They may sound totally different, but there are so many similarities in the ways that people deal with crises. There are so many crisis communications lessons we can learn from crises of the past, and present, to prepare for our future. Watch this video to learn to prepare for your crisis, to protect your reputation, revenue, and brand.
Crisis communications and media training expert Gerard Braud, CSP, Fellow IEC is based in New Orleans. Organizations on five continents have relied on him to write their crisis communications plans and to train their spokespeople. He is the author of “Don’t Talk to the Media Until…”
https://braudcommunications.com/wp-content/uploads/2020/11/Capture-1.jpg396701gbraudhttps://braudcommunications.com/wp-content/uploads/2020/12/Logo-white-01-300x138.pnggbraud2020-11-23 12:02:452021-05-18 02:25:02Crisis Management Lessons from Hurricane Katrina vs. COVID19
The brain remembers three things better than five. That is why the Rule of Threes is a foundation of media training. So when key medical experts testified before Congress recently, the nit-picker in me appreciated their five tips for preventing the spread of Covid-19, yet I know that a minor shift to three tips could result in more effective crisis communications.
The doctors all suggested:
Wear a mask
Wash your hands frequently
Practice social distancing
Avoid crowds at businesses, bars, and social gatherings
Avoid large family gatherings
Although their advice seems fairly straightforward, as a professional media trainer and crisis communications expert, I am always examining how to communicate more effectively in a crisis.
Watch the video to learn how you can convert these five points into three key messages to clearly explain the guidelines in a way that the spokesperson can easily remember, and listeners can easily remember, using the Rule of Threes, and our Key Message Tree mind-mapping model.
This media training model can be applied to every event for every spokesperson. When you apply the Rule of Threes, your media training will be far more effective.
Crisis communications and media training expert Gerard Braud, CSP, Fellow IEC is based in New Orleans. Organizations on five continents have relied on him to write their crisis communications plans and to train their spokespeople. He is the author of “Don’t Talk to the Media Until…”
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Here we are entering the middle of summer, where we can reflect on and learn from the unprecedented crises that have taken place in the past few months. As the crises unfolded, I wrote about how you can communicate more effectively in these various situations. Let’s look back at where we’ve been this Spring, and examine what rings true for crisis communications, corporate communications, and protecting your revenue, reputation, and brand today.
At the first signs of the Coronavirus, in this blog, I warned companies to get professional media training and to assess the vulnerabilities of their particular organization. I explained that by preparing for the crisis, you could show your executive leadership team you are thinking ahead and thinking on their behalf. Watch the video here:
As the pandemic unfolded I advised in this blog that the answer is YES, you do NEED a crisis communications plan for COVID-19 and other vulnerabilities, and provided 5 steps to write a crisis plan:
I continued to provide update after update, even discussing how to do virtual media interviews, since they were suddenly a MUST, and we all needed to learn to adapt and communicate in a new way.
Finally, I addressed the truth that no one wanted to address. I predicted this pandemic would likely last through the summer, and it became clear that we would not only need to manage the Coronavirus, but we would also need to manage Coronavirus + Tornado (that later ripped through my hometown), or Coronavirus + Weather Events as we entered hurricane season (we were hit later by Cristobal), AND the crises that our organizations are always vulnerable to – such as explosions, fires, power outages, crime, social media firestorms, and more. You can read the blog here.
In this blog in May, I warned that the issue of wearing masks vs. not wearing masks could spur on political issues, protests, and outrage among our country.
As protests took over our country, I was quiet. Social media and the internet was too noisy, too complicated, and too hostile for a time. The point now is not to say “I told you so,” but to acknowledge that when one crisis hits, we have to be prepared, and that we have to prepare for all of the regular challenges and crises that can occur in addition to that initial crisis.
Hopefully, by reflecting on the last few months, you are more motivated now than ever to prepare. You have work to do. It’s challenging to write a crisis communications plan. It’s challenging to think about such tragic events that could happen to your company. But as we can see, they do happen, they can last for months, and they can pile on top of each other.
