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  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Forget the normal way you do things … Can’t think the same way or say things the same way … Because your audience WILL NOT think the same way they normally do !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • 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 …
  • 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 !
  • 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
  • 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 in the OPS 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
  • Foleyet train in quarantine Possible bio threat Here’s how we handled it
  • 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?
  • 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?
  • Ottawa presentation

    1. 1. Social Media, Crisis Communications and Management <ul><ul><li>Ottawa </li></ul></ul><ul><li>March 2011 </li></ul><ul><li>Patrice Cloutier </li></ul>
    2. 2. Today’s presentation <ul><li>Introduction </li></ul><ul><li>The age of social media convergence </li></ul><ul><li>Impact on crisis communications planning and management </li></ul><ul><li>Key components of crisis comms planning </li></ul><ul><li>Brief overview of crisis mapping </li></ul><ul><li>Summary and questions </li></ul>
    3. 3. Introduction <ul><li>Why use social media? </li></ul><ul><li>It's where our audiences are </li></ul><ul><li>Engage effectively </li></ul><ul><li>Brings immediacy </li></ul>
    4. 4. Introduction <ul><li>Revolution or evolution? </li></ul><ul><li>What it is: a fundamental change in the way organizations and people interact. </li></ul>Key stats for Canada: 16 ,000,000 on FB #1 site in Canada 47 % on Twitter 22 m watched YouTube video
    5. 5. The age of social convergence <ul><li>What's driving this change? </li></ul><ul><li>Mobile devices and technologies </li></ul><ul><li>Social media platforms and sharing </li></ul><ul><li>Empowered citizens and volunteers </li></ul>
    6. 6. The age of social convergence <ul><li>First vector of change: mobile technology </li></ul><ul><li>Mobile devices: phones,PDAs, tablets </li></ul><ul><li>GIS/GPS-enabled tech + sharing functions </li></ul><ul><li>Cameras, vidcams, chat </li></ul>
    7. 7. The age of social convergence <ul><li>First vector of change: mobile technology </li></ul><ul><li>Mobile devices: phones,PDAs, tablets </li></ul><ul><li>GIS/GPS-enabled tech + sharing functions </li></ul><ul><li>Cameras, vidcams, chat </li></ul>
    8. 8. The age of social convergence <ul><li>First vector of change: mobile technology </li></ul><ul><li>Mobile devices: phones,PDAs, tablets </li></ul><ul><li>GIS/GPS-enabled tech + sharing functions </li></ul><ul><li>Cameras, vidcams, chat </li></ul>
    9. 9. The age of social convergence <ul><li>Second vector of change: social media </li></ul><ul><li>Social media in emergencies </li></ul><ul><li>People sharing what they see and feel </li></ul>
    10. 10. The age of social convergence <ul><li>Second vector of change: social media </li></ul><ul><li>Social media in emergencies </li></ul><ul><li>People sharing what they see and feel </li></ul>
    11. 11. The age of social convergence <ul><li>Second vector of change: social media </li></ul><ul><li>Social media in emergencies </li></ul><ul><li>People sharing what they see and feel </li></ul>Craig Fugate, FEMA Administrator Social media as an instant feedback loop to evaluate your response
    12. 12. The age of social convergence <ul><li>Third vector of change: empowered citizens and </li></ul><ul><li>volunteers </li></ul><ul><li>Using technology to participate </li></ul><ul><li>Tech and social media as mobilization tools </li></ul>
    13. 13. The age of social convergence <ul><li>Technology + willingness to create and share = </li></ul><ul><li>empowered citizens and volunteers </li></ul>Clay Shirky on technology and social media: People will create and share because they can
    14. 14. The age of social convergence <ul><li>Third vector of change: empowered citizens and </li></ul><ul><li>volunteers </li></ul><ul><li>Using technology to participate </li></ul><ul><li>Tech and social media as mobilization tools </li></ul>
    15. 15. The age of social convergence <ul><li>Third vector of change: empowered citizens and </li></ul><ul><li>volunteers </li></ul><ul><li>Using technology to participate </li></ul><ul><li>Tech and social media as mobilization tools </li></ul>Wahel Ghonim Google executive and one of the “faces” of the Egyptian Revolution: “ Social media platforms were essential.”
