Crisis Communications in Crisis Communications in The Instant Inf - - PDF document

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Crisis Communications in Crisis Communications in The Instant Inf - - PDF document

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6/17/2019 Crisis Communications in Crisis Communications in The Instant Inf The Instant Information A rmation Age Mik Mike McGill, President McGill, President 1 How to Participate Today Audio Modes Listen using Mic & Speakers

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SLIDE 1

6/17/2019 1

Crisis Communications in Crisis Communications in The Instant Inf The Instant Information A rmation Age

Mik Mike McGill, President McGill, President

How to Participate Today

  • Audio Modes
  • Listen using Mic & Speakers
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dial the conference (please remember long distance phone charges apply).

  • Submit your questions using the

Questions pane.

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for replay shortly after this webcast.

1 2

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SLIDE 2

6/17/2019 2

Become & ST Become & STAY THE GO- THE GO-TO sour O source ce for inf r information about

  • rmation about

yo your s services

We Liv Live in The Instant e in The Instant Inf Information A rmation Age

 Your ur cust custom

  • mer

ers s receiv receive e the the ne news ws the they want nt WITH WITHOUT needi OUT needing t g to ask ask for it r it  The They e expect timely inf pect timely information, es rmation, espec pecially ally about about paid ser paid services ices

 Water/w

r/wast stewat ater utilities must mee er utilities must meet these higher these higher expectations.

  • pectations. Espec

Especially during crises. ally during crises.

3 4

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SLIDE 3

6/17/2019 3

Old Da Old Days, Old W ys, Old Ways are O ys are OVER ER

  • Old

Old min mindset: : Arr Arrogance

  • gance. “Cus

“Custome mers don’t don’t kno know what what I I kno know.” .” “I’ll “I’ll t tell them what I ll them what I want when I nt when I want.” nt.”

  • Scar

Scar tissu tissue: “ “Why should should I I stick stick my neck neck out?

  • ut?

The press only cares about a The press only cares about a bad bill bad bill or

  • r a

a bad break bad break.” .”

  • “Out of sigh

“Out of sight? t? Out of min Out of mind? Fine Fine b by me.” me.”

Old Da Old Days, Old W ys, Old Ways are O ys are OVER ER

  • Old

Old min mindset: : Arr Arrogance

  • gance. “Cus

“Custome mers don’t don’t kno know what what I I kno know.” .” “I’ll “I’ll t tell them what I ll them what I want when I nt when I want.” nt.”

  • Scar

Scar tissu tissue: “ “Why should should I I stick stick my neck neck out?

  • ut?

The press only cares about a The press only cares about a bad bill bad bill or

  • r a

a bad break bad break.” .”

  • “Out of sigh

“Out of sight? t? Out of min Out of mind? Fine Fine b by me.” me.”

  • Than

Thanks t ks to social med social media, those da a, those days are O ys are OVER ER

  • Stick with OLD mindse

Stick with OLD mindset? ? Russian R ssian Roule ulette with repu with reputation. tation.

  • Not talking da

Not talking days or ys or weeks weeks of damage.

  • f damage. Talk

lking ing YEARS. YEARS.

5 6

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SLIDE 4

6/17/2019 4

Preparation: Preparation: Pr Proactiv

  • active Communications

e Communications

  • You prepare

u prepare f for r cri crisis sit situations wi with regular outreach & th regular outreach & inf informatio rmation

  • Consist

Consistent, proactiv nt, proactive communicat e communicatio ion with y n with your cust ur customer

  • mers builds

s builds tru trust. t. That trust That trust is VIT is VITAL during L during water/w r/wast stew ewat ater er cr crises. ises.

Preparation: Preparation: Pr Proactiv

  • active Communications

e Communications

  • You prepare

u prepare f for r cri crisis sit situations wi with regular outreach & th regular outreach & inf informatio rmation

  • Consist

Consistent, proactiv nt, proactive communicat e communicatio ion with y n with your cust ur customer

  • mers builds

s builds tru trust. t. That trust That trust is VIT is VITAL during L during water/w r/wast stew ewat ater er cr crises. ises.

  • PR

PROOF OOF: : J.D. P Power W wer Water Ut r Utility Cust ility Customer S

  • mer Surveys
  • Sco

Scores w were 15 re 15 to 30% 30% hig higher when cust er when customers rememb s remembered ered proactiv proactive communicatio e communications. . More COMM More COMMS? S? Be Better resul er results.

