1.Innovative communication strategiesduring extreme weather eventsLloyd D. BrownDirector of CommunicationsAmerican Association of StateHighway and Transportation OfficialsNational Symposium on Extreme Weather EventImpacts on Transportation InfrastructureWashington, DCMay 22, 2013

2. My background: WSDOTcommunications (2002-2010) Numerous naturaland man-madedisasters In 2005, deployedFEMA HurricaneKatrina Recovery.Gov. Gregoires Communications Directorduring 2007 statewide natural disaster. 3. What well cover What is social media Before an event During an event After an eventGoal: Grow and maintain credibility withpublic, business and elected officials. 4. Social media toolsWhats so social about todays media? Facebook Twitter YouTubeIts all about the conversation! 5. Social media is Changing the way people interact It gives a glimpse into an event Its real time, immediate It provides information from the field Its resilient when traditional mediastruggles Its mobile 6. DOTs using social media AASHTOs first social media survey ofstate DOTs published in 2010. 26 states were using Twitter primarilyrelaying road/traffic information 14 states used Facebook. 7 states had a blog 10 states used podcasting 7. Social Media Tool UsageMostusedsocialmediatools 8. Social media is not .. A silver bullet. It cant do everything A stand-a-lone practice. It MUST be partof a complete communication effort thatincludes the basics: Key message Audience Strategies and tactics 9. Before an event There is not always time before an event.But when there is Direct people to resources to keep in touch Manage expectations (staffing, updates) Share concern, but try to avoid over hyping. Clearly understand audiences/needs:Freight, Media (& public), Governor/Legislative. 10. During an eventWSDOTs Standard ToolboxGoal is to leverage the media. Established 24-hour EOC w/social media staffing Coordinated media relationsacross regions Updated press releases andmedia briefings to coincide withmedia cycles Constant web and 5-1-1 updates Listserv, Twitter, Facebook andemail alerts sent directly to publicand industry (freight) 11. Duringan eventRemember tofeed the newsoutlets.But alsoremember powerof social media togo around them 12. Duringan eventTake people there.Its too dangerousfor them, but yourcrews are in thefield.Whats the story? 13. Take them to the scene 14. After an event Close the loop. Chronicle theaftermath. Yourfolks werethere. 15. NY State DOT trucks ready for action 16. West Virginia maintenance crews clearingdebris 17. Hurricane Sandy aftermath in Rhode Island 18. North Carolina highway post-Sandy 19. Sandy delivered blow to West Virginia, too 20. Innovative communication strategiesduring extreme weather events4/26/2012 21Contact:Lloyd D. Brown, Director of CommunicationsAmerican Association of State Highway and Transportation Officials(202) 624-5802 office(202) 677-5811 celllbrown@aashto.org