Fundamentals of Crisis Communication
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- Tyler Lane
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1 Fundamentals of Crisis Communication Focusing on Effective Techniques & Building Trust Presented by Kelly Huston Deputy Director, Governor s Office of Emergency Services
2 Joint Information Systems & Joint Information Center (JIC)
3 Joint Information System Police Fire On the same page City Animal Services County Public Works State Schools Feds Your name here Hospitals Transit Airports Private Industry Military Health Dept
4 What s the purpose? It allows you to... Get the RIGHT information to the RIGHT people at the RIGHT time so they can make the RIGHT decisions and act
5
6 Benefits Consistent messaging Central working facility Single, recognized source for official info Enhanced information sharing Pooled resources (staff and equipment) Coordinated delivery of the message
7 Joint Information System Field PIO Emergency Operations Center JOINT INFORMATION CENTER Incident Command News Organizations
8 JIC Structure Incident Commander EOC Director Lead Information Officer Information Gathering & Production Group Information Dissemination Group Field Information Group EOC / ICP Research & Writing Audio Visual Info Analysis Media Monitoring Internal Dissemination Media & Rapid Response Briefing Media Telephone Online / Social Media Field Media V.I.P. Handlers Special Interest Groups
9 Team Exercise You are the Boston Police Department Public Information Officers What is the first thing you will do? What information does the public need to know in the first hour? How will you accomplish it?
10 You are here.
11 Art Skills arising from the exercise of intuitive faculties (and common sense)
12 Science Expertness or exactness regarded as the result of knowledge of laws and principles
13 There s no one-way manual
14 What Happened Here?
15 Anatomy of a Crisis Complexity of the situation High stress on all involved Need for preparation & practice Need for focus
16 Impact on the Public Normal life interrupted Concern for safety of loved ones, themselves Confusion and fear Looking for leadership and support
17 Leadership
18 Public s Expectations
19 Speed of Info Flow Through the Media 20 years ago 24 hours 10 years ago 4 hours Today 4 minutes
20 2012 Global Customer Service Barometer - American Express
21 Risk & Crisis Communication
22 Risk Communication: Key Concepts Over 8000 articles in peer reviewed journals, over 2,000 books and major survey reviews of the field Dr. Vincent Covello Center for Change/Risk Communication
23 Risk Communication: Key Concepts Risk communication is a sciencebased discipline High concern situations change the rules of communication The key to success is Anticipation, Preparation and Practice (APP)
24 3 Goals of Risk Communication Inform people to be able to make knowledgeable decisions Build trust and credibility Persuade & convince, appropriate to what we know
25 Why?
26 When people are stressed or concerned Want to know that you care before they care what you know Have difficulty hearing, understanding, and remembering information Focus most on what they hear first and last
27 Risk Communication: Key Concepts People focus much more on negative information Process information well below their grade level (AGL-4) Actively seek out additional sources to reduce risk Four Hit Theory of belief formation
28 Four Hit Theory of Belief Formation Once formed, a belief is difficult or impossible to change Four (on average) unanswered credible hits makes a belief Less than four hits is still opinion A hit from one side can be negated by a hit from the other side
29 Mental Noise Your brain s ability on a good day During high stress or concern 20% 80% Mental noise can reduce the ability to process information by up to 80%
30 What factors build trust during a crisis?
31 Trust Determination Model Competence & Expertise Honesty & Openness Listening, Caring, Compassion, Empathy Other Factors The Determinants of Trust and Credibility in Environmental Risk Communication: An Empirical Study Richard G. Peters, Vincent T. Covello, David B. McCallum - Risk Analysis, 1997
32 Trust Determination Model What factors build trust during a crisis? Determination in first 9-30 seconds Competence & Expertise Honesty / Openness Listening / Caring / Empathy / Compassion All Other Factors
33 Communication Tools 95% Rule Rule of 3 CCO 27/9/3 1N=3P AGL-4 Primacy/Recency Message Mapping IDK
34 95% Rule 95% of all questions and concerns that will be raised by any stakeholder (the press) in any controversy (crisis) can be predicted in advance.! Implications?
35 77 Questions
36
37 Rule of 3 Low Stress Brain can hold on average 7 Messages High Stress Brain can hold on average 3 Messages George A. Miller (Department of Psychology, Princeton University) The Psychological Review, 1956, vol. 63, pp
38 27/9/3
39 27/9/3 27 Words 9 Seconds 3 Messages This is what your audience can successfully process Simple Declarative Statements
40 Message Map Stakeholder Question or Concern Key Message/Fact 1 Key Message/Fact 2 Key Message/Fact 3 Keywords or Supporting Fact 1.1 Keywords or Supporting Fact 1.2 Keywords or Supporting Fact 1.3 Keywords or Supporting Fact 1.1 Keywords or Supporting Fact 1.2 Keywords or Supporting Fact 1.3 Keywords or Supporting Fact 1.1 Keywords or Supporting Fact 1.2 Keywords or Supporting Fact 1.3
41 27/9/3
42 Message Map Stakeholder Question or Concern 9/11/01 I m scared. What is happening now? Key Message/Fact #1 Highest Levels Key Message/Fact #2 Key Message/Fact #3 Doing Everything We Can You re not alone Keywords or Supporting Fact 1.1 President Keywords or Supporting Fact 1.2 Military Keywords or Supporting Fact 1.2 Safe as possible Keywords or Supporting Fact 2.1 NYPD Keywords or Supporting Fact 2.2 Other Agencies Keywords or Supporting Fact 2.2 Safe as possible Keywords or Supporting Fact 3.1 People suffering with you Keywords or Supporting Fact 3.2 Help Keywords or Supporting Fact 3.3 Support
43 Listen Again: 27/9/3
44 Message Map Exercise Stakeholder Question or Concern Key Message/Fact #1 Key Message/Fact #2 Key Message/Fact #3 Keywords or Supporting Fact 1.1 Keywords or Supporting Fact 2.1 Keywords or Supporting Fact 3.1 Keywords or Supporting Fact 1.2 Keywords or Supporting Fact 2.2 Keywords or Supporting Fact 3.2 Keywords or Supporting Fact 1.2 Keywords or Supporting Fact 2.2 Keywords or Supporting Fact 3.3
45 C C O
46 C C O Compassion and show empathy Conviction that you and your team can do the job Optimism tempered by reality
47 C C O
48 Dr. Vincent Covello Center for Risk Communication Quickly Establishes You as the Go-To Place for Information
49 IDK: I don t know
50 IDK
51 IDK: I Don t Know It is okay not to have the answer Do not risk your credibility by creating an answer Avoid speculating (why?)
52 Guiliani Using IDK
53 IDK Template Say you don t know (or can t answer) Give the reason why you don t know Indicate follow-up with a deadline Bridge to what you can say, such as your core messages
54 The Communication Flow
55 Hurricane Rita & General Honore
56 Considerations? Who was the General talking to? What were his key messages? Was he effective? What does the affected public need?
57 The Communication Flow
58 The Communication Flow Remember who you re really talking to when you do an interview or go on camera. Public Official (that s you!) news media Public, families, critics, supporters, colleagues, naïve folks, etc.
59 Kelly Huston!
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