    16. 16. Impact on crisis comms and management <ul><li>Challenges and opportunities brought by SM </li></ul><ul><li>Meeting increased expectations </li></ul><ul><li>How to engage effectively using social media </li></ul><ul><li>Best practices and examples </li></ul>Gerald Baron, crisis communications expert and founder of PIER Systems: Immediacy in your response is key to having the ability to tell YOUR story.
    17. 17. Impact on crisis comms and management <ul><li>Challenges and opportunities brought by SM </li></ul><ul><li>Meeting increased expectations ...reacting within minutes … not hours. </li></ul>
    18. 18. Impact on crisis comms and management <ul><li>Challenges and opportunities brought by SM </li></ul><ul><li>Meeting increased expectations … some challenges … monitoring SM during a crisis </li></ul><ul><li>American Red Cross survey on Social Media in Emergencies … key findings: </li></ul><ul><li>People will go to social media for info and request help during an emergency. </li></ul><ul><li>People expect agencies and first responders to monitor social media platforms and respond to requests for assistance </li></ul>
    19. 19. Impact on crisis comms and management <ul><li>Challenges and opportunities brought by SM </li></ul><ul><li>Meeting increased expectations … some challenges … pressure on first responders. </li></ul>People will share on social media platforms, from their mobile devices, when they witness an emergency. How fast can you respond?
    20. 20. Impact on crisis comms and management <ul><li>Challenges and opportunities brought by SM </li></ul><ul><li>2. How to engage effectively using social media </li></ul>
    21. 21. Impact on crisis comms and management <ul><li>Challenges and opportunities brought by SM </li></ul><ul><li>2. How to engage effectively using social media … monitoring … </li></ul>
    22. 22. Impact on crisis comms and management <ul><li>Challenges and opportunities brought by SM </li></ul><ul><li>2. How to engage effectively using social media … analysis … </li></ul>
    23. 23. Impact on crisis comms and management <ul><li>Challenges and opportunities brought by SM </li></ul><ul><li>2. How to engage effectively using social media … engage … </li></ul>Conversations
    24. 24. Impact on crisis comms and management Challenges and opportunities brought by SM 2. How to engage effectively using social media … another key is integration
    25. 25. Impact on crisis comms and management <ul><li>Challenges and opportunities brought by SM </li></ul><ul><li>3. Best practices and examples </li></ul>If you've done it right and have the ability to use SM and respond quickly .... People will turn to you during an emergency You will be a credible source
    26. 26. Impact on crisis comms and management <ul><li>Challenges and opportunities brought by SM </li></ul><ul><li>3. Best practices and examples </li></ul>
    27. 27. Impact on crisis comms and management <ul><li>Challenges and opportunities brought by SM </li></ul><ul><li>3. Best practices and examples </li></ul><ul><ul><li>Others who get it right: </li></ul></ul><ul><ul><li>CDC </li></ul></ul><ul><ul><li>FEMA, Ready.gov </li></ul></ul><ul><ul><li>U.S. Coast Guard </li></ul></ul><ul><ul><li>Police services in Canada: Toronto, Vancouver </li></ul></ul><ul><ul><li>and others </li></ul></ul>
    28. 28. Impact on crisis comms and management Challenges and opportunities brought by SM 3. Best practices and examples … when you fail ...
    29. 29. Impact on crisis comms and management Challenges and opportunities brought by SM 3. Best practices and examples … when you fail ...
