Rural Water - Quarter 2, 2018 - 14

communication, and social media, which is
a very easy place to make a mistake.
Matching potential spokespersons' skills
with their assignments as a member of the
crisis communication team is critical.

I've also known very
effective written communicators
who should probably never do spoken
interviews because they're way too likely
to "step in it" using that format.
These days, spokesperson
responsibilities invariably include online

The Right Position
Some spokespersons may naturally
excel at all forms of crisis communication-
traditional media, social media, B2B,
internal, etc. Others may be more limited.
Only certain types of highly sensitive crises
(e.g., ones involving significant loss of life)
virtually mandate the CEO or president be

the lead spokesperson unless there is very
good cause to the contrary.
The fact is that some executives are
brilliant organizational leaders but not very
effective in-person communicators. The
decision about who should speak is made
after a crisis breaks-but the pool of potential
spokespersons should be identified and
trained in advance.
Not only are spokespersons needed
for media communication, but for all types
and forms of communication, internal and
external. This includes on-camera, at a public
meeting, at employee meetings, etc. You
really don't want to be making decisions about
so many different types of spokespersons
while "under fire."

4. Spokesperson training

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14

SECOND QUARTER 2018

911422_Vaughan.indd 1

Two typical quotes from well-intentioned
executives summarize the reason why your
spokespersons should receive professional
training in how to speak to the media:
"I talked to that nice reporter for over an
hour and he didn't use the most important
news about my organization."
"I've done a lot of public speaking. I won't
have any trouble at that public hearing."
Regarding the first example, there have
been hundreds of people skewered by CBS'
60 Minutes or ABC's 20/20 who thought
they knew how to talk to the press. In the
second case, most executives who have
attended a hostile public hearing have gone
home wishing they had been wearing a pair
of Depends. They didn't learn, in advance,
the critical differences between proactive
PR, which focuses on promoting your
organization, and crisis communication, which
focuses on preserving your organization.
All stakeholders, internal and external,
are just as capable of misunderstanding
or misinterpreting information about
your organization as the media. It's your
responsibility to minimize the chance of that
happening.
Spokesperson training teaches you to be
prepared, to be ready to respond in a way that
optimizes the response of all stakeholders.

5. Establish notification and
monitoring systems
Notification Systems
Remember when the only way to reach
someone quickly was by a single phone or
fax number, assuming they were there to
receive either?

28/03/18 10:25 PM


http://www.ChopperPumps.com http://www.ChopperPumps.com http://www.ChopperPumps.com

Table of Contents for the Digital Edition of Rural Water - Quarter 2, 2018

From the President
The 10 Steps of Crisis Communication
Florida Rural Water Association’s Rapid Response to Deadly Hurricane Irma
Texas Rural Water Association Provides Emergency Assistance to Systems Impacted by Hurricane Harvey
UTWARN: Rural Water Association of Utah’s Emergency Response System
NRWA Congratulates Senator Thad Cochran on His Retirement
Regulatory Update
A Day in the Life of a Circuit Rider
Can You Hear the Crickets?
Up the Creek: A Unique Elixir
Residential Metering: Choosing the Meter That Best Meets the Changing Needs of Your Rural Water System
Index to Advertisers/Advertisers.com
From the CEO
Rural Water - Quarter 2, 2018 - Intro
Rural Water - Quarter 2, 2018 - bellyband1
Rural Water - Quarter 2, 2018 - bellyband2
Rural Water - Quarter 2, 2018 - cover1
Rural Water - Quarter 2, 2018 - cover2
Rural Water - Quarter 2, 2018 - 3
Rural Water - Quarter 2, 2018 - 4
Rural Water - Quarter 2, 2018 - 5
Rural Water - Quarter 2, 2018 - 6
Rural Water - Quarter 2, 2018 - 7
Rural Water - Quarter 2, 2018 - 8
Rural Water - Quarter 2, 2018 - 9
Rural Water - Quarter 2, 2018 - 10
Rural Water - Quarter 2, 2018 - From the President
Rural Water - Quarter 2, 2018 - The 10 Steps of Crisis Communication
Rural Water - Quarter 2, 2018 - 13
Rural Water - Quarter 2, 2018 - 14
Rural Water - Quarter 2, 2018 - 15
Rural Water - Quarter 2, 2018 - 16
Rural Water - Quarter 2, 2018 - 17
Rural Water - Quarter 2, 2018 - Florida Rural Water Association’s Rapid Response to Deadly Hurricane Irma
Rural Water - Quarter 2, 2018 - 19
Rural Water - Quarter 2, 2018 - 20
Rural Water - Quarter 2, 2018 - 21
Rural Water - Quarter 2, 2018 - 22
Rural Water - Quarter 2, 2018 - 23
Rural Water - Quarter 2, 2018 - Texas Rural Water Association Provides Emergency Assistance to Systems Impacted by Hurricane Harvey
Rural Water - Quarter 2, 2018 - 25
Rural Water - Quarter 2, 2018 - 26
Rural Water - Quarter 2, 2018 - 27
Rural Water - Quarter 2, 2018 - 28
Rural Water - Quarter 2, 2018 - UTWARN: Rural Water Association of Utah’s Emergency Response System
Rural Water - Quarter 2, 2018 - 30
Rural Water - Quarter 2, 2018 - 31
Rural Water - Quarter 2, 2018 - 32
Rural Water - Quarter 2, 2018 - NRWA Congratulates Senator Thad Cochran on His Retirement
Rural Water - Quarter 2, 2018 - Regulatory Update
Rural Water - Quarter 2, 2018 - 35
Rural Water - Quarter 2, 2018 - 36
Rural Water - Quarter 2, 2018 - A Day in the Life of a Circuit Rider
Rural Water - Quarter 2, 2018 - 38
Rural Water - Quarter 2, 2018 - Can You Hear the Crickets?
Rural Water - Quarter 2, 2018 - 40
Rural Water - Quarter 2, 2018 - Up the Creek: A Unique Elixir
Rural Water - Quarter 2, 2018 - Residential Metering: Choosing the Meter That Best Meets the Changing Needs of Your Rural Water System
Rural Water - Quarter 2, 2018 - 43
Rural Water - Quarter 2, 2018 - Index to Advertisers/Advertisers.com
Rural Water - Quarter 2, 2018 - 45
Rural Water - Quarter 2, 2018 - From the CEO
Rural Water - Quarter 2, 2018 - cover3
Rural Water - Quarter 2, 2018 - cover4
http://www.nxtbook.com/naylor/NRWQ/NRWQ0418
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