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Cema crisis communications planning and message mapping

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Crisis Comms PlanningCrisis Comms Planning
and Message Mappingand Message Mapping
CEMA
March 2015
Patrice Cloutier
Today’s presentationToday’s presentation
1. Introduction
2. Context … and challenges
3. Understanding what's behind a mess...
IntroductionIntroduction
What is emergency information?
What our audiences need to know to protect
themselves, their fami...

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Cema crisis communications planning and message mapping

  1. 1. Crisis Comms PlanningCrisis Comms Planning and Message Mappingand Message Mapping CEMA March 2015 Patrice Cloutier
  2. 2. Today’s presentationToday’s presentation 1. Introduction 2. Context … and challenges 3. Understanding what's behind a message map 4. Preparing a message map 5. Delivering the message map
  3. 3. IntroductionIntroduction What is emergency information? What our audiences need to know to protect themselves, their families, property and the environment. What we need to communicate to help ensure our audiences will adopt the right behaviour during a crisis or emergency. Also important: presenting your organization’s response to an incident under the best possible light.
  4. 4. Know the hazards and risksKnow the hazards and risks Different types of incidents
  5. 5. Meeting the new challengesMeeting the new challenges Why use a crisis communications approach? • Avoid communications regret ! • Use efficient risk communications process
  6. 6. Meeting the new challengesMeeting the new challenges Why use a crisis communications approach? • It’s about speed … and occupying the public space • To meet the challenge … need the five Ps • Procedures • People • Preparation • Practice • Platforms
  7. 7. The Crisis Communications PlanThe Crisis Communications Plan The first P: Procedures •Simple, intuitive •Your people need to be familiar with them •Principals, alternates and second alternates •Think middle of the night on a weekend ! •Delegation of authority •Flexible
  8. 8. The Crisis Communications PlanThe Crisis Communications Plan The second P: People •Trained spokesperson •Top commanders and executives •Principals, alternates and second alternates •Familiarize with plan and procedures •Demonstrate confidence and competence
  9. 9. The Crisis Communications PlanThe Crisis Communications Plan The third P: Preparation •Crisis communications technique •Pre-approved messaging •Identified audiences and channels to reach them
  10. 10. The Crisis Communications PlanThe Crisis Communications Plan The fourth P: Practice •A plan untested is a plan unproven •Principals and alternates •Communications component to every exercise
  11. 11. The Crisis Communications PlanThe Crisis Communications Plan The fifth P: Platforms •Notification and alerting systems •Social networks • Twitter • Facebook • Youtube • Others •Social media monitoring tools
  12. 12. Message MappingMessage Mapping Crisis communications technique developed by Dr. Vincent Covelo from New York. Advised Mayor Giuliani prior to 9-11 Successful communications response using message mapping ◦ Message maps pre-approved ◦ Trained people ◦ Lots of prior exercises
  13. 13. Message MappingMessage Mapping Message mapping • Science-based … on target messaging • Based on difference in brain functions/processes during a crisis as opposed to routine situations • Easy to use …. Visual representation • Anticipate issues and questions and develop key messages ahead of time
  14. 14. Why use a crisis communications approach? ◦ Ensure effective communications and that your audience adopt the right behaviour. ◦ Enhances your capacity to offer a prompt communications response to incidents and crises ◦ Helps establish an organization’s credibility.
  15. 15. Message Mapping: Prepare!Message Mapping: Prepare! If you want to communicate promptly, you need to have pre-approved messages ready!
  16. 16. How your prepare the messageHow your prepare the message maps … Routine vs Crisismaps … Routine vs Crisis To be heard, you need to craft the right messages! Routine … Crisis …
  17. 17. Brain ProcessesBrain Processes Our abilities change ...
  18. 18. Brain ProcessesBrain Processes What it means for communicators … the rule of 27/9/3
  19. 19. The rule of 3 (cont’d)The rule of 3 (cont’d) • 27/9/3 model: a critical tool • Based on rule of 3: three key messages each with three supporting messages or key facts • Easy to visualize and share for multiple purposes …
  20. 20. The rule of 3The rule of 3 • 27/9/3 model: a critical tool • Media: broadcast and print • Matches what brain retains during crises • Works for images too … different part of the brain … give you the ability to convey more info
  21. 21. Changes in cognitive abilitiesChanges in cognitive abilities • What’s also important? • The order of your messages …
  22. 22. Other obstacleOther obstacle Comprehension levels
  23. 23. How you craft a message mapHow you craft a message map •The order of your messages … • Impact on how you craft and deliver a message map ... • Level of comprehension ... we normally write for grade 6-8 level .... during a crisis, you need to adjust your language/vocabulary to grade two or three level ... Here's what a message map looks like then
  24. 24. Message Map ExampleMessage Map Example How you read it ... from left to right the three key messages and then you repeat each message followed by the three supporting facts or messages … you can add message of empathy to start, end with call to action.
  25. 25. DeliveryDelivery • Verbal vs non-verbal • Things are totally reversed. • Routine: 75% verbal and 25 % non-verbal • Crisis: 75% non-verbal and 25% verbal • What’s also important? Show poise!
  26. 26. Feel … No Mr. RobotoFeel … No Mr. Roboto Compassion, Competence, Optimism
  27. 27. Virginia Tech … example of a good deliveryVirginia Tech … example of a good delivery • CCO template • Compassion • Competence/Conviction • Optimism
  28. 28. DeliveryDelivery • We will recover ... • Continue to invent the future at Virginia Tech, through our tears and blood. • Words matter and how you express them
  29. 29. In SummaryIn Summary Anticipate Prepare Practice Questions ???