I’ve broken down
How to write a crisis plan in 5 steps:
1. Start with analyzing the vulnerabilities of your company to certain crises.
2. Write a thorough crisis plan that addresses and outlines every last detail.
3. Write pre-written news releases that you can deliver to the media and the public in less than one hour.
4. Have your spokespeople and your leadership team professionally media trained.
5. Conduct realistic crisis drills.
This can all be done virtually, and I’m here to help.
This 5-part video series outlining the 5 Steps to a Crisis Communications Plan can make your path easier. Schedule a call with me so that I can walk you through it or answer any questions you might have.
Crisis communications and media training expert Gerard Braud, CSP, Fellow IEC is based in New Orleans. Organizations on five continents have relied on him to write their crisis communications plans and to train their spokespeople. He is the author of “Don’t Talk to the Media Until…”
Reopening after Covid-19 requires expert crisis communications on your part. Not because you have a crisis, but because this situation could rise to the level of a crisis. So today we share four tips as America reopens in phases.
As I write this, various states and communities in the United States are implementing various forms of reopening, after closures for Covid-19. This could go well or this could go badly for you, so proceed with caution.
Tip #1 Manage expectations
Things are not going back to normal. This is a transition. If you require face masks and gloves for either your employees or your customers, make sure the rules are clear and that you have procedures and policies in place to enforce those rules.
My expectation is that some of you may see fights or acts of violence between the rule-followers and the non-rule-followers.
Tip #2 Don’t make promises you can’t keep
In your communications with customers and employees, avoid making absolute statements, such as, “We guarantee the highest level of safety.” You can’t guarantee anything in a world where you cannot control all of the variables.
Instead, opt for statements that use the word “goal.” For example, “Our goal is to offer a clean and safe environment for all of our employees and customers.” The nuance of your wording matters.
Tip #3 Put people over profits
Consider if things go wrong as you reopen and you become the hub of the next cluster of Covid-19. Is it worth it?
Businesses that are not on stable ground financially are desperate to re-open, which can cause business owners to do what they think is best in the short-term rather what is best in the long-term. Some business owners will say, “I am reopening for people. My employees need money.”
Yes, but when we say people, it must be best for your employees, your customers and your community. If you re-open and infect customers or contribute to an outbreak in your community, you have failed to make the correct choice. The negative attention you will receive in the media will damage your reputation, revenue, and brand.
Furthermore, if you have a new cluster, will you be forced to shut down again? How long will you be shut down? Will you end up worse off than if you had proceeded down a different path?
Tip #4 A Final Thought
There is no one right answer that covers all types of businesses.
Listen to experts.
Seek advice from trusted advisors.
Know the difference between a trusted advisor and someone who simply echoes what you believe, because you only want to hear from people who believe like you or who watch the same cable news channel as you.
Don’t be persuaded by mob mentality, political leanings, or the pontifications of a profiteer on a cable news talk show.
Lives are on the line.
Profits are on the line.
The long-term health of your business, your employees, and your customers are at stake.
Answer this as part of your decision making process:
If I reopen, and my actions result in the death of an employee or customer, will I be able to live with my decision and myself?
The burden is heavy. The consequences may be heavier.
Crisis communications and media training expert Gerard Braud, CSP, Fellow IEC is based in New Orleans. Organizations on five continents have relied on him to write their crisis communications plans and to train their spokespeople. He is the author of “Don’t Talk to the Media Until…”
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We raise a glass and present our first ever COVID-19 Crisis Communications Award to the team at Lysol. After the president asked doctors at a news conference if products like Lysol could be consumed orally or as an injection, the Lysol team was fast to respond with this statement:
“Due to recent speculation and social media activity, RB (the makers of Lysol and Dettol) has been asked whether internal administration of disinfectants may be appropriate for investigation or use as a treatment for coronavirus (SARS-CoV-2).
As a global leader in health and hygiene products, we must be clear that under no circumstance should our disinfectant products be administered into the human body (through injection, ingestion, or any other route). As with all products, our disinfectant and hygiene products should only be used as intended and in line with usage guidelines. Please read the label and safety information.
We have a responsibility in providing consumers with access to accurate, up-to-date information as advised by leading public health experts. For this and other myth-busting facts, please visit Covid-19facts.com.”
