Communicating in a Crisis

1. Communicating in a Crisis

3. 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.

4. 2011 – New Zealand Earthquake

5. 2011 - CNRL Explosion

6. 2010 - Haiti Earthquake

7. 2010 - BP Deepwater Horizon

8. 2005 - Lake Wabamun Derailment

9. 2003 – Kelowna Wildfires

10. Communicating to people in a crisis requires a combination of simplicity and repetition

13. Crisis Communication Plan • Prepare • Execute • Evaluate

14. Crisis Communication Team

15. Information Officer

16. Priorities of a Spokesperson • Protect yourself • Protect your organization • Answer questions • Convey key messages

17. Role of Spokesperson • Trained primary spokesperson 24/7/365 • Someone of sufficient authority • Possesses excellent communication skills • Respond to media on any topic

18. Role of Spokesperson... • Sets up interviews and supports executives • Media research/News releases/News conferences • Nurture positive relationship built on service

19. Crisis Team

20. Crisis communications needs trust

21. Teamwork

22. 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

23. Media Inquiry Form Media 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: 

24. Media Statement

26. Respond

27. Maple Leaf Foods

28. Hurricane Katrina

29. Pritchard Fire - 2009

30. 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

31. Response Technique • Quick • Consistent • Open • Sympathetic • Informative

32. Response • Define the severity and nature of the emergency • Select communications methods • Deal with the possible negative reaction • Resolve and evaluate

33. Crisis Communication • Honest & Transparent • Timely & Relevant (trust & confidence) • Accurate based on facts • Pro-active in nature • Free of technical jargon

34. Risk Communication • Risk = Hazard + Outrage • Peter M. Sandman Ph.D.

35. 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

36. Simple Messaging - KISS • Be specific with your evacuation directions • Be specific with your boil water instructions

37. Communicate in Advance • Pre-position in people’s minds • Pre-designated evacuation routes • Prepare a Family Emergency Kit

38. Communication Methods • Communication barriers • Cell saturation • Communication towers down • Communication alternatives • Satellite phones • Ham radios

39. Respond Quickly - Not Recklessly • Sago 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.

40. Internal Communication • It’s Important to ensure internal audiences/employees are kept informed on a regular basis

41. Rumours

42. Crisis Situation

43. 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

44. 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

45. 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

46. After the Crisis • Document – Debrief – Decompress • Document – Inquiries and litigation • Debrief – Analyse Media Coverage and improve Crisis Plan • Decompress – Emotional stress

47. Clear Communication

48. Managing the Message

50. Traditional Media Environment