Digital Diplomacy 2.0Communications in a Crisis

Digital Diplomacy?People increasingly turn to social media for news

Websites are no longer enoughThey are great repositories of informationGood spot for official information

The internet is changing the way our leaders actSome leaders begin to think about what they will

Tweet or what will be on Facebook

Decentralization

Communications in a CrisisYou cannot create mechanisms in the middle of a crisis

How does an embassy communicate internally?Telephone TreesSMS systemLine phonesMobile phonesRadiosVOIP (Skype etc.)Social mediaWhat’s App

Practice, practice, practice

Communications in a CrisisHow does an embassy communicate

externally?WebpageFacebookTwitterSMS systemWarden SystemRadio announcementsPartner organizations

Practice, practice, practice

2010 Haiti EarthquakeOne of the first major disasters where

social media played a role

Red Cross used social media to collect SMS donations as low as $5

Embassy learned new ways to keep up traditional media webpages, twitter social media

5 years later: Nepal Earthquake

Social media is helping to find missing people

Social media carried updates on how and where help was arrivingFedEx aircraft lands in Nepal with 100,000 lbs (CONVERT TO KGs) of emergency aid from DirectRelief, Heart to Hear and Watermissions

SMS messaging remains important… but now they carry photosAn UN infographic describing what donations will buy

Traditional media remains the most importantA Nepalese-American Airman speaks to reporters about relief efforts

Our bosses say…Make me a viral video:

Only videos with good content go viral

I want a Twitter presence:Not if it is three days late

I want more fans:If your content is interesting, relevant and

timely

Our bosses say…Social media is free:

Social media is free like a puppy – it requires feeding, attention and love

This is perfect for social media:Actually, that is boring and is better on the website

or maybe not at all…

We already have a website, why do we need social media?Our website is great for official information but the

usage statistics show it has low penetration rates

Lessons for PR practitionersBuilding the network ahead of time is

crucial for success when the crisis arrives

PR teams must be empowered to act with limited guidance

Information will never be complete--timely information matters more than ever

Old vs. the Young

Younger employees want to make a name for themselves and are willing to take more risk (risk tolerant)

Established leaders want to preserve their good name (risk averse)

Old vs. the Young (continued)Senior diplomats know digital engagement

is important but they don’t know why …and they don’t know what to do about it

There is often very little shared experience and priorities between these two groups

Bridging the gap between these groups is essential

Bridging the gapJust as back-channel conversations happen at

conferences like the Almaty PR Forum, younger employees must explain to leaders that similar conversations are happening online

Senior diplomats must be educated by younger diplomats: what platforms are good for what purposes

“Social media helps see the future” (learn what is on people’s minds before it is in the news)

Bridging the gap (continued)

Facebook is for people who think they used to know you

Twitter is to meet people you would like to know

Senior diplomats need to understand that a younger generation is trying to connect with them

Mistakes will happen…

Undersecretary of State Richard Stengel, (Chief of Public Diplomacy) uses incorrect hashtag

OOPS!!

Steps for successGive junior diplomats the permission to try

Unless there is a rule against it, you can do it

Headquarters can not approve everything. Devolve responsibility. Train and trust!

Mistakes will be made, and leaders must be prepared to forgive

Discussion

PHOTO OF A PUPPY

Social media is free like a puppy