    30. 30. It's likely you, and your audiences, will be under stress! <ul><li>Impact of a crisis on communicators? </li></ul><ul><ul><li>Surprise </li></ul></ul><ul><ul><li>Public scrutiny </li></ul></ul><ul><ul><li>Media coverage </li></ul></ul><ul><ul><li>Not routine </li></ul></ul><ul><ul><li>Loss of control </li></ul></ul>
    31. 31. Crisis communications planning <ul><li>The key components … the four “P”s </li></ul><ul><li>Policies and procedures </li></ul><ul><li>People </li></ul><ul><li>Preparation </li></ul><ul><li>Practice </li></ul>The fifth P for Platform as in Social Media platform
    32. 32. Crisis communications planning <ul><li>The key components … the four “P”s </li></ul><ul><li>Policies and procedures </li></ul><ul><ul><li>Delegation of authority. Who can get the ball rolling? </li></ul></ul><ul><ul><li>Who can post on web and SM platform </li></ul></ul><ul><ul><li>Are they up-to-date? </li></ul></ul><ul><ul><li>Are they in portable formats? </li></ul></ul><ul><ul><li>Do they offer flexibility and adaptability? </li></ul></ul>
    33. 33. Crisis communications planning <ul><li>The key components … the four “P”s </li></ul><ul><li>Policies and procedures </li></ul>
    34. 34. Crisis communications planning <ul><li>The key components … the four “P”s </li></ul><ul><li>2. People </li></ul><ul><li>A crisis cell approach. Based on IMS? </li></ul><ul><li>Single PIO as lead … link with ops/senior </li></ul><ul><li>Executives </li></ul><ul><li>Are they trained? Do they know the plan? </li></ul><ul><li>Media relations training … for everyone … </li></ul><ul><li>The right set of skills ... </li></ul>
    35. 35. Crisis communications planning <ul><li>The key components … the four “P”s </li></ul><ul><li>2. People … what we want to avoid! </li></ul>Everyone needs basic media relations training … they might become the face of your response. Here’s what you shouldn’t do.
    36. 36. Crisis communications planning <ul><li>The key components … the four “P”s </li></ul><ul><li>3. Preparation … </li></ul><ul><li>Scenario-based (HIRA) </li></ul><ul><li>Pre-approved messaging </li></ul><ul><li>Crisis Communications Technique </li></ul><ul><li>Know how to be heard and understood </li></ul>
    37. 37. Crisis communications planning <ul><li>The key components … the four “P”s </li></ul><ul><li>4. Practice … </li></ul><ul><li>Functional and tabletop exercises </li></ul><ul><li>Comms involved in play and design </li></ul><ul><li>Test all components including SM </li></ul><ul><li>Exercise primary and alternate teams </li></ul>
    38. 38. Crisis communications planning <ul><li>The key components … the four “P”s </li></ul><ul><li>And the pressing need to add the fifth P … for </li></ul><ul><li>Platform … as in social media platform. </li></ul><ul><li>Different types of SM platforms: </li></ul><ul><li>Twitter and the use of #tags </li></ul><ul><li>In every component of your crisis comms plan </li></ul><ul><li>Effective tool for immediate engagement </li></ul><ul><li>Integrate with website </li></ul><ul><li>Follow: #csmem + #csmemchat and #smem + </li></ul><ul><li>#smemchat </li></ul>
    39. 39. Message mapping overview <ul><li>Why use a crisis communications approach? </li></ul><ul><li>Avoid communications regret ! </li></ul><ul><li>Use efficient risk and crisis communications process </li></ul>
    40. 40. Message Mapping <ul><li>Science-based </li></ul><ul><li>Developed by Dr. Vince Covello from New York </li></ul><ul><li>Based on difference in brain functions/processes during a crisis as opposed to routine situations </li></ul><ul><li>Easy to use …. Visual representation </li></ul><ul><li>Anticipate issues and questions and develop key messages ahead of time </li></ul>
