PA-219-VIII

CRISIS
COMMUNICAT
ION
By
Argie Aungon
Mary Grace Prieto-Layon
Rogelio N. Miguel Jr.
 TOPICS
• Crisis Communication
• Importance of Crisis Communication
• Elements of Crisis Communication
• Needs of Crisis Communication
• Crisis Communication Process
 Crisis
Communication
 Crisis Communication refers to the strategic process of conveying
information and managing public perception during a crisis or
emergency situation.
 Effective crisis communication is essential for organizations,
governments, and individuals to mitigate the impact of a crisis and
maintain public trust.
IMPORTANCE OF CRISIS
COMMUNICATION
M - Minimize misinformation
E - Ensure preparedness
F - Facilitate response efforts
I - Improve stakeholder relations
R - Risk mitigation
S - Save lives and reduce injury
T - Trust
ELEMENTS OF CRISIS
COMMUNICATION
PERSONS
CRISIS TEAM
Establish a dedicated crisis
management team with clearly
defined roles and
responsibilities. This team may
include representatives from
various departments such as
public relations, legal,
leadership, and subject matter
experts related to the specific
crisis.
SPOKESPERSON
Designate a credible and well-
trained spokesperson to represent
the organization during the crisis.
This individual should be capable of
delivering accurate and empathetic
messages to the public and media.
AUDIENCE SEGMENTATION
Tailor messages to different
stakeholder groups, such as
employees, customers, the
media, regulators, and the public.
Understand their specific needs
and concerns and address them
accordingly.
ELEMENTS OF CRISIS
COMMUNICATION
MESSAGE
MESSAGE DEVELOPMENT ADAPTABILITY TIMELINESS
Craft clear, consistent, and truthful Crisis communication plans should Communicate promptly, providing
messages that address the crisis, its initial information even if full details
be flexible and adaptable, as crises
impact, and the organization's are not available. Timely updates
can evolve and change rapidly. The
response. Messages should be adapted demonstrate responsiveness and
to different stakeholder groups and
ability to adjust strategies in real-time can help manage public
communication channels. is essential. expectations.

TRANSPARENCY
Be open and honest in
communication. Avoid concealing or
downplaying the severity of the
crisis, as this can lead to loss of
trust.
EMPATHY AND SUPPORT
Show empathy and provide support
to those affected by the crisis.
Acknowledge their concerns, and
offer resources and assistance when
possible.
CRISIS CONTAINMENT
Communicate steps being taken to
contain the crisis and prevent further
harm. This includes explaining what
the organization is doing to address
the root causes of the crisis.
ELEMENTS OF CRISIS
COMMUNICATION
CHANNEL

CHANNEL STRATEGY SOCIAL MEDIA

MANAGEMENT
Identify and prepare
communication channels Recognize the importance of
for reaching your target social media in modern crisis
audiences, including press communication. Actively engage
releases, social media, with the audience, correct
website updates, email, misinformation, and provide
and direct communication. accurate and timely updates.
Ensure the channels are
ready for use during a
crisis.
ELEMENTS OF CRISIS
COMMUNICATION
STRATEGIES
PREPAREDNESS AND PLANNING
An organization should have a well-
defined crisis communication plan in
place. This plan outlines roles and
responsibilities, communication
protocols, message templates, and
strategies for addressing various types of
crises. Regular training and drills should
be part of the preparation.
ASSESSMENT AND MONITORING
Continuously monitor the crisis
situation to gather accurate
information and assess its impact.
This helps in making informed
decisions and adjustments to the
communication strategy.
RECOVERY AND LEARNING
After the crisis is resolved,
communicate recovery efforts
and long-term strategies to
prevent a recurrence. Conduct
a post-crisis review to identify
areas for improvement and
learning.

ETHICAL AND LEGAL
CONSIDERATIONS
Ensure that communication complies
with legal and ethical standards.
Protect sensitive information, respect
privacy rights, and follow relevant
regulations.
LONG-TERM REPUTATION
MANAGEMENT
After the immediate crisis has subsided,
continue to communicate and rebuild the
organization's reputation. This may
involve ongoing engagement and follow-
up with stakeholders
 Rs in Crisis Communicatio
READINESS - Being prepared for a crisis is essential. This involves having a well-defined
crisis communication plan in place, including strategies, message templates, and protocols
for communication and response.

