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Crisis CommunicationsMary Markovinovic
Agenda
Communications/Influence Communications Building a Communications plan Identifying your audience Developing your messages
Crisis Communications/Leadership during Crisis How is it different? The Good, the Bad, and the Ugly
Using Social Media in a Crisis Benefits Pitfalls Strategy
Basic Premise
Purpose of Influence Communication
...The ultimate goal of communication is to facilitate a change in behavior rather that merely to disseminate information...
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UN Strategic Communications Projecthttp://www.unssc.org/web1/programmes/sc/
Why Does It Matter?
We must respond to new expectations• Actively demonstrate trustworthy, responsible
behavior – no assumptions• Earn confidence and trust• Forging strong relationships is essential• Increased communications• Watchwords are: Transparency, Accountability,
Integrity, Responsibility• The leadership is up-front and center
5Time
Com
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Actual FormalCommunications
Desired Communications
“Normal”
“Communication Gap”
CrisisEvent
6Time
Com
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yFilling The
“Communication Gap”
Your Interpretation, Your Frame, Your Facts
Rumors, Commentaries,Mis-Information, Urban MythsInterpretations
Guiding Principles
Communication begins with Listening
All messages shaped by Truth, Trust, Transparency
Themes and messages are broad and generic in planning; tailored and nuanced in execution
Communication Formula
1. Which audiences need to be reached?
2. What change in behavior is required?
3. What messages would be appropriate?
4. Which channels of communication would be most effective?
5. How will the communication process be monitored and evaluated?
Assessing your communications environment?
How do you listen/receive messages? How do you share your messages? What actions can you take to support
your message? How do you coordinate with other
agencies and organizations? What tools are available to share
information?
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Theme
A verbal description of how you see as the key broad issues
Links to high-level values Aimed at Narrative or Counter Narrative
Examples: “ U.S. military units and installations in are full
support of the people of Japan, the Japan Self Defense Force, and the Government of Japan in their recovery efforts from the Great East Japan Earthquake.”
“We will continue to provide resources and expertise as needed and requested by Japan.”
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Message
An Idea You Want A Specific Audience To Consider
Often Linked To Recent Event Aimed At Promoting Your Frame Of The Issue
Or Undercutting The Frame Of The Opposition
Examples: “We are taking prudent precautions and risk mitigation
strategies during Operation Tomodachi.” “All DoD personnel and eligible family members should
consult with their unit medical personnel or personal medical providers regarding the current situation in Japan, potential risks, ways to mitigate possible exposure, and dosage of KI.”
Crafting a Message
Each Message should include at least one of the following:
▪ Problem Clarification▪ (Your frame and impact of issue on audience)
▪ Solution Proposal▪ (Broadly, what do you want to see change)
▪ Action Call▪ (Call on audience to do something specific)
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How Do I Know If It’s Working?? Measures of Performance Number of Press Releases/Briefings/Leaflets Measures of Effectiveness Change in Behavior Change in Perceptions They Quote You – They acknowledge you
message They Paraphrase You – They accept your message They Claim Your Words – They internalize your
message13
10 Gold Rules of Crisis Communication
Source: Communication Director YouTube Channelhttp://www.youtube.com/watch?
v=qM7liob6DPs
Dos and Don’ts during high emotion/risk events…
You should: Demonstrate action Tell the truth Release only
confirmed facts Be Concise Show Concern Dispel rumors Provide updates Remember people
who may be hurting
You should NOT: Speculate React to hostile
questions Place blame Estimate Talk off the record Give exclusives Reveal proprietary
information Indicate when all
will be normal
Strategies
Respond quickly, accurately, professionally, with care
Be transparent and accessible Treat perceptions as fact Acknowledge mistakes Tailor messages to address the “angry”
party Note other side’s concerns Make no public confrontations
Shel Holtz, ABC
Chilean Miners’ Rescue Coverage Broke TV audience records between the
afternoon of Oct. 12 and midnight Oct. 13 a few hours after the last victim was rescued.
Global news website traffic – more than 4 MILLION page views per MINUTE.
104,000 Tweets per hour 16,000 videos on
YouTube 600 million searches
on Google (173 on Bing)
Leadership during a Crisis
Source: CBS News on Youtube
http://www.youtube.com/watch?v=Y0O-pTikv6w
Leadership during a Crisis
Source: CBS News on Youtube
http://www.cnn.com/2010/LIVING/07/27/bp.tony.hayward.mistakes/index.html
Leadership during a Crisis
Leadership during a Crisis
Source: CNN
Leadership during a Crisis
“After waiting three weeks to set foot on the tsunami-ravaged coast of northeastern Japan and meet with evacuees, Prime Minister Naoto Kan got more shrugs than hugs during his two-hour visit Saturday to the devastated seaside town of Rikuzentakata.”