  • Media

Media im impact pact? WQ WQA: A: In 20 In 2015, 2 15, 27% of cust % of customer

  • mers

s said said they lear learned about w ned about water ut r utility issues ility issues from from ne news ws media. dia. 20 2017? ? 43%. 43%.

7 8

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SLIDE 5

6/17/2019 5

Bef Before a Crisis: re a Crisis: Pr Proper Planning

  • per Planning

Trea eat COM t COMMS l S like a e any y other opera

  • ther operatio

ion.

  • n. Ha

Have a a cris crisis is COMM COMMS plan plan.

  • Struct

Structure ure f for r pr prope

  • per int

internal & & publ public rele release of

  • f inf

information

  • En

Ensure res cus customers, key y sta stakeholders & me media get t t the e best i st information rmation a as quic ickly kly a as possible ssible

  • Pre

Prevents inf information gap gaps

  • Reduces c

duces chances ances for r confusion & usion & anger anger

  • Prot
  • tects p

ects publ blic s ic safety ty, , especially pecially criti critical cust customers

Bef Before a Crisis: re a Crisis: Pr Proper Planning

  • per Planning

Trea eat COM t COMMS l S like a e any y other opera

  • ther operatio

ion.

  • n. Ha

Have a a cris crisis is COMM COMMS plan plan.

  • Struct

Structure ure f for r pr prope

  • per int

internal & & publ public rele release of

  • f inf

information

  • En

Ensure res cus customers, key y sta stakeholders & me media get t t the e best i st information rmation a as quic ickly kly a as possible ssible

  • Pre

Prevents inf information gap gaps

  • Reduces c

duces chances ances for r confusion & usion & anger anger

  • Prot
  • tects p

ects publ blic s ic safety ty, , especially pecially criti critical cust customers

  • Uses p

pre-writte ten m mate terials. Cuts d down on e errors.

  • Se

Sets ts appr approval pr proce

  • cesses for

r qu quality y cont control

  • Gives g

ves guidelin elines f es for medi dia a access, s ss, soci cial m al media i dia interaction ction

  • Empo

power wers e emplo ployees ees to p provide i

  • vide information

ion 9 10

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SLIDE 6

6/17/2019 6

Craf Crafting a Crisis Communication ting a Crisis Communications Plan s Plan

Comp Components of a

  • nents of a Crisis

Crisis Communications Plan Communications Plan (Par Part of utility emer

  • f utility emergency management plan

gency management plan)

  • Breaks d

down s signifi gnificant ant wa water, was wastewat ater er e emer ergenc gencies ies

  • Based on

sed on best best practices practices. Uses Uses s staff kn knowledg ledge. e.

  • Assigns s

ssigns staf aff i into proper ro roles.

  • s. Multiple l

ltiple levels, vels, stages. ges.

  • Use

Use of

  • f Nati

National Inci Incide dent Mana Management Syst System (NIMS)? (NIMS)?

  • Details r

tails requir ired c ed crisis c is communications mmunications

  • Di

Direct rects cust s customer communicat

  • mer communications

ions & & media res media respons

  • nse
  • Specif

Specifical ically address addresses criti critical al cust customer

  • mers

Craf Crafting a Crisis Communication ting a Crisis Communications Plan s Plan

Key Key A Areas

  • Criti

Critical Cust al Custom

  • mer

ers.

  • s. Crit

Critica ical Cust Custom

  • mer

ers.

  • s. Crit

Critica ical Cust Custom

  • mer

ers. s.

  • Good d
  • d definition:

finition: Connections c tions critical t itical to publi blic h health & alth & safety ty OR r rely on s services fo for economi

  • nomic resiliency

siliency

  • Public

blic health alth coul uld b d be placed at aced at risk d sk due t e to lack o

  • f communicat

mmunication ion

  • Sh

Shouldn’t ldn’t h have t ve to wo wonder wh er what at’s ’s g going g on. . Th They wi will call ll the m medi dia. a.

  • COMMS f

S failure c ure creat eates s s significant ificant d dist stractions.

  • ractions. Can harm e

entire re response sponse.

