Crisis Management Action Plan 9 Steps: After Risks/vulnerability Audit, How To Get Prepared?

新八佰伴
More reading and observation to identify more risks/vulnerability

e.g. Food court---food poisoning, fire
弄懂 Department store 到底是如何运行的
How can effective communication help to resolve the problems/crisis?
Crisis management action plan

After risks/vulnerability audit, how to get prepared?
9 Steps
1. Anticipate crisis
2. Assess the crisis situation
3. Identity/form/train a crisis management team
4. Identity and train the people to be the key spokesperson
5. Establish crisis communication protocols
6. Identity and define the audience/stakeholders who’d be affected or concerned by the crisis
7. Draft key message
1. Anticipate crisis
Gather your crisis management team for long brainstorming sessions
2. Identity/form/train a crisis management team

CEO, top public relations executive ad legal counsel as his or her chief advisers
For those on the team
-What kind of tasks do they carry?
-What kind of knowledge shall they have?
-What kind of skills are essential for them?
CMP-crisis management plan
3. Required knowledge and skills can be gained through training?

-How training shall be conducted?
Orientation seminars
Drills
Tabletop
Functional exercises
Full-scale exercise
4. Identify spokespersons
Within each team, there should be individuals who are the only ones authorized to speak for the
organization in times of crisis --- for message consistency
What are the roles a spokesperson shall play in times of crisis?

What kind of primary responsibilities do spokespersons carry with them?
---manage the accuracy and consistency of the messages coming from organization
Traits and characteristics that good spokespersons usually have?
5. Establish Notification system(通知系统)

便于即时通知所有相关人员
6. Identify your stakeholders

7. Develop holding statements
What can be an appropriate holding statement by a hotel chain with properties very likely
to be hit by a natural disaster, for instance, tsunami( 海啸 )—before the organization
headquarters have any hard factual information.
· The goal of any holding statement is to acknowledge the event, empathize with those affected,
and confirm that you are responding and taking the matter seriously.
· The three main parts of a holding statement are as follows.

 Acknowledge – Explain that you are aware of the event and include the time and place where the
event took place if known.
 Empathize – People will be experiencing some loss or interruption because of the event so
acknowledge this hurt. If you believe that the incident is limited to a specific area, include this
information. That allows you to speak to those affected directly and also helps reassure other
communities who aren’t involved.
 Confirm your commitment – Tell everyone that you are responding and make a commitment to
do what’s necessary to rectify the situation.
 An apology – In addition to empathizing, there are times when you need to say sorry, particularly
when the crisis was something preventable. You can issue a formal apology at a later stage but, if
you know that it’s the right thing to do, say sorry as early as possible.
 Information for those affected – There may be advice you can give to those who have been
affected by the event which is particularly important where public safety is concerned. Including
information for returning a contaminated product, symptoms to look out for, or how to seek
medical help is particularly helpful and may even be mandatory in some circumstances. Even if
the event is more of a nuisance than a life-threatening event, you might still be able to explain
how to work around the issue for anyone affected.
If there have been casualties and a relative response center is being established include the contact
number in the holding statement.
Information for the media – Any major event is going to draw press scrutiny so include a point of
contact. This should be the media response team who can field calls, handle interview requests, and
issue updates on the situation as these are approved.
https://kith.co/blog/writing-a-holding-statement/
https://useworkshop.com/blog/11-examples-of-holding-statements/
acknowledge Time, the place, At this morning there was

We have activated our crisis management plan, which places the highest priority on the health and
safety of our guests and employees. Our hearts and minds are with those
We are now trying our best to protect them and to solve this situation, and cooperate relevant
department to determine damage and injuries.
People will be experiencing some loss or interruption because of the event so acknowledge this hurt. If
you believe that the incident is limited to a specific area, include this information.
As more information is available, we will be providing updates through our official website and
The press conferences
Note for Media: Media briefings will be held at [location] at [time – specific time, or general, i.e.,
every hour on the hour, etc.].
Key message
Should be accurate, brief and easy to use in quote, memorable
Keep your messages simple: when people are impatient and angry, they can not read many words
For fire:
Safety precaution like the evacuation procures
Policy on using nonflammable décor items
The floor plan of the structure
Fire expert as spokesperson
Medial facilities nearby…
Introduction about what is the crisis and

