Brooke Tyson Hynes, Vice President, Public Affairs and Communications

Communicating in a crisis:Lessons for everyone from the Boston Marathon Bombing

Patriots Day, Marathon Monday

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Monday, April 15, 2:50 p.m.: – Bombs Go Off

Tuesday, April 16: ?

Wednesday, April 17: ?

Thursday, April 18:– President Obama Attends Interfaith Service– Late afternoon: FBI identifies 2 suspects, releases photographs– MIT Police Officer killed

Friday, April 19:– Early morning - Shootout in the suburbs– Entire Day - Region on lockdown – shelter in place– Evening - Lockdown lifted, Suspect captured

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Have Amnesia For A Moment

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Tip 1: You won’t know the end when you are in the middle of the storm

The first alert – 2:59 pm

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Tip 2: It will all happen so quickly

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The contact from a reporter – 9 minutes later

Tip 2: It will all happen so quickly

Tip 2: It will all happen so quickly

• 2:50 PM: Explosions – live on television• 2:53 PM: Central Medical Emergency Direction notification• 2:59 PM: Notification from the HHAN• 3:00 PM: Trauma Teams On Ready in ED• 3:05 PM: Code Triage called to activate HICS• 3:08 PM: First Contact From Media• 3:27 PM: First Patient Arrives• 3:33 PM: Law Enforcement On-site• 3:27-4:00 PM: Peak Activity (12 seriously injured patients)• 4:00 PM: First 4 Patients to OR

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37 minutes

What if your business is the site of an attack, your business is near by, a data breach at your company has just been leaked, etc. Get your brain and comfy shoes ready.

Tip 3: The media response will be likely nothing you have known before

• Non-stop calls and coverage for 10 days

• More than 200 media contacts reaching out to us – across the country and internationally

• 1,500+ calls and emails over the 10 days

Tip 3+: Dealing with the Media

• Get them what they want before they need it – A doctor– A less harmed patient– A more seriously harmed patient– Human interest stories– Patients who haven’t spoken

• Know your spokespeople for different scenarios• Bring in help

– Media door guards, phone answering, patient interaction, media interaction.

• Change your voicemail message• Have a “media monitor”

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Tip 3+: Dealing with the Media

• Have a letter for patients – who are you, what can you do, what can’t they do

• Get creative and get ready for pushy but stay firm• Try to treat everyone the same – especially the locals

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Case Study

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Case Study

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Tip 4: Anticipate That Everyone Wants To Help

• Have a protocol for food, gifts, deliveries, celebrity visits

• Find others to do this. The Communications team won’t have time.

Tip 5: Own Social Media But Know You Can’t Own It

• Social media front and center from beginning

• How we used it, how we saw it used

• Reporters can get to your subjects without going through you -- the gatekeeper. Photos aren’t off limits.

Tip 6: Remember your internal audiences

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Tip 7: Develop relationships before a crisis

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Tip 8: Have it all on paper or tablet

Tip 9: There will be crises within the crisis

Tip 10: Have a crisis plan for your personal life

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Tip 11: Wear Pockets