ten “lessons learned” from the 2013 oklahoma tornadoes that “up-the-ante for public...

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Ten “Lessons Learned” From the 2013 Oklahoma

Tornadoes That “Up-the-Ante for

Public Information

NATIONAL COMMUNITY RELATIONS & DEVELOPMENT CONFERENCE

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Lesson 1: Understand theMedia Lifecycle

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The Influence of the MediaMedia influences public awareness and perceptionMedia promotes disaster relief effortsMedia dictates volume of donations

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From Traditional to Social

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The Age of Social MediaSocial media has widened content distribution and changed the way traditional news agencies cover disastersThe majority of people now use social media outlets as the primary sources for receiving breaking newsThe use of social media for crisis mapping and crowdsourcing of funds has dramatically altered how organizations respond to disasters

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Impact of Social MediaSocial media builds existing relationships, creates new onesSocial media gives ordinary people the ability to communicate their perceptions Social media enables organizations to track sentiment, respond to misconceptions, and give praise where needed

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The Moore TornadoThere were 533,576 social media mentions of the Moore Tornado between May 19 and June 19 Twitter dominates the conversation

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By PopularityBlogs, Forums, News, &

Twitter

Moore Tornado

The Salvation ArmyThe Red Cross

Share of the Conversation

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By ComparisonThe Salvation Army3,502 media mentions

Content driven by online news

The Red Cross33,609 media mentions

Content driven by Twitter

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The Red Cross Most Re-Tweeted

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The Salvation Army Most Re-Tweeted

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Online News

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Oklahoma Storms DonationsThe Moore Tornado struck on May 20 – The first donation was made on May 21As news coverage began to decrease, donations began to decrease

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The OpportunityContinue to tell our story during times of disaster from day one

The Salvation Army is the first on the scene, and the last to leave

Highlight story “gems” during periods of media inactivity

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RecommendationsEnhance the use of Twitter and social media Partner with Google to develop new mapping and communications system Engage with celebrities and key media influencersMobilize a media canteen to create a centralized public information centerDistribute compelling, original video content to be resourced by major media outletsFly in the drone

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Lesson One:

Lesson 1 The clock is ticking.

The Clock Is Ticking …2LESSON

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What you do in the first 24 hours effects all that follows.

ACTIVATE and GATHER information.When appropriate, DEPLOY.Verify “mechanisms for giving” have been established.Identify “spokespersons.”Disseminate a media release.Engage on social media.

If after ,

a media release has not been issued,

you are ‘ed

= COVERAGE

www.disaster.salvationarmyusa.org

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3

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SpokespersonContent Writer

Photographer

Rumor ControlSocial Media PIO

Incident Command System (ICS)

Incident Command

Operations Logistics Finance & Administration Planning

Public Information Liaison

Safety Emotional & Spiritual Care

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The PR Team Extends Beyond The Disaster Zone

NATIONAL DIVISIONALTERRITORIAL

NON-AFFECTED UNITS

SALVATION ARMY SOCIAL MEDIA

ICS TEAM

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Lesson 4: Put your spokesperson on

camera. Reassure the public and tell the Army’s story.

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Lesson 5: It pays to have the right equipment and the right

partnerships on hand before disaster strikes.

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Lesson 6: Keep people in the

information loop – especially the locals.

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• Ensure All involved are sharing the SAME message

• Make sure the Divisional / Local level (officers / Employees) are aware of messaging.

• Does the Receptionist have a “Cheat Sheet?”

• Make sure to stay in touch with the Divisional PIO

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Lesson 7:National Headquarters:We are Here to Help!

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When Jim Cantore is on site, so are we. First 24-48 hours before disaster strikes these things

happen:Territorial Calls: Critical to fundraising and promotional success following disaster. Initial Press Outreach Confirm fundraising tacticsEngage The Richards Group for paid media and Richards Partners for earned media.

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From Traditional to Social

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Me and MooreThree MastersLocal mediaNational mediaTerritorial communications / internal audience

National / local media spokesperson What IS the best way to contact media on site during disaster?

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Lesson 8:Let’s (Remember To) Keep it Real Control rumors and zealously correct inconsistent messaging. Divisional corps sharing different messages on accepting donated goods. Are we? Local / national fundraising numbers

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Lesson 9: One year later – there’s still a

story.

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• Public / Media / Donors need updates

• Opportunity to share our story (Persons assisted, Community Partners, Volunteers & Other Agencies)

• Ask for Assistance

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Lesson 10: Utilize Richards Partners

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Workshop PresentersJennifer Byrd jennifer_byrd@usn.salvationarmy.orgCindy Fuller

cindy_fuller@uss.salvationarmy.orgJeff Jellets

jeff_jellets@uss.salvationarmy.orgJay Pritchard

jay_pritchard@richards.com