Crisis Management Manual and Communication Resource Guide 20 P a g e

Crisis management manual and communication resource

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Crisis Management Manual and Communication Resource Guide 20 | P a g e
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Communicate with Audiences Consider which key audiences or stakeholders need to be targeted. Revisit this list of potential stakeholders as the crisis evolves to reflect changes in audiences as needed. Develop quick view contact list. Determine possible “starting questions” that can be utilized to help quickly determine any misinformation that might be circulating and allow for targeted responses. Examples follow. Stakeholder Potential Communication Vehicles Threshold Questions Employees E-mail or newsletter Personal contact What do they need to know about the source of the problem? How is the company resolving the situation? What are the employees expected to do regarding the situation? Retailers and Growers/Shippers Information packet and/or letter Personal contact E-mail or e-newsletter 800 number Web site Advisory board meeting Media What do they need to know about the source of the problem? What actions do they need to take to resolve the situation? What information will they provide to their consumers, customers and/or employees? Wholesalers 800 number Phone calls Web site Media Electronic communications Does the incident involve a wholesaler? Are there other companies that could have been impacted by the wholesaler? Is the wholesaler prepared to communicate? Does the situation create uncertainty in other wholesalers’ minds about state- grown produce? Industry Associations Conference calls Personal meetings Faxed statements E-mail Web site Media Could the association be an ambassador for you? Will the association help solicit testimony from experts on the issue? Regulatory Agencies Conference calls Personal meetings E-mail Web site Media What actions are they taking regarding the situation? What are the implications of their actions? Crisis Management Manual and Communication Resource Guide 21 | P a g e
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Consumers Web site 800 number Media, including social media How will consumers react? To whom will they direct their questions? What (mis)information have they already received? Media Initial response statement News release Web site External Q&A News conference/briefings Advertising Third-party groups By-lined editorial E-mail Will the news media get information on the situation whether you give it to them or not? Will the operation’s reputation be affected unless information is aggressively released through the news media? Is there a broader, national industry group that can more appropriately handle the situation?
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