Transcript 2007- California Wildfires

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.
2.
3.
4.
Protect yourself
Protect your organization
Answer questions
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
Chief
Personality
SME
Persuasion
Communications
Positional
Crisis communications
needs trust
Teamwork
Communication
Fundamentals
Essentials people need to knowWhat 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 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:
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 minds
Pre-designated evacuation routes
Prepare a Family Emergency Kit
Communication Methods
Communication barriers
Cell saturation
Communication towers down
Communication alternatives
Satellite phones
Ham radios
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.
Internal Communication
It’s Important to ensure internal
audiences/employees are kept informed
on a regular basis
Rumours
Amplified
demand for
NEWS
Impaired
judgement
&
reasoning
Rumours &
misinforma
tion
Crisis Situation
• Heightened public emotion
+
• Limited access to facts
+
• Gossip
=
• Unstable information environment
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 #1549
3:26 - 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
Openly Hostile
Emotional
No Opinion
Logical
Logical
Openly Supportive
Emotional
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 visual
Intensely noticed
Override verbal communication
38% is how it sounds
7% is the overall message
Sound Bite
Pause
Answer
Message
Stop
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 Kits
Proof 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