Successfully reported this slideshow.

Footprints Of Disaster.Okspra Hndts

1,058 views

Published on

Crisis Communication presentation at OKSPRA Spring conference by Rick J. Kaufman

  • Be the first to comment

  • Be the first to like this

Footprints Of Disaster.Okspra Hndts

  1. 1. Footprints of Disaster Rick J. Kaufman, APR Crisis Response Team Leader Columbine High School Tragedy Executive Director of Community Relations & Emergency Management Bloomington Public Schools Use of information provided in this presentation for educational & training purposes only, and with proper citation to the author. What We’ve Learned to Prepare for the Next Crisis
  2. 2. What is a Crisis? <ul><li>An emotionally charged significant event or radical change </li></ul><ul><li>An unstable or crucial time of affairs in which a decisive change is impending </li></ul><ul><li>A situation with the distinct possibility of a highly undesirable outcome </li></ul><ul><li>A situation that has reached a critical phase </li></ul>OKSPRA - April 2010
  3. 3. Are you ready? <ul><li>In a crisis situation, you will react as you are organized and trained. </li></ul><ul><li>Knowing what to do can be the difference between chaos and calm, or even life and death. </li></ul>OKSPRA - April 2010
  4. 4. <ul><li>An effective crisis leader must act deliberately, quickly, and effectively with honesty, high moral values and ethical standards. </li></ul><ul><li>Rick J. Kaufman, APR </li></ul><ul><li>Crisis Management Consultant </li></ul>OKSPRA - April 2010
  5. 5. <ul><li>Crisis leadership is more about who you are than what you know. No learned crisis leadership skill will overcome a lack of character, ethics or integrity. </li></ul><ul><li>Rick J. Kaufman, APR </li></ul><ul><li>Crisis Management Consultant </li></ul>OKSPRA - April 2010
  6. 6. Crisis Management Realities <ul><li>Prompt action reduces collateral damage </li></ul><ul><li>Prompt action reduces length of crisis & moves situation closer to resolution </li></ul><ul><li>Focus on response, not sources of threat </li></ul><ul><li>Impossible to detail every conceivable crisis </li></ul><ul><li>Important decisions must be made before crisis ever occurs (e.g. structure, process, leadership) </li></ul>OKSPRA - April 2010
  7. 7. Crisis Management Realities <ul><li>Decisions based on site, location & unique set of circumstances that occur during crisis </li></ul><ul><li>Cardiac assessment ; intuition plays key roles </li></ul><ul><li>Tend to victims’ needs immediately </li></ul><ul><li>Be prepared … bad stuff happens </li></ul><ul><li>Continuous process requiring annual review </li></ul>OKSPRA - April 2010
  8. 8. Crisis Management Realities <ul><li>In the first hour of a crisis: </li></ul><ul><li>Denial: “This could not have happened.” </li></ul><ul><li>Anger: “How could this have happened?” “How could somebody do that?” </li></ul><ul><li>Panic: “Oh, &%#* (crap)!” </li></ul><ul><li>Anxiety: “What have I gotten myself into?” </li></ul><ul><li>Fear: “I want my mommy!” </li></ul><ul><li>Resolve: “Bring it on.” “Let’s do it.” </li></ul>OKSPRA - April 2010
  9. 9. Elements of Crisis Management <ul><li>Policy and Leadership </li></ul><ul><ul><li>Provides foundation, framework for action </li></ul></ul><ul><li>Emergency/Crisis Management Plan </li></ul><ul><ul><li>Provides structure, mechanisms for operational response </li></ul></ul><ul><li>School Crisis Response Plan </li></ul><ul><ul><li>Building plan operates within framework of district plan </li></ul></ul><ul><ul><li>Provides roles, responsibilities for staff </li></ul></ul><ul><ul><li>Coordinated response to more frequently occurring incidents </li></ul></ul>OKSPRA - April 2010
  10. 10. Case Study: H1N1 Influenza Planning <ul><li>Were you adequately prepared? </li></ul><ul><li>What did you learn from first wave? </li></ul><ul><li>How were you prepared … </li></ul><ul><ul><li>Planning & Coordination with leaders, staff </li></ul></ul><ul><ul><li>Planning & Coordination with public health </li></ul></ul><ul><ul><li>Continuity of Student Learning & Core Operations </li></ul></ul><ul><ul><li>Infection Control Policies & Procedures </li></ul></ul><ul><ul><li>Communication Planning </li></ul></ul><ul><li>Ongoing planning; evolving crisis </li></ul>OKSPRA - April 2010
