1

Social Media, Social Media, Crisis Communications Crisis Communications and Managementand Management

Ottawa

March 2011

Patrice Cloutier

2

Today’s presentation Today’s presentation

1. Introduction2. The age of social media convergence3. Impact on crisis communications planning and

management4. Key components of crisis comms planning5. Brief overview of crisis mapping6. Summary and questions

3

Introduction Introduction

Why use social media?1. It's where our audiences are2. Engage effectively3. Brings immediacy

4

Introduction Introduction

Revolution or evolution?What it is: a fundamental change in the way organizations and people interact.

Key stats for Canada:16 ,000,000 on FB#1 site in Canada47 % on Twitter22 m watched YouTube video

5

The age of social convergence The age of social convergence

What's driving this change?1. Mobile devices and technologies2. Social media platforms and sharing3. Empowered citizens and volunteers

6The age of social convergence The age of social convergence

First vector of change: mobile technology

1. Mobile devices: phones,PDAs, tablets2. GIS/GPS-enabled tech + sharing functions3. Cameras, vidcams, chat

7

The age of social convergence The age of social convergence

First vector of change: mobile technology1. Mobile devices: phones,PDAs, tablets

2. GIS/GPS-enabled tech + sharing functions

3. Cameras, vidcams, chat

8The age of social convergence The age of social convergence

First vector of change: mobile technology1. Mobile devices: phones,PDAs, tablets2. GIS/GPS-enabled tech + sharing functions

3. Cameras, vidcams, chat

9

The age of social convergence The age of social convergence

Second vector of change: social media

1. Social media in emergencies2. People sharing what they see and feel

10

The age of social convergence The age of social convergence

Second vector of change: social media

1. Social media in emergencies2. People sharing what they see and feel

11

The age of social convergence The age of social convergence

Second vector of change: social media1. Social media in emergencies

2. People sharing what they see and feel

Craig Fugate, FEMA Administrator

Social media as an instant feedback loop to evaluate your response

12

The age of social convergence The age of social convergence

Third vector of change: empowered citizens and volunteers

1. Using technology to participate2. Tech and social media as mobilization tools

13

The age of social convergence The age of social convergence

Technology + willingness to create and share = empowered citizens and volunteers

Clay Shirky on technology and social media:People will create and share because they can

14

The age of social convergence The age of social convergence

Third vector of change: empowered citizens and volunteers1. Using technology to participate

2. Tech and social media as mobilization tools

15

The age of social convergence The age of social convergence

Third vector of change: empowered citizens and volunteers1. Using technology to participate

2. Tech and social media as mobilization tools

Wahel GhonimGoogle executive and one of the “faces” of the Egyptian Revolution: “Social media platforms were essential.”

16

Impact on crisis comms and management Impact on crisis comms and management

Challenges and opportunities brought by SM1. Meeting increased expectations2. How to engage effectively using social media3. Best practices and examples

Gerald Baron, crisis communications expert and founder of PIER Systems:Immediacy in your response is key to having the ability to tell YOUR story.

17

Impact on crisis comms and management Impact on crisis comms and management

Challenges and opportunities brought by SM1. Meeting increased expectations ...reacting

within minutes … not hours.

18

Impact on crisis comms and management Impact on crisis comms and management

Challenges and opportunities brought by SM1. Meeting increased expectations … some

challenges … monitoring SM during a crisis

American Red Cross survey on Social Media in Emergencies … key findings:

• People will go to social media for info and request help during an emergency.

• People expect agencies and first responders to monitor social media platforms and respond to requests for assistance

19

Impact on crisis comms and management Impact on crisis comms and management

Challenges and opportunities brought by SM1. Meeting increased expectations … some

challenges … pressure on first responders.

People will share on social media platforms, from their mobile devices, when they witness an emergency.

How fast can you respond?

20

Impact on crisis comms and management Impact on crisis comms and management

Challenges and opportunities brought by SM2. How to engage effectively using social media

21

Impact on crisis comms and management Impact on crisis comms and management

Challenges and opportunities brought by SM2. How to engage effectively using social media

… monitoring …

22

Impact on crisis comms and management Impact on crisis comms and management

Challenges and opportunities brought by SM2. How to engage effectively using social media

… analysis …

23

Impact on crisis comms and management Impact on crisis comms and management

Challenges and opportunities brought by SM2. How to engage effectively using social media

… engage …

Conversations

24Impact on crisis comms and management Impact on crisis comms and management

Challenges and opportunities brought by SM2. How to engage effectively using social

media … another key is integration

25

Impact on crisis comms and management Impact on crisis comms and management

Challenges and opportunities brought by SM3. Best practices and examples

If you've done it right and have the ability to use SM and respond quickly ....People will turn to you during an emergency You will be a credible source

26

Impact on crisis comms and management Impact on crisis comms and management

Challenges and opportunities brought by SM3. Best practices and examples

27

Impact on crisis comms and management Impact on crisis comms and management

Challenges and opportunities brought by SM3. Best practices and examples

Others who get it right:CDCFEMA, Ready.govU.S. Coast GuardPolice services in Canada: Toronto, Vancouver and others

28

Impact on crisis comms and management Impact on crisis comms and management

Challenges and opportunities brought by SM3. Best practices and examples … when you

fail ...

