Social Convergence and Crisis Communications
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Transcript of Social Convergence and Crisis Communications
Social Convergence and Social Convergence and Crisis CommunicationsCrisis Communications
Ontario Hospital Association
January 2015
Patrice Cloutier
Today’s presentation Today’s presentation
1. Introduction2. Characteristics of a crisis 3. Social Convergence explained4. How it affects crisis communications 5. How to be ready6. Conclusion
It's likely you, and your audiences, It's likely you, and your audiences, will be under stress!will be under stress!
What’s a crisis?◦ Surprise (not always)◦ Public scrutiny◦ Media coverage◦ Not routine◦ Loss of control
Changing expectationsChanging expectations
Communications support to executives Pressure to communicate is immediate Not just legacy media Every incident/crisis has a reputation management component
Need for SM monitoring
Instantaneous sharing Instantaneous sharing
Key information channels ...family/friendsPeople create their own alerting/news networks Share perceptions … shape public opinionReinforces age-old behaviours …Everyone is a reporter …
Four crisis comms imperatives ...Four crisis comms imperatives ...
1. Alert and notify … mobile + social 2. Respond … implement under scrutiny3. Monitor … social listening 4. Engage … dialogue
Respond Respond
1. Public scrutiny 2. Media attention 3. Plans and preparation matter4. Make your crisis comms plan social
Monitor … operational listening Monitor … operational listening
1. Verify messaging 2. Identify rumours/threats to public safety/health 3. Isolate calls for help/assistance4. Detect reputational threats 5. Situational awareness
Challenges exist Challenges exist
1. Validation 2. Acceptance by executives 3. Training and staffing
Benefits far outweigh risks Benefits far outweigh risks
1. More information … in real-time 2. Direct access to audiences3. Responsiveness
Crisis Comms planning: be socialCrisis Comms planning: be social
• Message mapping: easily adaptable for SM use• Reach various audiences where they are, immediately• Become your own broadcaster
Occupy the public spaceOccupy the public space
• Speed is everything ! • Become your own broadcaster … a beacon of trust• Find the right tone and spokesperson