A federal agency facing the release of information that deals with risk related issues recognized the need for a communications strategy that incorporated the technical and scientific response of the agency as well as anticipated the concerns of various industry and consumer groups. The agency also recognized the need for risk communication to address the potential for public concerns of a possible health risk. A complex large government agency with multiple and potentially conflicting goals and agendas faced a major communications challenge that required an understanding of strategic planning, team building and other organizational issues.
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Results
As a result of the strategic planning and facilitation assistance, the agency developed a coordinated communications strategy on potentially controversial issues. Dr. Santos also worked with the agency to develop a comprehensive communications strategy plan that will be used as a model in the event of a crisis outbreak.
THE FOCUS GROUP APPROACH
Strategic Planning and Training
FOCUS GROUP was contracted to develop and facilitate training workshops for key personnel of the agency focusing on basic risk communication skills including message development and dealing with the media. An assessment of organizational strengths and weaknesses lead to the development of a Strategic Communications Plan to manage this complex issue. FOCUS GROUP also provided support in the development of appropriate responses to "tough questions", press releases and web based materials. FOCUS GROUP recognizes the key to an effective communication plan is implementation and response. To facilitate this process FOCUS GROUP also provided leadership and team building services.
Confidential Commercial Client
October 1997 – November 2003
The Challenge
In the fall of 1997 a major electronic materials manufacturing company found themselves with an almost non-existent and outdated Crisis Communication program. Key management staff that either interacted with the public or held some other form of communication responsibilities had not been trained in over ten years. The company contracted with FOCUS GROUP to develop and implement a company wide Crisis Communication Program.
Results
Over a six year period, FOCUS GROUP has provided over 150 key management staff with an understanding of risk communication principles and the importance of effective communications when dealing with the public and the media in crisis situations.
FOCUS GROUP transformed an aged and non-functional Crisis Communication Program into a vibrant and responsive plan, which has been put to the test and proved highly successful for a variety of situations ranging from plant closures, to manufacturing accidents to environmental concerns. Some of the company's most seasoned executives, who at first were skeptical about the need for the training, came away praising Dr. Santos. Senior company executives noted participant feedback consistently rated both Dr. Santos and her training as the highest in the history of the company.
FOCUS GROUP’S success with the company wide crisis communication training also prompted the company to implement a company-wide Community Relations Program to position the company as a “neighbor of choice” and build community trust.
THE FOCUS GROUP APPROACH
Training
Responding to their immediate and ongoing needs, Dr. Santos created and facilitated a series of regional workshops for key managers from sixteen worldwide plants and divisions as well as the corporate headquarters and the President of the Company. For each training session, Dr. Santos develops a series of company specific scenarios in which key spokespersons are videotaped in a series of simulated interviews. This hands-on practice approach provides participants with the communication challenges posed by a wide range of potential emergency situations.
Strategic Planning and Crisis Communication
FOCUS GROUP assisted the company’s management team with the development of a communications strategy designed to address the ramifications of several plant closings. This plan considered the possible negative implications from the displaced workers, their families, the wider community and the media. Dr. Santos' strategic planning and support helped to ameliorate a difficult situation, especially for those at the affected facility. The company implemented a number of positive initiatives providing support to the workers, such as job fairs, skills developing and counseling. These activities and the communication strategy resulted in positive media coverage of a difficult situation. \
Over the last four years, FOCUS GROUP has provided similar services for a number of other potential crisis situations including plant closures, the transfer of operations outside the US; a fatal worker accident and environmental problems. FOCUS GROUP helped to
- Prepare the key messages, and the rollout strategy;
- Assisted in developing questions and answers; external and internal announcements; and
- Trained senior management involved in communicating to staff, local officials and the media.
