Social Convergence and Crisis Communications
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How social networks and mobile devices are changing how organizations respond to crises. It's a brand new world, social and mobile rule! Executives need to adapt.
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Social Convergence and Crisis Communications
- 1. Social Convergence andSocial Convergence and Crisis CommunicationsCrisis Communications Ontario Hospital Association January 2015 Patrice Cloutier
- 2. Today’s presentationToday’s presentation 1. Introduction 2. Characteristics of a crisis 3. Social Convergence explained 4. How it affects crisis communications 5. How to be ready 6. Conclusion
- 3. It's likely you, and your audiences,It's likely you, and your audiences, will be under stress!will be under stress! What’s a crisis? ◦ Surprise (not always) ◦ Public scrutiny ◦ Media coverage ◦ Not routine ◦ Loss of control
- 4. Changing expectationsChanging expectations Communications support to executives Pressure to communicate is immediate Not just legacy media Every incident/crisis has a reputation management component Need for SM monitoring
- 5. What is driving this change?What is driving this change?
- 6. It's not only about social mediaIt's not only about social media
- 7. Instantaneous sharingInstantaneous sharing Key information channels ...family/friends People create their own alerting/news networks Share perceptions … shape public opinion Reinforces age-old behaviours … Everyone is a reporter …
- 8. Instantaneous sharing … everythingInstantaneous sharing … everything
- 9. What this means for you ...What this means for you ...
- 10. What this means for you ...What this means for you ...
- 11. Four crisis comms imperatives ...Four crisis comms imperatives ... 1. Alert and notify … mobile + social 2. Respond … implement under scrutiny 3. Monitor … social listening 4. Engage … dialogue
- 12. Alert and NotifyAlert and Notify
- 13. RespondRespond 1. Public scrutiny 2. Media attention 3. Plans and preparation matter 4. Make your crisis comms plan social
- 14. Monitor … operational listeningMonitor … operational listening 1. Verify messaging 2. Identify rumours/threats to public safety/health 3. Isolate calls for help/assistance 4. Detect reputational threats 5. Situational awareness
- 15. EngageEngage
- 16. Challenges existChallenges exist 1. Validation 2. Acceptance by executives 3. Training and staffing
- 17. Benefits far outweigh risksBenefits far outweigh risks 1. More information … in real-time 2. Direct access to audiences 3. Responsiveness
- 18. Crisis Comms planning: be socialCrisis Comms planning: be social • Message mapping: easily adaptable for SM use • Reach various audiences where they are, immediately • Become your own broadcaster
- 19. Occupy the public spaceOccupy the public space • Speed is everything ! • Become your own broadcaster … a beacon of trust • Find the right tone and spokesperson
- 23. Finally ...Finally ... We are in an era of message competition ...not control … Move at the speed of your audiences or be irrelevant … Use the tools they use or you won't be heard …
Notas del editor
- Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
- Forget the normal way you do things … Can’t think the same way or say things the same way … Because your audience WILL NOT think the same way they normally do !
- No more news cycle ...news cycle is every 30 seconds now Your reputation is at risk … all the time .. Rumour management is key
- A four-part equation It's not just about social media Key is the empowerment factor … the other side of the equation … particularly for emergency management Most important commodity for EM manager, CEO = up-to-the-minute info = better decision-making = better allocation of strategic resources
- Mobile is changing everything ...how we consume info ...how we share things … Is your website mobile-friendly and able to help you convey your messages in a crisis ?
- authorities criticized for waiting hours to respond to incidents … pressure is increasing: US Airways took heat for waiting for 13 minutes to put out information … Can you do better ?
- Linear process … replaced by diffuse info sharing process You don't have hours to craft the perfect news release We are no longer in era of message CONTROL… we are in an era of message COMPETITION
- If everyone is a reporter … then anyone working for you … from the nurse in triage … the security guard at the ER entrance … or the resident in palliative care … they all speak for you Basic training might be required …
- Times have changed Old ways of doing things have gone out the window
- Four imperatives … all at once … at the same time … Time is a luxury you can no longer afford in a crisis … When reputations are made … threatened or destroyed in minutes … waiting hours to issue a news release as a response ...is reputational suicide
- People expect to know … when you know … Transparency is now at the heart of effective crisis management/comms 2 things to remember: Move at speed of social media or be irrelevant Use mobile channels to even have a chance to be heard
- Respond … in new environment Constant scrutiny and diverging opinions Plans that enable quick response Crisis comms plan focused on social networks … NOT legacy media
- Those 5 reasons … apply for emergency management or public health emergency purposes But also valid for crisis comms
- Our audiences want to know as soon as possible when something's going on They also expect to be kept informed Maintaining that dialogue is key factor is remaining a trusted source of info
- Is social convergence the panacea of crisis comms ? No, but these challenges can be overcome Validation platforms/techniques Don't need to think hard to convince CEOs Empower staff … capitalize on their interests = NYC DOHMH example
- Info = most valuable commodity in a crisis/emergency Why go through an intermediary ? Allows you to hear directly from your audiences and come up with on-target messaging
- Proper crisis comms technique = message mapping = tailor-made for crisis comms
- A communications response to a crisis must be: immediate … occupy the public space … because of social media Open and transparent ... trust building ... social media can help
- Don't get hung up on social platforms … concentrate on what social convergence allows instead … There's always a new kid on the block .. a new social network/app … Keep track of developments
- … more people at the table during a crisis now …
- Organizations that listen … deal with emergencies/crises better They are more responsive to the needs of their audiences/clients/stakeholders
- Famous last words … Questions ?