  11. 11. Elements of Crisis Management <ul><li>Crisis Response Teams </li></ul><ul><ul><li>School, district response personnel </li></ul></ul><ul><li>Communication </li></ul><ul><ul><li>Foundation of any crisis planning, implementation, management and recovery effort </li></ul></ul><ul><li>Training </li></ul><ul><ul><li>Preparation and knowing what to do is crucial </li></ul></ul><ul><ul><li>Creates culture of vigilance, readiness </li></ul></ul>OKSPRA - April 2010
  12. 12. Crisis or Emergency Plan <ul><li>Prevention & Intervention (mitigation) </li></ul><ul><ul><li>Steps to reduce or eliminate risk to life and property </li></ul></ul><ul><ul><li>School safety & security audits </li></ul></ul><ul><li>Preparedness </li></ul><ul><ul><li>Process of planning a rapid, coordinated response </li></ul></ul><ul><li>Response </li></ul><ul><ul><li>Action steps to take during a crisis </li></ul></ul><ul><li>Recovery </li></ul><ul><ul><li>Restoring learning environment quickly </li></ul></ul><ul><ul><li>Mental health recovery steps (think long term) </li></ul></ul>OKSPRA - April 2010
  13. 13. Plan must include responses to: <ul><li>School-based scenarios </li></ul><ul><ul><li>Threat, accidental death, lockdown, etc. </li></ul></ul><ul><li>District-wide scenarios </li></ul><ul><ul><li>Natural disasters, business interruptions, etc. </li></ul></ul><ul><li>New or emerging scenarios </li></ul><ul><ul><li>Pandemic, terrorist attack, sexual predator, etc. </li></ul></ul>OKSPRA - April 2010
  14. 14. Plan must address: <ul><li>The Golden Hour </li></ul><ul><ul><li>Take the lead; delay equals denial </li></ul></ul><ul><li>Waves of Response </li></ul><ul><ul><li>police & medical (first responders) </li></ul></ul><ul><ul><li>Media </li></ul></ul><ul><ul><li>parents </li></ul></ul><ul><ul><li>“ looky loo’s” & gawkers; super-heroes; cottage-industry </li></ul></ul><ul><li>First 24 hours </li></ul><ul><li>Duration of Crisis </li></ul>OKSPRA - April 2010
  15. 15. The Key Questions <ul><li>What can or will we be able to handle? </li></ul><ul><li>Who will do what? </li></ul><ul><li>Which roles can be delegated to volunteers? </li></ul><ul><li>Do we need help? If so, where will we get help? </li></ul>OKSPRA - April 2010
  16. 16. Crisis Management Infrastructure <ul><li>Incident Command (ICS) </li></ul><ul><li>Communication or Crisis Command Center </li></ul><ul><li>Roles and Responsibilities </li></ul><ul><ul><li>Who’s organizing who? (parents, media, etc.) </li></ul></ul><ul><ul><li>Who is spokesperson? (super, communications, principal) </li></ul></ul><ul><ul><li>Volunteers? (you can’t do it alone) </li></ul></ul><ul><li>Equipment and Food </li></ul><ul><li>Media Area </li></ul>OKSPRA - April 2010
  17. 17. Incident Command System <ul><li>Establishes common organizational structure, operating procedures </li></ul><ul><li>Places one person in charge of decision-making; creates chain of command </li></ul><ul><li>Provides for quick, effective performance </li></ul><ul><li>Establishes reasonable span of control </li></ul><ul><li>Coordination, transition of responsibility </li></ul>OKSPRA - April 2010
  18. 18. Incident Command System OKSPRA - April 2010 Incident Commander Crisis Coordinator Liaison Officer PIO First Aid Coordinator Student Safety Coordinator Operations Officer District Crisis Response Team Documents Officer Parent Liaison Teachers w/ student supervisory duties Teachers w/o student supervisory duties Other Support Personnel Crisis Recovery Coordinator
  19. 19. <ul><li>The best time to let students, staff and families know what to do in an emergency is before it happens. </li></ul>OKSPRA - April 2010
  20. 20. Communication … <ul><li>… is the foundation of any crisis planning, implementation, management, and recovery effort. </li></ul>OKSPRA - April 2010
  21. 21. Communication Command System OKSPRA - April 2010 Communications Director (Strategist/Counselor & Spokesperson) Media Manager Command Center Coordinator Internal Communications Officer External Communications Coordinator Research & Media Monitoring Crisis/Special Events Coordinator Volunteers Other Support Staff Media Support Staff Spokesperson(s)
