Fail to Plan? Plan to Fail

Scenario:

December 2, 2015: When I came into the office, there was an immediate buzz that something major was happening. I was working as Media Specialist (MS) for San Bernardino Probation Department and quickly there were executive staff in our office areas. Then we heard the news, that people were shot. We had some of our officers on the ground, and they gave an account of the gruesome scene. My Comms instincts kicked in, we have to set up a JIC (joint informaton center) , send a representative to the EOC (emergency operations center) and get a comms person on the ground. Previously I worked as a PIO, so I knew the importance of having representatives in proximity of the incident command (SBC Sheriff's office was the lead agency). Even though I had the skill-set, in my role as a MS - I didn't have the rank to make anything happen.I made suggestions, and provided some insight as to how comms should be handled but it fell on deaf ears. Frankly, I had only been with the agency for a year, and I totally understand their position. Time-ticked slowly that morning, and it became very obvious that we were drastically unprepared.

There is nothing more frustrating than being in a crisis and flying by the seat of your pants. I am in awe of those communicators who welcome a crisis, and use it to further the missions of their organizations. But the truth is, although they may seem to have a "crisis superpower" They really have something, that we all can have - a plan. Now, the last thing I want to do is post some lofty outline to a plan that can be easily found through colleagues, Ai or the web, in this blog I want to give you the basics. A simple outline that asks the questions you should be asking your team throughout the crisis. A draft decision tree is a simple tool you can use to guide you through an emergency incident with effectiveness and confidence. So here are the key sections of a crisis plan.

Create decision trees:

In the world of crisis communication, a decision tree serves as an invaluable tool for government organizations. They provide a structured method for navigating complex situations by mapping out potential scenarios and the appropriate responses. As organizations strive to mitigate the impact of crises, establishing a decision can clarify the critical topics that require leadership approval prior to any public response

- Who speaks on behalf of the organization?

- What's our timeline for responses?

- When do we engage vs. when do we stay silent?

Develop message frameworks:

Having a well-defined message framework is crucial for government organizations. This framework serves as a foundation that ensures all communications are consistent and aligned with the organization's core mission.

- Core talking points that align with your mission

- Bridging statements to redirect political questions

- Fact-based responses that avoid opinion

- Templates for common scenarios

Establish review processes:

In crisis communications, government organizations must prioritize the establishment of strong review processes for their communication materials. These procedures are vital for ensuring that all information disseminated to the public adheres to quality and compliance standards, especially in high-stakes situations where clarity and accuracy are essential.

- Who reviews social media posts before they go live?

- What's the approval chain for press releases on sensitive topics?

- How do you handle employee social media activity?

Practice, practice, practice:

Regular training and simulation drills are valuable - prioritize them. By conducting these exercises, your office can prepare their teams to handle various crisis scenarios effectively. Continuous training ensures that each member understands their role and responsibilities, enabling a swift and cohesive response when a real crisis occurs.

- Run tabletop exercises with your team

- Role-play difficult media interviews

- Review past controversies and learn from them

Ultimately, best practices in crisis communication center around proactive planning, robust training, and responsive execution. By reflecting on past experiences and integrating these lessons into their strategies, government organizations can position themselves to respond to crises more effectively, ensuring public safety and confidence during tumultuous times.

Thomas Y. Lynch

Officers Scarano & Holmes - first on the scene at 12/02/15 incident.

Get a Life! - #Commlife