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The DoD Role in Crisis Communication
Presented by Captain William Carraway
State Public Affairs Officer, Georgia National ...
Preparing for Crisis
Communication
Providing sustainable, effective means to communicate with key
audiences.
Ga DoD PAO DSCA Tasks
PHASE 0
SHAPE
Phase IV
STABILIZE
Phase V
TRANSITION
Phase III
OPERATE
Phase I
ANTICIPATE
Phase II
RE...
Crisis
Communication
Case Study: PAX
1: Align messages across all
channels.
2. Synchronize words, actions,
and images to p...
Flickr.com/georgiaguard
Facebook and Twitter
Facebook: 498 likes
comments and shares
661 post clicks (links to Flickr
site)
Total 1,159 interactio...
PHASE 0
SHAPE
PHASE 0
Tasks: Determine strat com
message goals. Complete PAG,
Determine key messages by
audience and BPT r...
PHASE 1
ANTICIPATE
Phase I
Tasks: PAO staffs MOC/JOC. Upon
determining responding units,
Component PAOs deliver PAG and
in...
PHASE 2
RESPOND
Phase II
Tasks: Army PAO coordinates for images
from UPARS. UPARS facilitate media
engagement as approved ...
PHASE 3
OPERATE
Phase III
Tasks: MPAD /PAO analyze news
reports and localize coverage to
leverage Ga. DOD strat com
messag...
Ga DoD PAO DSCA Tasks
PHASE 4
STABILIZE
Phase IV
Tasks: No Change
Media Posture: No Change
StratCom Priority:
(S3) Images ...
PHASE 5
Transition
Phase V
Tasks: No Change
Media Posture: No Change
Stratcom Priority: (S2, F1) Images
of reunions/ signs...
Final Thoughts:
Relevant pre-incident communication is decisive
in crisis communication
Quality over quantity
www.gadod.net
Twitter: @GeorgiaGuard
www.flickr.com/photos
www.facebook.com/GeorgiaGuard
Team Ga. Summit: Crisis Communication
Team Ga. Summit: Crisis Communication
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Team Ga. Summit: Crisis Communication

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Transcript of "Team Ga. Summit: Crisis Communication"

  1. 1. The DoD Role in Crisis Communication Presented by Captain William Carraway State Public Affairs Officer, Georgia National Guard
  2. 2. Preparing for Crisis Communication Providing sustainable, effective means to communicate with key audiences.
  3. 3. Ga DoD PAO DSCA Tasks PHASE 0 SHAPE Phase IV STABILIZE Phase V TRANSITION Phase III OPERATE Phase I ANTICIPATE Phase II RESPOND PHASE 0 Tasks: Determine strat com message goals. Complete PAG, Determine key messages by audience and BPT respond to media inquiries while synchronizing initial messaging with GEMA. Media Posture: Reactive. Stratcom Priority: (C1) Communicate capabilities to outside stakeholders. Themes: Training and preparedness Phase I Tasks: PAO staffs MOC/JOC. Upon determining responding units, Component PAOs deliver PAG and instructions for media engagement. Media Posture: Active – Primary engagement through social media channels Stratcom Priority: (S1) Localize response story to feature Guard response. Theme: DSCA capabilities unique to the Guard Phase II Tasks: Army PAO coordinates for images from UPARS. UPARS facilitate media engagement as approved by DoD PAO. Media Posture: Active – Primary engagement through social media channels. News releases to local/national media Stratcom Priority: (G1) Images of Guardsmen working with Civil authorities Theme: Rapid response capability Phase III Tasks: MPAD /PAO analyze news reports and localize coverage to leverage Ga. DOD strat com messages Media Posture: No Change Stratcom Priority: (G3) Images of Guardsmen working with Civil authorities Theme: Coordination with civil authorities. Phase IV Tasks: No Change Media Posture: No Change StratCom Priority: (S3) Images of first responders and citizens with Guard in background role demonstrating transition. Theme: transition and order Phase V Tasks: No Change Media Posture: No Change Stratcom Priority: (S2, F1) Images of reunions/ signs of appreciation from impacted community Theme: Employer/ community support for the Guard
  4. 4. Crisis Communication Case Study: PAX 1: Align messages across all channels. 2. Synchronize words, actions, and images to provide value to key audiences.
  5. 5. Flickr.com/georgiaguard
  6. 6. Facebook and Twitter Facebook: 498 likes comments and shares 661 post clicks (links to Flickr site) Total 1,159 interactions Twitter: 49 retweets, 29 favorites Total: 78 interactions.
  7. 7. PHASE 0 SHAPE PHASE 0 Tasks: Determine strat com message goals. Complete PAG, Determine key messages by audience and BPT respond to media inquiries while synchronizing initial messaging with GEMA. Media Posture: Reactive. Stratcom Priority: (C1) Communicate capabilities to outside stakeholders. Themes: Training and preparedness
  8. 8. PHASE 1 ANTICIPATE Phase I Tasks: PAO staffs MOC/JOC. Upon determining responding units, Component PAOs deliver PAG and instructions for media engagement. Media Posture: Active – Primary engagement through social media channels Stratcom Priority: (S1) Localize response story to feature Guard response. Theme: DSCA capabilities unique to the Guard
  9. 9. PHASE 2 RESPOND Phase II Tasks: Army PAO coordinates for images from UPARS. UPARS facilitate media engagement as approved by DoD PAO. Media Posture: Active – Primary engagement through social media channels. News releases to local/national media Stratcom Priority: (G1) Images of Guardsmen working with Civil authorities Theme: Rapid response capability
  10. 10. PHASE 3 OPERATE Phase III Tasks: MPAD /PAO analyze news reports and localize coverage to leverage Ga. DOD strat com messages Media Posture: No Change Stratcom Priority: (G3) Images of Guardsmen working with Civil authorities Theme: Coordination with civil authorities.
  11. 11. Ga DoD PAO DSCA Tasks PHASE 4 STABILIZE Phase IV Tasks: No Change Media Posture: No Change StratCom Priority: (S3) Images of first responders and citizens with Guard in background role demonstrating transition. Theme: transition and order
  12. 12. PHASE 5 Transition Phase V Tasks: No Change Media Posture: No Change Stratcom Priority: (S2, F1) Images of reunions/ signs of appreciation from impacted community Theme: Employer/ community support for the Guard
  13. 13. Final Thoughts: Relevant pre-incident communication is decisive in crisis communication Quality over quantity
  14. 14. www.gadod.net Twitter: @GeorgiaGuard www.flickr.com/photos www.facebook.com/GeorgiaGuard
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