# Presentation: 921124

## 
“In light of the inherently high-risk nature of space travel and tourism activity, sooner or later crises are inevitable.”

D.C. Gibson

***“******In light of the inherently high-risk nature of space travel and tourism activity, sooner or later crises are inevitable.”***
- D.C. Gibson

## Commercial Human Spaceflight & Crisis Preparation

**Cassie L. Kloberdanz**
-  B.S. Mechanical Engineering, University of Iowa
- M.A. Print & Broadcast Journalism, University of Colorado

**Notes:**
I am here to discuss the importance of crisis management and its critical role in the future of commercial human spaceflight. 
As much as I hate to say it, there WILL be accidents and people WILL die during the development and expansion of this industry
I am here to discuss Crisis Management as field and present an outline for the industry-focused crisis plan I created. 
My plan was born out of a request from the psf, and has been approved by representatives of the FAA and NTSB.  The plan is to distribute my work as a baseline guide for member companies of the psf to use to protect their business, and the entire industry during the testing and flight stages.  However, it is not to be considered a product of any agency. .
Today we will discuss some of the basic elements of crisis preparation and management, as well as some specifics of working with the media, one of the major audiences of any crisis plan
But first, we will start with an example of what happens when there is no crisis plan in place

## Exxon ValdezMarch 24, 1989

- The Study of Prior Crises

**Notes:**
Examples from the past are perceived as authoritative because they simulate a world of real-time decision-making and illustrate common themes of leadership, company performance and stakeholder response
We are all too familiar with tragedies in space, so lets take a look at an other example of media coverage during a crisis
How many of you remember the Exxon Valdez oil spill?

## Exxon ValdezMarch 24, 1989

**Notes:**
How many remember the dramatic pictures of animals covered in oil with an estimate of 270,000 birds killed as a result of the accident?
But did anybody know that at least that many birds die every day from flying in to windows in the U.S. alone.
The media certainly had the power to put that number in to perspective, but the story was so sensational and Exxon’s fault so evident, no one in the media cared  

## Why is crisis preparation important?

- Public Opinion

- Media Attention

- Political Notice

**Industry Regulation**

**Notes:**
The key here is to identify  that the CHS industry depends on regulations and laws 
there will be a hearing on the Hill that opens doors for these kinds of regulatory actions, but nobody knows if it will be after the first accident or the fifth.
Regulation and laws are reactive, driven by media attention and public opinion, which are mutually fueled. By that I mean the media responds to what its audience considers important at the same time the public determines that things are important based on what is being covered in the media
Working backwards, the Hill is on the receiving end of your media messages, especially during a crisis and Congress will be the most difficult audience.  

## Why is crisis preparation important?

- "The press may not be successful much of the time in telling people what to think, but it is stunningly successful in telling people what to think about..."
- Immediate Media Sources
- Internet
- 24-hour news channels
- The public is fed news *as it happens*
- America’s disproportional angst regarding space exploration

**Notes:**
1) This means every misstep your company makes during a crisis the public will see... in real time. 
2) If we a crisis AND we know that the public is likely to react strongly... This will no doubt also effect the Hill and possibly regulations... what can we do?  Well the only answer is to prepare. Prepare the public, prepare the Hill and prepare response as individual companies and as an industry.  

## Primary Stakeholders

- Pertinent Government Agencies
- The Hill- Receives messages
- FAA’s Office of Commercial Space Transportation’s (AST) - protection of the uninvolved public
- NTSB - prevent accidents, reduce injuries and save lives within the transportation industry through
- Victims and Victims’ Families
- The Media
- Public

**Notes:**
As I’ve mentioned, there are three critical categories of audiences, all with different needs, that must be met during a company’s response to a crisis
Therefore, preparation must focus on each of these groups individually. 
 Gov’t --- FAA, uninvolved public & NTSB, through independent oversight of regulatory bodies at the federal, state and local levels INTRODUCE IF ERIK AND BOB ARE THERE
 Victims --- most tender subject, plan covers working with government assistance, private companies, the requirements of the commercial company and additional resources
Media --- Public---  which we will address a little bit further here, to reiterate the importance of crisis management and preparation

