On-Campus Crisis Planning

After we have spent the morning developing the foundation for a solid crisis plan, we will dedicate the afternoon to finding strengths and weaknesses in the plan's proposed implementation. Finally, we will review how to test the plan with the Crisis Management Team. These tests will reveal any potential shortcomings and allow the team to gain experience with the plan and their roles and responsibilities during a crisis.

Finally, because of the crucial role the media plays covering crises, we will provide media training – covering the proven tactics, tips and techniques used to respond to reporters – and we will train you to teach other campus leaders the same skills.

In this daylong event you will learn:

• What is at risk in times of crisis and why you need a tested and implemented plan
  
• What crises occur most often on a college campus, and which are most likely to draw media attention
  
• The importance of audience segmentation, differentiation and integration in your campus crisis plan
  
• The crucial role an Issues Management Team must play and the necessary composition of the team
  
• The 10 most common mistakes made in crisis planning and implementation – and how to avoid them
  
• How to build an eight-step Campus Crisis Communications Plan
  
• How to test your plan initially, and then annually
  
• How to train senior staff, faculty and others to respond effectively to reporters in times of crisis

Our Crisis Team Leaders:

Teresa Valerio Parrot, Vice President of Media Relations and Crisis Communications, is the former assistant secretary of the board at the University of Colorado. While serving as an officer, she was involved at the highest levels of decision-making through the athletic and administrative scandal that eventually cost the jobs of the system president, Boulder campus chancellor, athletic director and men’s football coach. She is an expert on using marketing and the media to rebuild institutional images, reputations and brands.

Loretta Cooper, a former network TV reporter, has covered Congress, the White House, Supreme Court and crisis stories such as the 9/11 disaster, the Monica Lewinsky scandal and terrorist attacks. As a consultant, she specializes on crisis planning for media reaction – setting up the command center, regular briefings, web sites and other tactical outreach efforts.  

Cindy Lawson, a senior communications strategist at UNC-Wilmington, was the chief spokesperson for the tragic Texas A&M bonfire tragedy six years ago that claimed the lives of 12 students. Cindy combines extensive corporate crisis planning with higher education experience, and she frequently consults on crisis planning for Homeland Security worldwide.

What you will receive from our training:

• In advance of the campus visit, we will review any current campus communications plans in detail, including composition of the crisis team, its mission, objectives and goals; and your campus crisis plan. We will also interview your chief crisis communications leader to understand the strengths and weaknesses of the crisis planning effort.
  
• On campus, we will spend the day developing the framework and implementation schedule for your plan. We will customize the daylong session depending on your most specific needs –whether development, testing or team management.
  
• Media training – for the communications team only – where we will teach your key communications staff how to prepare senior leaders and faculty to respond effectively to reporters in times of crisis.
  
• We will leave you with templates for an eight-step crisis plan; a media response plan; an annual checklist; a communications telephone tree; and the 10 most common mistakes made in crisis planning and implementation. You will also receive a copy of a book by our founding partner, Christopher Simpson, entitled Weathering the Storm: Protecting Your Brand in the Worst of Times.