  22. 22. Crisis Communication Focus <ul><li>Establish command, functions </li></ul><ul><li>Communicate internally first, then public </li></ul><ul><li>Anticipate and meet needs of media </li></ul><ul><li>Ensure key messages are understandable, honest and consistent </li></ul><ul><li>Manage perception of competence & reality </li></ul>OKSPRA - April 2010
  23. 23. Crisis Communication Focus <ul><li>Plan to collect, verify information </li></ul><ul><li>Correct inaccurate, misleading info fast; delay creates new crisis, puts organization on defensive & wastes time </li></ul><ul><li>Stay in contact with victims families </li></ul><ul><li>Plan for Murphy’s Law </li></ul><ul><li>Debrief daily </li></ul>OKSPRA - April 2010
  24. 24. Communicating in a Crisis <ul><li>Target Key Audiences </li></ul><ul><li>School & District Leadership </li></ul><ul><li>Crisis Response Agencies </li></ul><ul><li>Staff/Faculty (site first, then others) </li></ul><ul><li>Opinion Leaders (faith, government, civic, business) </li></ul><ul><li>Parents, Students, Community </li></ul><ul><li>Legal Counsel </li></ul>OKSPRA - April 2010
  25. 25. Communicating in a Crisis <ul><li>Speed of Communication </li></ul><ul><ul><li>First impressions are lasting impressions </li></ul></ul><ul><li>Factual content of the message </li></ul><ul><ul><li>Get it right, repeat it, share with others </li></ul></ul><ul><li>Trust and credibility </li></ul><ul><ul><li>Crucial to sustain support during, after crisis </li></ul></ul><ul><ul><li>Elements: empathy & caring; competence & expertise; honesty & openness; commitment & dedication </li></ul></ul>OKSPRA - April 2010
  26. 26. The NEW Communication <ul><li>Email broadcasts </li></ul><ul><li>Text or Voice Messaging </li></ul><ul><li>Web sites </li></ul><ul><li>Rapid Alert Notification Systems </li></ul><ul><li>Hotlines/Emergency Voice Bulletin Boards </li></ul><ul><li>Social Media Networks </li></ul><ul><ul><li>Blogs & IMs </li></ul></ul><ul><ul><li>MySpace, Facebook, Twitter, others? </li></ul></ul>OKSPRA - April 2010
  27. 27. Media Relations Plan <ul><li>Strategy 1: Help heal; return to normalcy </li></ul><ul><li>Strategy 2: Stay on message; one clear voice </li></ul><ul><li>Media is fastest way to communicate broadly </li></ul><ul><li>Media Triage (no favoritism; focus on local first) </li></ul><ul><li>Brief daily; never say, “no comment” </li></ul><ul><li>Respond to all reasonable media requests </li></ul><ul><li>Develop guidelines for access to students, staff </li></ul><ul><li>Set ground rules for interviews, coverage </li></ul>OKSPRA - April 2010
  28. 28. Recovery & Rebuilding <ul><li>Physical Structure from assessment to rebuilding or renovations </li></ul><ul><li>Mental Health from triage to PTSD </li></ul><ul><li>Information Systems from payroll to student records </li></ul><ul><li>Communications from media siege to when, where to send students </li></ul><ul><li>Memorials from events to moving on </li></ul>OKSPRA - April 2010
  29. 29. Resources <ul><li>The following pages contain additional information and “lessons learned” from school-related emergencies to natural disasters. </li></ul><ul><li>This information is designed to help us all become more prepared for the inevitable crisis. </li></ul><ul><li>Rick J. Kaufman, APR </li></ul>OKSPRA - April 2010
  30. 30. Common Mistakes <ul><li>Putting news media ahead of employees </li></ul><ul><ul><li>Employees want, deserve news FIRST </li></ul></ul><ul><li>Lack of comprehensive media strategy </li></ul><ul><ul><li>Who is spokesperson(s)? What are the key messages? </li></ul></ul><ul><li>Ignoring the “Window of Opportunity” </li></ul><ul><ul><li>Vital to address issues; once “window” closes it becomes difficult to change perceptions </li></ul></ul><ul><li>No clearly assigned roles </li></ul><ul><ul><li>Lack of clarity guarantees confusion; know leaders, doers </li></ul></ul>OKSPRA - April 2010