  • Re

Response c sponse could b uld be o

  • perat

erationally ionally PERFECT b RFECT but…

  • COMMS fail

COMMS failure ure lea leaves permane s permanent impr t impressi ssion EVER

  • n EVERYTHI

HING fail failed

11 12

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SLIDE 7

6/17/2019 7

Craf Crafting a Crisis Communication ting a Crisis Communications Plan s Plan

Key Key A Areas

  • Oth

Other ”q r ”qua uality of lity of life” cust ” customer

  • mers, in addition

s, in addition to e ever eryda yday cust customer

  • mers
  • Envi

vironmentally se ronmentally sensitiv ive ar e areas.

  • s. Marinas.
  • nas. Water-centr

centric/locat c/located busi d businesses. sses.

  • Key s

y stak akeholder eholders

  • Board memb

Board member ers.

  • s. Elect

Elected of d offi ficials.

  • cials. Business

Business leader leaders. s. Environmental vironmental ac activis vists.

  • Go

Governm rnment nt, fir , first respond t responder com r communi unicat ation n staf staffs.

  • fs. Riv

Riverkeeper eepers.

Craf Crafting a Crisis Communication ting a Crisis Communications Plan s Plan

Key Key A Areas

  • Oth

Other ”q r ”qua uality of lity of life” cust ” customer

  • mers, in addition

s, in addition to e ever eryda yday cust customer

  • mers
  • Envi

vironmentally se ronmentally sensitiv ive ar e areas.

  • s. Marinas.
  • nas. Water-centr

centric/locat c/located busi d businesses. sses.

  • Key s

y stak akeholder eholders

  • Board memb

Board member ers.

  • s. Elect

Elected of d offi ficials.

  • cials. Business

Business leader leaders. s. Environmental vironmental ac activis vists.

  • Go

Governm rnment nt, fir , first respond t responder com r communi unicat ation n staf staffs.

  • fs. Riv

Riverkeeper eepers.

  • Mass media

Mass media outle

  • utlets

s

  • Ne

Newspaper edit wspaper editor

  • rs &

s & beat beat repor reporter ers.

  • s. TV anchor

anchors, repor reporter ers & s & radio dio hos hosts. s.

  • Social me

cial media dia

  • Influen

Influencer ers on s on Faceb cebook, , Twit itter, Ne Nextd xtdoor, Instagr , Instagram 13 14

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SLIDE 8

6/17/2019 8

Craf Crafting a Crisis Communication ting a Crisis Communications Plan s Plan

Key Key A Areas

  • Oth

Other ”q r ”qua uality of lity of life” cust ” customer

  • mers, in addition

s, in addition to e ever eryda yday cust customer

  • mers
  • Envi

vironmentally se ronmentally sensitiv ive ar e areas.

  • s. Marinas.
  • nas. Water-centr

centric/locat c/located busi d businesses. sses.

  • Key s

y stak akeholder eholders

  • Board memb

Board member ers.

  • s. Elect

Elected of d offi ficials.

  • cials. Business

Business leader leaders. s. Environmental vironmental ac activis vists.

  • Go

Governm rnment nt, fir , first respond t responder com r communi unicat ation n staf staffs.

  • fs. Riv

Riverkeeper eepers.

  • Mass media

Mass media outle

  • utlets

s

  • Ne

Newspaper edit wspaper editor

  • rs &

s & beat beat repor reporter ers.

  • s. TV anchor

anchors, repor reporter ers & s & radio dio hos hosts. s.

  • Social me

cial media dia

  • Influen

Influencer ers on s on Faceb cebook, , Twit itter, Ne Nextd xtdoor, Instagr , Instagram

  • Emplo

ployees.

  • ees. E

Emplo ployees.

  • ees. E

Emplo ployees. ees.

  • You’re a

u’re a TEAM. TEAM. Impo Important ant eyes es and and ear ears.

