Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Communicating in a Crisis Communicating in a Crisis Communicating in a crisis can be overwhelming. In the heat of the battle, giving effective media interviews is critical. Understanding how to work with the media is imperative when dealing with public safety. 2011 – New Zealand Earthquake 2011 - CNRL Explosion 2010 - Haiti Earthquake 2010 - BP Deepwater Horizon 2005 - Lake Wabamun Derailment 2003 – Kelowna Wildfires Communicating to people in a crisis requires a combination of simplicity and repetition Crisis Communication Plan Prepare Execute Evaluate Crisis Communication Team Information Officer Priorities of a Spokesperson 1. 2. 3. 4. Protect yourself Protect your organization Answer questions Convey key messages Role of Spokesperson Trained primary spokesperson 24/7/365 Someone of sufficient authority Possesses excellent communication skills Respond to media on any topic Role of Spokesperson... Sets up interviews and supports executives Media research/News releases/News conferences Nurture positive relationship built on service Crisis Team Chief Personality SME Persuasion Communications Positional Crisis communications needs trust Teamwork Communication Fundamentals Essentials people need to knowWhat is really happening What are authorities doing about it What people need to do now When are things going to get back to normal Media Inquiry Form Media Inquiry Form Recorder: Position: Date/Time: USE THESE PROMPTS AS A GUIDE WHEN RESPONDING TO AN INQUIRY FROM A REPORTER: “I’m not the appropriate person to answer your inquiry, we have an Information Officer who can answer those questions. If I can get your name and contact information, I will forward your inquiry to our official who will get back to you as soon as possible.” Reporter’s Name: Media Affiliation: Phone Number: Fax Number: Deadline: Information Requested: Action Taken: Signed: Media Statement Respond Maple Leaf Foods Hurricane Katrina Pritchard Fire - 2009 Respond Quickly Information is power First impressions form quickly and color the remainder of the response effort A quick effective response creates the impression of control Focus on solution, not cause Response Technique Quick Consistent Open Sympathetic Informative Response 1. Define the severity and nature of the emergency 2. Select communications methods 3. Deal with the possible negative reaction 4. Resolve and evaluate Crisis Communication Honest & Transparent Timely & Relevant (trust & confidence) Accurate based on facts Pro-active in nature Free of technical jargon Risk Communication Risk = Hazard + Outrage Peter M. Sandman Ph.D. Message Delivery Respond with compassion Communicating to people during a crisis requires a combination of simplicity and repetition Build your messages to about a 5th or 6th grade reading level Simple Messaging - KISS Be specific with your evacuation directions Be specific with your boil water instructions Communicate in Advance Pre-position in people’s minds Pre-designated evacuation routes Prepare a Family Emergency Kit Communication Methods Communication barriers Cell saturation Communication towers down Communication alternatives Satellite phones Ham radios Respond Quickly - Not Recklessly Sago Mine Disaster – West Virginia (2006) Tuesday, Jan 3: 21:10 - CEO announces body of one of the 12 miners has been recovered, fate of other 11 unknown. 23:45 - Mine Rescue Command Centre receives report that 11 miners were alive. 23:49 - Church bells ring as families gather on reports that remaining 11 miners have been found and are alive. Wednesday, Jan 4: 00:30 - Mine Rescue Command Centre confirms only one of the 12 miners was alive; other 11 were deceased. Internal Communication It’s Important to ensure internal audiences/employees are kept informed on a regular basis Rumours Amplified demand for NEWS Impaired judgement & reasoning Rumours & misinforma tion Crisis Situation • Heightened public emotion + • Limited access to facts + • Gossip = • Unstable information environment Initial Phase – (chaos) Focus on accuracy & competence (brief) Priority of info verification Clearly outline organization role Remain open & compassionate – human factor Establish communication process Outline courses of action Maintenance Phase - (action) Commit to timely & accurate updates Priority on verification to dispel rumours Clarify risks moving forward Provide content & background to situation Acknowledge & respond to feedback Resolution Phase (consideration) Reinforce key messages Remain compassionate Focus on positive accomplishments Provide time frame for life to return to normal Outline course of action of future prevention After the Crisis Document – Debrief – Decompress Document – Inquiries and litigation Debrief – Analyse Media Coverage and improve Crisis Plan Decompress – Emotional stress Clear Communication Managing the Message Traditional Media Environment New Media Environment US Airways #1549 3:26 - Incident occurs 3:36 - 10 minutes later, first Twitter photo 4:04 – First Tweet interview on MSNBC 4:12 – US Airways issues first statement Global Impact of Social Media Messaging Be first Be right Be credible Get message out first to control content & accuracy Say and do the right thing Be open, honest and speak with one consistent voice What the Media Wants Compelling story Raw human emotion Loss of life – Destruction – Human Tragedy Emotional investment 4C’s – Crisis/Crash/Confusion/Chaos “ If it Bleeds – It Leads” Polarization Openly Hostile Emotional No Opinion Logical Logical Openly Supportive Emotional Key Messages The most important things you want to say to the public Simple and repeated whenever possible Supported by proof points Bridging Language What’s important is... That’s a good question, what’s important to remember is... That’s not my area of expertise, what I can tell you... Body Language 55% of message is visual Intensely noticed Override verbal communication 38% is how it sounds 7% is the overall message Sound Bite Pause Answer Message Stop Be Cautious “Any "self-respecting rancher would have shot, shovelled and shut up". Premier Ralph Klein News Conference When news is extraordinary Multiple departments/agencies Authorities at conference Media Kits Proof points The Second Wave Media Log Media Outlet: Reporter’s Name: Interview Content: Follow up Required Media Outlet: Reporter’s Name: Interview Content: Follow up Required Steven Duckett Video Gary Holden - CEO Enmax Reputation Management Compassion