NYSAC Fall Seminar • Sept. 17 th 2020 COVID Communication New Tools to Communicate in a Socially Distant World Tom Oldfather NYSAC Communications Manager Workshop #CountiesForwardTogether Sponsor 1
NYSAC Fall Seminar • Sept. 17 th 2020 Join the conversation online! Follow your association on Twitter, Facebook and Instagram for the latest news and updates from NYSAC. @nyscounties nyscounties @NYScounties Workshop #CountiesForwardTogether Sponsor 2
NYSAC Fall Seminar • Sept. 17 th 2020 Virtual Contests 1 - Virtual Fall Seminar Tweet-Off 2 - #CountiesForwardTogether Instagram Photo Contest 3 - Perfect Attendance Award drawing nysac.org/contests Workshop #CountiesForwardTogether Sponsor 3
COVID Communication • Sept. 17 th 2020 NYSAC Thanks our Workshop Sponsor: https://securusmonitoring.com #CountiesForwardTogether 4
NYSAC Fall Seminar • Sept. 17 th 2020 Digital Communications Response to COVID-19 Andrew Mitchell Executive Chamber Office of Governor Andrew M. Cuomo 5
A long, long time ago* *January 2020 6
1/9: WHO announces mysterious coronavirus-related pneumonia in Wuhan 1/21: First confirmed COVID case in the U.S., in Washington State 1/31: First confirmed COVID case in Italy 3/1: NY’s first confirmed COVID patient, a woman arriving from Iran 3/3: NY’s second confirmed COVID patient is an attorney from New Rochelle 3/7: Gov. Cuomo declares State of Emergency 3/10: New Rochelle Containment Zone announced 3/11: WHO declares COVID-19 a pandemic; Trump gives address to nation; NBA season cancelled 3/14: First known COVID fatality in New York State 3/16: Gyms, restaurants, bars, movie theaters ordered to close 3/18: All New York schools ordered to close 3/20: New York on PAUSE 7
NYSAC Fall Seminar • Sept. 17 th 2020 Wuhan, Hubei Province 8
March 11, 2020 9
1. Crisis mode 2. Refining message 3. What we learned 1 0
1. Crisis mode 2. Refining message 3. What we learned 1 1
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1. Crisis mode 2. Refining message 3. What we learned Supplies?! 14
1. Crisis mode 2. Refining message 3. What we learned 15
1. Crisis mode 2. Refining message 3. What we learned COVID Newsletter Launched March 17 16
1. Crisis mode 2. Refining message 3. What we learned Paid Digital Ads Launched April 17
1. Crisis mode 2. Refining message 3. What we learned Highway signs Snapchat geofilters • • Radio Flyers • • Billboards OOH placements • • 18
2. Refining message 3. What we learned 19
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1. Crisis mode 2. Refining message 3. What we learned Daily updates continue … 25
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1. Crisis mode. 2. Refining messaging. 3. What we learned 27
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1. Crisis mode 2. Refining message 3. What we learned Try everything. Logos Ethos Pathos Appeals to logic Credibility Appeals to self-interest • • • Hard facts Consistent messaging Scare tactics • • • News articles Appeals to authority Appeals to altruism • • • Infographics Humor • • 29
1. Crisis mode 2. Refining message 3. What we learned Nothing beats a powerful story. 30
1. Crisis mode 2. Refining message 3. What we learned • 86K shares on Facebook • 48K Retweets • 492K likes on LinkedIn • 242K likes on Instagram 31
1. Crisis mode 2. Refining message 3. What we learned Find partners who can help spread your message. 32
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1. Crisis mode 2. Refining message 3. What we learned Final thoughts. 34
NYSAC Fall Seminar • Sept. 17 th 2020 Communicating in the age of COVID Justin Sayles Research & Communications Director Office of Onondaga County Executive J. Ryan McMahon II #CountiesForwardTogether 35
NYSAC Fall Seminar • Sept. 17 th 2020 Join the conversation online! @OnondagaCounty @OnondagaCounty #CountiesForwardTogether 36
COVID Communication • Sept. 17 th 2020 Where is the playbook for communicating during a pandemic? And why has no one given it to us? #CountiesForwardTogether 37
COVID Communication • Sept. 17 th 2020 Relationship with the media Complete Reset • • Off the record conversations with On the record conversation become media becomes normal and more important with the public critically important #CountiesForwardTogether 38
COVID Communication • Sept. 17 th 2020 How did Onondaga County choose to communicate? And why? • Facebook briefings and then • Press Conference, as questions from reporters as • Daily briefings needed (before masks, they came in – which quickly social distancing and our became like drinking water first case) from a fire hydrant • EVERY DAY #CountiesForwardTogether 39
COVID Communication • Sept. 17 th 2020 Lessons Learned & Where are we now? • It’s okay to say “I don’t know” • The public was hungry for facts, not the news story • Social Media is your friend • Emails, Phone Calls & the Elected #CountiesForwardTogether 40
1. Crisis mode 2. Refining message 3. What we learned Questions? 41
COVID Communication • Sept. 17 th 2020 NYSAC Thanks our Workshop Sponsor: Law enforcement and community correction agencies from Paul Palumbo, Account Executive across the United States turn to Securus Monitoring Solutions when they want to more efficiently and effectively manage Securus Monitoring Solutions their offender populations. Throughout the crisis of this 5353 W Sam Houston Parkway N, Suite 190 ongoing pandemic, customers have come to rely on our Houston, TX 77041 expertise to provide solutions that cover the spectrum of offender management. From smartphone-based location Phone: (713) 392-7760 verification tools to next-generation GPS monitoring Email: ppalumbo@securustechnologies.com platforms that provide 24/7 real-time offender monitoring, Securus Monitoring Solutions has the robust solutions to Website: https://securusmonitoring.com/ manage your offender populations and keep your communities safe. #CountiesForwardTogether 42
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