Prsa social media brief 4 aug 10


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Prsa social media brief 4 aug 10

  1. 1. 434th Air Refueling Wing – Crisis Response<br />
  2. 2. Before the Crisis<br />Crisis communication and Social Media<br />Frederick C. Bagg, ABC, APR, Fellow PRSA<br />
  3. 3. Before the Crisis<br />The 2008 crisis and social media in healthcare survey<br />Understand the nature of crisis<br />Assess your vulnerabilities<br />Have a plan<br />Contacts<br />Processes<br />Checklists<br />Agreements<br />Drill, Drill, Drill <br />Environmental Scanning<br />
  4. 4. Understanding Crisis<br />What kinds of crises Should you prepare for?<br /><ul><li>Class A – Natural Disasters
  5. 5. Class B – External Disasters/Medical Emergencies
  6. 6. Class C – Internal Crisis Medical Emergencies –
  7. 7. Class D – Internal Crisis – Non-Medical Emergencies</li></li></ul><li>Examples of crises shared in 2008 crisis and social media survey<br />Class A – Natural Disasters - 35%<br /><ul><li>Fires, Floods, Tornados, Blizzards, etc.</li></ul>Class B – External Disasters/Medical Emergencies – 42%<br /><ul><li>Fire, Explosion, Chemical exposure, Multiple Victim Accidents, epidemic, Tainted transplant tissue, poisoning, etc.</li></ul>Class C – Internal Crisis Medical Emergencies – 28%<br /><ul><li>Workplace violence, sentinel events, structural collapse, etc.</li></ul>Class D – Internal Crisis – Non-Medical Emergencies – 46%<br /><ul><li>Tax exempt status revoked, Fraud, unexpected executive deaths, lawsuits, private data lost or stolen, executive sexual harassment, layoffs, equipment recall, etc. </li></li></ul><li>Use of A Crisis Communication Plan<br />
  8. 8. New or Social Media used frequently or very frequently<br />Target audience text messaging – 14.9%<br />Posting info on own e-communities – 16.7%<br />Posting info on others e-communities – 18.8%<br />Podcasts – 6.1%<br />Vodcasts – 2.0%<br />Videos on YouTube – 6.1%<br />Photos on photo sharing site like Flikr – 2%<br />Activate live web-cam – 2%<br />Embed MP3 Files in e-mail and Web releases – 2%<br />Internal CEO or Mgmnt blog – 12.3%<br />External CEO or Mgmnt blog – 8.2%<br />External “News blog” – 26.5%<br />Crisis Web site (dark site) – 24%<br />RSS feeds -= 20.9%<br />Twitter – 0%<br />Broadcast voice messaging – 10.2%<br />Broadcast text messaging – 8.1%<br />
  9. 9. Use of social media in crisis in 2008<br />Social media is just “catching on” in healthcare<br />Most organizations use e-mail and Web as part of their “traditional media” response to crises, <br />but 80% aren’t using blogs, RSS feeds, Podcasts, Vodcasts, embedded MP3 files, e-communities or other social media tools<br />
  10. 10. Institute for Crisis Management <br />Characteristics of a Crisis<br />Significant business disruption<br />Extensive news coverage<br />Extensive public scrutiny<br />Adverse affect on normal operations<br />Exceeds the normal capacity of the organization to respond<br />
  11. 11. Definition of a Business Crisis<br />A significant business disruption which results in extensive news media coverage and public scrutiny<br />Different types of business crises<br /><ul><li>Sudden
  12. 12. Smoldering
  13. 13. Perceptual
  14. 14. Bizarre</li></li></ul><li>What to Expect in a Crisis<br />Surprise<br />Insufficient information<br />Escalating flow of events<br />Loss of control<br />Increased scrutiny<br />
  15. 15. Crisis Response Plan<br />Need to have a communication plan INDEPENDENT of the organization’s operational crisis or disaster plan!<br />
  16. 16. Elements of a <br />Crisis Response Plan<br />Criteria/categories<br />Crisis team and responsibilities<br />Basic message points / platform<br />Contacts and media list<br />Crisis command post and media center<br />Guidelines, checklists & forms<br />
  17. 17. Preparation for a Crisis<br />Have it written down<br />Be flexible<br />Rehearse, rehearse, rehearse<br />Prepare for the things you KNOW will happen so you can free up your time for the unanticipated!<br />
  18. 18. Before the Crisis<br />Assess the vulnerabilities<br />Scenarios<br />Have a plan & prepare management<br />
  19. 19. Assessing your Vulnerabilities<br />Understanding organization’s history/ skeletons in the closet<br />Quick & dirty <br /><ul><li>Grid
  20. 20. Formula sheet</li></li></ul><li>Cause-Severity Grid<br />Human<br />discrimination<br />sabotage<br />class action lawsuit<br />failure to follow procedures<br />boycott<br />harassment<br />terrorism<br />data entry error<br />workplace violence<br />failure to report problem<br />Routine<br />Severe<br />major defect<br />blizzard<br />explosion/fire<br />flood<br />equipment failure<br />computer virus<br />thunderstorm<br />tornado<br />toxic spill<br />Technical/Natural<br />
  21. 21. Assess the Vulnerabilities<br /><ul><li>Develop a list based on categories
  22. 22. E.g. Category: Natural disaster:
  23. 23. Flood
  24. 24. Tornado
  25. 25. Earthquake
  26. 26. Etc.
