Public Relations
Crisis Communication Rapid Response Plan to Counter Negative PublicitySteps to implementing a rapid response plan to a crisis communication or negative publicity situation.It may not be possible to accomplish all steps of the plan, but an attempt should be made to do as many as possible.
Admitting FaultListen to what's being said. Acknowledge your awareness of the situation. Acknowledge the community's right to be concerned. Spell out what you're doing to remedy the situation. Don't be too quick to apologize. Don't try to force a retraction. See Pout and Shout. Sample Official StatementThe Central Blood Bank of Western Pennsylvania shares in the concern and wishes to express reassurance to the family of ________ and other local residents who may need the Blood Bank's services in the immediate days to come. While procedures in place to insure an adequate supply of blood, this is an instance in which supply has temporarily exceeded demand. In such situations, the Blood Bank works closely with physicians and officials of local hospitals to provide blood to those who need it most while securing backup supplies as quickly as possible from established sources. These could include affilated blood banks and appeals to the community through the mass media. The Central Blood Bank provides nearly ___ units of blood to ___ hospitals each year, serving more than ___ patients. There has never been an instance in which someone who needed blood died, or their health was seriously compromised, because of a blood shortage at the Central Blood Bank. Nonetheless, this situation exemplifies the importance of a steady and dependable source of donations to insure that no other families need be concerned if a similar situation should arise in the future. Talking pointsHighlight what the Central Blood Bank has done and what it currently does: * Established in 1951, has been providing an invaluable service the citizens and the medical community for almost 60 years. *Central Blood Bank is a Pittsburgh-based not-for-profit organization that relies on the services of a corps of volunteers in addition to a staff of full-time employees. *The Central Blood Bank provides blood products and related transfusion services to hospitals in Allegheny, Armstrong, Beaver, Butler, Crawford, Mercer, and Washington Counties in Pennsylvania, as well as selected communities in northern West Virginia. *The Blood Bank's normal supplies are limited to the number of donations that can be collected from the public. To maintain an adequate supply, the Blood Bank must count on individual donations at 26 collection centers, along with blood drives sponsored by community organizations, plus appeals to citizens through the mass media. *When a shortage occurs, the Blood Bank must also depend on the cooperation of the media to recruit donors through news programs or public service announcements. *When a blood reserves become low, it's generally because of unusually high demand for blood due to
*The Central Blood Bank follows an long standing and historically successful series of steps to serve the community's needs when reserves drop below certain pre-established levels. These steps include:
*It's estimated that blood transfusions made possible by the Central Blood Bank save ____ lives in our community each year. *The Central Blood Bank depends on the voluntary donations of citizens to supply the needs of those who require transfusions because of
*Shortages that delay elective surgery typically occur no more than ___ a year. *The last time a shortage occurred that was serious enough to affect treatment of disease or ongoing health threats was more than _____ ago. * Because donations are thoroughly screened and tested to insure that all blood collected is safe for transfusions, about ____ percent of donations are not available for use. * Reserves occasionally run low because an unusual number of people who make appointments to donate blood do not show up for their appointments. Probable media questionsHow could something like this be allowed to happen? How much was the child endangered by the shortage? How many other instances like this may have happened in which a family member didn't complain? How often does something like this happen? What is the Central Blood Bank doing to reassure the child's family? What steps are being taken to prevent a reoccurence? How many days of reserves are typically available? At what point do you consider there to be a shortage? At what point are supplies considered to be critically low? What is your emergency plan? Is the Central Blood Bank the only local source for blood?
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