Transcript PIER System Demo for Valero 12-21-07

WHY PIER?
The full spectrum online
communication management
system
The Origin of the PIER System
1999 Olympic Pipeline Explosion
Crisis Communications
Founder Gerald Baron was
spokesperson for Olympic
Pipeline
• No easy way to coordinate
official statements across
multiple agencies
• No efficient way to
communicate with the public
and media
• No way to manage the
hundreds of inquires from
media and public
Crisis Response &
Share Price
Hurricanes
Extreme
Materials Earthquakes
Power Outages
Wildfires
Extreme Heat
Hurricanes
Fires
Landslides
Floods
Global
Chemical releases
Warming
Hazardous
Nuclear Pandemic
Terrorism Thunderstorms Tornadoes
Tsunamis
Winter Storms Workplace Violence Industrial Explosions
Fires
Landslides
Thunderstorms Tornado
Earthquakes Fires
Nuclear
Heat
Floods
Nuclear
Tsunamis Volcanoes
Floods
Pandemic
Hazardous Materials
Pandemic Power Outages Terrorism
Global Warming
Global Warming
Power Outages
Wildfires Winter Storms
Hurricanes Landslides
Terrorism Thunderstorms
“There cannot be a crisis next week. My
schedule is already full.”
Henry Kissinger
Keeping and building
trust
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Two critical elements:
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Do the right thing (from a stakeholder’s
perspective)
Communicate openly, directly, truthfully
The demands:
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Speed--I want it now. Yes, right now.
Directness--I want it directly from you to me,
not mediated, not through some one else
Authentic--give me the straight story because
if you hide something I will find out and then I
will never trust you again
Attorney review.
Executives traveling.
Key decision makers
not available.
Why is that
so hard?
Slow web update
process.
Delayed vetting.
Too many approvers.
IT control over internet.
Out of office too much.
Corporate policies.
Corporate speak.
Legal liability.
Instant News
We see the battles unfold in real
time
Every newscast starts with Breaking
News
All print media now compete on time like other broadcasters
While news rooms are cutting staff, we’ve added 60
million new journalists in the past few years
Infotainment
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60 Minutes as the start of “infotainment”
With “reality tv” we have no clear lines
between journalism and entertainment
News adopted the melodrama formula of
entertainment
When writers need a villain, they choose a
business person (more murders committed by business
people by 3-1 margin)
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and then there’s the
internet...
created a “post-media” world with high
expectations for direct and immediate
communication
made every story global
allowed for development of large scale
networks for the interested
created 60 million citizen journalists
from one who has been
there:
The next big crisis or time something like this
happens, the agitators will work the news cycle
as usual—but they will also include New Media,
CGM [consumer generated media], video and
blogs. It’ll be a whole different kind of whirlwind
for corporations to combat. I think that,
unfortunately, most corporations will be
fundamentally unprepared for this. This is an era
where people, bloggers included, can use New
Media to drive the news cycle in a sophisticated
manner.
Jon Harmon
Ford
Communications
Manager during
Firestone crisis.
Speaking in Daily
Dog, January 07.
But, how to communicate a welldesigned plan?
4 Ps
Policies
Plan
People
Platform – PIER System
"It's only when the tide goes out that you learn
who's been swimming naked.“
Warren Buffet
PIER provides the web-based communication
platform that enables you to effectively communicate
with critical stakeholders during an incident.
The PIER Idea:
Put everything a communicator or
team needs into a single, integrated,
easy to use online communications
control room.
A control center accessible 24/7 from wherever you are.
Solution: The PIER Control Center
Situation Status
& Tracking
Content Creation
& Collaboration
Secure
Conferencing
& Messaging
Survey Distribution
& Tabulation
Approver
Notification
& Signoff
Inquiry Handling
& History
Email / Fax / Phone
SMS Text
Notification
One-Button
Web Posting
NIMS Compliant Joint Information
Center
PIER was designed to operate in an Incident Command System
environment and meets NIMS requirement for a Joint Information
System.
PIER is unique in that it allows you
to manage all three modes of
communication at once--what we call
full spectrum communication
management
Push
“Push” info to audiences
via email, fax & telephone
Pull
Publish info to website
for viewers to “pull”
Interactive
Respond to inquiries, gather
input
What We Do
We launch and host crisis-ready systems for
managing Stakeholder Communications
Stakeholders
(who care about what you do)
Professional
Communicators
PIER
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Critical Insiders
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Emergency Responders
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Fence line neighbors
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Community Leaders
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Press/Media
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Elected officials

General Public
Platform: What is required?
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Collaboration--a team needs to work together
24/7 Anywhere access--urgent communication does
not keep regular hours
All tools available regardless of location--infrastructure
may be gone or you may be gone
Communicator control--no dependence on technical
resources
Full spectrum--able to manage push, pull and
interactive communication
Crisis-capable--redundant, millions of hits and
bandwidth
All communication is local.
But an enterprise needs to speak with a single
voice.
Tesoro Tanker Grounding – February 2, 2006
Unified Command Joint Information Center
First report:
5:25 am
JIC Activation:
About 10am
Content:
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News releases
Fact sheets
Hi-res images
Video footage
Crisis Center
State of Washington – EMD
Public Information Center
State of Washington – EMD
Accessible Crisis Plans
SYSTEM
Urgent & Critical Communication Management
AudienceCentral, Inc.
Bellingham, WA
(360) 756-8080
www.piersystem.com
[email protected]