0 tfg event: ten best practices for communication & continuity during mega-disasters may 10,...

1

TFG Event: Ten Best Practices for Communication & Continuity During Mega-Disasters

May 10, 2012, 3:30 - 4:30 p.m.BAH – Wash., D.C.

Co-Sponsored by Booz Allen’s Mission Assurance & Strategic Communications TFGs

2

Our 60-Minute Roadmap

• 10 Best Practices - Principles (Core Concepts) - Premium

(Value/Importance) - Practice (Implementation)

• Case Examples, Tools & Resources

• Threat-Specific Simulation

3

The 10 Best Practices

1. Simplify the Complex & Make the Unfamiliar Familiar

2. Understand the Public’s Perception of Risk

3. Be Proactive and Harness the Power of Visuals

4. Anticipate, Respond to What Reporters Want to Know

5. Understand What Frustrates Reporters

6. Practice the Do’s & Don’ts of Media Relations

7. Use the Three-Phase Method

8. Understand Loss as a Communications Lever

9. Optimize the Informational and Motivational

10. Make it Emotional, Simple and Personal

4

Crisis Defined

• A time of intense difficulty or danger

• A time when a difficult or important decision must be made

• The turning point of an event when an important change takes place, indicating either recovery or loss

5

10 Best Practices for CommunicationContinuity, During Mega-Disasters

BP#1 -- Simplify the Complex and Make the Unfamiliar Familiar

Question: What is a Gusset Plate?Sept. 2007, 13 died & 145 were injured when the I-35 W Bridge collapsed in MinnesotaNTSB determined a design flaw in a gusset plate caused the deadly collapseMinnesota DOT had to explain the cause in ways that were easily understood and prevented widespread panic – 13,000 Bridges in the state

6


BP #1 – Simplify the Complex and Make the Unfamiliar Familiar

How could the MN DOT have accomplished this?By avoiding the use of technical jargonBy explaining or defining in familiar terms the information citizens most needed to know and most wanted to know

Answer: a gusset plate is a large, flat piece of steel, placed over and bolted to, the ends of two or more bridge beams, connecting them to each other and/or to the bridge frame

7


BP #2 – Understand the Public’s Perceptions of Risk Recognize that the public is already stressed. Monitor and address escalating fears and

concerns Do not make extreme comments or language Be factual and empathic when explaining

complex risks – anticipate the public’s reaction and plan an appropriate response

8


BP #3 – Be Proactive and Harness the Power of Visuals Never underestimate the public’s ability

to comprehend the nature, form and severity of the crisis.

Use strong visuals – photos, video, graphics Send the right visual cues – lab coat Field instruments, site visits and

demonstrations Here’s a positive example: (video #1 1:58)

9


BP #4 – Anticipate, Respond to What Reporters Want to Know

What you do or don’t do in the first few minutes and hours following a crisis will determine if you, and your agency will maintain credibility and control.

10


What Reporters Want to Know

Survey WSJ, San. Fran. Chronicle, WTOP, USA-Today, Dallas Morning News, ABC-News

Question: Following a nuclear event, what would reporters most want to know?

1. Was it accidental or intentional?

2. Who/What/Where/When/Why/How?

3. Explanation of what happened and what the risk is to the public/workers/ environment–using non-technical terms.

4. Number of injuries/fatalities.

5. Who is in charge of the investigation?

11

What Reporters Want to Know

Accidental Risk at 1,3,5,10,50,100,1,000

and 5,000 mile Radius.

What is being done to prevent another occurrence?

What do you still need to learn?

Who is: making repairs, in-charge of the evacuation, treating the injured, informing the families of victims?

Was negligence involved?

Were mistakes made?

Intentional

•Are more attacks possible?•Who was responsible?•Have arrests been made?•Motive?•Why wasn’t the response quicker and more coordinated?•Why didn’t you anticipate this event? •Are investigators focused on a person or group?•Will the US retaliate?

12


13


14


15

BP #7 – Use the 3-Phase Method Impact Phase

- Am I safe?- Are my loved ones safe?- What should I tell my children?

Recoil Phase- Physiologic, Safety, Social

Post-Trauma Phase- Response- Recovery- Resilience

(Hope, Belief, Optimism, and Better Future)

16

BP #8 – Understand Loss as a Strategic Communications Lever Loss (& Opportunity) Message Frames

Recoil Phase – Core Life Forces - Physiologic Needs – e.g., food, living conditions, even survival- Safety Needs – e.g., care, protection, free from fear, pain, and danger- Social Needs – e.g., connection, social cohesion

Trust Restoration Template:- Tell your audience/s what’s wrong about the behavior/action- Tell them what you’ve done about it- Tell them how you are ensuring that it won’t happen again- Point to something positive you are doing in that topic area

17

BP #9 – Optimize the Informational & MotivationalLeft/right-brain dynamic –

Balancing reflexive, left-brain response (information, in-control) with right-brain response (open, accessible, creative problem-solving, etc.)

Transactional – Offer/Acceptance

Present State-Future State- Change State

18

BP #10 – Make it Emotional, Simple & Doable (ESP)

EmotionImpact – FearRecoil – Multi-StressorPost-Trauma – Recovery and Resilience

SimpleClearConciseFree of Jargon

PersonalMeaningfulActionableMeasureable

19

Scenario – Government Agency in Crisis

A premier government research agency finds its political and financial future in jeopardy. Drastic

budget cuts could impact not only the future of the agency’s research program, teaching, and service

mission, but its ability to recruit world-class leaders and researchers. In addition, deep salary cuts, limited

bonuses, hiring freezes, and bans on new capital improvement projects are all part of the agency’s

attempts to mitigate their most serious crisis to date.

20

10 Best Practices Action Plan

#1 Threat __________________________________________________________________________________________________________________________________________________________________________

Readiness Level (1 to 10): ____________________________________________________________________________________________________________________________________________________________________________________________________________

Your Top 3 Best Practices

#1 _____________________________________

#2 _____________________________________

#3 _____________________________________

Your #1 Idea for Implementing Best Practices ________________________________________________________________________________________________________________________________________________________________________________________________________

0 tfg event: ten best practices for communication & continuity during mega-disasters may 10,...

Documents