What is your takeaway on this? Three things…
Takeaway #1
In the 5-Steps to Effective Crisis Communications, you are encouraged to conduct frequent Vulnerability Assessments. Based on the kinds of things the president may say on any given day at his coronavirus briefings, you need to add “Rumors & Speculation” to your vulnerability list as your first take-away.
Takeaway #2
You also need to prepare a pre-written news release for Rumors & Speculation. Add this to your library of pre-written news releases.
Takeaway #3
You now need to designate a member of your team to watch the daily White House briefings because there is no telling when your brand or company might get mentioned in a positive or negative way.
As we discussed last week, you cannot focus all of your crisis efforts on just COVID-19. You must think COVID + X. For Lysol, it was COVID + Presidential Speculation.
What made the task of responding even harder is that in our politically divided country, people are either all Trump or never Trump. Lysol, had to walk on eggshells to avoid damage to their revenue, reputation, and brand by being forced to issue a crisis statement that attempted not to anger Trump supporters. (I’m having to walk on eggshells myself, just to write a blog about this.)
Lysol wins their award for dancing around the land mines while also being fast to respond.
Wouldn’t you love to be a fly on the wall at Lysol when this went down?
Be well and be prepared. We live in strange times.
Crisis communications and media training expert Gerard Braud, CSP, Fellow IEC is based in New Orleans. Organizations on five continents have relied on him to write their crisis communications plans and to train their spokespeople. He is the author of “Don’t Talk to the Media Until…”
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We’re all more than a month deep into various forms of crisis communications for COVID-19. So, how much worse could it get? Let’s talk frankly about that.
Oh yea, and don’t forget the flood, the tornado, the hurricane, the chemical release, the fire, the explosion, and the power outage.
Wait, what?
“No!” you say. “I already have a crisis. I’m dealing with the COVID-19 crisis. That’s my crisis.”
Reality check. That’s one of your crises.
Amid the exhaustion around COVID-19, you must avoid the myopic belief that you have somehow been given permission to focus only on one crisis at a time. The hardcore truth is, you must be ready for more.
You must multitask and keep your teams focused on the reality and the possibilities of “What else?”
Vulnerability assessments must be updated to account for new combinations of events that take social distancing into account.
Your crisis communications plan must be updated to handle multiple, simultaneous crises.
Your library of news releases must account for your current events with a COVID-19 twist, for example, if an evacuation is called, how is that accomplished in a COVID-19 environment.
Your media training must be updated to account for remote, online interviews.
Your crisis communications drills should account for how teams will coordinate activities when all or part of the team is working remotely.
As always, if you need help with any of your 5-Step process, reach out. You can use this link to schedule a free 15-minute call.
The reality is that COVID-19 may seem overwhelming. But don’t get caught in the trap of thinking that you can put everything else on the shelf until COVID-19 has passed.
Crisis communications and media training expert Gerard Braud, CSP, Fellow IEC is based in New Orleans. Organizations on five continents have relied on him to write their crisis communications plans and to train their spokespeople. He is the author of “Don’t Talk to the Media Until…”
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The number of remote media interviews, online interviews, Zoom interviews, and the like have skyrocketed in the past few weeks. In last week’s video, I asked you, who is doing them well? How is the quality of the videos?
Well, today I am providing you with expert media training strategies to help you look professional, organized, and credible as a source for your media interview.
If lighting, camera angles, technology, and wardrobe stress you out (and rightfully so), this video can help you be a video producer in your own home office or other remote location.
Crisis communications and media training expert Gerard Braud, CSP, Fellow IEC is based in New Orleans. Organizations on five continents have relied on him to write their crisis communications plans and to train their spokespeople. He is the author of “Don’t Talk to the Media Until…”
https://braudcommunications.com/wp-content/uploads/2020/04/Crisis-expert-Gerard-Braud.jpg7201080gbraudhttps://braudcommunications.com/wp-content/uploads/2020/12/Logo-white-01-300x138.pnggbraud2020-04-07 09:03:462021-05-18 03:22:29How to Do a Remote Media Interview: COVID-19 Media Training Tips
Crisis experts Bill Coletti and Gerard Braud share their insights and top recommendations on “what’s next” and what to do in this very uncertain phase between shutting down and re-opening for business.
