Sound the Alarm:

Preparing Digital Crisis Communications Strategy

Colleen Brennan-Barry(@ColB)

Monroe Community CollegeRochester, NY

These are the times that try men's souls. -Thomas Paine

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February 2, 2011• #snowpocalypse #snowmageddon • The 2011 Groundhog Day Blizzard• Antioch, IL: 27.0”

Rochester, NY: 3.8”Annual average = 95.1”

WHY WASNT SCHOOL CANCELED TODAY!?! I almost died driving here!

School should be closed tomorrow because of snowstorm and bad weather conditions!! Will it be closed????

Why don't you EVER close??

February 3, 2011

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Crisis communications must have a regimented plan, yet be agile enough to handle the unanticipated.

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So where do we go from here?

Step One: Do your homework

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Ask.Image via istockphoto.com

What is a “crisis”?

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Crises refine life. In them you discover what you are.

-Allan K. Chalmers

Step Two: Assess your strengths

… & weaknesses

Strength

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Weakness

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Step Three: Build your basics

Assess your needs

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Set goals• Survive• Focus • Flex• Protect

Select channels

Top four channels used as primary crisis information sources:

-- 2009 Steering Committee of the EDUCAUSE Net@EDU Converged Communications Working Group

(CCWG) survey of 125 colleges/universities

•Email•SMS•Website•Social Media

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Via social media:•Monitor conversation & gauge pubic opinion.•Manage & address accuracy of information.•Track developments for evaluation & prioritization.•Respond in real time as events evolve.

Set processes

& workflows

Plan the right voice for the right channels

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Stay on message

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Establish communications

guidelines•Be ready.•Be responsive.•Be real.

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Step Four: Fill your toolbox

Strategy is your #1 tool

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The hardware• The “red binder”• Web-enabled alert system • Redundant systems with geographic

diversity• Alternate “lite” homepage • Well-worn social media accounts• Messages & templates

The soft-ware

• Crisis team• Extended team• ALL employees • Student champions

“I love it when a plan comes together.”

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- Col. Hannibal Smith

The personalware

• Smartphone or device• Pre-stocked links

• Mi-Fi• Saved scripts

Step Five: Educate. Update.

It ain’t over til

it’s over.- Lenny Kravitz

The status is not … quo.

- Dr. Horrible

Thank you.

Colleen Brennan-Barry @ColB