team ga. summit: crisis communication
TRANSCRIPT
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The Georgia Department of DefenseThe DoD Role in Crisis
CommunicationPresented by Captain William Carraway
State Public Affairs Officer, Georgia National Guard
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Preparing for Crisis Communication
Providing sustainable, effective means to communicate with key audiences.
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Ga DoD PAO DSCA TasksPHASE 0SHAPE
Phase IVSTABILIZE
Phase VTRANSITION
Phase IIIOPERATE
Phase IANTICIPATE
Phase IIRESPOND
PHASE 0
Tasks: Determine strat com message goals. Complete PAG, Determine key messages by audience and BPT respond to media inquiries while synchronizing initial messaging with GEMA.
Media Posture: Reactive.
Stratcom Priority: (C1) Communicate capabilities to outside stakeholders.
Themes: Training and preparedness
Phase I
Tasks: PAO staffs MOC/JOC. Upon determining responding units, Component PAOs deliver PAG and instructions for media engagement.
Media Posture: Active – Primary engagement through social media channels
Stratcom Priority: (S1) Localize response story to feature Guard response.
Theme: DSCA capabilities unique to the Guard
Phase II
Tasks: Army PAO coordinates for images from UPARS. UPARS facilitate media engagement as approved by DoD PAO.
Media Posture: Active – Primary engagement through social media channels. News releases to local/national media
Stratcom Priority: (G1) Images of Guardsmen working with Civil authorities
Theme: Rapid response capability
Phase III
Tasks: MPAD /PAO analyze news reports and localize coverage to leverage Ga. DOD strat com messages
Media Posture: No Change
Stratcom Priority: (G3) Images of Guardsmen working with Civil authorities
Theme: Coordination with civil authorities.
Phase IV
Tasks: No Change
Media Posture: No Change
StratCom Priority: (S3) Images of first responders and citizens with Guard in background role demonstrating transition.
Theme: transition and order
Phase V
Tasks: No Change
Media Posture: No Change
Stratcom Priority: (S2, F1) Images of reunions/ signs of appreciation from impacted community
Theme: Employer/ community support for the Guard
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Crisis Communication Case Study: PAX
1: Align messages across all channels.
2. Synchronize words, actions, and images to provide value to
key audiences.
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Flickr.com/georgiaguard
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Facebook and Twitter
Facebook: 498 likes comments and shares661 post clicks (links to Flickr site)Total 1,159 interactions
Twitter: 49 retweets, 29 favorites Total: 78 interactions.
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PHASE 0SHAPE
PHASE 0
Tasks: Determine strat com message goals. Complete PAG, Determine key messages by audience and BPT respond to media inquiries while synchronizing initial messaging with GEMA.
Media Posture: Reactive.
Stratcom Priority: (C1) Communicate capabilities to outside stakeholders.
Themes: Training and preparedness
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PHASE 1ANTICIPATE
Phase I
Tasks: PAO staffs MOC/JOC. Upon determining responding units, Component PAOs deliver PAG and instructions for media engagement.
Media Posture: Active – Primary engagement through social media channels
Stratcom Priority: (S1) Localize response story to feature Guard response.
Theme: DSCA capabilities unique to the Guard
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PHASE 2RESPOND
Phase II
Tasks: Army PAO coordinates for images from UPARS. UPARS facilitate media engagement as approved by DoD PAO.
Media Posture: Active – Primary engagement through social media channels. News releases to local/national media
Stratcom Priority: (G1) Images of Guardsmen working with Civil authorities
Theme: Rapid response capability
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PHASE 3OPERATE
Phase III
Tasks: MPAD /PAO analyze news reports and localize coverage to leverage Ga. DOD strat com messages
Media Posture: No Change
Stratcom Priority: (G3) Images of Guardsmen working with Civil authorities
Theme: Coordination with civil authorities.
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Ga DoD PAO DSCA TasksPHASE 4
STABILIZE
Phase IV
Tasks: No Change
Media Posture: No Change
StratCom Priority: (S3) Images of first responders and citizens with Guard in background role demonstrating transition.
Theme: transition and order
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PHASE 5Transition
Phase V
Tasks: No Change
Media Posture: No Change
Stratcom Priority: (S2, F1) Images of reunions/ signs of appreciation from impacted community
Theme: Employer/ community support for the Guard
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Final Thoughts:Relevant pre-incident communication is decisive in crisis communication
Quality over quantity
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The Georgia Department of Defensewww.gadod.net
Twitter: @GeorgiaGuardwww.flickr.com/photos
www.facebook.com/GeorgiaGuard