  27. 27. Sort by Likelihood and Urgency</li></li></ul><li>Assess the Vulnerabilities<br /><ul><li>Establish priorities based on combination of Likelihood, urgency as well as level of impact on the organization
  28. 28. One book urges a 5 point system for each characteristic, applied to likelihood, urgency, and impact</li></li></ul><li>Assess the Vulnerabilities<br />
  29. 29. <ul><li>Understanding organization’s history/ skeletons in the closet
  30. 30. Quick & dirty
  31. 31. Grid
  32. 32. Formula sheet
  33. 33. Monitor media, trends
  34. 34. Vulnerability study with consultants
  35. 35. Communication audit</li></li></ul><li>Scenario planning<br />Tied to vulnerabilities<br />Worst case<br /><ul><li>What if</li></ul>Prepare for “worst case”<br />Multiple scenarios <br />
  36. 36. Preparing Management<br />Attitude of openness<br /><ul><li>Honest, verifiable or confirming, not necessarily “tell everything”
  37. 37. Get “buy in” for social media use</li></ul>Identified and trained spokespersons<br />Pre-approved statements, processes, policies<br />
  38. 38. Drill-Drill-Drill<br />Practice your scenarios and participate in community drills<br />Set up realistic drills – not just catastrophes<br />Practice uncovers holes in your plan<br />
  39. 39. Environmental Scanning<br />Continually monitor internal vulnerability points<br />Monitor external vulnerability points – including monitoring of social media<br />“Clip” other people’s crises – take to management team and say, “What would we have done” – “Are we ready for this?”<br />Use “real crises” from others in your drills and scenarios<br />Crisis preparation is ongoing – not done singularly<br />
  40. 40. And now - <br />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.<br />
  41. 41. During the Crisis<br />Crisis communication and Social Media<br />Lt. Col. Gary Lockard, Public Affairs chief<br />Tech. Sgt. Mark Orders-Woempner, Public Affairs<br />
  42. 42. Initial Priorities<br />28<br />Air Force priorities impact the Pubic Affairs mission during an accident or other crisis situation<br />1. Rescuing the injured<br />2. Preventing further injury or loss of life<br />3. Safeguarding classified information<br /> 4. Protecting property and preserving clues to the cause of the mishap<br /> 5. Meeting the needs of the news media<br />
  43. 43. Environment has changed<br />29<br />Previously, AF’s major concern was aircraft accidents<br />Now, emergency managers and PA practice a host of world-wide scenarios to include:<br />Natural disasters<br />Vehicle accidents<br />Fires<br />Environmental situations <br />Terrorist<br />Internal situations <br />
  44. 44. Release of Information<br />30<br />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:<br />Type of resource involved (aircraft, vehicle, building, etc)<br /> Where the resources was based<br /> Time of the incident<br /> Number of people involved<br />AF guidelines require the initial release of information be provided to the media within one hour of the time of the incident.<br />
  45. 45. Privacy—24 Hours<br />31<br />To protect the privacy of those involved in the incident and their family members, the following information will not be immediately released:<br /><ul><li>Name of those killed or seriously injured
  46. 46. Cause of the incident/accident</li></ul>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. <br />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.<br />
