How social networks and mobile devices are changing how organizations respond to crises. It's a brand new world, social and mobile rule! Executives need to adapt.
Part Two of the Emergency Information Officer training session at CEMA in March 2015. Focus on social convergence and its impact on crisis/incident communications.
Part Two of the Emergency Information Officer training session at CEMA in March 2015. Focus on social convergence and its impact on crisis/incident communications.
This document was created by an individual or individuals who submitted a proposal so he / she / they may present at the Office of Faith-Based and Community Initiative’s 2011 Conference on Service and Volunteerism (GCSV11). This proposal was approved by the Indiana Commission on Community Service and Volunteerism (ICCSV) and other community partners. Sharing this document is a courtesy extended by the OFBCI to conference attendees who may want to reference materials covered at the GCSV11, and the OFBCI in no way not responsible for specific content within.
Effective Crisis CommunicationChapter 3 Lessons on Effective CEvonCanales257
Effective Crisis Communication
Chapter 3 Lessons on Effective Crisis Communication
Ulmer, R., Sellnow, T., and Seeger, M. (2019). Effective crisis communication: Moving from crisis to opportunity. Sage Publications. Thousand Oaks, CA.
Lesson 1 Determining your Goals
Often broad statements that help guide
Could be to reduce the impact of the crisis
Keep the organization’s image intact or maintain customers
Helps reduce uncertainty during crises
Linking to organizational values helps harmonize
Important to determine, rank, and identify potential obstacles to goals.
Lesson 2
Develop True, Equal Partnerships with Organizations and Groups that are important…
Partnerships defined “Equal communication relationships with groups or organizations that have an impact on an organization”
Established through honest and open dialogue
Partners may be advocates for or antagonists against
Effective partnering begins before crisis occurs.
Establish relationships with stakeholders before!
Lesson 3
Acknowledge your stakeholders as partners when managing crises
Stakeholders are external and internal groups that can have an impact.
Effective strategies include making a list of potential stakeholders.
Employees
Competitors
Creditors
Consumers
Government Agencies
Community
Activist Groups
Media
Lesson 4
Develop Strong, Positive Relationships with Primary and Secondary Stakeholders
Primary – Those most important to success and interact with most often.
Secondary – Key groups that do not play an active role but are still important to success.
Types
Positive – Both listen, understand, and communicate with each other
Negative – Antagonistic relationship, not open to listening or communicating
Ambivalent – No true partnership, each work with each other, but no one listens
Nonexistent – Organization is not aware of stakeholder and does not communicate
Lesson 4
Develop Strong, Positive Relationships with Primary and Secondary Stakeholders
Communicating with underrepresented groups
Culture-Neutral Approach: Everyone acts on and accesses CC information in similar manners.
Problem - Not everyone had a car to evacuate Hurricane Katrina
Culturally-Sensitive Approach: Messages should be tailored to the cultural characteristics of groups.
Person, Place, Time, Occasion, Literacy Level, and Message to name a few
Culturally-Centered Approach: Most appropriate – Includes underrepresented groups in the process.
Means partnerships must happen.
Lesson 5
Effective CC means listening to stakeholders
First mistake is to attempt to engineer consent through spin.
Get the information out, but then make time to listen to concerns.
Public Information Sessions
Q&A
Public meetings can become difficult.
Vocalized anger must be acknowledged and legitimized.
Once you have listened, then determine which audiences to focus on and how to address their concerns.
Lesson 6
Communicate early, Acknowledge uncertainty, Assure the public you will keep communicating
Communicate Early and Oft ...
In an age of instant, digital communications, you can’t afford to have the wrong crisis communications approach. Honesty and transparency are key to preserving your company brand and reputation. Here Morningstar Communications vice president Tricia McKim and account executive Brian Van Note share tips for crisis communications planning and management. Learn how to use social media to your advantage during a crisis and walk away with three action steps you can start immediately.
This document was created panel after an in-depth panel discussion that covered how different companies, airlines and government departments handled situations of crisis and particularly, their use of social media. This 9-page guide covers the role social media plays in a crisis and outlines key points to consider when such events occur.
