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FULL FRONTAL TRANSPARENCY
PRSA August Luncheon, 2013
HELLO
GROUND RULES
Disengage from office. Be present
Disengage from technology. Off
switch
KirkHilbrecht.com WRITE IT
DOWN
Ask questions. Be engaged.
Rabbit holes. It’s okay. Be
prepared
HILBRECHT
Active Duty Army 9 years
Doe Anderson
Videobred
Active Duty, Kentucky National
Guard
Entrepreneur, Military, Mayor
DIR. PUBLIC AFFAIRS
Voice of the Kentucky National
Guard
Advisor to TAG and Governor
“We will make you famous”
Most published PA shop in free
world (4 pax)
KentuckyGuard.com
DEPARTMENT OF MILITARY AFFAIRS
Direct report to the Governor
Responsible for KYNG, KYEM, LOC,
NGYC
Responsible TO the taxpayers
Dual missions (Federal and State)
A relevant story
WHAT’S WITH B/W?
First Rabbit Hole
“Ship Sinks Today”
SHIP SINKS TODAY
SHIP SINKS TODAY
PERSPECTIVE
What we know
What we don’t know
What we need to know
What we need to do
Megalodon (Shark Week)
MY TITANIC STORY
(hence black and white)
Unsinkable ship, or so we thought
Captain’s captain
Icebergs
Maiden voyage(s)
MY TITANIC CAST
RMS Titanic played by: Department of Emergency
ManagementTitanic’s Captain played by:
BG (R) John HeltzelTitanic’s Passengers played by:
Emergency Management Personnel Titanic’s Lifeboats played by:
Lt. Col. Kirk Hilbrecht
MY TITANIC CASTThe role of ‘Iceberg’ played by:
Department of Emergency Management’s HistoryThe role of ‘Titanic’s gaping hole’ played by:
Kentucky’s State Auditor BranchThe role of ‘water’ played by:
Media
YOUR TITANIC
YOUR CAPTAIN
ICEBERGS/NOT SHARKS
LIFEBOATS
MY TITANIC STORY TIMELINE
Audit draft, Wednesday, evening of
31 July
MY TITANIC STORY TIMELINE
Audit draft, Wednesday, evening of
31 July
MY TITANIC STORY TIMELINE
Sunday, 3 August
MY TITANIC STORY TIMELINE
What we knew• The ship sustained a HUGE hit• Most passengers could survive• The ‘company’ would also take a hit• The iceberg was big• The water was COLD
MY TITANIC STORY TIMELINE
What we had to do• Address the situation minus emotion• if you lose your head, you lose
• Prepare the flares• Ask for help from other ships
IMMEDIATELY• TELL EVERYONE the ship is taking
on water• Check the doors before you open
them
FLOOD DOOR
PIO phone call Monday• Wasn’t prepped• Elvis question• Potentially widened the hole
Fixed
FLOOD DOOR
MY TITANIC STORY TIMELINE
Auditor’s release• Water rushed in
Fired off the flares• Statements one and two
Stuck with the communication plan• You have one, right?
MY TITANIC STORY TIMELINE
Wednesday• Water stopped rushing in
No media calls
Kept PIOs tight
MY TITANIC STORY TIMELINE
Thursday• Announced the Captain was ‘lost at
sea’
The ship did NOT sink
Began repairs
MY TITANIC STORY TIMELINE
Epilogue• Internal ‘stuffs’ • Sparks
Preparing for next voyage
THE NEW SHIP
HILBRECHT’S MAXOMS
Transparency• Be upfront, be certain, be open• ‘I don’t know’ IS a response• ‘No comment’ is a POSTURE• Be available and responsive
Relationships• Keep them, ask for help, be real
CRISIS TOOLS
Your brain• Think first, speak second. Let me get
back to you…and DO get back to them.
Your mouth• YOU are the voice of your company or
your client’s company. See Above
Transparency = confidence=
believability=quick-er