  31. 31. Common Mistakes <ul><li>Limit communication due to litigation fears </li></ul><ul><ul><li>Litigation usually follows adversity </li></ul></ul><ul><li>No crisis plan </li></ul><ul><ul><li>Believing a crisis can’t happen is ignorant & arrogant </li></ul></ul><ul><ul><li>Can result in crippling damage to an organization </li></ul></ul><ul><li>Untested crisis plan </li></ul><ul><ul><li>Single most important mistake (developed in isolation) </li></ul></ul>OKSPRA - April 2010
  32. 32. A Perspective on Lessons Learned <ul><li>In preparation … </li></ul><ul><li>If you start off behind, you will stay behind </li></ul><ul><li>Being proactive only keeps you in the race </li></ul><ul><li>Identify chain of command for decision-making, what to do if it breaks down </li></ul><ul><li>Site, district plans must have contingencies </li></ul><ul><li>Crisis plans must be specific, automatic, tested </li></ul>OKSPRA - April 2010
  33. 33. A Perspective on Lessons Learned <ul><li>In preparation … </li></ul><ul><li>Establish inter-agency protocols in advance </li></ul><ul><li>Provide parents advance notice of crisis plans & their role in the event of a school crisis, emergency </li></ul>OKSPRA - April 2010
  34. 34. A Perspective on Lessons Learned <ul><li>During the crisis … </li></ul><ul><li>Mobilize response team that shields site, students and staff from outside forces </li></ul><ul><li>Make call for assistance before it’s too late </li></ul><ul><li>Understand it’s not “business as usual” </li></ul><ul><li>Act in the short-term, think in the long-term </li></ul><ul><li>You need soldiers, generals on front lines </li></ul><ul><li>Know key messages & stick to them </li></ul>OKSPRA - April 2010
  35. 35. A Perspective on Lessons Learned <ul><li>During the crisis … </li></ul><ul><li>Don’t let media dominate your time, attention </li></ul><ul><li>Stay focused on target audiences, stakeholders </li></ul><ul><li>Internal communication is more important </li></ul><ul><li>View crisis from “outside in” to gauge public </li></ul><ul><li>Watch for external political, personal agendas </li></ul><ul><li>Prepare for ripple effects, copycats </li></ul>OKSPRA - April 2010
  36. 36. A Perspective on Lessons Learned <ul><li>During the crisis … </li></ul><ul><li>Maintain active rumor control </li></ul><ul><li>Balance privacy rights of individuals (FERPA) with public’s right to know </li></ul><ul><li>Be firm on media access to facilities, people </li></ul>OKSPRA - April 2010
  37. 37. A Perspective on Lessons Learned <ul><li>In the aftermath … </li></ul><ul><li>Crisis has long-term life; remember healing processes and triggering events </li></ul><ul><li>Brace for blame </li></ul><ul><li>Continuously update crisis plan; learn from other situations (no one has cornered the market on crisis response; trust those who’ve been in the fire) </li></ul><ul><li>Tran new staff immediately </li></ul><ul><li>Retrain all staff annually; don’t forget students </li></ul>OKSPRA - April 2010
  38. 38. A Perspective on Lessons Learned <ul><li>In the aftermath … </li></ul><ul><li>Crisis not only create character, it reveals it </li></ul><ul><li>Seek opportunities to return to “normal” </li></ul><ul><li>Take care of yourself & your team </li></ul><ul><li>Bring in reinforcements </li></ul><ul><li>Remember your team on anniversary dates </li></ul>OKSPRA - April 2010
  39. 39. What have we learned? <ul><li>A Leadership Test </li></ul><ul><ul><li>Response defines the organization; be credible </li></ul></ul><ul><li>A Communication Test </li></ul><ul><ul><li>How strong is your communication program? </li></ul></ul><ul><li>A Professional Test </li></ul><ul><ul><li>How will you emerge as a key advisor? </li></ul></ul>OKSPRA - April 2010
  40. 40. Complete Crisis Communication & Management Manual <ul><li>NSPRA published manual in 1993 </li></ul><ul><li>Updated, revised in 2001 (wake of Columbine tragedy) </li></ul><ul><li>2009 and beyond </li></ul><ul><ul><li>New threats facing schools (H1N1; terrorists, sexting) </li></ul></ul><ul><ul><li>Emerging methods & strategies </li></ul></ul><ul><ul><li>New ways to communicate </li></ul></ul><ul><li>Reminder to review, revise response </li></ul><ul><li>Tool for training among school & staff </li></ul>OKSPRA - April 2010

×