Cema crisis communications planning and message mappingPatrice Cloutier
Part Three: crisis communications planning and message mapping. For the CEMA EIO training in March 2015. Focus: crisis comms preparation and technique (message mapping)
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This document was created by an individual or individuals who submitted a proposal so he / she / they may present at the Office of Faith-Based and Community Initiative’s 2011 Conference on Service and Volunteerism (GCSV11). This proposal was approved by the Indiana Commission on Community Service and Volunteerism (ICCSV) and other community partners. Sharing this document is a courtesy extended by the OFBCI to conference attendees who may want to reference materials covered at the GCSV11, and the OFBCI in no way not responsible for specific content within.
Effective Crisis CommunicationChapter 3 Lessons on Effective CEvonCanales257
Effective Crisis Communication
Chapter 3 Lessons on Effective Crisis Communication
Ulmer, R., Sellnow, T., and Seeger, M. (2019). Effective crisis communication: Moving from crisis to opportunity. Sage Publications. Thousand Oaks, CA.
Lesson 1 Determining your Goals
Often broad statements that help guide
Could be to reduce the impact of the crisis
Keep the organization’s image intact or maintain customers
Helps reduce uncertainty during crises
Linking to organizational values helps harmonize
Important to determine, rank, and identify potential obstacles to goals.
Lesson 2
Develop True, Equal Partnerships with Organizations and Groups that are important…
Partnerships defined “Equal communication relationships with groups or organizations that have an impact on an organization”
Established through honest and open dialogue
Partners may be advocates for or antagonists against
Effective partnering begins before crisis occurs.
Establish relationships with stakeholders before!
Lesson 3
Acknowledge your stakeholders as partners when managing crises
Stakeholders are external and internal groups that can have an impact.
Effective strategies include making a list of potential stakeholders.
Employees
Competitors
Creditors
Consumers
Government Agencies
Community
Activist Groups
Media
Lesson 4
Develop Strong, Positive Relationships with Primary and Secondary Stakeholders
Primary – Those most important to success and interact with most often.
Secondary – Key groups that do not play an active role but are still important to success.
Types
Positive – Both listen, understand, and communicate with each other
Negative – Antagonistic relationship, not open to listening or communicating
Ambivalent – No true partnership, each work with each other, but no one listens
Nonexistent – Organization is not aware of stakeholder and does not communicate
Lesson 4
Develop Strong, Positive Relationships with Primary and Secondary Stakeholders
Communicating with underrepresented groups
Culture-Neutral Approach: Everyone acts on and accesses CC information in similar manners.
Problem - Not everyone had a car to evacuate Hurricane Katrina
Culturally-Sensitive Approach: Messages should be tailored to the cultural characteristics of groups.
Person, Place, Time, Occasion, Literacy Level, and Message to name a few
Culturally-Centered Approach: Most appropriate – Includes underrepresented groups in the process.
Means partnerships must happen.
Lesson 5
Effective CC means listening to stakeholders
First mistake is to attempt to engineer consent through spin.
Get the information out, but then make time to listen to concerns.
Public Information Sessions
Q&A
Public meetings can become difficult.
Vocalized anger must be acknowledged and legitimized.
Once you have listened, then determine which audiences to focus on and how to address their concerns.
Lesson 6
Communicate early, Acknowledge uncertainty, Assure the public you will keep communicating
Communicate Early and Oft ...
In an age of instant, digital communications, you can’t afford to have the wrong crisis communications approach. Honesty and transparency are key to preserving your company brand and reputation. Here Morningstar Communications vice president Tricia McKim and account executive Brian Van Note share tips for crisis communications planning and management. Learn how to use social media to your advantage during a crisis and walk away with three action steps you can start immediately.
This document was created panel after an in-depth panel discussion that covered how different companies, airlines and government departments handled situations of crisis and particularly, their use of social media. This 9-page guide covers the role social media plays in a crisis and outlines key points to consider when such events occur.