Craf Crafting a Crisis Communication ting a Crisis Communications Plan s Plan

Successful s ccessful structure ructure

  • La

Lays out all possi ys out all possibl ble emerge emergencies

  • Man

Many co covere red b d by utili utility emerg emergenc ncy manag management nt plan plan Co Coor

  • rdina

nation tion with over

  • verall e

emergency p gency plan is ESSENTIAL NTIAL

  • In

Include ”activ clude ”active sh e shoot

  • oter”

r” & & “sh “shelt lter er-in-place”

  • in-place”

15 16

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SLIDE 9

6/17/2019 9

Craf Crafting a Crisis Communication ting a Crisis Communications Plan s Plan

Successful s ccessful structure ructure

  • La

Lays out all possi ys out all possibl ble emerge emergencies

  • Man

Many co covere red b d by utili utility emerg emergenc ncy manag management nt plan plan Co Coor

  • rdina

nation tion with over

  • verall e

emergency p gency plan is ESSENTIAL NTIAL

  • Incl

Include ”act ude ”activ ive shoo e shooter” & “sh & “shelt lter er-in-place”

  • in-place”
  • Uses c

es current staf aff w with c th communication s mmunication skills ills

  • Staf

Staff who who can assist during can assist during the the ne news da ws day y (5a (5am – – 11pm)

  • Staf

Staff who f who can can assis assist with so with social media cial media wo work (8a (8am – 12a 2am) m)

  • Use

Use of

  • f Nati

National Inci Incide dent Mana Management Syst System (NIMS) (NIMS)

  • If us

used, ed, COM COMMS plan f plan follo llows ws Inci cident C dent Command, U mmand, Unifi ified P d PIO O process ess

  • If not

t us used, can us ed, can use communicat e communication

  • n par

parts of ts of NI NIMS MS

Craf Crafting a Crisis Communication ting a Crisis Communications Plan s Plan

Successful s ccessful structure ructure

  • Contains g

ains guidelines f elines for information g rmation gatheri thering

  • Re

Repor ports f s from fi field, e eld, emplo ployees, ees, ke key stak akeholder eholders & cust stomer

  • mers
  • Vetti

tting pr proce

  • cess for

r rapid rapid but A but ACCURATE resp response

  • Pr

Provide ides pr proce

  • cess

s for r mess messaging & & inf inform rmation rele release 17 18

slide-10
SLIDE 10

6/17/2019 10

Craf Crafting a Crisis Communication ting a Crisis Communications Plan s Plan

Successful s ccessful structure ructure

  • Contains g

ains guidelines f elines for information g rmation gatheri thering g

  • Re

Repor ports f s from fi field, e eld, emplo ployees, ees, ke key stak akeholder eholders & cust stomer

  • mers
  • Vetti

tting pr proce

  • cess for

r rapid rapid but A but ACCURATE resp response

  • Pr

Provide ides pr proce

  • cess

s for r mess messaging & & inf inform rmation rele release

  • Wha

What? Templat lates wi s with th customization fo

  • mization for si

situation tuation

  • Whe

When? Timi Timing ng f for initi initial respons response & & regular regular response response

  • Wher

ere? e? On scene, at On scene, at utilit utility of

  • ffi

fices, ces, in in emergenc emergency ops

  • ps cent

center ers

  • Ho

How? Press ss re rele leases/int ases/inter ervie views, so s, social cial me media cont dia content, we ent, web b co cont ntent ent

  • Who

Who? Criti Critical cust custom

  • mers.

s. Key stak y stakeho eholder ders. . General public. General public.

  • By wh

By whom? Spok

  • kespeop

espeople.

  • le. Top managem

gement.

  • nt. CUSTOM

STOMER S ER SERVICE. ICE.

Craf Crafting a Crisis Communication ting a Crisis Communications Plan s Plan

Successful s ccessful structure ructure

  • Contains g

ains guidelines f elines for information g rmation gatheri thering g

  • Re

Repor ports f s from fi field, e eld, emplo ployees, ees, ke key stak akeholder eholders & cust stomer

  • mers
  • Vetti

tting pr proce

  • cess for

r rapid rapid but A but ACCURATE resp response

  • Pr

Provide ides pr proce

  • cess

s for r mess messaging & & inf inform rmation rele release

  • Wha

What? Templat lates wi s with th customization fo

  • mization for si

situation tuation

  • Whe

When? Timi Timing ng f for initi initial respons response & & regular regular response response

  • Wher

ere? e? On scene, at On scene, at utilit utility of

  • ffi

fices, ces, in in emergenc emergency ops

  • ps cent

center ers

  • Ho

How? Press ss re rele leases/int ases/inter ervie views, so s, social cial me media cont dia content, we ent, web b co cont ntent ent

  • Who

Who? Criti Critical cust custom

  • mers.

s. Key stak y stakeho eholder ders. . General public. General public.

