SWISSAIR 111

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JFK TO GENEVA

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2-3 SEPTEMBER 1998

22h30: SWISSAIR III crashes in St. Margaret’s Bay Nova ScotiaMargaret s Bay, Nova Scotia.

Joint Rescue Coordination Centre begins the search for survivors & Navy Public Affairs opens media lines at midnight.

0700 hrs: Second shift takes over, augmented by Navy civilian personnelaugmented by Navy civilian personnel.

1500 hrs: Search ended-Royal Canadian Mounted Police take charge.

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COORDINATING DETAILS

Large whiteboard for media response.1 person gathers info and records it.2 people answer media calls (record Q&A).peop e a s e ed a ca s ( eco d Q& )1 administration assistant.1 “runner”.“Working meals.”g1 Public Affairs Officer at Peggy’s Cove.

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WHAT MEDIA WANTS

To be first with the story

To make the story as dramatic as possiblepossible

To be perceived as professional

To protect their independence

To protect society’s right to know & freedom of the press

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3 SEP NEWS CONFERENCE

News conference at H Div-RCMPNews conference at H Div-RCMP Halifax to announce search ended and criminal investigation openscriminal investigation opens.

Search ends and recovery ops begin.

Media advised that media centre will open the following morning.open the following morning.

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WTCC HALIFAX 1800-2100 HRS

RCMP & Transportation Safety Board request help to establish media centrerequest help to establish media centre.

World Trade Convention Centre & Metro Centre is media centre.

30 media stations with curtains work table30 media stations with curtains, work table and 3 phone drops each.

M di t ti t th 100 ithMedia stations grow to more than 100 with 300 reporters and 5 satellite trucks at M t C tMetro Centre.

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MEDIA MAYHEM

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4 SEPTEMBER

Temporary morgue at ShearwaterTemporary morgue at Shearwater.

Video link with WTCC and CNS rep assigned to assist Provincial Examiner.

RCMP ask CNS to manage media centre &RCMP ask CNS to manage media centre & CNS requests RCMP & DND to co-manage the centre.the centre.

Navy Public Affairs brings in reserve t f M t l & Ottaugmentees from Montreal & Ottawa.

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DAILY AGENDA

06h30: Open to support early deadlines.

10h00: News conference - overnight update.

14h00: Specialized news updates14h00: Specialized news updates.

15h00: News conference – Medical Examiner.

18h00: Interagency news conference.

23h30: Close

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SWISSAIR RESPONSE

Carried all immediate family to Halifax.

Rented Lord Nelson Hotel for families.

Retained Venture Communications.

Installed Venture Communications in theInstalled Venture Communications in the World Trade Convention Centre.

Technical expert available to investigators.

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MEDIA CENTRE OPERATIONS

• Conflict between NBC & ABC.• Reporters turned communications officers• Reporters turned communications officers.• Media pools.• Swissair president at commemoration.• PM at Indian Harbour commemoration.• Pandering to the media.• Complaints from local journalists.Complaints from local journalists.• Need to constantly “feed” the media.

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OPERATION AFTERMATH

NBC i tiNBC appreciation.

Complaints from Ottawa about costs.p

The farther people come, the more dit th l i (“S hcredit they claim (“Success has many

fathers, but failure is an orphan.”)

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SHOULD MEDIA COVER SITUATIONS?

Provide information to the publicProvide information to the public

Avoid complicating issue for operational officials

Maintain basic right to be informedMaintain basic right to be informed

Respect privacy of victims’ families & di it f i tidignity of victims.

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RECOMMENDATION #1

Crisis planners: develop your comprehensive communicationscomprehensive communications strategy & exercise it regularly.

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RECOMMENDATION #2

Train your crisis team to be experienced and professionalexperienced and professional communicators …

… or employ professionals, who can be onsite quickly and take charge of news media and implement groundrules.

Have others ready to assume specificHave others ready to assume specific responsibilities when crisis team is called out.called out.

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RECOMMENDATION #3

Prepare list of communicationsPrepare list of communications professionals with effective experience in crisis communicationsin crisis communications.

