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Case Study: Bristol Zoo Gardens
Training Bristol Zoo Gardens staff on managing the media in a crisis
Area of expertise: Wildlife and nature conservation
Client: Bristol Zoo Gardens
Project: Crisis management training
The brief
Although Bristol Zoo Gardens has several robust systems in place to handle emergencies relating to visitors, educational groups, animal welfare, health and safety, etc, the organisation required a formal, overarching crisis media management plan. As such, they appointed Jane and her team to organise a training day focused on managing the media in a crisis situation.
Objectives
The delegates' objectives and training needs were:
- How to think on one's feet
- Maintaining composure
- How to deal with hostile questions
- Simplifying complex issues
- Getting from negative to positive
- Being clear and concise
- Coming across positively in a crisis
- Handling the unexpected
- Control
- Confidence
Strategy and plan
Poor communication in a crisis can lead to confusion and ill-informed decision-making. The resulting negative PR and media coverage can have long term consequences for the organisation as a whole. The training was organised in response to this and was intended to help prepare staff as potential key spokespeople for the Zoo, and to develop the skills required to successfully handle and respond to a possible future crisis. The overall aim was to minimise damage to the Zoo's reputation or disruption to the core business.
In addition to the training day, Jane and her team consulted with all members of the Zoo's senior management team in preparation for putting together a Crisis Management Communications Strategy. The strategy provided the practical operational framework which needed to be put in place in advance of any potential 'crisis' situation occurring.
Evaluation and measurement
Evaluation and feedback from the training day shows that all delegates made good progress and recorded significant increases in confidence. All participants rated the tutors and the course maximum points for effectiveness.
PR Services provided
Successes
- Increased staff skills and confidence
- Networking opportunity with journalists
Testimonial
"Many thanks for a great day from an initial cynic."
Course delegate