Cema crisis communications planning and message mappingPatrice Cloutier
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1. Social Convergence andSocial Convergence and
Crisis CommunicationsCrisis Communications
Ontario Hospital Association
January 2015
Patrice Cloutier
2. Today’s presentationToday’s presentation
1. Introduction
2. Characteristics of a crisis
3. Social Convergence explained
4. How it affects crisis communications
5. How to be ready
6. Conclusion
3. It's likely you, and your audiences,It's likely you, and your audiences,
will be under stress!will be under stress!
What’s a crisis?
◦ Surprise (not always)
◦ Public scrutiny
◦ Media coverage
◦ Not routine
◦ Loss of control
6. It's not only about social mediaIt's not only about social media
7. Instantaneous sharingInstantaneous sharing
Key information channels ...family/friends
People create their own alerting/news networks
Share perceptions … shape public opinion
Reinforces age-old behaviours …
Everyone is a reporter …
17. Benefits far outweigh risksBenefits far outweigh risks
1. More information … in real-time
2. Direct access to audiences
3. Responsiveness
18. Crisis Comms planning: be socialCrisis Comms planning: be social
• Message mapping: easily adaptable for SM use
• Reach various audiences where they are, immediately
• Become your own broadcaster
19. Occupy the public spaceOccupy the public space
• Speed is everything !
• Become your own broadcaster … a beacon of trust
• Find the right tone and spokesperson
23. Finally ...Finally ...
We are in an era of message
competition ...not control …
Move at the speed of your audiences
or be irrelevant …
Use the tools they use or you won't be
heard …
Editor's Notes
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 !
No more news cycle ...news cycle is every 30 seconds now
Your reputation is at risk … all the time ..
Rumour management is key
A four-part equation
It's not just about social media
Key is the empowerment factor … the other side of the equation … particularly for emergency management
Most important commodity for EM manager, CEO = up-to-the-minute info = better decision-making = better allocation of strategic resources
Mobile is changing everything ...how we consume info ...how we share things …
Is your website mobile-friendly and able to help you convey your messages in a crisis ?
authorities criticized for waiting hours to respond to incidents … pressure is increasing: US Airways took heat for waiting for 13 minutes to put out information …
Can you do better ?
Linear process … replaced by diffuse info sharing process
You don't have hours to craft the perfect news release
We are no longer in era of message CONTROL… we are in an era of message COMPETITION
If everyone is a reporter … then anyone working for you … from the nurse in triage … the security guard at the ER entrance … or the resident in palliative care … they all speak for you
Basic training might be required …
Times have changed
Old ways of doing things have gone out the window
Four imperatives … all at once … at the same time …
Time is a luxury you can no longer afford in a crisis …
When reputations are made … threatened or destroyed in minutes … waiting hours to issue a news release as a response ...is reputational suicide
People expect to know … when you know …
Transparency is now at the heart of effective crisis management/comms
2 things to remember:
Move at speed of social media or be irrelevant
Use mobile channels to even have a chance to be heard
Respond … in new environment
Constant scrutiny and diverging opinions
Plans that enable quick response
Crisis comms plan focused on social networks … NOT legacy media
Those 5 reasons … apply for emergency management or public health emergency purposes
But also valid for crisis comms
Our audiences want to know as soon as possible when something's going on
They also expect to be kept informed
Maintaining that dialogue is key factor is remaining a trusted source of info
Is social convergence the panacea of crisis comms ?
No, but these challenges can be overcome
Validation platforms/techniques
Don't need to think hard to convince CEOs
Empower staff … capitalize on their interests = NYC DOHMH example
Info = most valuable commodity in a crisis/emergency
Why go through an intermediary ?
Allows you to hear directly from your audiences and come up with on-target messaging
A communications response to a crisis must be:
immediate … occupy the public space … because of social media
Open and transparent ... trust building ... social media can help
Don't get hung up on social platforms … concentrate on what social convergence allows instead …
There's always a new kid on the block .. a new social network/app …
Keep track of developments
… more people at the table during a crisis now …
Organizations that listen … deal with emergencies/crises better
They are more responsive to the needs of their audiences/clients/stakeholders