Providing Emergency Information to Ontarians

October 2009

Today’s presentation

1. Introduction

2. Emergency information in Ontario

3. Changing expectations and the impact of social media

4. How to meet these new challenges by using a crisis communications approach

5. Conclusion and questions

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.

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 revolution

Everyone is a reporter

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

Changing expectations

• Audiences expect a response from authorities within minutes.

• They expect information offered on many different platforms.

• A participative approach in communications.

New 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?– Surprise– Public scrutiny– Media coverage– Not routine– Loss of control

Meeting 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 planning

• The Four “Ps”– Plans– People– Prepare– Practice

Plans

• Detailed procedures• Monitoring and staff availability• Delegation of authority• Informing all audiences: external but

also internal• Using all channels to communicate

Your people

• Who speaks for your organization?• Training: media relations and crisis

communications … don’t send untrained spokesperson in front of cameras and microphones!

• Are alternates available?• Staff empowerment … delegation of

authority to effectuate prompt response

• Don’t forget to communicate with your own employees and staff.

Prepare!

• Crisis communications technique• Message 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.

Practice!

• Solid exercise program in place• Test your plans … not your people!• Determine if your communications

scenarios or risk analysis corresponds to your audience’s needs

In Summary

• Anticipate• Prepare• Practice• Questions ???