## The Court of Public Opinion

- Inform & Educate
- Before
- During
- After
- The company must be active in making sure the media has the needed information
- Media = Journalists
- Cannot *control* or *manipulate *public opinion
- But can ***influence it***

**Notes:**
It is critical to understand that it is easier to form public opinion than to change it!
3) You can never assume that the public know the truth
4) They are often uninformed
5) Look to the media to learn
The media = Journalists
Is the journalists that make the critical decisions in choosing what information is important to report on, who to listen to and what visual elements are important to the story will try to get quotes from victims, their families, eye witnesses and real or perceived experts.  
3) The plan I have created elaborates on how to understand and work with journalists, preparing the way for when a crisis does strike... how to effectively communicate the company messages, what to say and how they should be delivered in addition to legal considerations and other common pitfalls

## Products

**“****Getting Started” Binder**
- Step through the creation of your own plan
- While keeping in mind the industry as a whole
- Needs of major stakeholders
- Including the media, pertinent government agencies and victims’ families
- Day-of-Crisis Book
- Customizable flip-book-style script to guide actions during the first 24 hours after an accident
- Research Paper
- Available upon request

**Notes:**
So I have created a guide to help sustain not only a company in crisis, but the entire industry. 
 Again, this work is only to be considered a guide and is based solely on the scenario in which an accident results in the death of a spaceflight participant.  

Show each while explaining...
Binder: Educational and preparatory handbook 
    Book:  place to have assignments for crisis teams as well as contact information for team-members and gov’t contacts
    Research: Upon request

## Binder

**Working with Media**
- Handling Crisis- Strategy for Top Leadership
- The Mind of a Journalist
- Media Training
**Crisis Communications **
- What to Expect from Your Crisis Communications Team
- Media Lists
- Messaging
**The Role of the U.S. Government**
- The FAA & NTSB
- The Hill
**Assisting Victims’ Families**
**The Importance of Crisis Simulation**
**Understanding & Using Your Day-Of-Crisis Book**

**Notes:**
Show each while explaining...
Binder: 
Educational and preparatory handbook – 
Instruction on 
leadership guidelines, 
media training and major media contacts, 
information on working with the government (including a detailed breakdown of responsibilities and resources),  
working with victims’ families, 
a guide on filling out your emergency handbook 
as well as how to simulate a crisis situation to practice your plan

## Products

- “Getting Started” Binder
- Step through the creation of your own plan
- While keeping in mind the industry as a whole
- Needs of major stakeholders
- Including the media, pertinent government agencies and victims’ families
**Day-of-Crisis Book**
- Customizable flip-book-style script to guide actions during the first 24 hours after an accident
- Research Paper
- Available upon request

## Crisis Guide

**Notes:**
Book:
The quick reference guide offers information on how to handle the first 24 hours after a crisis occurs in an easy to use check-list & fill-in-the blank format.

## Products

- “Getting Started” Binder
- Step through the creation of your own plan
- While keeping in mind the industry as a whole
- Needs of major stakeholders
- Including the media, pertinent government agencies and victims’ families
- Day-of-Crisis Book
- Customizable flip-book-style script to guide actions during the first 24 hours after an accident
**Research Paper**
- Available upon request

**Notes:**
The research paper is an academic work that focuses on CM as a discipline, human spaceflight and appropriate case studies. 

## Contact Information

- Cassie L. Kloberdanz
- _[cassie.l.kloberdanz@gmail.com](mailto:cassie.l.kloberdanz@gmail.com)_
- 515.988.0433

**Notes:**
So, in summary, let us all work together to prevent our industry from being stunted before it ever fully gets off the ground. 
Hopefully this brief overview on the importance of crisis management, especially during the birth of our new commercial human spaceflight industry, has been conveyed.
The goal of this presentation was not to alarm, but rather educate and inform you that work has already been done to help protect the industry... we now must implement the lessons learned and prepare for our own future crises
My plan was truly created for the benefit of this industry, so if you review the plan and you have additional needs, please feel free to contact me with any additional questions or comments. 
It is my hope that this work will continue to evolve and benefit us all.
Q & A