TESTING 1...2...3...CRISIS COMMUNICATIONS PLANNING,

MORE THAN A MIC CHECKJoseph “Jody” Moore, MBA, CEM

@HealthCare_EM

AGENDA• What necessitates the initiation of a Crisis Communication

Plan?

• Key Components of a Crisis Communication Plan

• Discuss the relevance of Social Media

• Discuss an Order of Communication

• Review various integration practices and strategies.

BECOME PART OF THE DISCUSSION

• Create a search on the hashtag #SESS14Mic on Twitter

• Tweet questions, comments, with that hashtag

CASE STUDY: BP OIL SPILL

WHAT TYPE OF INCIDENT WOULD YOU INITIATE THE

CRISIS COMMUNICATION PLAN?

CONSIDERATIONS• Catastrophic Events

• Employees being injured.

• Safe Places being “Violated”

• Harm to vulnerable populations

• Amplification in the media

• Level of Precedence

• Organizational Reputation / Market Share

• Proximity

CRISIS COMMUNICATION PLANS CONTENT

• Goal Determination

• Core Messages (Usually 3)

• Audience Identification

• Communication Order

• Methods and Medium

• Pitfalls

• Message Map

• Calendar / Schedule

• Logistics

• List of Spokesperson(s)

• Be sensitive to what the primary wants.

WHERE DOES SOCIAL MEDIA FIT IN?

• Fast Messaging

• Conversational Interaction

• Situational Awareness

• Geotagging

• Source of Good Information

• Source of Bad Information

• Its Free!!!

SOCIAL MEDIA PLATFORMS

Source: Mashable

AUDIENCE• Customers

• Patients & Family

• Visitors

• Staff

• Vendors

• Media

• General Public

• Board Members

• Leaders

COMMUNICATION PLAN ASSUMPTIONS

• Operational Security

• Once the Message leaves Command Staff assume it is in the hands of the media

• Execution at the approval of the Incident Commander

• Proof messages by a non-SME

• All staff will not obey Social Media / Public Relations Policy

COMMUNICATION ORDER CONSIDERATIONS

• When & How would you want to hear?

• Post Audience Identification

• Post Goal Determination

• Scenario Specific

• Consistency is key

• Loyalty to organization

EXAMPLE: COMMUNICATION ORDER

First Phase

1.Approved and Scheduled

2.Board

3.Partners

4.Leaders

Second Phase (Rapid Fire)

5.Affected Patients / Family

6.Staff & Volunteers

7.Patients

8.Media

ORGANIZATIONAL ADOPTION

• Start Early

• Understand Organizational Culture & Tolerance

• Review example:

• Communication Orders

• Message

• Buy-In from Stake Holders

• Risk Management

• Legal Counsel

• Leadership

• Marketing

INTERNAL INCIDENTS: GOING PUBLIC

• Draw from the cultural assessment

• Concerns from Risk Management and Legal around association or admission of guilt

• Market Share Considerations

CASE STUDY: NICU EXPOSURE

INTEGRATION IN EMERGENCY OPERATIONS PLAN

• Integration with JIS

• Integration of ESF 15

• Ensure ability to be scalable

• Joint Commission EM

INTEGRATION IN COMMUNITY EOP & JIS

• Its a Partnership not a Dictatorship in large scale events

• Pre-plan sharing timelines and approval processes

• Perfect Opportunity for a low cost, table top

COMMUNITY INTEGRATION (CONT.)

• Integrate on Social Media in advance

• Like

• Retweet

• Share

• Share Social Media policies

EDUCATION & TRAINING

• Leadership should have exposure to the planning process

• Senior Leadership should have Media Training

• Spokespersons must have Media Training (including Doctors)

• All staff should have annual policy review regarding Media Interaction and Social Media.

QUESTIONSJoseph “Jody” Moore, MBA, CEM

jody@crisisfocus.com