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Responding to Crisis: Assessing Situational Crisis Communication of the Costa Concordia Crisis A case study of the Costa Concordia Crisis January 2012
Tine Grarup
July 28th 2012
Corporate Communica8on in Crisis and Change MARSTER of ARTS in CORPRATE COMMUNICATION
Agenda The Findings
Crisis, Predictability & Control
Crisis Prepara8on
Ques8ons and Comments
Framing
Corporate Spokesperson
Crisis: Ready or not?
The Findings • Situa8onal Crisis Communica8on Theory ▫ Matching crisis response to the crisis situa8on
• Recommenda8ons and norma8ve guidelines were not followed ▫ A mismatch of contradic8ng response choices
• Yet... Corporate reputa8on survives
• Ques8oning the effect of standardized theore8cal norms ▫ What could the effect of crisis prepara8on have had on the Costa Concordia crisis
Crises, predictability & control
Unbelievable …but…
Predictable
Plan for what you can expect, and do your best to prepare for what you can’t
Careful prepara8on in advance can help ensure corporate survival when crisis strikes, especially in the new media age where news oQen skip the tradi8onal informa8on route.
Crisis preparation
First, when possible • Have structures and procedures in place to facilitate a fast response
• Acknowledge that in today’s media world you cannot get in front of the story
Most credible, always • Have a robust presence in both tradi8onal and social media • Be constant in your communica8ons, also during a crisis
Forces planning, prepara8on and prac8ce to enable success
Surprise Panic
Prepara8on can improve crisis outcome and brand advocates
Step 1: Diagnose vulnerabili8es
Step 2: Crisis management team
Step 4: Spokesperson
Step 6: Communica8on protocol
Step 7: Crisis management plan
Step 3: Internal corporate policy
Step 5: Monitoring social media
Crisis Management Plan
• All crisis communica8ons are done in a nega8ve environment
• Story-‐building construct frames for sense-‐making
• Tell the story you want people to know
• The frames are created and altered through interac8on
• Reframing might be necessary
Framing
You decide yourself what you want people to make sense of…
Corporate Spokesperson
Myth 1:
Only the CEO can speak for the company • OQen chosen for skills that do not include
communica8on, influencing or persuasive conversa8on
Business execu8ves
Gallup poll of honesty and ethics of professions (2011)
Corporate Spokesperson
The corporate spokesperson should be…
• Somebody who handles themselves well under pressure
• Somebody who is available to the press
• Somebody who has media training or is able to conduct themselves in
front of the media and on camera
• Somebody who comes across as being very sincere, honest and real
• Somebody who knows the situa8on
Myth 2: There must be only one spokesperson • Valuable to have different spokespersons as long as their roles are well defined and clearly understood by the media
• Speak with one voice does not necessary mean one person but rather consistency
Crisis prepara8on will ensure consistency and most likely also limit mistakes made
Corporate Spokesperson
“We will use all of his statements against him”
Mike Eidson, personal-‐injury lawyer
No maier if you like it or not, crises will happen, and being prepared, learning from your mistakes
will help ensure the crisis outcome
Learning from Lean and Kaizen principles Con8nuous improvement
Refences • Anthonissen, Peter F. Crisis Communica8on – prac8cal PR strategies for reputa8on
management and company survival. Kogan Page: London, 2008. • Bernstein, Jonathan. Manager’s Guide to Crisis Management. McGraw-‐Hill. 2011 • Coombs, W. Timothy. Ongoing crisis communica8on: Planning, managing, and
responding. Sage: Thousand Oaks, CA, 2007. • Grarup, Tine. Responding to Crisis: Assessing Situa8onal Crisis Communica8on of
the Costa Concordia Crisis. Corp. Comm. In Crisis & Change. 2012 • Hanks, Douglas. “Costa Concordia wreck leaves hos8le PR wake for Carnival Cruise
Lines”. The Miami Herald. Jan 24, 2012. • Lewis, Laurie K. Organiza8onal Change: Crea8ng Change Through Strategic
Communica8on. Wiley-‐Blackwell: West Sussex, 2011 • Ruff, Peter & Khalid, Azid. Managing Communica8ons in Crisis. Gower. 2003
• Pictures are from Google