  47. 47. Does policy match technology?<br />32<br />AF policy is initial release within one hour. Release must also be approved by major command.<br />How quickly do all media receive the release if sent out via email or fax?<br />Previous incidents demonstrate people close to the incident (base employees, local populace) get info to media quickly through camera phones, tweets, etc.<br />Same people also distribute info via facebook, twitter, etc., much more quicker than “official” PA channels<br />
  48. 48. 33<br />During the Crisis - New Media<br /><ul><li>Objectives stay the same
  49. 49. Not a replacement for traditional media
  50. 50. Social media acts at “Force Multiplier”</li></li></ul><li>34<br />Traditional Media Issues<br /><ul><li>Faxing new releases
  51. 51. Antiquated - Possible Failure
  52. 52. Slow and Cumbersome
  53. 53. “Straight Talk” lines
  54. 54. Low exposure
  55. 55. Possible overload
  56. 56. Web site postings
  57. 57. Up to 30 min to post
  58. 58. Possible overload</li></li></ul><li>35<br />Lessons Learned – Ft. Hood<br /><ul><li>Crowdsourcing
  59. 59. inaccurate and potentially dangerous
  60. 60. @FtHoodShootings - Ran by news organization
  61. 61. Was #1 Twitter source</li></li></ul><li>36<br />Lessons Learned – Ft. Hood<br /><ul><li>Citizen ‘Journalists’
  62. 62. Tweeted multiple inaccuracies from “the inside”
  63. 63. Became a ‘source’ that was quoted as accurate
  64. 64. Skype interview from Army wife’s living room
  65. 65. Interview live with Katie Couric</li></li></ul><li>37<br />Major Concerns<br /><ul><li>Manpower
  66. 66. Security
  67. 67. Accuracy
  68. 68. Policy
  69. 69. Propriety</li></ul>SAPP<br />
  70. 70. 38<br />Opportunities<br /><ul><li>Speed
  71. 71. Feedback
  72. 72. Force multiplication</li></ul>If we don’t tell the Air Force Story, someone else will!<br />
  73. 73. 39<br />The Plan<br /><ul><li>Continue to use traditional media
  74. 74. Develop media priorities
  75. 75. Quickly establish hashtags, Twitter lists, etc.
  76. 76. Setup bloggers round table</li></li></ul><li>After the Crisis<br />Crisis communication and Social Media<br />Robert E. Dittmer, APR<br />
  77. 77. After the Crisis<br />Five Key Steps<br />Continue monitoring media/communities<br />Thorough Follow-up with Contacts<br />Conduct data collection<br />Conduct Analysis<br />Create Lessons Learned – Update your plan<br />41<br />
  78. 78. Step One<br />Continue monitoring<br />Media<br />Community leaders<br />Community conversations<br />Social media sites<br />Bloggers<br />Forums<br />Twitter<br />Web traffic<br />After the Crisis<br />42<br />
  79. 79. Step Two<br />Conduct a thorough follow-up with all contacts<br />Media<br />Community<br />Others<br />Provide updated information<br />Correct erroneous information or impressions<br />Provide details on all SM and Web sites<br />After the Crisis<br />43<br />
  80. 80. After the Crisis<br />Step Three<br />Data Collection<br />Web traffic analysis<br />Google Alerts<br />Traditional Clips<br />Content Analysis<br />Google Analytics<br />Etc.<br />44<br />
  81. 81. After the Crisis<br />Step Four<br />Conduct Analysis of Data<br />Volume of traffic<br />Tone of traffic<br />Message delivery fidelity<br />Conduct by medium<br />Review cause-effect of communications<br />45<br />
  82. 82. After the Crisis<br />Step Five<br />Create Lessons Learned<br />What worked?<br />What did NOT work?<br />What else should have been done?<br />What should NOT have been done?<br />Update your Crisis Plan<br />Remember: The crisis is NOT OVER until you have captured key learning points.<br />46<br />
  83. 83. Questions<br />47<br />?<br />