Before the Crisis Crisis communication and Social Media Frederick C. Bagg, ABC, APR, Fellow PRSA
Before the Crisis The 2008 crisis and social media in healthcare survey Understand the nature of crisis Assess your vulnerabilities Have a plan Contacts Processes Checklists Agreements Drill, Drill, Drill Environmental Scanning
Understanding Crisis What kinds of crises Should you prepare for?
Class A – Natural Disasters
Class B – External Disasters/Medical Emergencies
Class C – Internal Crisis Medical Emergencies –
Class D – Internal Crisis – Non-Medical Emergencies
Examples of crises shared in 2008 crisis and social media survey Class A – Natural Disasters - 35%
Fires, Floods, Tornados, Blizzards, etc.
Class B – External Disasters/Medical Emergencies – 42%
Fire, Explosion, Chemical exposure, Multiple Victim Accidents, epidemic, Tainted transplant tissue, poisoning, etc.
Class C – Internal Crisis Medical Emergencies – 28%
Workplace violence, sentinel events, structural collapse, etc.
Class D – Internal Crisis – Non-Medical Emergencies – 46%
Tax exempt status revoked, Fraud, unexpected executive deaths, lawsuits, private data lost or stolen, executive sexual harassment, layoffs, equipment recall, etc.
Use of A Crisis Communication Plan
New or Social Media used frequently or very frequently Target audience text messaging – 14.9% Posting info on own e-communities – 16.7% Posting info on others e-communities – 18.8% Podcasts – 6.1% Vodcasts – 2.0% Videos on YouTube – 6.1% Photos on photo sharing site like Flikr – 2% Activate live web-cam – 2% Embed MP3 Files in e-mail and Web releases – 2% Internal CEO or Mgmnt blog – 12.3% External CEO or Mgmnt blog – 8.2% External “News blog” – 26.5% Crisis Web site (dark site) – 24% RSS feeds -= 20.9% Twitter – 0% Broadcast voice messaging – 10.2% Broadcast text messaging – 8.1%
Use of social media in crisis in 2008 Social media is just “catching on” in healthcare Most organizations use e-mail and Web as part of their “traditional media” response to crises, but 80% aren’t using blogs, RSS feeds, Podcasts, Vodcasts, embedded MP3 files, e-communities or other social media tools
Institute for Crisis Management Characteristics of a Crisis Significant business disruption Extensive news coverage Extensive public scrutiny Adverse affect on normal operations Exceeds the normal capacity of the organization to respond
Definition of a Business Crisis A significant business disruption which results in extensive news media coverage and public scrutiny Different types of business crises
What to Expect in a Crisis Surprise Insufficient information Escalating flow of events Loss of control Increased scrutiny
Crisis Response Plan Need to have a communication plan INDEPENDENT of the organization’s operational crisis or disaster plan!
Elements of a Crisis Response Plan Criteria/categories Crisis team and responsibilities Basic message points / platform Contacts and media list Crisis command post and media center Guidelines, checklists & forms
Preparation for a Crisis Have it written down Be flexible Rehearse, rehearse, rehearse Prepare for the things you KNOW will happen so you can free up your time for the unanticipated!
Before the Crisis Assess the vulnerabilities Scenarios Have a plan & prepare management
Assessing your Vulnerabilities Understanding organization’s history/ skeletons in the closet Quick & dirty
Cause-Severity Grid Human discrimination sabotage class action lawsuit failure to follow procedures boycott harassment terrorism data entry error workplace violence failure to report problem Routine Severe major defect blizzard explosion/fire flood equipment failure computer virus thunderstorm tornado toxic spill Technical/Natural
Identified and trained spokespersons Pre-approved statements, processes, policies
Drill-Drill-Drill Practice your scenarios and participate in community drills Set up realistic drills – not just catastrophes Practice uncovers holes in your plan
Environmental Scanning Continually monitor internal vulnerability points Monitor external vulnerability points – including monitoring of social media “Clip” other people’s crises – take to management team and say, “What would we have done” – “Are we ready for this?” Use “real crises” from others in your drills and scenarios Crisis preparation is ongoing – not done singularly
And now - I’d like to turn this over to Grissom’s Lt. Col. Gary Lockard and Tech. Sgt. Mark Orders-Woempner to discuss crisis and social media during the crisis itself.
During the Crisis Crisis communication and Social Media Lt. Col. Gary Lockard, Public Affairs chief Tech. Sgt. Mark Orders-Woempner, Public Affairs
Initial Priorities 28 Air Force priorities impact the Pubic Affairs mission during an accident or other crisis situation 1. Rescuing the injured 2. Preventing further injury or loss of life 3. Safeguarding classified information 4. Protecting property and preserving clues to the cause of the mishap 5. Meeting the needs of the news media
Environment has changed 29 Previously, AF’s major concern was aircraft accidents Now, emergency managers and PA practice a host of world-wide scenarios to include: Natural disasters Vehicle accidents Fires Environmental situations Terrorist Internal situations
Release of Information 30 The PA office will assist the media and ensure they are provided any information which is releasable under current Air Force guidelines. Releasable information includes: Type of resource involved (aircraft, vehicle, building, etc) Where the resources was based Time of the incident Number of people involved AF guidelines require the initial release of information be provided to the media within one hour of the time of the incident.
Privacy—24 Hours 31 To protect the privacy of those involved in the incident and their family members, the following information will not be immediately released:
After the next of kin have been notified, and a 24-hour time period has passed, the AF will release the names of those killed or injured. This procedure was changed in 2004 and lengthens the time period between when the accident occurs and when the names are provided to the media.
Does policy match technology? 32 AF policy is initial release within one hour. Release must also be approved by major command. How quickly do all media receive the release if sent out via email or fax? Previous incidents demonstrate people close to the incident (base employees, local populace) get info to media quickly through camera phones, tweets, etc. Same people also distribute info via facebook, twitter, etc., much more quicker than “official” PA channels
After the Crisis Crisis communication and Social Media Robert E. Dittmer, APR
After the Crisis Five Key Steps Continue monitoring media/communities Thorough Follow-up with Contacts Conduct data collection Conduct Analysis Create Lessons Learned – Update your plan 41
Step One Continue monitoring Media Community leaders Community conversations Social media sites Bloggers Forums Twitter Web traffic After the Crisis 42
Step Two Conduct a thorough follow-up with all contacts Media Community Others Provide updated information Correct erroneous information or impressions Provide details on all SM and Web sites After the Crisis 43
After the Crisis Step Three Data Collection Web traffic analysis Google Alerts Traditional Clips Content Analysis Google Analytics Etc. 44
After the Crisis Step Four Conduct Analysis of Data Volume of traffic Tone of traffic Message delivery fidelity Conduct by medium Review cause-effect of communications 45
After the Crisis Step Five Create Lessons Learned What worked? What did NOT work? What else should have been done? What should NOT have been done? Update your Crisis Plan Remember: The crisis is NOT OVER until you have captured key learning points. 46