Page 8 - Crisis Communication Practical PR Strategies

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Contents vii i
10. There is no substitute for media training 132
Nick Leighton, Steven Pellegrino and Tony Shelton
Introduction 132; Who should we train? 133; Who should
do the training? 134; Other resources 135; Who are the
media? 136; Developing the crisis message 137; Know the
rules of the game 138; Conducting the training 140;
Conclusion 141

11. How senior management can make the crisis worse 142
Stuart Hyslop
Introduction 142; How it can all go wrong 142; Managing
to make it worse 143; Getting it right 144; How to
demonstrate leadership 146; Avoidance is endemic 148;
The danger signs 149; Conclusion 150

12. Judgement days 152
Kathryn Tunheim
Introduction 152; Case study 153; Conclusion 156

13. Environmental crisis communications 157
Robert J Oltmanns
Introduction 157; Laying the groundwork: creating a
culture of environmental stewardship 159; When a crisis
hits 163; Conclusion 168

14. Crisis communication and the net 169
Roger Bridgeman
Introduction 169; The nature of the net… fast, expansive,
inclusive and a great leveller 170; New medium, new
risks 171; The power to empower a crisis 172; New tools,
new opportunities 173; The new ground rules 174; Crisis
communications – engagement versus
pronouncements 176; Conclusion 177

15. Organizational barriers to crisis and public affairs
management 178
Roger Bridgeman
Introduction 178; Dismissing the issue, marginalizing the
opposition 179; Averting a crisis by early action 180;
Corporate resources can’t trump a crisis 181; Responding
to a crisis with real process change 182; Assuming a quick
fix will make the problem go away 183; Confusing facts
with perception 184; Combating the corporate siege
mentality 185; Conclusion 186