- 1st line of story by Wall Street Journal
Leadership during a Crisis News Corp. owner Rupert Murdoch apologized for the
phone-hacking scandal ignited by revelations about his News of the World newspaper in an advertisement to appear Saturday in British newspapers.
"We are sorry," the advertisement reads. "The News of the World was in the business of holding others to account. It failed when it came to itself. We are sorry for the serious wrongdoing that occurred."
Murdoch, who signed the message, says that he wishes his company had acted faster andthat apologizing is "not enough."
-CNN
Leadership during a Crisis
http://www.youtube.com/watch?v=ivL6HcbhQh8&feature=player_embedded#at=53
Don’t make things worse…
http://www.youtube.com/watch?v=gWPwlMv8lNI
The reality of crises today
Erupt with unprecedented speed An insatiable thirst for news Anyone can break news Porous boundaries between social &
mainstream media
Shel Holtz, ABC
How fast does news break?
Sharing
CRISISHITS
Mainstream
0 Hour
Hour 6
Hour 12Hour 18
Blogs
Hour 24
Search
Editorial
News Cycle Impact:The First 24 Hours
Micromedia
Ogilvy PR & WSJ Asia31
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Rise of First Informers
Citizen Journalists Source or scout
for localized news
Contributors of on-the-ground information, photos, & videos, during a crisis
Social activists
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Source: Mashable.com
YouTube Video – Neda dying in Iran
Social Media &Crisis Communications
Social Media: Is it a Fad?
Or is it a Social Media Revolution?
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What is Social Media?
Sometimes the most immediate and accurate reporting begins on social networks
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Civilians using Twitter in a Crisis
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Using Social Media in a Crisis
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Twitter saving lives in wake of Japan disaster
According to a report by the BBC, Japanese doctors are applauding the social networking and microblogging site Twitter, calling it “an excellent system” that allows them to communicate with patients to let them know where they can obtain vital medication. The doctors’ appreciation of the service came to light on Friday after letters were published in The Lancet, one of the world’s leading medical journals.
FEMA Embraces Social Media
In the aftermath of the earthquake that struck Haiti in January 2010, wireless communications returned quickly - to the surprise of Craig Fugate, administrator of the Federal Emergency Management Agency (FEMA).
"We assumed until Haiti that wireless communications would be unreliable," Fugate told a hearing of the Senate Subcommittee on Disaster Recovery and Intergovernmental Affairs Thursday, but wireless communication was more resilient than anticipated. Indeed, the first communication services that returned for the public after the earthquake were wireless services.
Using their wireless devices, people trapped in debris or rubble were able to text or use social media to call for help, Fugate recalled. With the help of cell phone providers, the US Agency for International Development and the United Nations were able to pinpoint their locations and send urban search and rescue teams to free them.
Using Social Media in a Crisis
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Japan Disaster Sparks Social Media Innovation
Figures released this week show that millions flocked to sites like Twitter following the earthquake and tsunami. Its audience grew by a third to 7.5 million users during March 7-13 compared with the previous week, according to the Nielsen NetRatings Japan.
The numbers underscore the increasingly valuable role that social media, particularly Twitter, can play in the wake of natural disasters. The microblogging site helped drive fundraising after the earthquake in Haiti last year, and it served as a critical communication tool after the New Zealand earthquake in February.
Twitter was already a big hit in Japan, where more than three-quarters of the population is connected to the Internet. The earthquake convinced even more users of its value as a communication lifeline.
Fighting Hoaxes
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How Social Media can be used During a Crisis
Before the crisis – help educate & train (general public, disaster personnel, network organizations)
During a crisis Provide real time information updates (ex.
Haiti – search & rescue aid) Help account for people Share photos, video, data via crowdsourcing,
etc. Quash rumors
After a crisis – fundraise for disaster relief44
Developing a Strategy
Communicating to your audiences
Who/What are the demographics of the people you are trying to communicate with?
When/How do you communicate with people before and during a crisis?
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Using Social Media in a Crisis
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Developing a Strategy
Who is running your socialnetwork presence?
How will it be run during a crisis?
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Chile’s President Sebastian Pinera
What Does this Mean to Government Comprehensive Crisis Management Strategy?
If it’s two-way information, how are you gathering data to use to help people during a crisis? How are you verifying/validating this
information? What is your policy on correcting
rumors or bad information? What is your policy on answering
media queries via social networks? What is your policy on using social
media at work?48
Questions?
