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Crisis Response Planning by Mind Map: Crisis Response
5.0 stars - 1 reviews range from 0 to 5

Crisis Response Planning

What is your message?

Be specific!

Identify individual messages, Separate combo messages, Create talking points, Choose words carefully

Know your message exactly!

Pick the right message

Be brief!

Boil it down and make it simple

Consider your audience, Use language that is clear to your audience, Include or avoid jargon, Don't go over their heads, but don't condescend either, Tailor message for different audiences, Keep asking yourself: What's in it for me?, Principles of news and newsworthiness are helpful in understanding audience needs and desires

Be honest with yourself!

Do you believe your message?

Can you promote it?

Can you keep it straight?

Get everyone on board!

Everyone in the organization needs to know the message

Everyone in the organization needs the exact words and talking points

Principles of News (for perspective on information and messages)

What is news?

Traditional criteria still apply

Prominence, Plane crashes involving Kennedy family in Boston are more interesting than plane crashes involving the Andersons in Pocatello, Argue this point all you want. Prominent people become prominent because they are interesting.

Importance, Some things are important and you need to know them., Totally unsexy, but important things: economy, government, infrastructure...

Proximity, Plane crashes in New York are more interesting than plane crashes in Turkey, Think closer to home

Identification, Stuff that you notice because you identify with it, Personality profiles, Features that hit close to home: school kids, families, warm and fuzzy stuff, tug at your heartstrings stuff.

Oddities (Freakshow), Bus Full of Nuns Holding Babies, Blind golfer

Relevance, What's in it for me?, Why should I care?

Plan your strategy

Messages identified

Keep them consistent

Stay on message

Do not hint at knowing anything you don't know


Audience defined

Contact lists assembled

Now what?

PR materials, News release or advisory, Post on your organization's Web site, Twitter

What not to do, Don't stage anything...ever!, If you publicize a scheduled time, stick to it., Don't embellish your offering

Protect what you've got and stay on message

Don't let media get in the way

In PR, your job is to work with the media, but also to protect your agency and let them do the work that needs to be done.

Set rules and boundaries

What the media wants


This is limited

This takes time

Media won't wait

Keep ahead of them!


Columbine, HUGE EVENT, Justified live coverage, Facts are limited, They need something to discuss

Outside features, Victims, Students, Teachers, Neighborhood, etc.