Communications Apocalypse: How Will You Respond When the Zombies Attack?
1 like1,157 views
The document outlines a response strategy for organizations facing opposition or crises, using the metaphor of a 'zombie attack' to illustrate how to effectively address challenges from anti-abortion groups targeting Planned Parenthood. It highlights key facts about the misinformation campaigns against Planned Parenthood, emphasizing the importance of swift, strategic communication and crisis management. The checklist provided serves as a guide for organizations to prepare for and respond to public relations threats.
Communications Apocalypse: How Will You Respond When the Zombies Attack?
- 1. Beth Kanter, Senior Vice President September 30, 2015
- 4. The Prep
- 5. Are you a large organization that doesn’t have its internal systems buttoned down? Are you affiliated with organizations that find themselves frequently in the line of fire? Are the Zombies After You? Does your organization or your issue have strong opposition? Is your issue polarizing or controversial?Is your issue “popular” or hot on the agenda?Does your organization get frequent media attention? Are there high profile people on your board or affiliated with your organization?
- 7. Scan and track § Websites § Email lists § Social media Tactics Assets Case Studies Who Are These Zombies Anyway?
- 10. Legal training HR training Internal systems Media policies Opposition Protect Yourself Against Zombies
- 12. Supporters Online presence Coalition partners Media relationships Policymakers You Can Outsmart the Zombies
- 13. Patient and Activist Taina Stands with Planned Parenthood
- 14. NYC Comptroller Scott Stringer Stands with Planned Parenthood
- 15. KEY FACTS about the latest attacks on Planned Parenthood 1. Anti-abortion groups have released highly edited videos that make outrageous and completely false claims that Planned Parenthood “sells” fetal tissue. 2. Planned Parenthood helps patients who wish to donate tissue, just like other health care providers do, legally and with compassion. 3. Planned Parenthood does not profit in any way from these donations. 4. Donated tissue is used for scientific research that can help lead to medical breakthroughs, such as treat- ments and cures for serious diseases like Alzheimer’s. 5. The real goal of these attacks is to ban abortion and limit access to health care at Planned Parenthood. Planned Parenthood is the most trusted sexual and reproductive health care provider in the country, offering high-quality care for nearly 100 years.
- 17. THE PLAN
- 18. My Zombie Apocalypse Team Guy who dies first Mascot Speed fighter Medic Brains Weapons Expert Brawler Leader
- 20. Scenario Risk Message and Tone Opposition’s Message Target Audience Strategy Zombie Defense Shield
- 22. Congratulations! You now have a plan.
- 23. Let’s Recap • Team -‐ Who’s ready to go? • Risk – What could happen? • Message – What are you going to say? • Strategy – How are you going to deal?
- 24. Are The Zombies Really Attacking???
- 25. Affect Your Reputation Impact Others Media Frenzy Backlash from Partners Funder Support Social Media NONONONONO YES Ready Yourself: You Are In A Crisis! Congratulations, it is not a crisis!
- 29. • Gather facts • Convene team • Tailor plan • Monitor • Execute plan How to Respond to a Zombie Attack
- 30. VS.
- 31. Release of attach videos July 14th September 10th Timeline of immediate response Within 12 hrs. 24 hrs. later Counterattack in immediate response Bogus group Long-‐term smear campaign Defense in immediate response Patient stats Fired employees & reviewed internal practices Apology in immediate response No apology No apology
- 32. When was the CEO’s response? 2 days later 8 days later What was the CEO’s response? • Video • Apologized for tone • Condemned conduct • Doesn’t represent ACORN Calls for support? • Multiple emails to supporters • Petition to Congress • Social media • Allied org letter Press release with support from 8 partner orgs 20 days later
- 33. Press Outreach • Immediate outreach to media • Columns in papers such as Wash Po, LAT CEO gave an interview to FOX News 10 days later Policymaker Action • Bill to defund PPFA failed in the Senate • State investigations turned up nothing Bill to defund ACORN passed Legal Action Threatened to sue CMP Sued filmmakers Final Result Ongoing, but all signs point to yes Closed and disbanded
- 34. Zombie Attack Checklist Step 1: Gather Step 2: Convene Step 3: Determine Step 4: Pull out Step 5: Decide Step 6: Monitor Step 7: Identify Step 8: Develop Step 9: Draft Step 10: Determine
- 35. YOU SURVIVED THE ZOMBIES, NOW WHAT?
- 39. ©2015 Spitfire Strategies LLC Spitfire Strategies owns all copyright for this presentation. You may reproduce copies of this presentation for non-‐commercial use to share with colleagues at your organization. The presentation may not be copied or reproduced for other purposes without the express written permission of Spitfire Strategies LLC. Like us: Spitfire Strategies Follow us: @SpitfireSays www.spitfirestrategies.com 1800 M Street, NW * Suite 300 North * Washington, D.C. 20036 P: 202-‐293-‐6200 * E: [email protected] Thank You!