Editor's Notes

  • Here’s a brief overview of what we’ll cover today …
    Don’t hesitate to interrupt me !
  • Two perspective: from our audiences and from our own.
  • Everyone armed with a phone/camera
    Twitter used extensively during the Mumbai crisis … 80 messages from witnesses every 5 seconds ! + blogs from hostages !
    Pix and tweets seconds and minutes after Sunrise propane explosion/
    People in their kitchen as fire approaches acting as “news gatherers” …
  • A communications response to a crisis must be:
    immediate … occupy the public space … because of social media
    being out there with relevant, accurate information within minutes will go a long way to establish your voice as one of authority … people will then look for you !
  • A communications response to a crisis must be:
    immediate … occupy the public space … because of social media
    being out there with relevant, accurate information within minutes will go a long way to establish your voice as one of authority … people will then look for you !
  • A communications response to a crisis must be:
    immediate … occupy the public space … because of social media
    being out there with relevant, accurate information within minutes will go a long way to establish your voice as one of authority … people will then look for you !
  • Proven record … lots of scientific evidence and research behind it.
    Used by many large government organizations involved in emergency response/management.
    Based on differences in how our brains process information in routine situations and during a crisis or stressful times.
    Let me explain …
  • Let me explain …
    Can we afford to wait hours before we talk to the media or our audiences?
    Or wait hours for approval of a news release?
  • Brains turn mushy … diminished ability to process and retain info
  • Why should we continue to do things in the normal way … when our message won’t be heard ?
  • That’s a critical piece …
    Whole way to structure our messages.
  • Media clips: about 9 seconds
    North American: 3 words/second
    Three quotes/key messages in print stories
  • Media clips: about 9 seconds
    North American: 3 words/second
    Three quotes/key messages in print stories
  • If it works in a crisis situation and is easy to process … why not use the same process for communicating for special events … such as the G8?
  • Normally we write for about grade 8 level … papers, usually between grade 6 (sun) and grade 8 (star/globe) … academic paper: much higher …
    During crisis: write for grade 2 or 3 to ensure right comprehension
    No jargon, no technical terms
  • If it works in a crisis situation and is easy to process … why not use the same process for communicating for special events … such as the G8?
  • Perception is reality
  • “I feel your pain” …
    Establish emotional connection if possible …
  • Perception is reality
  • Prepare message maps on all your hazards … risk-specific communications
    Ensure you have trained spokespeople
    exercise key crisis communications components regularly … as part of exercise program
    crises will happen … are you prepared?

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