Communicating in a Crisis

Communicating in a Crisis

Communicating in a crisis can be overwhelming. In the heat of the battle, giving effective media interviews is critical.

Understanding how to work with the media is imperative when dealing with public safety.

2011 – New Zealand Earthquake

2011 - CNRL Explosion

2010 - Haiti Earthquake

2010 - BP Deepwater Horizon

2005 - Lake Wabamun Derailment

2003 – Kelowna Wildfires

Communicating to people in a

crisis requires a combination of simplicity and

repetition

Crisis Communication Plan

Prepare

Execute

Evaluate

Crisis Communication Team

Information Officer

Priorities of a Spokesperson

1. Protect yourself

2. Protect your organization

3. Answer questions

4. Convey key messages

Role of Spokesperson

Trained primary spokesperson 24/7/365

Someone of sufficient authority

Possesses excellent communication skills

Respond to media on any topic

Role of Spokesperson...

Sets up interviews and supports executives

Media research/News releases/News conferences

Nurture positive relationship built on service

Crisis Team

Crisis communications needs trust

Teamwork

Communication Fundamentals

Essentials people need to know-What is really happening

What are authorities doing about it

What people need to do now

When are things going to get back to normal

Media Inquiry FormMedia Inquiry Form

Recorder: 

Position: 

Date/Time: 

USE THESE PROMPTS AS A GUIDE WHEN RESPONDING TO AN INQUIRY FROM A REPORTER:“I’m not the appropriate person to answer your inquiry, we have an Information Officer who can answer those questions. If I can get your name and contact information, I will forward your inquiry to our official who will get back to you as soon as possible.”

Reporter’s Name:Media Affiliation:Phone Number:Fax Number:Deadline:Information Requested:

  

Action Taken:

Signed: 

Media Statement

Respond

Maple Leaf Foods

Hurricane Katrina

Pritchard Fire - 2009

Respond Quickly

Information is power

First impressions form quickly and color the remainder of the response effort

A quick effective response creates the impression of control

Focus on solution, not cause

Response Technique

Quick

Consistent

Open

Sympathetic

Informative

Response

1. Define the severity and nature of the emergency

2. Select communications methods

3. Deal with the possible negative reaction

4. Resolve and evaluate

Crisis Communication

Honest & Transparent

Timely & Relevant (trust & confidence)

Accurate based on facts

Pro-active in nature

Free of technical jargon

Risk Communication

Risk = Hazard + Outrage

Peter M. Sandman Ph.D.

Message Delivery

Respond with compassion

Communicating to people during a crisis requires a combination of simplicity and repetition

Build your messages to about a 5th or 6th grade reading level

Simple Messaging - KISS

Be specific with your evacuation directions

Be specific with your boil water instructions

Communicate in Advance

Pre-position in people’s mindsPre-designated evacuation routes

Prepare a Family Emergency Kit

Communication Methods

Communication barriersCell saturation

Communication towers down

Communication alternativesSatellite phones

Ham radios

Respond Quickly - Not RecklesslySago Mine Disaster – West Virginia (2006)

Tuesday, Jan 3:21:10 - CEO announces body of one of the 12 miners has been recovered, fate of other 11 unknown.23:45 - Mine Rescue Command Centre receives report that 11 miners were alive.23:49 - Church bells ring as families gather on reports that remaining 11 miners have been found and are alive.

Wednesday, Jan 4:00:30 - Mine Rescue Command Centre confirms only one of the 12 miners was alive; other 11 were deceased.

Internal Communication

It’s Important to ensure internal audiences/employees are kept informed on a regular basis

Rumours

Crisis Situation

Initial Phase – (chaos)

Focus on accuracy & competence (brief)

Priority of info verification

Clearly outline organization role

Remain open & compassionate – human factor

Establish communication process

Outline courses of action

Maintenance Phase - (action)

Commit to timely & accurate updates

Priority on verification to dispel rumours

Clarify risks moving forward

Provide content & background to situation

Acknowledge & respond to feedback

Resolution Phase (consideration)

Reinforce key messages

Remain compassionate

Focus on positive accomplishments

Provide time frame for life to return to normal

Outline course of action of future prevention

After the Crisis

Document – Debrief – Decompress

Document – Inquiries and litigation

Debrief – Analyse Media Coverage and improve Crisis Plan

Decompress – Emotional stress

Clear Communication

Managing the Message

Traditional Media Environment

New Media Environment

US Airways #15493:26 - Incident occurs

3:36 - 10 minutes later, first Twitter photo

4:04 – First Tweet interview on MSNBC

4:12 – US Airways issues first statement

Global Impact of Social Media

Messaging

Be first

Be right

Be credible

Get message out first to control content & accuracy

Say and do the right thing

Be open, honest and speak with one consistent voice

What the Media Wants

Compelling story

Raw human emotion

Loss of life – Destruction – Human Tragedy

Emotional investment

4C’s – Crisis/Crash/Confusion/Chaos

“ If it Bleeds – It Leads”

Polarization

Emotional Logical Logical Emotional

Openly Hostile No Opinion Openly Supportive

Key Messages

The most important things you want to say to the public

Simple and repeated whenever possible

Supported by proof points

Bridging Language

What’s important is...

That’s a good question, what’s important to remember is...

That’s not my area of expertise, what I can tell you...

Body Language

55% of message is visualIntensely noticed

Override verbal communication

38% is how it sounds

7% is the overall message

Sound Bite

Be Cautious

“Any "self-respecting rancher would have shot, shovelled and shut up". Premier Ralph Klein

News Conference

When news is extraordinary

Multiple departments/agencies

Authorities at conference

Media KitsProof points

The Second Wave

Media Log

Media Outlet:

Reporter’s Name:

Interview Content:

Follow up Required

Media Outlet:

Reporter’s Name:

Interview Content:

Follow up Required

Steven Duckett Video

Gary Holden - CEO Enmax

Reputation Management

Compassion