Mastering the art of crisis communication is a must-have skill for any public relations professional. Join Shawna Bruce in this webinar as she unpacks the essential elements of clear and compelling messages, the key to communicating with stakeholders, and best practices for managing social media to avoid chaos!

2. Started and run by a successful group of digital media
entrepreneurs, Aggregage Is reimagining and building
out the next generation of business media in a way
that meets the needs and expectations of today's
business professionals and B2B marketers.
Using social media, machine intelligence, smart
algorithms, and big data, Aggregage's ever-growing
portfolio of industry sector focused verticals delivers
the most engaging and relevant content to each
industry's professionals.
Learn more at
aggregage.com

5. April 25, 2023
M.D. Bruce & Associates Ltd.
Communicating
During the Chaos
Shawna Bruce CD, MA (DEM)

6. Agenda
1. Essential Elements of a Crisis Communications Message
2. Communicating with Audiences
3. Managing Social Media During a Crisis
4. Q & A’s

7. Is this crisis in your lane?

8. This is a public information message from Bruce
Gas Co. on Tuesday, April 25, at 10:30 a.m. We
are investigating a possible gas leak at the Bruce
Community Centre at 217 Green Street. Please
stay away from the area.
Once available, more details will be shared on our
website and Facebook page. #BruceGasCo
Update #1
April 25, 2023 - 10:30 a.m.
Holding Statement - Example

9. This is a message from the City of Bruce on Tuesday, April
25, at 10:30 a.m.
We are aware of the social media footage and allegations
made against a member of our staff earlier today.
We take pride in fostering an inclusive work environment and
we have initiated an internal investigation of this incident.
More details will be shared once the investigation is
complete. #CityOfBruce
Holding Statement - Example

10. Acknowledge, Take Accountability &
Apologize
Start by acknowledging the crisis or emergency and its impact on
your audience. Put your name in the first sentence.
“Hi everyone, I’m Ben Minicucci, CEO of Alaska
Airlines. For many years we’ve taken pride in
running a strong operation. However, we aren’t
living up to that commitment right now, and for
that, I’m deeply sorry.”
Source: news.alaskaair.com

11. Communicate Response Actions
• Are you investigating allegations?
• Have you set up your EOC and are coordinating a response?
• Responding to the scene?
• Reviewing your policies?
Your audiences have no idea how you’re responding – unless
you tell them.

12. Empathy
If you’re the cause of the crisis or bearer of bad news – show empathy.
“We’re sorry for the massive disruption [the oil spill] has caused their
lives,” he said. “There’s no one who wants this over more than I do. I
would like my life back.”
Tony Hayward, BP CEO after the Deepwater Horizon Oil Spill
Remember: “People want to know you care, before they care about
what you know.”
(U.S. Coast Guard via European Pressphoto Agency)

13. Clarity Counts
Be clear and concise and choose each word carefully.
“Due to rising water from the river, residents who live on
Elm Street only will be evacuated out of the flood zone.
Travel South on Highway 28 towards Edmonton.”
NOT
“Residents in the flood zone should evacuate by travelling
East on Alberta Highway 37 then travelling South on
Highway 2.”

14. Transparency
Build trust by being open and honest with your
communications.
We hear you. We got our initial
tweet wrong and we’re sorry.
Our aim was to draw attention
to the fact that only 20% of
professional chefs in UK kitchens
are women and to help change
that by awarding culinary
scholarships. We will do better
next time.
— Burger King (@BurgerKingUK)
March 8,

15. Truth
Tell people the truth! Your audiences can handle it.
“The storm surge will be higher than rooftops. Anyone in
the area will be drowned by the force of the water. Keep
your family safe by moving three blocks away from the
ocean by 2 p.m.”
DENY DELIBERATE DECIDE

16. Tim Reid, CEO of Experience Regina (formerly Tourism Regina),
published an apology on Sunday evening, days after unveiling the new
brand on Thursday.
"I want to start by apologizing, on behalf of myself and our team, for the
negative impact we created with elements of our recent brand launch,"
Reid wrote in a post published on social media.
"It was clear that we fell short of what is expected from our amazing
community with some slogans that we used."
Response from the CEO

19. Share Actionable Info
• Tell your audiences what they need to do to
keep safe
• Share links to more resources
• Send them to your “comms hub” on your
website/dark site
• Remind them to keep informed!

20. Remember
• Acknowledge, Take Accountability and Apologize
• Communicate your response actions
• Show Empathy
• Write clear messages
• Be open and transparent
• Tell them the truth
• Share Actionable Info

21. COMMUNICATING
WITH AUDIENCES

22. Who ARE your audiences?
Think internal and external - EMPLOYEES
Know how to reach them
How are you reaching your “public at
large” audiences?

23. Grow your COIN
Community Outreach Information Network
• Non Profit Organizations
• Seniors
• Precariously Housed
• Differently – abled or with Mobility Challenges
• Business Associations
• Indigenous Communities
• Schools
• Faith Organizations
• Industry Networks
• Multicultural Associations
• Neighbouring Fire, Police, DEMs and Comms teams

24. Use Multiple Channels
Traditional Media
Social Media
Media you own – where are people going to
get information on your platforms?
Use all the tools in your toolbox

25. Be Inclusive
Words Matter – Choose Wisely
Be mindful of Language Barriers
Have someone check messages before they go out

26. Use Visuals
Images, graphics, or videos
Make complex information digestible
Use three key messages and
repeat them when possible
A picture is worth a thousand words
Audiences
Credit: https://www.carlsbadusd.k12.ca.us/

28. Feed the Beast
Don’t stop communicating
Community Awareness Limits Misinformation
CALM
Repeat and date-stamp until there is new info
to share – repeat and continue!
Keep Updating your audiences
Audiences

29. Remember
• Define your audiences
• Grow your COIN
• Use Multiple Channels
• Use Visuals
• Feed the Beast

30. SOCIAL MEDIA

31. Focus on your crisis – nothing else matters
Make sure you have redundancy with your passwords
Establish a #Hashtag to use for your crisis
STOP your pre-scheduled posts
If your crisis started on SM – respond to it on the
same platform

32. Assign Roles &
Responsibilities
Are your SM feeds
updated? Do they
link to your website?
Signature block?
Social Media in a Crisis

35. Use #TitleCase for
your #Hashtags.
&
Alt text for imagery
Monitor your social
media feeds for
misinformation and
make corrections
Acknowledge but
don’t engage
Social Media in a Crisis

36. Social Listening & Monitoring
Getting Alerts – What are people saying about you?
Back to Agenda

38. Messages
Remember
• Have a Social Media policy for your crisis comms plan
• If your crisis starts on SM – respond on SM
• Use Title Case for your #Hashtags and Alt text
• Consider Social Media Listening and Monitoring to
• Make sure your content is SAFE

39. • In Person Workshops
• Virtual Workshops
• Lunch and Learn Sessions
• One on One Skill Strengthening Sessions
• Conference Speaker Presentations
• Conference Workshops
• Crisis Communications Plan Review and
Gap Analysis Reports
• Crisis Communications Exercises
• Media Awareness Training
• On-Camera Live Media Training
Our Services

40. Connect with Shawna
Email
bruceandassociatesltd@gmail.com
Website
www.mdbruceandassociates.com
Phone
780-918-8892
Photos: Unless photo credits were provided, photos were sourced from the talented photographers at Unsplash.