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Toolkit with Report Form - Pennsylvania Coalition Against Domestic ...

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Creating Communications Plan<br />

Having a communications plan in place (before you need it) is key to<br />

staying on top of a controversy. The scope of this plan will vary, based on<br />

the size of the organization; however, all plans should include a number<br />

of key elements.<br />

Section Six<br />

Designate An<br />

Organizational Spokesperson<br />

This can be your executive director,<br />

communications specialist, or someone<br />

trained to handle media inquiries and<br />

disgruntled callers.<br />

Make Sure Everyone In Your<br />

Organization Knows Who Is<br />

The Designative Spokesperson Is<br />

There can be no confusion about who<br />

should be notified when your program<br />

receives a call, email, letter, or visit from<br />

someone raising concerns about the<br />

quality of services, the lack of services,<br />

alleged discriminatory practices, breach of<br />

confidentiality, etc.<br />

Decide If You Want To Give The Name<br />

Or Title Of Your Spokesperson To<br />

Callers And Visitors<br />

Make sure staff is aware of the protocol<br />

so they’re not giving out unauthorized<br />

information.<br />

Gather Information<br />

As soon as an allegation or controversy<br />

comes to your attention, pull all relevant staff<br />

together to chronicle the timeline, statements,<br />

interactions, referrals, etc.<br />

Don’t Make It A Story If It’s Not One<br />

Wait to see if the story hits mainstream<br />

media before you make public comments.<br />

Sometimes these things just fade away.<br />

Get Out In Front Of The Story<br />

If the issue is picked up by mainstream media<br />

(or is about to), immediately reach out to<br />

your media contacts, let them know you’re<br />

getting the facts together and will be issuing<br />

a statement.<br />

Create Talking Points<br />

Frame points in anticipation of questions.<br />

Keep on topic and don’t make any<br />

statements that cannot be backed up.<br />

Organize A Media<br />

Response Network<br />

Be prepared to counter negative public<br />

comments about your program services,<br />

operations, or staff through a network of<br />

community supporters who are lined up and<br />

ready to respond in a timely manner.<br />

◗ Ask a program-friendly district attorney,<br />

judge, county commissioner, township<br />

supervisor, borough councilperson, police<br />

chief, physician, business leader, donor,<br />

etc., to write letters to the editor, op-eds<br />

or be available for interviews.<br />

◗ Offer to help draft their responses.<br />

◗ Emphasize the urgency for quick<br />

turnaround.<br />

When Crisis Strikes | <strong>Pennsylvania</strong> <strong>Coalition</strong> <strong>Against</strong> <strong>Domestic</strong> Violence | 2012<br />

page 39

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