  • By wh

By whom? Spok

  • kespeop

espeople.

  • le. Top managem

gement.

  • nt. CUSTOM

STOMER S ER SERVICE. ICE. DRILL.

  • ILL. DRILL.
  • ILL. DRILL.
  • ILL. Utility

ility wo work rkshops, t shops, table t ble tops, f ps, full-scale scale exe exercises. cises. 19 20

slide-11
SLIDE 11

6/17/2019 11

The Crisis: The Crisis: He Hewle wletts tts Creek SSO Creek SSO

  • Majo

Major pump st r pump station failed durin n failed during st storm. m. 1 1 of

  • f 29

29 to lose lose po power.

  • 500,000-g

500,000-gallon spil spill. Just Just af after Con r Consen ent Decree rol Decree rollout.

  • Large

Largest spi spill in in 7 7 year ars.

  • s. Sa

Same pump st me pump station. n.

  • Hear

Heart of t of popula populated area. d area. Major roadw Major roadway during rush hour y during rush hour.

  • Clearly visible, incl

Clearly visible, including entr uding entry int y into creek creek

  • All loc

All local media on scene. l media on scene. Liv Live T TV co coverage. rage.

  • Early

Early cause: cause: Lightn Lightnin ing strik g strike knock knocked out SC d out SCADA, po power

  • Scra

Scramme mmed sta d station’ n’s syst systems. Cau Caused dela ed delayed respo d response se.

Immediat Immediate Crisis R e Crisis Response sponse

Ac Activated S d SSO p O part o

  • f Crisis Communications Plan

isis Communications Plan

  • Promot

Promotes/manag es/manages o es open ut n utility co ility communi mmunicati cations.

  • ns. Int

Internal & rnal & external. rnal.

  • Keeps comm

eeps common opera

  • n operatin

ting pic picture ure

  • Uses e

Uses event milest ent milestones (SSO st

  • nes (SSO stoppage,
  • ppage, t

testin sting proc g process ess)

  • Coordin

Coordinates, e s, execu ecutes consis es consistent & & clear commun clear communica cati tion

  • n

21 22

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SLIDE 12

6/17/2019 12

Immediat Immediate Crisis R e Crisis Response sponse

Ac Activated S d SSO p O part o

  • f Crisis Communications Plan

isis Communications Plan

  • Promot

Promotes/manag es/manages o es open ut n utility co ility communi mmunicati cations.

  • ns. Int

Internal & rnal & external. rnal.

  • Keeps comm

eeps common opera

  • n operatin

ting pic picture ure

  • Uses e

Uses event milest ent milestones (SSO st

  • nes (SSO stoppage,
  • ppage, t

testin sting proc g process ess)

  • Coordin

Coordinates, e s, execu ecutes consis es consistent & & clear commun clear communica cati tion

  • n

For Major r Major SSOs: SSOs:

  • Mass m

media dia releases/int leases/intervie iews/Edi ws/Editorial Board c rial Board call/Op-Ed s ll/Op-Ed subm bmission ission

  • Cust

stomer s

  • mer service F

ice FAQs/w /web m eb messages & ssages & al alerts ts

  • Key

y stak akeholde eholder p r phone c e calls/briefings s/briefings

  • Social medi

Social media a posts/re posts/response sponses, s, espe especi cial ally for ru r rumo mor cont control

Immediat Immediate Crisis R e Crisis Response sponse

  • SSO mirr

SSO mirrored utility’s w

  • red utility’s worksh

rkshops, table

  • ps, tabletop trainings
  • p trainings
  • Training =

aining = speed speed. . COMMS COMMS got got to scene bef scene before press. press.

  • “Publ

“Public stree c street,” but had saf ,” but had safety co ty concer ncerns ns. . Used Used t to manage med manage media. a.

  • Brief

iefed re d repo porter ers a as th they a arriv rrived.

  • d. “Minded” th

“Minded” them t to get v t video deo.

  • Individual l

dividual live s shots

  • ts/taped-

taped-to-liv

  • live i

interviews iews. . (Coin

  • in fl

flip.) ip.)

  • Constant

Constant bac back-and

  • and-f
  • for
  • rth throu

through fir h first 2 t 24 hour hours

  • Social m

cial media dia m monitored. red. Responses g s given wi n with th s speed & & c clarity ity.

