Communications Overview

CRISIS MANAGEMENT TEAM (CMT)

• CMT meets once the organisation becomes aware of a situation
• Clerk of the Course hands over to his Deputy to run sporting matters
• Pre-defined quiet area but near Race Control / Rally HQ which is equipped with basic means of communication (phone line, fax, Internet, printer etc)

3As

• Alert : Identify the issue as early as possible via the normal motorsport chanels or via social media listening
• Assess : the severity of the issue, what type of action is needed and which which stakeholder group
• Act : Manage the issue

Communications Overview

• Who : Needs to be communicated with ?
• How : What method will be used e.g. Text message for officials , phone call to sponsor or statement for media
• What : Message / Information is communicated

Motorsport Who’s may include

• The Media
• The family of those impacted
• The ASN
• The Volunteers / Officials working on the event
• Team management of those involved
• Sponsors
• FIA/FIM
• Important local stakeholders

Initial Response…. What went wrong

• Do not jump into conclusions, you must give one definitive answer
• Until definitive causes are found – publicize the investigation
• Rumour vs Fact crisis communications procedures when the news leaked to the media

Sample Initial Tweet ( or statement)

• An accident has occurred on stage 7 of the X Rally. Emergency crews are on the scene. More information when available.

  

• The initial statement takes pressure off your team at this stage and allows you to access the situation and next steps.

Procedures: Rumours

If the information in the media turns out to be rumors, apply rumour procedure:

• Do not publicize the rumour (any more than the media already had)
• Promote the opposite of what the rumour said (using qualified speakers / opinion leaders)
• Provide proof to support the information that you are communicating

Procedures: Facts

If the information in the media was found to be factually correct, employ the fact procedure

• Admit and apologise for the error(s)
• Limit the scope (point out on some of your strengths ie experts on scene to deal with accident etc)
• Where possible, propose a solution so the crisis is not unlikely to reoccur

Sequence

• Remember, if the story broke in one particular media outlet first, it is important that you make your response or your first statement to that outlet first.
• In some cases, e.g. denial of a false rumor, no further action may be needed
• When this has been done you can, if required, send the information to other media outlets

Initial Response…. Acknowledge

• You know……
• Facts beyond question
• Actions being taken
• Acknowledgement of emotions/psychological needs ( if needed )
• Commitment to provide more information as it becomes available
• DO NOT DELAY THIS ACTION