High levels of uncertainty result from emerging infectious diseases like COVID-19, creating unique communication challenges that are different from other health communication initiatives. Effective crisis communication is essential to promote the recommended prevention behaviors (e.g., physical distancing, hand hygiene, mask-wearing, and vaccination) and to maintain trust during the crisis. The Guidebook for Social Media Crisis Communication has been widely shared and downloaded, providing practical advice for public health. This session will provide an overview of best practices for social media crisis communication for public health and its practical application during COVID-19. First, the best practices for effective crisis communication to demonstrate trustworthiness will be presented. Next, Ottawa Public Health’s social media crisis communication during COVID-19 will be explored to highlight the lessons learned and key strategies the team employs. Ottawa Public Health’s Twitter account is the most-followed local public health account in North America, and their social media work throughout the COVID-19 pandemic has been lauded for its excellence by organizations like the Public Health Agency of Canada, the World Health Organization, the Rockefeller Foundation and many others. Presenters: Dr. Melissa MacKay, University of Guelph - Dr. Melissa MacKay is a postdoctoral scholar and Sessional Instructor for the Master of Public Health program at the University of Guelph. Her research focuses on effective health and crisis communication, with a specific focus on social media. Kevin Parent, Ottawa Public Health - Kevin Parent has been the social media lead for Ottawa Public Health since 2018. He graduated from Carleton University with a major in Communications and a minor in Sociology. Kevin is perpetually tired due to having 3 young children, and he loves coffee for the same reason.

1. Welcome!
• This webinar will be recorded.
• Your microphone and camera will be turned off for the duration of the
webinar.
• To ensure accessibility, live captions can be enabled from the control
panel.

2. April 25th, 2023
Presenters: Dr. Melissa MacKay & Dr. Kevin Parent
Facilitator: Karlene Stoby
Social Media Crisis Communication Guidebook

3. Housekeeping
• Connection issues
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Connection
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send a private message to Alanna Miller
• Use the Q&A and chat to post questions
and/or comments throughout the webinar
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private chat to Alanna Miller
• Polling

4. After Today
After the webinar, access the recording (in English) at
www.youtube.com/nccmt and slides in English and French at
www.slideshare.net/NCCMT/presentations.

5. Pre-webinar Polling Questions
1.How many people are watching today’s session with you?
A) Just Me
B) 2-3
C) 4-5
D) 6-10
E) >10
2. Have you visited the National Collaborating Centre for Methods and Tools’ website or used its resources before?
A) Yes
B) No
3. If you stated YES on the previous question, how many times have you used the NCCMT’s resources?
A) Once
B) 2-3 times
C) 4-10 times
D) 10+ times

7. NCCMT Products and Services
Registry of Methods and Tools
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Opportunities
Workshops
Video Series
Public Health+
Networking and
Outreach

8. Presenters
Dr. Melissa Mackay Dr. Kevin Parent

10. Access the Guidebook https://hdl.handle.net/10214/27017

32. 0
2
4
6
8
10
12
News
Media
ctvnews
cbcnews
globalnews
globeandmail
nationalpost
huffpostcanada
TOTALS
Politicians
justinpjtrudeau
erintoolemp
pattyhajdu
jagmeetsingh
annamiepaul
TOTALS
PH
and
Gov't
healthycdns
cihr_irsc
statcan_eng
gacanada.amcanada
TOTALS
Science
Communicators
oncovid19
scienceupfirst
sajjadfazel
science.sam
caulfieldtim
asapscience
yournursingeducator
thegirlymd
TOTALS
Social
Media
Influencers
vancityreynolds
erintoolemp
thebirdspapaya
celinedion
jillian.harris
instadanjlevy
sierrafurtado
claudiatihan
albeaton
TOTALS
Average Post Engagement Rate %

36. ENGAGEMENT IS
EVERYTHING
Kevin Parent
Ottawa Public Health

37. LEAVE YOUR
EGO AT THE
DOOR...

38. “HELPING PEOPLE MAKE SENSE OF THINGS
IS A VERY DIFFERENT ACTIVITY THAN SIMPLY
TELLING THEM WHAT IS HAPPENING.”
- ED YONG

40. *THIS SLIDE IS A REMINDER THAT KEVIN IS OLD,
SINCE THIS IS WHAT HE CONSIDERS RELEVANT
POP CULTURE
ENGAGE!

47. THREADS
Length matters.

50. THE STORY OF BRUCE
You mustn't be afraid to create opportunities to engage, darling...

54. Employee of
the month

55. QUESTIONS?
Before you ask, no...I cannot give
you Ryan Reynolds' phone
number.

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9

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Contact: nccmt@mcmaster.ca