RESPONSIVENESS -Timely and effective response to a crisis is crucial. Organizations

should acknowledge the crisis, take responsibility when necessary, and communicate
promptly to address the situation.

REASSURANCE - During a crisis, it's important to provide reassurance to stakeholders,

such as employees, customers, and the public. Reassuring messages help reduce anxiety
and demonstrate commitment to resolving the crisis

RESOURCE ALLOCATION - Allocate the necessary resources to manage the crisis. This
includes financial resources, personnel, and technology needed to address the crisis and its
aftermath effectively.

RECOVERY - Communication should not only focus on the crisis itself but also on recovery
efforts. Explain how the organization plans to recover from the crisis, what actions will be
taken, and the expected timeline.
 Rs in Crisis Communicatio
RESPONSIBILITY - Accept responsibility for any mistakes, errors, or shortcomings that
contributed to the crisis. This shows accountability and helps rebuild trust.

RESTITUTION - If applicable, consider making restitution to those affected by the crisis. This
may involve compensation, refunds, or other forms of support.

REVIEW AND REFLECTION - After the crisis is resolved, conduct a thorough review of the
response and communication efforts. Reflect on what worked and what didn't and use this
knowledge to improve crisis communication for the future.

REGULATION AND COMPLIANCE - Ensure that communication complies with relevant

regulations and legal standards. This includes protecting sensitive information, respecting
privacy rights, and following industry-specific guidelines.

REITERATION - Continue to communicate and reiterate key messages to ensure that

stakeholders are well-informed and understand the ongoing efforts to address the crisis and
its aftermath.
 NEEDS OF CRISI
COMMUNICATION
INFORMING
STAKEHOLDE
One of the most fundamental needs is to inform all relevant stakeholders, including employees, customers, suppliers,

RS
the public, and the media. Providing accurate and timely information about the crisis, its causes, and the organization's
response is essential.

MANAGING
EPECTATION
Crisis communication helps manage the expectations of stakeholders by setting realistic timelines for resolution and
explaining the extent of the crisis. This prevents unrealistic expectations and frustration among those affected.

REDUCING
UNCERTAINTY
A crisis often brings a sense of uncertainty and anxiety. Effective communication can help reduce uncertainty by
providing a clear understanding of the situation, what steps are being taken, and what people can expect.

PROVIDING
GUIDANCE
Communication should offer guidance on how individuals should respond to the crisis, including safety measures, evacuation
procedures, or actions to take to minimize harm.
 NEEDS OF CRISI
COMMUNICATION
CORRECTING
MISINFORMATIO
In the age of social media, misinformation can spread rapidly during a crisis. Crisis communication plays a critical role in

N
correcting inaccuracies and ensuring that accurate information is available to the public.

PRESERVING TRUST
AND REPUTATION
Maintaining the trust of stakeholders is paramount. Effective communication helps preserve trust by demonstrating transparency,
responsibility, and a commitment to resolving the crisis.

SUPPORTING
AFFECTED
Some crises have direct and immediate impacts on individuals or communities. Crisis communication should include

STAKEHOLDERS
messages of empathy, support, and resources for those affected.

COORDINATIN
G EFFORTS
Within an organization, crisis communication helps coordinate the efforts of various departments and teams involved in crisis
management. It ensures that everyone is on the same page and working towards a common goal.
 NEEDS OF CRISI
COMMUNICATION
COMPLYING
REGULATIONS
Many industries and jurisdictions have specific regulations and legal requirements for communication during a crisis. Compliance with these
regulations is crucial to avoid legal and regulatory consequences.

PREVENTING
ESCALATION
Effective communication can prevent a crisis from escalating further. By addressing the situation promptly and transparently, it may be possible to
contain the crisis and prevent additional harm.

MINIMIZING NEGATIVE
MEDIA COVERAGE
Well-planned communication can help manage media coverage. By providing accurate information and access to key spokespeople, an
organization can influence the tone and direction of media reporting.

RECOVERY AND
REBUILDING
Communication should not only focus on the crisis itself but also on recovery efforts and rebuilding trust and reputation after the crisis has
subsided.

