Download - Crisis comms presentation
Introduction to Introduction to Crisis CommunicationsCrisis Communications
Ontario Provincial Police
December 2009
Today’s presentation Today’s presentation
1. Introduction2. IMS and Public Information Officers3. Changing expectations and the impact of
social media4. How to meet these new challenges 5. Message mapping6. Conclusion and questions
IntroductionIntroduction
Patrice Cloutier Co-author Provincial Emergency Information
Plan Coordination of the planning/delivery of
emergency information at provincial level Currently seconded to OPP for G8
IntroductionIntroduction
What is emergency information?What our audiences need to know to protect
themselves, their families, property and the environment.
What we need to communicate to help ensure our audiences will adopt the right behaviour during a crisis or emergency.
Introduction - IMSIntroduction - IMS
In Ontario In Ontario
P ro vin c ia l M e d iaa n d Pu b lic
M e ssa g ing a n d M a te ria lsA p p ro ve d b y CO /PO
O P S M in is triesFe d era l d e pa rtm e n tsO th er s take h old e rs
L o ca l M e d iaa n d Pu b lic
M e ssa gin g a n d d o cu m e n tssh are d b e tw e en pro v in ce a ndm u n ic ip a lity
L o cal E m e rg en cy In fo rm a tion O fficerL o cal E m e rg en cy In fo rm a tio n Ce n tre
P ro v inc ia l Ch ie f Em e rg en cy In fo rm a tio n O fficerP ro v in c ia l E m e rg e n cy In form a tio n Se ction
P ro v inc ia l Em e rge n cy O p e ratio n s C e n treC o m m a nd S ection
C o m mis s io ne r o f E m e rge ncy M a na ge m e nt
C a b in e t O ffice
The New Media revolutionThe New Media revolution
Where are you?
It’s not stopping!It’s not stopping!
Years to Reach 50 millions Users: Radio (38 Years), TV (13 Years), Internet (4 Years), iPod (3 Years)…Facebook added
100 million users in less than 9 months…iPhone applications downloads hit 1 billion in 9 months.
The fastest growing segment on Facebook is 55-65 year-old females
Everyone is a reporterEveryone is a reporter
Instantaneous Information◦New media and mobile phones◦Even traditional media taking it up
Changing expectationsChanging expectations
Audiences expect a response from authorities within minutes.
Changing expectationsChanging expectations
Audiences expect information offered on many different platforms.
A participative approach in communications.Trust and credibility
New Media and your responseNew Media and your response
One choice: to participate or not … Occupy the space.
Tone is important: conversational approach
What’s a crisis?What’s a crisis?
What’s a crisis?◦Surprise◦Public scrutiny◦Media coverage◦Not routine◦Loss of control
Meeting the new challengesMeeting the new challenges
Why use a crisis communications approach?◦Ensure effective communications and that your
audience adopt the right behaviour.◦Enhances your capacity to offer a prompt
communications response to incidents and crises◦Helps establish an organization’s credibility.
Crisis communications planningCrisis communications planning
The Four “Ps”◦Plans◦People◦Prepare◦Practice
Message MappingMessage Mapping
Crisis communications techniqueMessage mapping
◦Science-based … on target messaging◦Easy to use …. Visual representation
You can anticipate questions/issues and develop key messaging ahead of time on multiple scenarios.
Message MappingMessage Mapping
Crisis communications technique developed by Dr. Vincent Covelo from New York.
Advised Mayor Giuliani prior to 9-11Successful communications response
using message mapping◦Message maps pre-approved◦Trained people◦Lots of prior exercises
Message Mapping: Prepare!Message Mapping: Prepare!
If you want to communicate promptly, you need to have pre-approved messages ready!
Routine vs CrisisRoutine vs Crisis
To be heard, you need to craft the right messages!
Brain ProcessesBrain Processes
What it means for communicators … the rule of 27/9/3
The rule of 3The rule of 3
• 27/9/3 model: a critical tool– Media: broadcast and print– Matches what brain retains during crises– Allows for easy very visual structure – Based on rule of 3: three key messages
each with three supporting messages or key facts
• What’s also important?• The order of your messages …
Other obstacleOther obstacle
Comprehension levels
Message Map ExampleMessage Map Example
DeliveryDelivery
• Verbal vs non-verbal• Things are totally reversed.• Routine: 75% verbal and 25 % non-verbal• Crisis: 75% non-verbal and 25% verbal
• What’s also important? Show poise!
Feel … No Mr. RobotoFeel … No Mr. Roboto
Compassion, Competence, Optimism
May 2008
August 2008
January 2009
Good opinion 74% 57% 88%Bad opinion 7 34 7
A textbook case
http://Newsmaker of the year
In SummaryIn Summary
AnticipatePreparePracticeQuestions ???
ResourcesResources
http://cops2point0.com
http://crisisblogger.wordpress.com
http://crisiscommscp.blogspot.com (my own blog)
http://mashable.com for all social media stuff