinosaur, Inc. – A Flawed Model In other words, by the time its pea-brained consciousness receives, understands and responds to a threat, it’s dead

10. Consider the Humble Mammal • Fast • Adaptive • Aware • Slightly paranoid • Plans ahead* *OK, we’re stretching here, but you get the point

11. Evolutionary Box Score… 70,000,000,000 0

12. Welcome to Jurassic Park… An employee of your company – heavily armed, wearing his uniform – takes hostages at the elementary school and is demanding access to the media to tell the world about the integrity of your operations and your efforts to silence him. In the next 20 minutes:

13. Things Start to Happen… CNN starts taking a live feed from a local TV station 50 Tweets go out to 20,000 followers, re-Tweeted to millions more Three people are posting pictures from their phones to their Facebook pages, one guy is streaming live video MSNBC reports receiving an e-mail from a second employee that appears to corroborate these allegations A union trying to organize your employees announces a webcast press conference to detail your “poor working conditions” Fox Newsinterviews an “expert” who says factories “are breeding grounds for violence” Your web site crashes from the surge in hits Your phone system crashes CBS cuts into its daytime programming to broadcast live a caller on a cell phone claiming to be inside the school

14. In Other News… Your phones are so jammed that even internal calls can’t get through Because of vacation, travel and illness, your three senior managers are out Your offices are mobbed by media, family members, reality show participants. The very nice lady at the front desk has locked herself in the bathroom. Your lawyer is having lunch somewhere in town but she never turns on her cell phone and her secretary is gone; The CEO has made an ironclad rule that – no matter what the situation – he must personally approve all comments to the media. Unfortunately, he and his family are in Singapore and not in their hotel room.

15. In Short, You’re… Dead

16. C’mon, Guys, THAT Couldn’t Really Happen…Could It?

17. So, the Question to Ask Is… Are we dinosaurs or mammals?

18. If You’re Feeling a Little Jurassic… Then it’s time to start working on a crisis communications plan (That’s what the notepad is for)

19. Don’t Panic… Develop, test, rehearse and follow a response plan that covers not just communications but every aspect of your operations.

20. “What Should Be Included In Your Crisis Management Plan?” Excellent Question! • Central coordination • Clearly defined roles • Guided by risk assessment • Redundancy • Regular test and review

21. Things That Keep You Up at Night • Accidents, Incidents, Injuries • Recalls • Financial Issues • Media or Government Investigations • Loss of Facilities, Personnel, Capabilities • Misbehavior/Malfeasance/Criminality • Community-Wide Incidents

22. Speed Kills • More than ever, the media – traditional, social and digital – is 24/7 and its appetite for news is growing • Because of this, you have to be on-call and ready to respond at all times

23. It Really Is a Global Village • What happens in one part of the world is effectively instantly known everywhere. A story about your organization will reach all of your stakeholders. • Remember, too, that not all stakeholders view things the same way.

24. Don't Guess… Don’t speculate, theorize or hypothesize In a crisis situation, credibility is built and sustained by sticking to what you know

25. Gather Facts • The best way to counter rumor and gossip is to develop an effective fact-gathering mechanism: • A monitoring mechanism for Internet, social and mainstream media • Outside media monitoring agencies • Contact with personnel on the frontlines

26. Share What You Know Use all the tools at your disposal – regular meetings, e-mails, audio recordings, intranets, etc. – to keep your employees, your board, families and other key stakeholders informed

27. Been There, Done That… Call on experienced counsel in developing crisis communications plans and for assistance during events

28. A Good Crisis Shouldn’t Be Wasted… • For once, all of your stakeholders – customers, employees, shareholders, partners – are paying attention; what do you want to say to them? • Honest emotions – empathy, grief, anger, resolve • Facts • Sincere commitmentsto future actions • Openness

29. On Your Communications Team… • Coordinator • Inbound “call answerers” • Outbound communicators • Writer(s) • Researchers • Administrator • Tech support

30. All This and Your Regular Job… • “Rule #1: Fly the plane!” • Assigned roles • Specific duties • What to do with your senior executives? • The difference between being informed and being a decision maker

31. Tell the Truth The media and your other stakeholders know when they’re not getting the full story from a company. Don't lie to them. Lies Half-Truths Fibs Ever.

32. You Can Run, But… It's better to tell bad news yourself than let somebody else define the narrative But if you're going to tell it, tell it all and make sure your facts are solid

33. You’re Playing Defense… A crisis is almost never a “winnable” event. Quit pretending it is.

34. Know Your “Friends” Beware of sweeps and politicians – including those called “analysts,” “experts” and “consultants”

35. 6 “What’s a 5-Step Process For Tackling A Crisis That I Use Today?” • Planning • Practice • Teamwork • Execution • Adaptability And a bonus… • Analysis

36. So…In Conclusion… • Be a mammal… • Move fast • Plan • Understand your environment • Be adaptable • Create a crisis communications plan

37. Homework Assignment Chapter 1 of the National Commission on Terrorist Attacks Upon the United States http://www.9-11commission.gov/report/911Report_Ch1.pdf

38. We’re Here All Week jon@jaustingroup.com(612) 839-5172pomodt@padillaspeer.com(612) 455-1732

39. Thank You www.BMAMinnesota.org