CRISIS COMMUNICATION
Communication plan;
Core elements are,
- Identifying audiences (Who?)
- How communication is to take place (How?)
- What messages are to be communicates (What?)
The core process is;
- Activ two-way communication
Who matters and how will they be contacted?
- Ministers
- Officials
- Political parties
- ponsors
- Voters
- International allies
- Tax-payers
- Manufacturers
- Politicans
- Health professionals
- Pharmacists
- Academics
- Patients
- Shareholders
- Stock-market
- Regulators
- Senior executives
- Experts
- Employees
- The public
- Customers
- Consumer and lobby groups
- Lawyers
- The media
- ?
Message Options (What?)
- Full apology
- Corrective action
- Ingratiation
- Justification
- Exuse
- Denial
- Attack the attacker
What does the world want to see?
- Acceptance of responsibility
- Willingness to take positive steps
Message Options
- Full apology
- Corrective action
- Ingratiation
- Justification
- Exuse
- Denial
- Attack the attacker
Critical activites
- Initial response
- Lines to take
Initial response;
Tell the truth as it is known
- Facts beyond question
- Actions being taken
- Ackowledgement of emotions / psychological needs
Lines to take;
- Essential responses planned
- Each new authorised response is logged --- database, book, wallchart, message board
Media demands (How?)
- Accuracy and simplicity
- Statistics ehich are explained
- Context of information
- Comments from highest authority
- Some controversial elements
- Both sides of the issue
- Speed, speed and speed
The ideal spokesperson;
- Polite and patient
- Well - informed and authoritative
- Accurate and reliable
- Articulate
- Available
- Trustworthy
- Evidently committed to the process
Continuing public information and education
- No drug is %100 safe
- Many drugs have potential side - effects and adverse effects
- Complexity of benefit - harm / effectiveness - risk
- Rational use of drugs
Elements increasing media interest;
- Dramatic emotional impact e.g. thalidomide and children
- Large numbers affected
- Unexpected links e.g. MMR vaccine and autism
- Polarised opinions
- Conflict e.g. health professionals vs. pharmaceutical companies, or between professionals
- Geography e.g. proximity to own country, hospital etc
- Emotive pigeonholes e.g. "miracle drug", "poison"
- Links to celebrities