23 24

slide-13
SLIDE 13

6/17/2019 13

Soc Social Medi Media

  • Goals:

Goals: Pro Provide publi ide public with inf with informatio rmation A n AND bl blow up m

  • w up misin

informatio rmation

  • 1st

st Re

Reax: Wh What at happened? happened? Ho How could this happen? w could this happen? You scre u screwed up. d up.

  • SM P

SM Post ster ers: s: Two cat

  • categor

gories – es – “Alw Always Angr Angry” y” & “Looking f & “Looking for Inf r Info”

  • Quic

ickly i kly implemen lemented CO COMMS p S plan. . Post sted ed fr from the

  • m the scene.

scene.

  • Repor

ported ed ne news/mes ws/messagi saging quickl ng quickly, clear clearly, & & constant constantly ly

  • Mirrored n

news u update te t timing. Always m mindful o

  • f i

information g gaps.

  • Emp

Employee ees mon monitored for r negat negatives, aide aided rapid rapid respo response se

(Especially F (Especially Facebook & book & Ne Nextdoor) xtdoor)

Immediat Immediate Crisis R e Crisis Response sponse

Communicating During a Communicating During a Crisis Crisis

Messaging Approach: Messaging Approach: Strengths Strengths/Weaknesses aknesses/Oppor Opportunities unities/Threats Threats

  • Pu

Put y t your urself i self in y your c ur cust stomer ers’ shoes. s’ shoes. “Wha hat do the t do they W WANT t NT to kno know?”

  • Not the same as

Not the same as “What do the do they NEED t NEED to kno know?” ?”

  • Plan

Plan messa messaging with g with SWOT in min in mind:

25 26

slide-14
SLIDE 14

6/17/2019 14

Communicating During a Communicating During a Crisis Crisis

Messaging Approach: Messaging Approach: Strengths Strengths/Weaknesses aknesses/Oppor Opportunities unities/Threats Threats

  • Pu

Put y t your urself i self in y your c ur cust stomer ers’ shoes. s’ shoes. “Wha hat do the t do they W WANT t NT to kno know?”

  • Not the same as

Not the same as “What do the do they NEED t NEED to kno know?” ?”

  • Plan

Plan messa messaging with g with SWOT in min in mind:

  • St

Strengths: rengths: Adv Advantages t ntages to em emphasize.

  • phasize. Base f

Base for e r ever ery r y response. sponse.

  • Unique

ue si situation.

  • tuation. Lightning s

ghtning strike. . (G (Gained ained great greater un r under derstanding.) tanding.)

  • During

During major major rainf infall ll. . Sta State conc e concern low ern low, dilut diluted en d envi vironm nment ental im l impact pact.

  • Cleaned sit

Cleaned site. . Test results gett results getting bett ing better ea er each da ch day. Saf Safe for public but making for public but making sure. sure.

Communicating During a Communicating During a Crisis Crisis

Messaging Approach: Messaging Approach: Strengths Strengths/Weaknesses aknesses/Oppor Opportunities unities/Threats Threats

  • Pu

Put y t your urself i self in y your c ur cust stomer ers’ shoes. s’ shoes. “Wha hat do the t do they W WANT t NT to kno know?”

  • Not the same as

Not the same as “What do the do they NEED t NEED to kno know?” ?”

  • Plan

Plan messa messaging with g with SWOT in min in mind:

  • St

Strengths: rengths: Adv Advantages t ntages to em emphasize.

  • phasize. Base f

Base for e r ever ery r y response. sponse.

  • Unique

ue si situation.

  • tuation. Lightning s

ghtning strike. . (G (Gained ained great greater un r under derstanding.) tanding.)

  • During

During major major rainf infall ll. . Sta State conc e concern low ern low, dilut diluted en d envi vironm nment ental im l impact pact.

  • Cleaned sit

Cleaned site. . Test results gett results getting bett ing better ea er each da ch day. Saf Safe for public but making for public but making sure. sure.

  • Weaknesses:

aknesses: Points pr ints press ess/antagon antagonists w sts will u ill use.

  • e. Address EARL

Address EARLY.

