Development of a crisis management plan
Section A
Select a small organization that you know well or have easy
access to. Develop a crisis management plan for this organization that can
cover any type of crisis, using your course materials as a guide. This crisis
management plan should be no more than 10-15 pages long but can include
appendices in addition to the plan. Appendices should contain supplementary
information only, such as lists and forms – any information critical to the
plan should be included in the plan.
When it comes to stakeholders, you must:
List the key stakeholder groups, carefully segmenting the
groups. For instance, you would NEVER say “the general public”. This group
would be broken down into a number of segments (with the general public, you
would have literally hundreds, so carefully select the most relevant).
Give one paragraph explanation of each.
Outline the best ways to communicate with them (this is VERY
important). Communication methods need to be relevant to the audience. For
instance, you would not use a media release for people aged 18-25 who do not
read newspapers or watch much TV and you wouldn't deal with older people solely
via social media as many won't be on Facebook. If you were dealing with
farmers, you would select the local farming newspaper as a key communication
channel for this group.
While it is accepted that in-company and key stakeholder
lists will be difficult for you to develop, you MUST develop a media contact
list that is most relevant to your organization. This can be undertaken using
the Margaret Gee’s online resource, available through the Library databases or
by doing a Google search of media in your area. It must include radio,
television and newspapers, plus bloggers and specialist freelancers if you can
find them.
Section B
Then, referring to the list of crises that you included in
your plan, select a particular crisis that figures highest on the
impact/probability scale and develop a specific scenario, complete with date
and time and what happened, plus the effects that would make this scenario a
crisis. It must be a scenario that would be of interest to the media.
You then need to build materials specific to this scenario,
consulting your materials on how each of these tools should look:
A. a profile of three of the most relevant stakeholder
groups to this crisis, including the best means of communication with these
stakeholders (this does not have to be limited to one means). This profile must
detail demographic and psychographics features where relevant. Media for
instance, will not have psychographic factors, but it WILL have readers who are
of relevant demographic groups.
B a holding statement for the initial impact while you
gather information, presented in media release format. Do extra research on
what a holding statement should look like. This is a NOT a full media release
and should be some words that you can put out before you have much information
available.
C three to five key messages for those stakeholders that
should recur throughout the organization’s dealing with the crisis. You may
find that each stakeholder group needs a tailored set of messages. In some
cases you may find that one set will be suitable for all the stakeholder
groups. You MUST use the key messages format presented in the materials.
Spelling, typographical errors and grammatical mistakes will
not be tolerated as this is a report that ostensibly will be prepared for and
presented to a client, with some components for stakeholder consumption.
HD A B
Background –includes definition of disaster from the organizational
point of view, goals of the plan, and objectives of the crisis management
process. Exceptional.
Shows thorough research on how the plan ties in with other
organizational documents, research on what crises might affect the organization
and prioritization from most likely to least likely. Goals are sound and
objectives are realistic and obviously developed from research about the organization.
Uses the impact/probability scale to priorities. Good.
Treats each component in some depth and demonstrates that
research on the organization and its environment has been completed. Includes
some prioritization of crises and the goals and objectives developed reflect
the research done on the organization. All the elements are included. Uses the
impact/probability scale to priorities. Competent.
The majority of the elements are included and most can be
linked to some research on the organization. Some of the linking prose is
copied from the example.
Who is involved - who is on the crisis management team, who
is on the communication team, the spokesperson/s, the stakeholders each section
is obviously developed from research on the organization. The sections are
informed by wider literature, not just the example supplied in the materials.
The CMT, communication team, spokesperson and stakeholder lists are clear and
prioritized. Resources of the organisation are recognized and acknowledged in
the formation of this section developed realistically according to the
resources available. This section is informed by research and all the elements
included. The work is original and reflects reading wider than just the course
materials. Competent.
Lists all the elements but could go into more depth in terms
of the CMT and stakeholder lists. Reflects a shallow understanding of the
impact of the organization’s resources on development of this section.
What to do –immediate response, ongoing activity Gives a
detailed, easy to read guide that accounts for the organisation’s situation,
industry and size, and also takes in the principles of communication studied in
the course. Obvious drawing of responses from wider reading for the most
appropriate response specific to this organisation. Shows a superior understanding
of the media cycle and stakeholders ‘demands for information. Gives a detailed,
easy to read guide that accounts for the organization’s situation, industry and
size, and also takes in the principles of communication studied in the course.
Shows a good understanding of the media cycle and stakeholders ‘demands for
information. Provides a workable approach that accounts for media and
stakeholder information needs. Easy to read and understand.
Introduction of the crisis, outline of type and effects. Gives
an excellent understanding of the potential crisis and its effect on the organization.
Gives a good understanding of the potential crisis and its effect on the organization.
Outlines the crisis and gives some insight into how it might affect the organization.
Profile of stakeholders –prioritization of the top three
groups (although the issue may concern fewer than three groups), demographics,
psychographics, how to communicate with them (channels etc). Excellent.
Demonstrates an in-depth understanding of how stakeholder
groups should be segmented and the information that must be sought in order to
communicate with them effectively. Use of wide reading to glean information
that would normally be gained by focus group or survey (e.g. demographics,
psychographics, situation). Good.
Shows ability to segment stakeholders sufficiently to ensure
that channels and messages are effective. Demonstrated ability to find
information on stakeholder groups that would inform more in-depth research if
resources were available. Sound.
The stakeholder groups are well identified and sufficient
detail is included to allow selection of communication channels and messages
for this particular crisis.
Development of a holding statement for the crisis –inclusion
of what is known, what the organization is doing (e.g. working with
authorities), message for key stakeholders and when it will have more news.
Relays in a succinct and genuine way the key elements of a holding statement.
The statement reflects a professional standard and could be used by the client
immediately. It is well designed and easy to read. Relays all the key elements
of a holding statement and is well written and presented. With minor amendments
could be sent out by the client. Would satisfy the media and stakeholders while
more information is sought. Outlines most of the key elements required in a
holding statement but may needs a little work to develop it to a professional
standard.
Three to five key messages – includes what is happening,
what the company is doing, what stakeholders need to do, what will happen next.
Key messages are well developed for the target stakeholder groups and obviously
based on research of the groups and situation. Key messages include all the
important messages and are based on some research. Key messages include most of
the elements suggested in the course materials would resonate with stakeholder
groups adequately.
Grammar, punctuation, spelling and typography. No errors.
Occasional errors, still good quality work. Some errors.
PART B
Participation in crisis management activities
Instructions
During the semester there will be a number of activities,
both planned and impromptu, that your lecturers feel will give you some insight
into the crisis management process. You are expected to attend/view these
activities as part of your course. They include attendance at one of two key
tutorials (these are online for external students), attendance at or viewing of
a guest speaker’s presentation and participation in a training scenario planned
by the Toowoomba Disaster Management Group’s public information team. We are
also making efforts to involve the external students in a scenario/media
training exercise. We will use technology as much as we can to enable external
students to participate/view as many of these activities as possible. Of
course, your assessment will be based only on those activities you have access
to.
These activities are very important to your learning in this
course, as the best way to learn crisis management is to plan and then do!
You must attend three of the activities that are available
to you and write and submit a one page reflection on the activity (using 11
point font) to secure
This reflection must include:
The name and date of the exercise
Whether you attended the activity or viewed a recording
Three key items that you learned that will help you become
an effective crisis communicator and why you think they will be helpful.
In the case of the tutorial, how you participated in the
activity.
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