In addition to the webinar recording, please feel free to share theSlide deck with your colleagues.
Hopefully, the insights and recommendations shared will be helpful to you and your teams in this difficult time.
Crisis communications and media training expert Gerard Braud, CSP, Fellow IEC is based in New Orleans. Organizations on five continents have relied on him to write their crisis communications plans and to train their spokespeople. He is the author of “Don’t Talk to the Media Until…”
The COVID-19 coronavirus crisis has spawned new aspects of crisis communications and media interviews. Behold, the social distancing media interview done from your computer in your home.
What do you think about these interviews?
Your assignment for the day is to:
Watch TV
Take a photo of an interview being done from home
Critique how the interview looks
Send your image and your critique to me at any of my platforms, and feel free to include the hashtag #TVInterviews
Here are some criteria to look for and to comment on:
Camera angle
Lighting
Background
Glare
Distractions
Posture
…plus anything else that you observe that your
professional colleagues should either duplicate or avoid.
After you share your observations, I’ll share them back with
our community so you’ll be better prepared if you or one of your team members
is called upon to do a television interview via your computer from home.
Should you need in-depth training, we can provide you with remote media training for remote interviews as well as train-the-trainer remote training so you can coach your executives and subject matter experts. To learn more, schedule a call: https://calendly.com/braud/15min
Many of the techniques you have learned in traditional media training still apply. Yet, at the same time, there are some clear distinctions and additional burdens. Think of it this way: In a traditional television interview, the news crew is responsible for things you never need to think about, such as:
lighting
audio quality
the background view
background noise
the camera angle
and more
Whereas you traditionally needed to focus on:
what you were going to say
your wardrobe
your body language
and more
Suddenly, you have to do both your job and their job.
It isn’t easy. I’ll work on a checklist for all of you, but by all means, if you need professional training we’re here to be your training partner.
Crisis communications and media training expert Gerard Braud, CSP, Fellow IEC is based in New Orleans. Organizations on five continents have relied on him to write their crisis communications plans and to train their spokespeople. He is the author of “Don’t Talk to the Media Until…”
https://braudcommunications.com/wp-content/uploads/2020/03/sam-mcghee-KieCLNzKoBo-unsplash-3.jpg360640gbraudhttps://braudcommunications.com/wp-content/uploads/2020/12/Logo-white-01-300x138.pnggbraud2020-03-25 08:59:112021-05-18 03:25:30COVID-19 Media Interviews: Share Your Thoughts
In crisis communication, the burden is shared between your leadership team and your communications team, to give clear directives to your employees, your customers, your stakeholders, and the media.
Nothing undermines the credibility of a leader during a crisis more than when their actions don’t match their words.
Be congruent. Your actions must match your words.
For example, don’t call a news conference about the coronavirus to tell your audience that social distancing requires people to be six feet apart, when in fact, you are standing shoulder to shoulder with 10 people on the stage with you. That’s not being congruent. You are sending a mixed message and the cynics are going to call it out.
Don’t tell your audience not to shake hands, yet you shake
hands. That’s not being congruent.
A perfect example of congruency can be seen in the media,
where news anchors are distancing themselves within a news studio. That’s being
congruent.
Leaders should be mindful of the proliferation of social media and cell phone cameras. As soon as you behave in a way that lacks congruency, someone will capture you in the act and publicize it. Don’t make your crisis worse by letting your bad actions overshadow your good message. Don’t create a secondary crisis because of your own bad behavior, poor judgment, or lack of congruency.
Leaders are often taught to catch their employees doing something right so praise can be given, rather than catching an employee doing something wrong so that criticism is given. As a leader, you need to lead in actions and in words. We want to catch you doing something right.
In times of crisis, people want to trust the leaders of their companies and their communities. A crisis, as we pointed out in yesterday’s blog, can really highlight who is a true leader and who is a fake leader.
Leadership is never based on one’s title; it’s based on
one’s behavior.
Crisis communications and media training expert Gerard Braud, CSP, Fellow IEC is based in New Orleans. Organizations on five continents have relied on him to write their crisis communications plans and to train their spokespeople. He is the author of “Don’t Talk to the Media Until…”