    41. 41. <ul><li>Why use a crisis communications approach? </li></ul><ul><ul><li>Ensure effective communications and that your audience adopt the right behaviour. </li></ul></ul><ul><ul><li>Enhances your capacity to offer a prompt communications response to incidents and crises </li></ul></ul><ul><ul><li>Helps establish an organization’s credibility. </li></ul></ul>
    42. 42. Message Mapping: Prepare! <ul><li>If you want to communicate promptly, you need to have pre-approved messages ready! </li></ul><ul><ul><li>Analyzed over 1,200 news conference </li></ul></ul><ul><ul><li>Distilled topics/questions/concerns to 77 </li></ul></ul><ul><ul><li>You know the risks </li></ul></ul><ul><ul><li>You know what might be asked </li></ul></ul>
    43. 43. How your prepare the message maps … Routine vs Crisis <ul><li>To be heard, you need to craft the right messages! </li></ul>Routine … Crisis …
    44. 44. Brain Processes <ul><li>What it means for communicators … </li></ul><ul><li>the rule of 27/9/3 </li></ul><ul><li>Lose some of ability to process info in stressful situations </li></ul><ul><li>Need to recognize that fact to craft messaging that people will understand and act upon </li></ul>
    45. 45. The rule of 3 (cont’d) <ul><li>27/9/3 model: a critical tool </li></ul><ul><ul><li>Based on rule of 3: three key messages each with three supporting messages or key facts </li></ul></ul><ul><ul><li>Easy to visualize and share for multiple purposes … </li></ul></ul>
    46. 46. The rule of 3 <ul><li>27/9/3 model: a critical tool </li></ul><ul><ul><li>Media: broadcast and print </li></ul></ul><ul><ul><li>Matches what brain retains during crises </li></ul></ul><ul><ul><li>Works for images too … different part of the brain …give you the ability to convey more info </li></ul></ul>
    47. 47. Changes in cognitive abilities <ul><li>Not like in a routine situation! </li></ul><ul><li>Has an impact on how you deliver your messaging and display them. </li></ul><ul><ul><li>The order of your messages … </li></ul></ul>
    48. 48. Other obstacle <ul><li>Comprehension levels </li></ul><ul><li>Vocabulary is key </li></ul><ul><li>Target for “Sun” not the “Globe and Mail” ... </li></ul><ul><li>Avoid technical terms and jargon </li></ul>
    49. 49. Message 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.
    50. 50. Delivery <ul><li>Verbal vs non-verbal </li></ul><ul><ul><li>Things are totally reversed. </li></ul></ul><ul><ul><li>Routine: 75% verbal and 25 % non-verbal </li></ul></ul><ul><ul><li>Crisis: 75% non-verbal and 25% verbal </li></ul></ul><ul><li>What’s also important? Show poise! </li></ul>
    51. 51. Feel … No Mr. Roboto <ul><li>Compassion, Competence, Optimism </li></ul><ul><li>Establish connection ... show emotion </li></ul><ul><li>Posture </li></ul><ul><li>Look audience in the eye </li></ul>
    52. 52. Delivery Words matter and how you express them Aftermath of the Virginia Tech massacre: Message of compassion, grieving but also of optimism. Charles W. Steger, President, Virginia Tech
    53. 53. In Summary <ul><li>Use SM effectively </li></ul><ul><li>Use a crisis comms technique to: </li></ul><ul><li>Anticipate </li></ul><ul><li>Prepare </li></ul><ul><li>Practice </li></ul><ul><li>Questions ??? </li></ul>
    54. 54. Some resources: Presentations: http://prezi.com/dx6dkrzfdhup/social-media-and-crisis-communications-planning-ryerson/ http://www.slideshare.net/patricecloutier/message-mapping More on crisis communications planning: http://www.ptsc-online.ca/crisis_and_emergency_communications Message mapping technique: Full video of Dr. Covello on Vimeo: http://www.vimeo.com/20290221 PDF on: http://www.slideshare.net/patricecloutier/messagemapping-7092499

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