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CRISIS COMMUNICATIONCRISIS COMMUNICATION
Colonel NOISETTE Jean-YvesColonel NOISETTE Jean-YvesDirector of the Fire and Rescue DivisionDirector of the Fire and Rescue Division
for the department of Vaucluse (South of France)for the department of Vaucluse (South of France)
METHOD and PRACTICE forMETHOD and PRACTICE forCRISIS COMMUNICATIONCRISIS COMMUNICATION
C’estla Introduction : The crisis conceptIntroduction : The crisis concept1.1. Préliminary questionsPréliminary questions2.2. Forms of communicationForms of communication3.3. Usual rulesUsual rules ConclusionConclusion
Introduction – The crisis concept
The EVENT
Population
Effects
Emergency response
VPC
Doubts aboutthe event, its effects
?
Experts
?
anxiety
Decision center
Irrational
PoliticsPolitics
Groups of pression
The EVENT
Population
Effects
Emergency response
VPC
Doubts aboutthe event, its effects
?
Experts
?
anxiety
Decision center
Irrational
PoliticsPolitics
Groups of pression
Decision center
Doubts about the event, its
effectsEmergency response
Groups of pression
Irrational behaviour
Fears Power conflicts
Closing of the center
Turning in on
oneself
Decision center
1 – Preliminary questions
Communication can beCommunication can beIMPOSEDIMPOSED
ororDECIDEDDECIDED
In every cases,In every cases, TO COMMUNICATE IS NEVER TO COMMUNICATE IS NEVER
NEUTRALNEUTRAL
Before communicate, some questions Before communicate, some questions are necessary :are necessary :
2 – Forms of communication
The choice of the right form is made The choice of the right form is made according to the answers given by the according to the answers given by the
ANALYSIS :ANALYSIS : Of the operational situationOf the operational situation
Of the media sollicitation levelOf the media sollicitation level
Of the population behaviour (victims, witness, etc…)Of the population behaviour (victims, witness, etc…)
Of precedent or malfunction existenceOf precedent or malfunction existence
Of the decision-maker strategyOf the decision-maker strategy
Operational situation
Emergency response
Media on field ?
RES S
P
NO
Media calling ?
NO
YES
YESINFORMATION
FOLLOWINGANALYSIS
Groups of pressionDoubts
• Event• Preventative measures
• Rescue acts
Contradictions
We haveall the time
OperationnalTechnician
Facts
Consequences
Emergency response
Means
Back to normal
Groups of pression Doubts Contradictions
INFORMATION
FOLLOWINGANALYSIS
Operational situation
Implication ofrescue ?
NO
Groups ofPression ?
NO
Victims ?
NO
Doubts ?
NO
Irrationalbehaviour ?
NO
Antecedents ?
NO
Anxiety ?
NO
Media on field ?
Emergency response
Operational situation
NO
NO
YES
YES
Media calling ?
Doubts ?
NO YES
Expert
To reduce Doubts
YES INFORMATION
Analysis
Excess of attributions Number of experts Lack of coordination
INFORMATION
EXPERT
Interpretation ofresults
Scientific informationcollect
EXPERT
No limit for expert attributions
Contradictionsbetween expertsLack of coordination
with TECHNICAL information
FOLLOWINGANALYSIS
Media on field ?
Emergency response
Operational situation
NO
NO
YES
YES
Media calling ?
NO YES
INFORMATION
Victims ?
NO YES
Expert
To reduce Doubts
YES
Doubts ?
Quality of inforation Lack of information Lack of coordination
FamiliesInformations about
victimsincomplete
and / orin contradiction
Disaster victim informationnot guaranteedfor a long time(post-Crisis)
INFORMATION
« Green Number »
AUTHORITYEMPC
Victims (Number, state of health)
Disaster victims (Evacuation,lodging,…)
Lack of coordinationwith TECHNICAL or
SCIENTIFIC information
Lack of coordinationwith « green number »
FOLLOWINGANALYSIS
Operational situation
Media on field ?
YES
YES
Groups ofpression
Implicationof rescue Antecedents
YES
Expert
To reducedoubts
NO
Doubts ?
AnxietyINFO
RM
ATIO
NIrrationnel
Discrepancy Number of communicants Lack of answer to the questions
Planned communicationDiscrepancy between themessage and the state of
mind of the population
No uniqueness of communicant :Prefect + elected authorities
Authorities of different ministries
AUTHORITY
No answer to questions :• of the population
• of the groups of pression
INFORMATION
Answer toanxiety
Rationnal explanations
END OFANALYSIS
3 – Usual rules
For a good use of theFor a good use of the COMMUNICANTCOMMUNICANT
For a good use of theFor a good use of the PLACEPLACE
For a good use of theFor a good use of the MOMENTMOMENT
The COMMUNICANTThe COMMUNICANT
If the communicant isn’t credible or representative for the media, the journalists will
search an operational protagonist or somebody who meet their needs among the
witness or the population
AVOID THE RESSOURCE LOSS
Don’t let an expert or a politic authority to communicate about technical information. Don’t multiply the technical informations.
AVOID THE CREDIBILTY LOSS
Don’t let the experts to quarrel. Don’t contradict or modify an information of
another kind of communication.
The PLACEThe PLACE
The media, especially the radio and television media, are looking for « ambiance ».
The journalists want to be :• on the field of the event
• in the command post• in the decision center
REDUCE The PRESSURE
Choose the place, according to the media requirement.
Separate the place for press conference and the structure (command post or decision center), which is under pressure by the media.
Organize a « visit ».
The MOMENTThe MOMENT
The radio or television media don’t have the same requirements than newspapers :
• The first one are in competition with each other.•The second are looking for substance.
CHOOSE THE RIGHT MOMENT
Choose the moment, according to the media requirement.
When there is enough matter for : TECHNICAL informationSCIENTIFIC informationSOCIAL informationPOLITICAL information
If not, communicate carefully, because NOT TO COMMUNICATE CAN LEAD THE MEDIA TO INTERPRET THE ACTIONS OR TO BE POLEMICAL.
As a CONCLUSION…
The (bad) communicationThe (bad) communicationGENERATE THE CRISIS !GENERATE THE CRISIS !
The (right) communicationThe (right) communication- quick, reliable, clear, regular-- quick, reliable, clear, regular-AVOID THE CRISIS !AVOID THE CRISIS !
Thank you for your attention
Colonel Jean-Yves NOISETTEColonel Jean-Yves NOISETTESDIS 84 – Esplanade de l’armée d’AfriqueSDIS 84 – Esplanade de l’armée d’Afrique
84 018 AVIGNO Cédex 184 018 AVIGNO Cédex 1(France)(France)
[email protected]@sdis84.fr
