A Brian Williams report on msnbc.com is a prime example of crisis communication at work.
The segment, “Anatomy of a Talking Point,” part of an NBC special presentation, “Inside the Obama White House,” delivers an inside look at how the Obama administration handled a controversial statement made by Supreme Court nominee Sonia Sotomayor.
As Williams said, in countering criticism of the appointment, “(T)he White House decided to use its biggest weapon to hit back, the President himself.”
The report peeks behind the scenes, delving into the workings of the White House press office to show how it crafts an effective communication strategy to handle the crisis.
“I thought that the segment was the perfect illustration of crisis communication at its best,” said Macey Morales, manager of media relations in the American Library Association’s Public Information Office. “This segment provided a realistic behind-the-scenes approach to crisis management and how to develop and deliver effective messaging.”
The report follows the communications team as it gauges initial reaction to the controversy. At first, it underestimates that reaction, but as the talk shows pounce upon Sotomayor’s quote, it becomes clear a response will be necessary.
By late morning, the White House communications corps begins preparing a response.
Within a few hours, a press conference is held, while a senior staff member tests talking points during a cable news network interview.
Around the same time, the president is delivering a video address to be aired the next day. But as the avalanche of negative reaction gathers momentum, it becomes clear the president himself will have to take the reins, which he does during a news interview that evening, as he delivers the same talking points his staff delivered earlier.
The result of the president’s intervention is a quick turning of the tide of negative publicity in a positive direction.
The report underscores the importance of finding the right person to convey that message. Morales noted that while the press secretary hit a brick wall when using his talking points, President Obama hit a home run using those same talking points.
Contributed by Macey Morales, manager of media relations, and Steve Zalusky, manager of communications, ALA Public Information Office
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