Risky Business: Planning for a Communications Crisis
On November 26 the Central PRINZ committee held the third and final seminar of the ‘Eating PR Breakfast’ series. The three speakers, Peter Abernethy, Brian Finn and Chris Wright, came from very different sectors and were able to provide many insights into the importance of anticipating a communications crisis.
Peter Abernethy has worked in the Ministry of Health since 1993 and is currently the Media Relations Manager. Peter spoke specifically about the Ministry’s response to the swine flu pandemic and the importance of having a solid and clear communications plan. Key points in this plan revolved around transparency, keeping informed, having trusting relationships and respecting public concerns. Above all Peter highlighted the importance of ‘keeping it simple’ and as an example drew on the short and sharp television and radio advertisements that were organised within two weeks of the first swine flu announcement.
Brian Finn is the Communications Manager for the New Zealand Rugby Union and together with his team is responsible for the organisation's media activity, public affairs, publications, team and match media operations. As an example of ‘rugby in crisis’ Brian spoke about New Zealand’s departure from the 2007 Rugby World Cup in the quarter finals. Ironically, this particular campaign was the most planned in All Black’s history. Brian talked about the scenario communications plan which operated on a one page per scenario basis mapping all potential major risks and issues. Scenario number 13 read: ‘All Blacks lose at semi finals and exit tournament.’ This plan was executed reasonably successfully until it finished when the All Blacks were back in New Zealand and this is where it fell down. Consequently, the bottom line of Brian’s spiel addressed the necessity of having a communications plan that extends right until the end of the crisis.
Chris Wright is the New Zealand Defence Force Media Manager with 19 years of journalism experience under his belt. Chris explained that ‘risky business’ is the bread and butter of Defence, as everything that Defence is involved in has some element of risk to it. The importance of having a transparent relationship with the media, especially regarding sources, was highlighted, as was maintaining control of situations even if it is only an appearance – but it should not be an appearance for too long.
A resounding message from all the speakers echoed: the public is strong and passionate and trying to shape their opinion and determine their reaction is sometimes impossible. Regardless, communication crisis plans need to be clear, simple, well thought out and thorough.
A short question time followed these addresses and then the morning finished with a coffee and pastry to go as the working day commenced.
Again, this event was well attended and many thanks go to Te Puni Kokiri for hosting and central PRINZ committee member Peter Coleman who was the primary organiser.
Romilly Cumming, Student Representative on the Central PRINZ Committee.
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