Crisis Communications
Preparing for Crises and Reputation-Threatening Issues
Preparing for Crises and Reputation-Threatening Issues
Learning Goals
At the end of this module you will be able to:
- Describe the essential elements of effective crisis communication plans
- Conduct a vulnerability audit for your library
- Draft messages in advance for your critical vulnerabilities
- Define roles and responsibilities for crisis communication team members
Learning Tasks – Before the Video
- Review your library’s operations emergency plan (or similar document, if available)
- Discuss / reflect on how you handled your last serious reputation-threatening issue or crisis
- How did it come to your attention?
- What were your initial reactions / steps?
- Was social media involved?
- How did you talk internally about it?
- Did you have to communicate externally about it? To whom and how?
- What did you change, if anything, as a result?
Discussion Points / Activities While Watching Video
- Slide 2 (10:12 on video)
- How often would you say you’ve applied the “damage control playbook” (tell the truth, tell it first, etc.) in communicating about your library?
- Would you say your board members agree with these concepts?
- Have you ever simply waited to talk about a potential problem in the hopes it would not become a public issue or would “go away” and, if so, what happened?
- What do you think are the potential pluses and minuses of waiting vs. communicating immediately?
- Slide 4 (12:45 on video)
- Conduct a mini-vulnerability audit. Take 5 minutes and brainstorm to see if you can come up with 3 vulnerabilities (potential crises) that are most likely to happen and most damaging to your library.
- Slide 6 (14:25 on video)
- Discuss: Who are the most important people to reach immediately should you be facing a crisis? How would you reach them? Do you have reliable contact information immediately at hand?
Learning Tasks – After the Video
- Review “Essential Elements of a Crisis Communications Plan”
- Read: “Less Than Half Of Surveyed U.S. Companies Have A Formal Crisis Communication Plan: Report”
- Discussion points from story / survey:
- What are your main takeaways from this story?
- If crisis communication plans work, why do so few organizations have them?
- What are the obstacles you see at your library to building an effective crisis communication plan?
- How supportive would your board be toward building a crisis communication plan?
- Discussion points from story / survey:
Using Communications to Help Survive a Crisis and Come Out With Your Reputation Intact — Or Even Enhanced
Learning Goals
At the end of this module you will be able to:
- Determine when your library may be facing a reputation-damaging crisis.
- Understand the concept of “iterative journalism” and how it changes the stakes for communicating with media outlets.
- Apply the steps that help respond to and calm outrage.
- Use peacetime wisely, effectively telling your library’s story to build support and goodwill.
Learning Tasks – Before the Video
- Review your library’s contact lists – are you prepared today to get messages immediately to staff, patrons and media amid a crisis? Are your lists up to date? Are any key audiences missing?
- Hold a staff discussion about the last time you faced a serious issue or crisis. How did you communicate about it? Were your communications effective?
Discussion Points/Activities While Watching Video
- Slide 1 (1:44 on video)
- How do you know your library may be facing a crisis? What are the earliest signs?
- Slide 2 (12:30 on video)
- Has your library ever been caught up in a story involving iterative journalism?
- How do you think iterative journalism has been good or bad for readers?
- Do you think your patrons understand how iterative journalism works? Should they?
- Slide 6 (21:56 on video)
- Talk about the last time you faced an outraged patron or critic. What caused the outrage? How did you respond?
- What guidance has your staff received about dealing with outraged patrons, in person or on the phone?
- Slide 7 (24:22 on video)
- How do you determine what stories to tell about your library?
- How do you decide when something is NOT a story?
- What measuring sticks or analytics do you have in place to determine your stories are making an effective impression on your patrons and the community?
Learning Tasks – After the Video
- Read (or re-read) “On Writing Well” by William Zinsser.
Poll your staff on the best stories about your library that haven’t been told.
Preparing for and Conducting Effective Interviews and Q&As
Learning Goals
At the end of this module you will be able to:
- Craft key messages for challenging issues.
- Know how to anticipate the toughest questions.
- Understand the fundamentals of effective answers.
- Develop the technique of bridging back to key messages.
Learning Tasks – Before the Video
- Review your library’s media relations guidelines. Who is the designated spokesperson for library staff and board for media interview requests?
- Hold a staff discussion on how best to prepare for any Q&A – from a veteran reporter, to community forums to questions from an individual patron.
Discussion Points / Activities While Watching Video
- Slide 1 (2:38 on video)
- Discuss the toughest interview or most challenging Q&A session you’ve experienced. What made it so? What would you do differently now?
- Slide 3 (8:30 on video)
- Think about the last tough situation you faced that got public attention – or that you fear you might face. Brainstorm with colleagues and come up with the five toughest questions that you hope you’re never asked.
- Slide 4 (12:35 on video)
- Remember the 5 Tough Questions? Now brainstorm your answers to each.
- Slide 7 (16:20 on video)
- What “supporting facts” or anecdotes does your library have to support your key messages and answers to the 5 Tough Questions?
Learning Tasks – After the Video
- Review “Tips for Dealing with Media” document from Hennes Communications. How many of these tips do you already use? Any you’ll now adopt?
Additional Resources
- Dealing with Unruly Library Patrons
- How to Interact with Media
- Performance Tips for Media Interviews and Presentations
- Receptionist Script’ for Incoming Calls
- Sample Social Media Terms of Use for Public Libraries
- Zoom Do’s and Don’ts
The First Amendment audit is a new (ish) and challenging trend faced by public employees. Please visit the resources recommended by Hennes Communications for dealing with this issue:
- Basic Background: What is a First Amendment audit?
- Recent Experience: A large public library in northeast Ohio describes its experience. Skip to the 10-minute mark for tactics used.
- How to Prepare: A brief write-up by Hennes Communications on preparing and dealing with this approach.
How was Your Experience?
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