The full spectrum online communication management

system

WHY PIER?

The Origin of the PIER System

Founder Gerald Baron was spokesperson for Olympic Pipeline

•No easy way to coordinate official statements across multiple agencies

•No efficient way to communicate with the public and media

•No way to manage the hundreds of inquires from media and public

1999 Olympic Pipeline Explosion

Crisis Communications

Keeping and building trust

• Two critical elements:

• Do the right thing (from a stakeholder’s perspective)

• Communicate openly, directly, truthfully

Welcome to the Jungle

How To Maintain Trust during a Media Maelstrom

Crisis Response & Share PriceAdding Value

Impacts of Catastrophes on Shareholder Value

By Rory Knight and Deborah Pretty

Extreme Heat Fires Floods Global Warming Hazardous

Materials Earthquakes Landslides Chemical releases Nuclear Hurricanes

Pandemic

Power Outages Thunderstorms

Wildfires Winter Storms Workplace Violence Industrial Explosions

Terrorism TsunamisTornadoes

Extreme Heat Floods Global Warming Hazardous Materials

Hurricanes Nuclear Pandemic Terrorism

FiresPower OutagesLandslides

Thunderstorms Tsunamis Volcanoes Winter Storms

Earthquakes Fires Global Warming Landslides

Tornado

FloodsWildfires

Pandemic Power Outages ThunderstormsTerrorism

Hurricanes

Nuclear

““There cannot be a crisis next week. My There cannot be a crisis next week. My schedule is already full.” schedule is already full.”

Henry Kissinger Henry Kissinger

The demands:

• Speed--I want it now. Yes, right now.

• Directness--I want it directly from you to me, not mediated, not through some one else

• Authentic--give me the straight story because if you hide something I will find out and then I will never trust you again

Why is that so hard?

Attorney review.Executives traveling.Key decision makers

not available.

Slow web update

process.Delayed vetting.

Too many approvers.IT control over internet.Out of office too much.

Corporate policies.

Corporate speak.

Legal liability.

But, how to communicate a well-designed plan?

4 PsPoliciesPlanPeoplePlatform – PIER System

The PIER Idea:

Put everything a communicator or team needs into a single,

integrated, easy to use online communications control room.

A control center accessible 24/7 from wherever you are.

Solution: The PIER Control Center

Survey Distribution& Tabulation

Content Creation& Collaboration

SecureConferencing& Messaging

ApproverNotification& Signoff

One-ButtonWeb Posting

Situation Status& Tracking

Inquiry Handling& History

Email / Fax / PhoneSMS Text

Notification

Push

Pull

Interactive

PIER is unique in that it allows you to manage all three modes of communication at once--what

we call full spectrum communication management

“Push” info to audiences via email, fax & telephone

“Push” info to audiences via email, fax & telephone

Publish info to website for viewers

to “pull”

Publish info to website for viewers

to “pull”

Respond to inquiries, gather input

Respond to inquiries, gather input

What We DoWe launch and host crisis-ready systems for

managing Stakeholder Communications

Stakeholders(who care about what you do)

Critical Insiders

Emergency Responders

Fence line neighbors

Community Leaders

Press/Media

Elected officials

General Public

ProfessionalCommunicators

PIER

CRISIS SITE

(“dark”)

ATLANTA

FULTON DEKALB

COBB

DRILLS &EXERCISES

UASIPIER Enterprise

DEPARTMENTS

DEPARTMENTS

DEPARTMENTS

DEPARTMENTS

Platform: What is required?

• Collaboration--a team needs to work together

• 24/7 Anywhere access--urgent communication does not keep regular hours

• All tools available regardless of location--infrastructure may be gone or you may be gone

• Communicator control--no dependence on technical resources

• Full spectrum--able to manage push, pull and interactive communication

• Crisis-capable--redundant, millions of hits and bandwidth

All communication is local.

But an enterprise needs to speak with a single voice.

UH Case Study- Hurricane Humberto Fall 2007

• Humberto, Tropical Depression, Storm and Hurricane, all in one afternoon.

• 38,000 emails, 5,000 text to phone, 8500 SMS texts & updates to web site to close & open UH

• 244,000 hits to PIER web site over 16 hours period

Accessible Crisis Plans

Tesoro Tanker Grounding – February 2, 2006

Unified Command Joint Information Center

First report:5:25 am

JIC Activation:About 10am

Content: News releases Fact sheets Hi-res images Video footage

Crisis Center State of Washington – EMD

Public Information Center State of Washington – EMD

Urgent & Critical Communication Management

S Y S T E M

AudienceCentral, Inc.Bellingham, WA(360) 756-8080www.piersystem.cominfo@piersystem.com