Introduction to Introduction to Crisis CommunicationsCrisis Communications

Ontario Provincial Police

December 2009

Today’s presentation Today’s presentation

1. Introduction2. IMS and Public Information Officers3. Changing expectations and the impact of

social media4. How to meet these new challenges 5. Message mapping6. Conclusion and questions

IntroductionIntroduction

Patrice Cloutier Co-author Provincial Emergency Information

Plan Coordination of the planning/delivery of

emergency information at provincial level Currently seconded to OPP for G8

IntroductionIntroduction

What is emergency information?What our audiences need to know to protect

themselves, their families, property and the environment.

What we need to communicate to help ensure our audiences will adopt the right behaviour during a crisis or emergency.

Introduction - IMSIntroduction - IMS

In Ontario In Ontario

P ro vin c ia l M e d iaa n d Pu b lic

M e ssa g ing a n d M a te ria lsA p p ro ve d b y CO /PO

O P S M in is triesFe d era l d e pa rtm e n tsO th er s take h old e rs

L o ca l M e d iaa n d Pu b lic

M e ssa gin g a n d d o cu m e n tssh are d b e tw e en pro v in ce a ndm u n ic ip a lity

L o cal E m e rg en cy In fo rm a tion O fficerL o cal E m e rg en cy In fo rm a tio n Ce n tre

P ro v inc ia l Ch ie f Em e rg en cy In fo rm a tio n O fficerP ro v in c ia l E m e rg e n cy In form a tio n Se ction

P ro v inc ia l Em e rge n cy O p e ratio n s C e n treC o m m a nd S ection

C o m mis s io ne r o f E m e rge ncy M a na ge m e nt

C a b in e t O ffice

The New Media revolutionThe New Media revolution

Where are you?

It’s not stopping!It’s not stopping!

Years to Reach 50 millions Users:  Radio (38 Years), TV (13 Years), Internet (4 Years), iPod (3 Years)…Facebook added

100 million users in less than 9 months…iPhone applications downloads hit 1 billion in 9 months.

The fastest growing segment on Facebook is 55-65 year-old females

Everyone is a reporterEveryone is a reporter

Instantaneous Information◦New media and mobile phones◦Even traditional media taking it up

Changing expectationsChanging expectations

Audiences expect a response from authorities within minutes.

Changing expectationsChanging expectations

Audiences expect information offered on many different platforms.

A participative approach in communications.Trust and credibility

New Media and your responseNew Media and your response

One choice: to participate or not … Occupy the space.

Tone is important: conversational approach

What’s a crisis?What’s a crisis?

What’s a crisis?◦Surprise◦Public scrutiny◦Media coverage◦Not routine◦Loss of control

Meeting the new challengesMeeting the new challenges

Why use a crisis communications approach?◦Ensure effective communications and that your

audience adopt the right behaviour.◦Enhances your capacity to offer a prompt

communications response to incidents and crises◦Helps establish an organization’s credibility.

Crisis communications planningCrisis communications planning

The Four “Ps”◦Plans◦People◦Prepare◦Practice

Message MappingMessage Mapping

Crisis communications techniqueMessage mapping

◦Science-based … on target messaging◦Easy to use …. Visual representation

You can anticipate questions/issues and develop key messaging ahead of time on multiple scenarios.

Message MappingMessage Mapping

Crisis communications technique developed by Dr. Vincent Covelo from New York.

Advised Mayor Giuliani prior to 9-11Successful communications response

using message mapping◦Message maps pre-approved◦Trained people◦Lots of prior exercises

Message Mapping: Prepare!Message Mapping: Prepare!

If you want to communicate promptly, you need to have pre-approved messages ready!

Routine vs CrisisRoutine vs Crisis

To be heard, you need to craft the right messages!

Brain ProcessesBrain Processes

What it means for communicators … the rule of 27/9/3

The rule of 3The rule of 3

• 27/9/3 model: a critical tool– Media: broadcast and print– Matches what brain retains during crises– Allows for easy very visual structure – Based on rule of 3: three key messages

each with three supporting messages or key facts

• What’s also important?• The order of your messages …

Other obstacleOther obstacle

Comprehension levels

Message Map ExampleMessage Map Example

DeliveryDelivery

• Verbal vs non-verbal• Things are totally reversed.• Routine: 75% verbal and 25 % non-verbal• Crisis: 75% non-verbal and 25% verbal

• What’s also important? Show poise!

Feel … No Mr. RobotoFeel … No Mr. Roboto

Compassion, Competence, Optimism

  May 2008

August 2008

January 2009

Good opinion 74% 57% 88%Bad opinion    7 34  7

A textbook case

http://Newsmaker of the year

In SummaryIn Summary

AnticipatePreparePracticeQuestions ???

ResourcesResources

http://cops2point0.com

http://crisisblogger.wordpress.com

http://crisiscommscp.blogspot.com (my own blog)

http://mashable.com for all social media stuff