29

Impact on crisis comms and management Impact on crisis comms and management

Challenges and opportunities brought by SM3. Best practices and examples … when you

fail ...

30

It's likely you, and your audiences, It's likely you, and your audiences, will be under stress!will be under stress!

Impact of a crisis on communicators?◦Surprise◦Public scrutiny◦Media coverage◦Not routine◦Loss of control

31

Crisis communications planning Crisis communications planning

The key components … the four “P”s 1. Policies and procedures 2. People3. Preparation4. Practice

The fifth P for Platform as in Social

Media platform

32

Crisis communications planning Crisis communications planning

The key components … the four “P”s 1. Policies and procedures

– Delegation of authority. Who can get the ball rolling?

– Who can post on web and SM platform– Are they up-to-date?– Are they in portable formats?– Do they offer flexibility and adaptability?

33

Crisis communications planning Crisis communications planning

The key components … the four “P”s 1. Policies and procedures

34

Crisis communications planning Crisis communications planning

The key components … the four “P”s 2. PeopleA crisis cell approach. Based on IMS?Single PIO as lead … link with ops/senior ExecutivesAre they trained? Do they know the plan?Media relations training … for everyone …The right set of skills ...

35

Crisis communications planning Crisis communications planning

The key components … the four “P”s 2. People … what we want to avoid!

Everyone needs basic media relations training … they might become the face of your response.

Here’s what you shouldn’t do.

36

Crisis communications planning Crisis communications planning

The key components … the four “P”s 3. Preparation … Scenario-based (HIRA) Pre-approved messaging Crisis Communications Technique Know how to be heard and understood

37

Crisis communications planning Crisis communications planning

The key components … the four “P”s 4. Practice … Functional and tabletop exercises Comms involved in play and design Test all components including SM Exercise primary and alternate teams

38

Crisis communications planning Crisis communications planning

The key components … the four “P”s And the pressing need to add the fifth P … for Platform … as in social media platform. Different types of SM platforms: Twitter and the use of #tags In every component of your crisis comms plan Effective tool for immediate engagement Integrate with website Follow: #csmem + #csmemchat and #smem + #smemchat

39

Message mapping overviewMessage mapping overview

Why use a crisis communications approach?• Avoid communications regret !• Use efficient risk and crisis communications process

40

Message MappingMessage Mapping

Science-based • Developed by Dr. Vince Covello from New York • Based on difference in brain functions/processes during

a crisis as opposed to routine situations• Easy to use …. Visual representation• Anticipate issues and questions and develop key

messages ahead of time

41

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.

42

Message Mapping: Prepare!Message Mapping: Prepare!

If you want to communicate promptly, you need to have pre-approved messages ready!

– Analyzed over 1,200 news conference– Distilled topics/questions/concerns to 77– You know the risks– You know what might be asked

43

How your prepare the message How your prepare the message maps … Routine vs Crisismaps … Routine vs Crisis

To be heard, you need to craft the right messages!

Routine … Crisis …

44

Brain ProcessesBrain Processes

What it means for communicators … the rule of 27/9/3Lose some of ability to process info in

stressful situationsNeed to recognize that fact to craft

messaging that people will understand and act upon

45

The rule of 3 (cont’d)The rule of 3 (cont’d)• 27/9/3 model: a critical tool

• Based on rule of 3: three key messages each with three supporting messages or key facts

• Easy to visualize and share for multiple purposes …

46

The rule of 3The rule of 3

• 27/9/3 model: a critical tool• Media: broadcast and print• Matches what brain retains during crises• Works for images too … different part of the brain …

give you the ability to convey more info

47

Changes in cognitive abilitiesChanges in cognitive abilities

Not like in a routine situation!

Has an impact on how you deliver your messaging and display them.

• The order of your messages …

48

Other obstacleOther obstacle

Comprehension levelsVocabulary is keyTarget for “Sun” not the “Globe and Mail” ...Avoid technical terms and jargon

49

Message Map ExampleMessage Map Example

How you read it ... from left to right the three key messages and then you repeat each message followed by the three supporting facts or messages … you can add message of empathy to start, end with call to action.

50

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!

51

Feel … No Mr. RobotoFeel … No Mr. Roboto

Compassion, Competence, OptimismEstablish connection ... show emotionPostureLook audience in the eye

52

DeliveryDeliveryWords matter and how you express them

Aftermath of the Virginia Tech massacre:

Message of compassion, grieving but also of optimism.

Charles W. Steger, President, Virginia Tech

53

In SummaryIn Summary

Use SM effectivelyUse a crisis comms

technique to:AnticipatePreparePractice

Questions ???

54

Some resources:

Presentations: http://prezi.com/dx6dkrzfdhup/social-media-and-crisis-communications-planning-ryerson/

http://www.slideshare.net/patricecloutier/message-mapping

More on crisis communications planning: http://www.ptsc-online.ca/crisis_and_emergency_communications

Message mapping technique:Full video of Dr. Covello on Vimeo: http://www.vimeo.com/20290221 PDF on: http://www.slideshare.net/patricecloutier/messagemapping-7092499