  • Environmental impact

vironmental impact un unac acceptable ceptable

  • Back

Backup AND up AND warning sys warning systems shouldn’t ems shouldn’t fail fail 27 28

slide-15
SLIDE 15

6/17/2019 15

Communicating During a Communicating During a Crisis Crisis

Messaging Approach: Messaging Approach: Strengths Strengths/Weaknesses aknesses/Oppor Opportunities unities/Threats Threats

  • Pu

Put y t your urself i self in y your c ur cust stomer ers’ shoes. s’ shoes. “Wha hat do the t do they W WANT t NT to kno know?”

  • Not the same as

Not the same as “What do the do they NEED t NEED to kno know?” ?”

  • Plan

Plan messa messaging with g with SWOT in min in mind:

  • Oppor

Opportunit ities: ies: “Goo “Good” detai d” details t s to mix in with mix in with bad ne bad news ws

  • 29 pump

mp s stations ations lost p power. Whi While si e sign gnificant, ificant, only ly one S e SSO happened. ed.

  • Har

Hard work of emplo work of employees cut ees cut impact impact. . Los Lost SCAD SCADA, sped sped to sit sites. s.

  • Se

Sewer syst r system em remai remains strong s strong. . Thx Thx to upgr upgrades, 90+% reduct ades, 90+% reduction in n in spill spill volume

Communicating During a Communicating During a Crisis Crisis

Messaging Approach: Messaging Approach: Strengths Strengths/Weaknesses aknesses/Oppor Opportunities unities/Threats Threats

  • Pu

Put y t your urself i self in y your c ur cust stomer ers’ shoes. s’ shoes. “Wha hat do the t do they W WANT t NT to kno know?”

  • Not the same as

Not the same as “What do the do they NEED t NEED to kno know?” ?”

  • Plan

Plan messa messaging with g with SWOT in min in mind:

  • Oppor

Opportunit ities: ies: “Goo “Good” detai d” details t s to mix in with mix in with bad ne bad news ws

  • 29 pump

mp s stations ations lost p power. Whi While si e sign gnificant, ificant, only ly one S e SSO happened. ed.

  • Har

Hard work of emplo work of employees cut ees cut impact impact. . Los Lost SCAD SCADA, sped sped to sit sites. s.

  • Se

Sewer syst r system em remai remains strong s strong. . Thx Thx to upgr upgrades, 90+% reduct ades, 90+% reduction in n in spill spill volume

  • Threats:

Threats: Negativ Negative m messages/messenger ssages/messengers/de s/develo velopments pments

  • Failure of utilit

ilure of utility. Inco Incompetence.

  • ence. Bi

Big r g rate increases increases & & we still still get major spills. get major spills.

  • Consent De

nsent Decree cree ro rollout de llout designed signed to fool cus fool custom

  • mers

29 30

slide-16
SLIDE 16

6/17/2019 16

Communicating During a Communicating During a Crisis Crisis

Messages for e Messages for ever eryone, repeat ne, repeated e ed ever ery op y oppor portunity unity:

  • SSO:

SSO: Uniq Unique, unf , unfortunat ate. Light Lightnin ing strik g strike rare rare, harmed , harmed respo response.

  • Staff m

f mobiliz lized A ed ASAP, o

  • n sc

scen ene t e to lessen en ssen environm ronmenta ental i l impact ct

  • Multi-da

Multi-day response. y response. SSO SSO ende ended in hour in hours.

  • s. Our w

Our work cont rk contin inue ues f s for da r days. ys.

  • No

No adviso sories r ries required ( ired (hea eavy vy d dilution). tion). Testing sting contin continues t ues to ensure safety ensure safety.

  • Test results show signif

st results show signific icant i ant improvem ement e ent ever ery d y day

  • Outlie

Outlier. Upgra Upgrades es – – fund unded b by r rate increases – increases – cut se ut sewage spilled 90%. wage spilled 90%.

  • In

Investigation ongoing. igation ongoing. Results pu sults publicly released, a blicly released, available online. ailable online.

  • Meant

Meantime me, utilit , utility alwa y always ys here t here to answ answer questions. er questions. ASK US. ASK US.

Communicating During a Communicating During a Crisis Crisis

Af After f r first 2 t 24 hour hours: s:

  • Waterways a

s alwa ways i ys impro prove po e post-SSOs

  • SSOs.

Keep i ep informing th forming the public public.

