During an emergency, fast and clear communication can make the difference between an effective response and a prolonged crisis. As communication methods expand, keeping up with the latest crisis communication tools can be challenging. Do you have a proactive communication plan that addresses today’s issues? Join distinguished crisis communication expert, author, consultant, and educator, Dr. Robert C. Chandler, as he shares his methodology, patented research and insight into the latest and most sophisticated version of message mapping, for use before, during and after an event.

1. Message Mapping:
Can You Hear Me Now?
Robert C. Chandler, Ph.D.
Di t Ni h l S h l f C i tiDirector, Nicholson School of Communication

2. About Everbridge
• Leader in incident notification systems
• Fast-growing global company with
more than 1 000 clients in moremore than 1,000 clients in more
than 100 countries
• Serve the Global 2000, healthcare
systems state and local governmentsystems, state and local government,
federal government, military, financial
services firms, and universities
• 100% focused on incident notification100% focused on incident notification
solutions that merge technology
and expertise
2

3. Agenda
Part 1: Presentation
• The latest rules for message mapping• The latest rules for message mapping
• Must-have tools for creating messages
• Why formalized, planned communication is vital to emergencyy p g y
preparedness
Part 2: Q&APart 2: Q&A
3

4. Note:
slides are currently
available to everyone on
Q&A
available to everyone on
blog.everbridge.com
Use the
Q&A
function tofunction to
submit
your
questionsquestions.
4

5. Bracing for the 2010
Hurricane Season
Message Mapping:
Can You Hear Me Now?
Hurricane Season
Dr. Robert Chandler
University of Central Floriday

6. 6

7. The challenges: Communication
(Just a few…)
• Insufficient communication planning
• Psychological noise
Crisis
i t• Communication breakdowns
(messages, processes, people)
communicators
must
overcome these
challenges
7

8. The challenges: Recipient / Message
• Attention
• Perception
• Selection
• Behavioral request• Perception
• Understanding
C h i
• Behavioral request
• Feedback
• Comprehension
Crisis communicators must
overcome these challenges}overcome these challenges}

9. Three tiers of an effective message
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10. Anatomy of an emergency
notification messagenotification message
DA 4 - 3 & 30 - 60 & 6
Danger - Action Structure
4 Key Components
3 t & 30 d3 sentences & 30 words
60 readability score & 6th grade
reading levelg
(Chandler Method)

11. Four components of effective emergency
notification messagesnotification messages
Information Urgency
Message
Instructions Confirmation
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12. The solution: Message Maps
What are Message Maps?
• A database of messages in predictableg p
sequences (templates, sample wording, etc.)
• Checklist of important messages, audiences,
etc. to serve as roadmap for communicating
• Clear, concise messages created in advance of
an incident that simplify complex concepts and
improve communication during chaos.
• Useful before, during, and after an incident as
well as for routine and on-going communication.
12

13. Audience pollp
Have you implemented message maps in your
tifi ti t ?notification system?
О Not started
О W ki itО Working on it
О Completed

14. Audience results

15. Next step:
C ti b i Ch dl i fi tCreating a basic Chandler message map in five easy steps
1. Begin with the overall communication goals in mind
2. Determine the messages & audiences (who & what) for
each Crisis Phase
3. Identify three sub-points that relate to the goal for each
4. Create matrix of Predictable Sequences for Messages
5. Create three sentences for each message goal (Tier 3)
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16. Message matrices
• Who / what / how of messages
• How to build a message matrix

17. Message matrices
Audience Key Messages Com. Channel Timing Spokesperson
Employees
Customers
Suppliers
Investors
Community
Leaders
Regulators,
government
Media
General public
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18. Basic message mapping tools
• Stock templates
• Word choices
• Keyword lists
• Lexicon
• Thesaurus
• Goals and strategies
18

19. Next step:
Th d d th b d f i id t tifi tiThe good and the bad of incident notification
19

20. Effective communication strategies
• Be first, be right, be credible
• A k l d ith th• Acknowledge with empathy
• Explain and inform about risk
• Describe what you know, don’t know,
and what you’re doing about it
C• Commit to continued communication
• Keep communication channels open
20

21. Always remember
• Nothing can destroy hard-earned
credibility more quickly than failurey q y
to communicate well in a crisis.
• The message you send represents
everyone in your organization from theeveryone in your organization from the
governor to the on-scene responders.
• Only quick, confident, actionable, and
easily understandable communications
will ensure your constituents’ life-safety.

22. Incident Notification
Marc Ladin
Chief Marketing Officer, Everbridge
22

23. Incident notification solutions address
common communication challengescommon communication challenges
• Communicate quickly easily and • Reduce miscommunications and• Communicate quickly, easily, and
efficiently with large numbers of
people in minutes, not hours, making
sure that the lines of communication
• Reduce miscommunications and
control rumors with accurate,
consistent messages
are open
• Receive feedback from your
messages by using polling
• Satisfy regulatory requirements
with extensive and complete
ti f i ti tt tmessages by using polling
capabilities
• Ensure two-way communications
reporting of communication attempts
and two-way acknowledgements
from recipients
Ensure two way communications
to get feedback from message
receivers
• Deliver refined, prepared , timed
messages to each pre-designated
audience group, by scenario
23

24. Key evaluation criteria for an
i id t tifi ti tincident notification system
E i d ti• Experience and expertise
• Ease of use
• Ease of integration
24

25. Missed anything?
Slides are currently
available on
Q&A
blog.everbridge.com
Use the
Q&A
function tofunction to
submit
your
questionsquestions.
25

26. Crisis communication resources
b R b t C Ch dl Ph Dby Robert C. Chandler, Ph.D.
Additi l th d th d b kAdditional authored or co-authored books
include:
• Surviving the Pandemic: A Communication
Management Guide for Business
• Crisis and Emergency Communication
Planning
• Media Relations
• Crisis Communication PlanningAvailable on • Crisis Communication Planning
• Pandemics: Business Continuity Planning
Priorities for the Coming Outbreak
• Disaster Recovery and the News Media
Available on
Amazon.com
(free shipping)
and other online
• Managing Risks for Corporate Integrity: How
to Avoid an Ethical Misconduct Disaster
booksellers
26

27. Contact information
Communication
resources
Robert C. Chandler, Ph.D.
h dl@ il f d
White papers, literature, case studies
www.everbridge.com/resources
Upcoming webinars:
• System Demo (November 16)
b id / bircchandl@mail.ucf.edu
1.407.823.2681
www.everbridge.com/webinars
Follow us:
blog.everbridge.com
Marc Ladin
marc.ladin@everbridge.com
1 818 230 9700
g g
twitter.com/everbridge
facebook.com/everbridgeinc
youtube.com/user/everbridge
1.818.230.9700
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