**Crisis Communication:**

**Keeping Cool When Things Get Hot**

**SAIT Training,**

**Assumption:**

You believe that communication is essential during a crisis.

**Elements of a Crisis**

It's important to recognize the elements of a crisis because they will
help you understand the attitudes and communication barriers that you'll
need to work through.

-   The event comes suddenly and is usually unexpected.

-   A lack of information exists, even though there is a high demand for
    it.

-   Events can multiply rapidly.

-   Intense scrutiny from inside and outside the organization.

-   A search and destroy mission often begins.

-   The crisis has the potential for a long duration.

-   Emotions may rule.

-   You'll deal with shock and disbelief, and perhaps, denial.

-   Fear.

-   Other characteristics:
    \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

**Ten Tips for Keeping Cool During a Crisis**

-   Keep in touch. Allow the community to be a partner in what you're
    doing.

-   Always have a message.

-   Anticipate tough questions. Rough out answers.

-   Adjust your attitude. Keep calm, be poised. Never lose your cool.

-   Check for lettuce between your teeth. Appearance does count.

-   Never assume anything is "off the record." There is no such thing!

-   Keep things simple. Beware of acronyms and jargon.

-   If you don't know the answer, say so, with the promise to get back.
    Then follow up.

-   Be honest. Don't defend the indefensible.

-   Address emotions, as well as issues. Show genuine concern for people
    and their plight. Here's a guideline for doing so:

    -   Express your concern.

    -   Take action.

    -   Provide perspective.

*And a bonus piece of advice:*

-   For a high profile investigation, get an experienced information
    officer on the team, preferably someone with Type I qualifications
    or experience.

Notes:

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**Summary of the Session**

-   *You need to communicate.* Sometimes, your audience will be just a
    few people, at other times, it could be the entire nation.

-   *Always have a purpose and a message for your communications.* If
    you're just answering the questions, you're not doing enough.

-   Yes, your job is to find facts, but remember, *you'll need to deal
    with the emotional needs of a community and individuals. Show
    genuine concern for people and their plight.*

-   Good luck, be well, and may your service on the team be rewarding.

> *My pledge of no-cost, prompt and fairly reliable advice:*
>
> Don Smurthwaite
>
> BLM Montana/Dakotas State Office
>
> 406-896-5252
>
> <don_smurthwaite@blm.gov>
>
> \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_
>
> \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_