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Fundamentals of Crisis Communication Focusing on Effective Techniques & Building Trust
Presented by
Kelly Huston Deputy Director, Governor’s Office of Emergency Services
Joint Information Systems &
Joint Information Center (JIC)
State FedsCity County
Police Fire
Joint Information System
On the same page
Your name here
SchoolsPublic Works
Animal Services
Health Dept
MilitaryPrivate Industry
AirportsTransitHospitals
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
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
Joint Information System
Field PIO
Incident Command
Emergency Operations Center
News Organizations
JOINT INFORMATION
CENTER
JIC StructureIncident 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
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?
You are here.
Art
Skills arising from the exercise of intuitive faculties
(and common sense)
Science
Expertness or exactness regarded as the result of knowledge of
laws and principles
There’s no one-way manual
What Happened Here?
Anatomy of a Crisis
‣ Complexity of the situation
‣ High stress on all involved
‣ Need for preparation & practice
‣ Need for focus
Impact on the Public
‣ “Normal” life interrupted
‣ Concern for safety of loved ones, themselves
‣ Confusion and fear
‣ Looking for leadership and support
Leadership
Public’s Expectations
20 years ago 24 hours 10 years ago 4 hours Today 4 minutes
Speed of Info Flow Through the Media
2012 Global Customer Service Barometer - American Express | http://about.americanexpress.com/news/docs/2012x/axp_2012gcsb_markets.pdf
Risk & Crisis Communication
Risk Communication: Key Concepts
‣ Over 8000 articles in peer reviewed journals, over 2,000 books and major survey reviews of the field
‣ Dr. Vincent CovelloCenter for Change/Risk Communication
Risk Communication: Key Concepts
‣ Risk communication is a science-based discipline
‣ High concern situations change the rules of communication
‣ The key to success is Anticipation, Preparation and Practice (APP)
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
Why?
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
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
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
Mental Noise
Your brain’s ability on a good day
During high stress or concern
80%20%
Mental noise can reduce the ability to process information by up to 80%
What factors build trust during a crisis?
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
Trust Determination Model
What factors build trust during a crisis?
Competence & ExpertiseHonesty / OpennessListening / Caring / Empathy / CompassionAll Other Factors
Determination in first 9-30
seconds
Communication Tools
‣ 95% Rule ‣ Rule of 3 ‣ CCO ‣ 27/9/3 ‣ IDK
‣ 1N=3P ‣ AGL-4 ‣ Primacy/Recency ‣ Message Mapping
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?
3
Rule of 3
Low Stress Brain can hold on average 7
High Stress Brain can hold on average
Messages
Messages
George A. Miller (Department of Psychology, Princeton University) The Psychological Review, 1956, vol. 63, pp. 81-97
27/9/3
27/9/3
‣ 27 Words ‣ 9 Seconds ‣ 3 Messages ‣ This is what your audience can
successfully process
Simple Declarative Statements
Message MapStakeholder
Question or Concern
Key Message/Fact
1Keywords or
Supporting Fact 1.1
Key Message/Fact
2Key Message/Fact
3
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
27/9/3
Message MapStakeholder Question or Concern
Key Message/Fact #1
Keywords or Supporting Fact 1.1
Key Message/Fact #2 Key Message/Fact #3
Keywords or Supporting Fact 1.2
Keywords or Supporting Fact 1.2
Keywords or Supporting Fact 2.1
Keywords or Supporting Fact 2.2
Keywords or Supporting Fact 2.2
Keywords or Supporting Fact 3.1
Keywords or Supporting Fact 3.2
Keywords or Supporting Fact 3.3
9/11/01 I’m scared. What is happening now?
Highest Levels
President
Military
Safe as possible
Doing Everything We Can
NYPD
Other Agencies
Safe as possible
You’re not alone
People suffering with you
Help
Support
Listen Again: 27/9/3
Message Map ExerciseStakeholder Question or Concern
Key Message/Fact #1
Keywords or Supporting Fact 1.1
Key Message/Fact #2 Key Message/Fact #3
Keywords or Supporting Fact 1.2
Keywords or Supporting Fact 1.2
Keywords or Supporting Fact 2.1
Keywords or Supporting Fact 2.2
Keywords or Supporting Fact 2.2
Keywords or Supporting Fact 3.1
Keywords or Supporting Fact 3.2
Keywords or Supporting Fact 3.3
C C O
C C O
‣Compassion and show empathy
‣Conviction that you and your team can do the job
‣Optimism tempered by reality
C C O
Quickly Establishes You as the Go-To Place for Information
Dr. Vincent Covello Center for Risk Communication
IDK: I don’t know
IDK
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?)
Guiliani Using IDK
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
The Communication Flow
Hurricane Rita & General Honore
Considerations?
‣ Who was the General talking to?
‣ What were his key messages?
‣ Was he effective?
‣ What does the affected public need?
The Communication Flow
Public, families, critics, supporters, colleagues,
naïve folks, etc.
Remember who you’re really
talking to when you do an
interview or go on camera.
The Communication Flow
Public Official (that’s you!)
news media
Kelly Huston !
kelly.huston@caloes.ca.gov kbhuston@gmail.com
www.ProCommunicator.com/workshop
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