Ten “Lessons Learned” From the 2013 Oklahoma Tornadoes That “Up-the-Ante for Public Information

1. Ten “Lessons Learned” From the 2013 Oklahoma Tornadoes That “Up-the-Ante for Public Information national community relations & development conference

3. Lesson 1: Understand the Media Lifecycle

4. The Influence of the Media • Media influences public awareness and perception • Media promotes disaster relief efforts • Media dictates volume of donations Text for footnote

5. From Traditional to Social Text for footnote

6. The Age of Social Media • Social media has widened content distribution and changed the way traditional news agencies cover disasters • The majority of people now use social media outlets as the primary sources for receiving breaking news • The use of social media for crisis mapping and crowdsourcing of funds has dramatically altered how organizations respond to disasters Text for footnote

7. Impact of Social Media • Social media builds existing relationships, creates new ones • Social media gives ordinary people the ability to communicate their perceptions • Social media enables organizations to track sentiment, respond to misconceptions, and give praise where needed Text for footnote

8. The Moore Tornado • There were 533,576 social media mentions of the Moore Tornado between May 19 and June 19 • Twitter dominates the conversation Text for footnote

9. By Popularity Blogs, Forums, News, & Twitter Share of the Conversation Moore Tornado The Red Cross The Salvation Army

10. By Comparison • The Red Cross • 33,609 media mentions • Content driven by Twitter • The Salvation Army • 3,502 media mentions • Content driven by online news Text for footnote

11. The Red Cross Most Re-Tweeted Text for footnote

12. The Salvation Army Most Re-Tweeted Text for footnote

13. Online News

14. Oklahoma Storms Donations • The Moore Tornado struck on May 20 – The first donation was made on May 21 • As news coverage began to decrease, donations began to decrease

15. The Opportunity • Continue to tell our story during times of disaster from day one • The Salvation Army is the first on the scene, and the last to leave • Highlight story “gems” during periods of media inactivity

16. Recommendations • Enhance the use of Twitter and social media • Partner with Google to develop new mapping and communications system • Engage with celebrities and key media influencers • Mobilize a media canteen to create a centralized public information center • Distribute compelling, original video content to be resourced by major media outlets • Fly in the drone

17. LESSON 2 The Clock Is Ticking … Lesson One: Lesson 1 The clock is ticking.

18. What you do in the first 24 hours effects all that follows. • ACTIVATE and GATHER information. • When appropriate, DEPLOY. • Verify “mechanisms for giving” have been established. • Identify “spokespersons.” • Disseminate a media release. • Engage on social media.

19. If after , a media release has not been issued, you are ‘ed

20. = COVERAGE

21. www.disaster.salvationarmyusa.org

22. Many hands make light work. 3

23. Incident Command System (ICS) Spokesperson Content Writer Photographer Social Media PIO Rumor Control

24. The PR Team Extends Beyond The Disaster Zone ICS TEAM SALVATION ARMY SOCIAL MEDIA NON-AFFECTED UNITS NATIONAL DIVISIONAL TERRITORIAL

25. Lesson 4: Put your spokesperson on camera. Reassure the public and tell the Army’s story.

26. Lesson 5: It pays to have the right equipment and the right partnerships on hand before disaster strikes.

27. Lesson 6: Keep people in the information loop – especially the locals.

28. Ensure All involved are sharing the SAME message • Make sure the Divisional / Local level (officers / Employees) are aware of messaging. • Does the Receptionist have a “Cheat Sheet?” • Make sure to stay in touch with the Divisional PIO

29. Lesson 7: National Headquarters:We are Here to Help!

30. When Jim Cantore is on site, so are we. First 24-48 hours before disaster strikes these things happen: • Territorial Calls: Critical to fundraising and promotional success following disaster. • Initial Press Outreach • Confirm fundraising tactics • Engage The Richards Group for paid media and Richards Partners for earned media. Text for footnote

31. From Traditional to Social Text for footnote

32. Me and Moore • Three Masters • Local media • National media • Territorial communications / internal audience • National / local media spokesperson • What IS the best way to contact media on site during disaster? Text for footnote

33. Text for footnote

34. Lesson 8:Let’s (Remember To) Keep it Real • Control rumors and zealously correct inconsistent messaging. • Divisional corps sharing different messages on accepting donated goods. Are we? • Local / national fundraising numbers

35. Lesson 9: One year later – there’s still a story.

36. Public / Media / Donors need updates • Opportunity to share our story (Persons assisted, Community Partners, Volunteers & Other Agencies) • Ask for Assistance

37. Lesson 10: Utilize Richards Partners

38. Workshop Presenters • Jennifer Byrd jennifer_byrd@usn.salvationarmy.org • Cindy Fuller cindy_fuller@uss.salvationarmy.org • Jeff Jellets jeff_jellets@uss.salvationarmy.org • Jay Pritchard jay_pritchard@richards.com Text for footnote