Identity the crisis management team, the members and their contacts
Identify spokesperson
The stakeholder and key publics that we need to inform and notify
The information that should be gathered and prepared in advance, like the key messages and
Social media, website
• Purpose and objectives
Purpose: this plan is meant to
Following by more detailed objectives
 Notification system
Fit into your client!!
• list of key publics

• notifying publics
• identifying the crisis communications team • crisis directory
• identifying the media spokesperson

• list of emergency personnel and local officials • list of key media
• spokespersons for related organizations
• crisis communications control center
• equipment and supplies
• pregathered information
• key messages
• website
• blogs and social media
• trick questions
• list of prodromes
• list of related Internet URLs
• evaluation form.
10.14
1. Importance of Mass Media
Every crisis is news!
How they report the crisis/company matters a lot
Media relations
 News/press conferences (one of the fastest ways to spread crisis related information widely)
Press conferences - for printed media (newspaper and magazine)
News conferences – more accurate terms (printed, broadcast and online media)
Questions: the main case, 具体伤亡人数
 Tell the truth, 知道什么说什么

 Apology for such a situation, Show empathy to the victims
 We have initiated our crisis management plan, our priority is always our people’s safety and
well-being.
1. Select and train Spokesperson

——listening and responding to questions
Communication style: combination of all these three styles

The Attentive style:
The Friendly style:
The dominant style:
4. Answering questions effectively:

Preparation: anticipate the likely to be asked questions and prepare the answers
5. Presenting crisis information clearly
Clear and concise
6. Handle difficult questions

What is a difficult question?
 Exceedingly long and complicated questions
Ask the question to be repeated
 Questions that are multiple questions (asking for several pieces of information)
Answer one question or list all the question, answer in order
 Tricky and tough question
Need a tactful preface to the answer
Convey to the audience that the question is tough or tricky that a longer-than-usual answer is
needed
If the question cannot be answered, say sorry and explain why
 Questions that are based on erroneous information

Challenged and corrected the wrong messages
 Multiple-choice questions with unacceptable choice options
Correct some of the choices and develop your own reasonable one
8. Use of transitional phrases helps with effective communication

 Bring the Q&As back to the track that you want by using the following transitional phrase （使用
过渡性的短语或词句回到你要强调的重点上）
- In fact, the truth is…
- Allow me to provide you with additional information on this…
- In particular, I’d like to emphasize…
- This is the point that shall not be overlooked…
9.

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新八佰伴

More reading and observation to identify more risks/vulnerability

弄懂 Department store 到底是如何运行的

How can effective communication help to resolve the problems/crisis?

Crisis management action plan

2. Identity/form/train a crisis management team

CMP-crisis management plan

3. Required knowledge and skills can be gained through training?

What are the roles a spokesperson shall play in times of crisis?

Traits and characteristics that good spokespersons usually have?

5. Establish Notification system(通知系统)

6. Identify your stakeholders

· The three main parts of a holding statement are as follows.

acknowledge Time, the place, At this morning there was

Introduction about what is the crisis and

• Purpose and objectives

Purpose: this plan is meant to

Following by more detailed objectives

Fit into your client!!

• list of key publics

• identifying the media spokesperson

1. Importance of Mass Media

Every crisis is news!

How they report the crisis/company matters a lot

 Tell the truth, 知道什么说什么

1. Select and train Spokesperson

Communication style: combination of all these three styles

4. Answering questions effectively:

6. Handle difficult questions

 Questions that are based on erroneous information

8. Use of transitional phrases helps with effective communication

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