PUBLIC AFFAIRS SKILLSET

Media operationsMedia escort

Proof reading & editingSpeech writingMedia escort

Media registrationMedia briefing

Speech writingMessage developmentSpokesperson

News conferencingNews analysisPhotography

Media consultantCommunications planningCrisis communicationsg p y

VideographyNews writing (print, radio & TV)Proof reading & editing

Ground rules:DevelopmentEnforcementProof reading & editing

Media relationsMedia & stakeholder mediation

Issues managementReputation managementMedia opp managementMedia opp management

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RECOMMENDATION #4

Stand-by crisis communications teamStand-by crisis communications team leader immediately prepare a crisis -emergency communications and call-emergency communications and call-out plan …

… and rehearse it frequently.

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RECOMMENDATION #5

When crisis action team is called out , th t b l d fthey must be released from responsibilities of the normal workplace (“ t i ibiliti ”)(“matrix responsibilities”)

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RECOMMENDATION #6

Employ media relations personnel whoEmploy media relations personnel who have a recognized ability to work effectively and decisively with newseffectively and decisively with news media.

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RECOMMENDATION #7

Work with media to provide coverageWork with media to provide coverage that is:

FairBalancedObjectiveReflects the situation in its proper context

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RECOMMENDATION #8

Be prepared to establish a media/press information centre, or integrate into the principal media centre.

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RECOMMENDATION #9

Implement a system of advance news media accreditation to pre-authorize qualified journalists to be admitted to the media centre

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MEDIA ACCREDITATION

ACCREDITEDNEWSMEDIA

PHOTO

Expires: 31 Dec 2006ACCREDITED MEDIA

OSHAWA ONTARIOPOLICE AND EMERGENCYSERVICES

OSHAWA, ONTARIO

POLICE AND EMERGENCY

106

AUTHORIZED BY

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RECOMMENDATION #10

Identify equipment to be used for the incident, to include:

Notebook computers StationeryNotebook computersInternet capabilityOffice suite programEmail program

StationeryBusiness card stockPensPaper & photo paper

Presentation softwarePhoto softwareDigital cameraDigital memory media

NotebooksMini MP3 audio recordersBatteriesFlash drivesDigital memory media

Portable colour printerExtra ink cartridgesMouse

Flash drivesCD RWs & DVDsPhone listsReasonable funding

Mouse padMobile &/or satellite phonesVehiclesAudio distribution box

CashWireless modemTelevision with cable for newsTranslation services (if necessary)Audio distribution box Translation services (if necessary)

“PORTABLE FLY-AWAY KITS”

Laptop computersInternet capability

StationaryBusiness card stockInternet capability

Office suite programsPresentation softwarePh t ft

Business card stockPensPaper & photo paperN t b kPhoto software

Digital cameraPortable colour printer

NotebooksMini tape recordersAdditional tapesp

Extra ink cartridgesMouseMouse pad

pBatteriesCD ROMs & DVDsPhone listsMouse pad

Mobile &/or satellite phonesWireless modemA di di t ib ti b

Phone listsReasonable fundingTelevision (for news)

Audio distribution box

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RECOMMENDATION #11

Develop a list of effective and agreed media groundrules for coverage of events.

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RECOMMENDATION #12

Build a regime of cooperation withBuild a regime of cooperation with media, emergency services, and governmental principals togovernmental principals to demonstrate that the communications community is an essential asset incommunity is an essential asset in meeting the public information demands of a crisis or emergencydemands of a crisis or emergency event.

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RECOMMENDATION #13

Provide a communications/media li i ( ) f f ili f i tiliaison person(s) for families of victims to “run interference” with newsmedia

d k b h lf f f il band speak on behalf of family members

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LESSONS LEARNED

Have an experienced person establish and manage the media centremanage the media centre.Accredited media are more easily accommodatedaccommodated.Use a skilled moderator for news conferences.Employ only those who can do the job.Work professionally with media.p yContinuing need to collect “Lessons Learned.”

Tim Dunne, CD, MA, ,

Halifax, Nova Scotia, CanadaB2Y 4H4

E-mail: tdunne@duncom.ca