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

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 • Or, select “Use Telephone” and dial the conference (please remember long distance phone charges apply). • Submit your questions using the Questions pane. • A recording will be available for replay shortly after this webcast. 2 1

6/17/2019 Become & ST Become & STAY THE GO- THE GO-TO sour O source ce for inf r information about ormation about yo your s services 3 We Liv Live in The Instant e in The Instant Inf Information A rmation Age  Your ur cust custom omer 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. 4 2

6/17/2019 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 t “I’ll 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? out? The press only cares about a bad bill The press only cares about a bad bill or or 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.” 5 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? out? The press only cares about a The press only cares about a bad bill bad bill or or 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. of damage. Talk lking ing YEARS. YEARS. 6 3

6/17/2019 Preparation: Preparation: Pr Proactiv oactive 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 omers 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. 7 Preparation: Preparation: Pr Proactiv oactive 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 omers 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 omer 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 omers 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%. 8 4

6/17/2019 Bef Before a Crisis: re a Crisis: Pr Proper Planning oper Planning Trea eat COM t COMMS l S like a e any y other opera other operatio ion. n. Ha Have a a cris crisis is COMM COMMS plan plan. • Struct Structure ure f for r pr prope oper int internal & & publ public rele release of of 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 otects p ects publ blic s ic safety ty, , especially pecially criti critical cust customers 9 Bef Before a Crisis: re a Crisis: Pr Proper Planning oper Planning Trea eat COM t COMMS l S like a e any y other opera other operatio ion. n. Ha Have a a cris crisis is COMM COMMS plan plan. • Struct Structure ure f for r pr prope oper int internal & & publ public rele release of of 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 • Prevents inf Pre information gap gaps • Reduces c duces chances ances for r confusion & usion & anger anger Prot otects 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 ocesses 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 ovide information ion 10 5

6/17/2019 Craf Crafting a Crisis Communication ting a Crisis Communications Plan s Plan Comp Components of a onents of a Crisis Crisis Communications Plan Communications Plan ( Par Part of utility emer of 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 of Use of 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 omer communications ions & & media res media respons onse Specif Specifical ically address addresses criti critical al cust customer omers • 11 Craf Crafting a Crisis Communication ting a Crisis Communications Plan s Plan Key Key A Areas • Criti Critical Cust al Custom omer ers. s. Crit Critica ical Cust Custom omer ers. s. Crit Critica ical Cust Custom omer ers. s. • Good d od 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 onomic resiliency siliency • Public blic health alth coul uld b d be placed at aced at risk d sk due t e to lack o of communicat mmunication ion • Shouldn’t Sh 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 operat erationally ionally PERFECT b RFECT but… COMMS fail COMMS failure ure lea leaves permane s permanent impr t impressi ssion EVER on EVERYTHI HING fail failed • 12 6