  • Don’t

Don’t brea break a k away early early. Post-SSO Post-SSO upd updates reass s reassure the public. re the public.

  • Focus on t

cus on test results sh st results showing impro

  • wing improving c

ing conditions nditions

  • Plan

Planne ned transp transpar aren ency cy. . Inf Informat atio ion rele n releas ased lik like clock clockwor

  • rk.
  • Monitored s

red social m al media. dia. Rapid re pid respons

  • nse t

to po posts.

  • Video,

deo, phot photos t

  • s to show

show impr provem emen ent t t to media.

  • dia. YouT

uTube Ch ube Channel. l.

  • Worked

ed w/ed w/edit itor

  • rial page edit

l page editor t

  • r to shape edit

shape editor

  • rial

ial

31 32

slide-17
SLIDE 17

6/17/2019 17

Communicating During a Communicating During a Crisis Crisis

Ne Next month xt month, thr through at least ne ugh at least next board xt board mee meeting: ing:

  • Continu

Continued t to shoot & send out phot shoot & send out photos, vid

  • s, video
  • Regu

gular updat updates on s on samp sampling results, ng results, waterway status status

  • Talk

lked ed about the in about the investigation as stigation as a a positiv positive

  • Produ

Produced in ed investigation repor stigation report f for r public public consu consumption ion, not engineer not engineers.

  • Op-ed.

Op-ed. 500-700 500-700 words of y rds of your ur choosing.

  • osing. Automatic placement.

matic placement.

  • Inf

Informed ed en envir vironm nmental inf ental influencer ncers

  • Social med

Social media use f a use for inf r informat atio ion & n & st stop mis

  • p misinf

nformat mation

  • n
  • Time t

ime to pre prepare pare i is N NOW be W befo fore a re a cris isis is hits.

  • hits. Ev

Evaluate, plan , plan & & drill drill.

  • Boost regu

Boost regular commu r communications about y ations about your ser ur services.

  • ices. Bu

Buil ild publi d public trust. trust.

  • Treat COMMS

eat COMMS lik like an any other operation. y other operation. Plan benef Plan benefits ALL stak ts ALL stakeholder eholders.

  • Crisis hits:

Crisis hits: Rely on the plan. ly on the plan. Quic Quickl kly get inf y get info out.

  • ut. Co

Cover e ever ery angle. y angle.

  • Remember c

mber critical c ical cust stomer

  • mers.
  • s. Involv

lve Cust e Customer S

  • mer Servic

ice, em e, emplo ployees. ees.

Summar Summary

33 34

slide-18
SLIDE 18

6/17/2019 18

  • Time t

ime to pre prepare pare i is N NOW be W befo fore a re a cris isis is hits.

  • hits. Ev

Evaluate, plan , plan & & drill drill.

  • Boost regu

Boost regular commu r communications about y ations about your ser ur services.

  • ices. Bu

Buil ild publi d public trust. trust.

  • Treat COMMS

eat COMMS lik like an any other operation. y other operation. Plan benef Plan benefits ALL stak ts ALL stakeholder eholders.

  • Crisis hits:

Crisis hits: Rely on the plan. ly on the plan. Quic Quickl kly get inf y get info out.

  • ut. Co

Cover e ever ery angle. y angle.

  • Remember c

mber critical c ical cust stomer

  • mers.
  • s. Involv

lve Cust e Customer S

  • mer Servic

ice, em e, emplo ployees. ees.

  • SSO

SSOs can be uniq can be unique cir circumstance ances.

  • s. Use

Use SWOT for messagi r messaging appr ng approac

  • ach.
  • Take adv

advantage age of

  • f social med

social media.

  • a. Blo

Blow up mis up misin informat atio ion, w n, weak aken ange anger.

  • Keep commu

eep communicating.

  • icating. SSOs AL

SSOs ALWAYS i improve rove. Re Reassure t the p public.

  • Pr

Prope

  • per commu

communicat cation

  • n lead

leads t s to GREA GREATER TER trust af trust after a r a cris crisis is

Summar Summary

Become & ST Become & STAY THE GO- THE GO-TO sour O source ce for inf r information about

  • rmation about

yo your s services

35 36

slide-19
SLIDE 19

6/17/2019 19

WaterPIO.com @WaterPIO

24/7 Call/Text: (910) 622-8472 mike@waterpio.com info@waterpio.com

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