LEARNING AND
IMPROVEMENT
Crisis communication needs to support the post-crisis phase, including the analysis of the response. This analysis informs improvements to the crisis
communication strategy for the future.
 CRISIS
COMMUNICATION
PREPARATION AND PLANNING

0 PROCESS
 Risk Assessment: Identify potential crises that your organization or you as an individual might
face. Evaluate their potential impact and likelihood.
 Crisis Communication Plan: Develop a crisis communication plan that outlines roles and
responsibilities, communication strategies, message templates, and procedures for different types of

1
crises.
 Crisis Team: Form a crisis management team with designated roles and responsibilities. Include
spokespersons and subject matter experts.

0
EARLY WARNING AND DETECTION
 Monitor internal and external sources for early warning signs of a crisis. This could involve
social media, monitoring systems, or reports from employees.

2
 Be vigilant for potential issues that may escalate into a crisis.
 CRISIS
COMMUNICATION
ASSESSMENT AND DECISION MAKING

PROCESS
 When a crisis occurs or is identified, the crisis team convenes to assess the situation.

0
 Gather all relevant information and assess the crisis's nature, scope, potential impact, and
urgency.
 Decide whether to activate the crisis communication plan based on the assessment.

3
0
ACTIVATION OF CRISIS COMMUNICATION PLAN
 If the crisis communication plan is activated, the crisis team starts implementing it
immediately.

4
 Roles and responsibilities are assigned to team members, and the spokesperson is designated.

0
MESSAGE DEVELOPMENT
 Create clear, consistent, and accurate messages tailored to different stakeholders, such as
employees, customers, the media, and the public.

5
 Craft initial statements addressing the crisis, its impact, and the organization's response.
 CRISIS
COMMUNICATION
0 PROCESS
MESSAGE DISSEMINATION
 Use appropriate communication channels to disseminate messages. These may include press
releases, social media, the organization's website, email, and direct communication.

6
 Communicate promptly, even if all the details are not yet available.

0
MEDIA RELATIONS
 Establish a rapport with the media to facilitate accurate reporting. Provide the media with
credible sources of information.

7
 Hold press briefings or interviews to update the public and answer questions.

0
STAKEHOLDER COMMUNICATION
 Reach out to employees, customers, and other key stakeholders with information about the
crisis, reassurance, and guidance.

8
 Tailor messages to address the specific needs and concerns of each group.
 CRISIS
COMMUNICATION
0
MONITORING AND FEEDBACK

PROCESS
 Continuously monitor the situation, public sentiment, and feedback from stakeholders.

9
 Adjust the communication strategy and messages based on the evolving crisis and stakeholder needs.

1RESOLUTION AND RECOVERY

 Take necessary steps to address the crisis, resolve the issues, and prevent further harm.

0
 Communicate the organization's efforts to contain and recover from the crisis.

1
STAKEHOLDER COMMUNICATION
 Conduct a thorough review of the crisis response and communication efforts after the crisis has subsided.
 Identify strengths and areas for improvement to enhance future crisis communication efforts.

1
1REBUILDING REPUTATION AND TRUST
 Continue to communicate and rebuild trust and reputation through ongoing engagement and transparency.

2
 Implement any lessons learned from the crisis for long-term improvement.
Communication and Public Awareness for Critical
Preparedness Actions
 Issue alerts If necessary, announce Announce the Continue providing
Communication and Public
and warn T preemptive or voluntary following, if Announce lifting warnings and
Awareness or Emergency Ensure that
communities evacuation necessary: of the following, if advisories to
Telecommunications Team 100% of the
•Suspension or necessary: communities
(public information officer, information
cancellation of • Suspension of
media relations) Tap radio and media groups to announce and
J class and work classes and work
alerts and warnings • Ban on fishing
advisories
• Ban on fishing
reach the
and other water- and other related
communities activities
related activities
• Ban on sea, • Ban on sea, land
land and air and air travel
travel

Announce the following, if

Continue necessary: • Suspension or
-do- providing cancellation of classes and
warning and work • Ban on fishing and
advisories to the other water- • related
communities activities • Ban on sea, land
and air travel

Announce the
following, if
-do- Continue
Continue necessary: •
Continue Ensure that Suspension or providing
providing
providing warning 100% of the cancellation of warning
warning and
and advisories to information classes and and
advisories to the
the communities and work • Fishing advisories
communities
advisories and other to the
reach the water-related communit
communities activities ban ies
• Sea, land
and air travel
ban
THANK
YOU!