Conquering Tough Challenges for More Effective Emergency Notification. Robert C. Chandler, Ph.D. Director, Nicholson School of Communication

Transcription

1 Conquering Tough Challenges for More Effective Emergency Notification Robert C. Chandler, Ph.D. Director, Nicholson School of Communication

2 About Everbridge Leader in incident notification systems Fast-growing global company with more than 1,000 clients in more than 100 countries Serve the Global 2000, healthcare systems, state and local government, federal government, military, financial services firms, and universities 100% focused on incident notification solutions that merge technology and expertise 3

3 Agenda Part 1: Presentation Emergency notification pitfalls Audience characteristics in disasters How to respond during each phase of a crisis Anatomy of an emergency notification message Best practices for emergency messaging Part 2: Q&A 4

4 Q&A Note: slides are currently available to everyone on blog.everbridge.com Use the Q&A function to submit your questions. 5

5 Conquering Tough Challenges for Effective Bracing for the 2010 Emergency Notification Hurricane Season Dr. Robert Chandler University of Central Florida

6 The crux of the notification challenge Contacting the right people at the right time with the right message is the basic challenge for effective emergency notification. Dr. Robert C. Chandler Emergency Communication (2010) p.153

7 Expectations for notification In addition to new legal and regulatory mandates, there is an emerging expectation of the right to be informed and notified of critical incidents.

8 Regulations and mandates for notification WARN Act PL (Title IX) NECP CAP ISO/PAS NTIA Dept. of Commerce Guidelines Alarm/Signal Code

9 Accountability for notification Demonstrating that you have emergency notification capabilities is not an optional activity.

10 Lessons learned Effective notification may be a life-and-death matter in emergency situations.

11 New tools for notification New communication technologies High-mobility communication modalities More connections and channels Multi-channel and high redundancy media Simple and effective dissemination vehicles

12 Challenges for effective notification

13 Emergency notification pitfalls Messages Information quality Procedures, protocols, and processes Information timing and load Communication Sequential breakdowns Psychological dimensions (High stress and cognitive anxiety) Perception and interpretation (Misunderstandings) Mobile and geographical dispersed audiences Technical aspects (Systems and tools)

14 Audience characteristics in emergencies High stress (distress) Cognitive dissonance Changes in perception / focus attention Risk perception Cognitive processing dysfunctions

15 Major implications for incident notification planning Communication goals and objectives Audience analysis: Communication/information needs Six Stages of the Crisis: Communication for the contexts of a crisis or disaster Organizing communication planning into each of the six stages Identifying target audiences/messages/timing sequences

16 Six Stages of a Crisis Every stage of the crisis dictates your audience s information requirements and your response.

17 Best practices for emergency messaging Optimal redundancy: Routine communication systems are usually inadequate for emergency communication needs. Procedures: It is necessary to establish, implement, and maintain procedures to swiftly and accurately disseminate alerts, information, and notification messages to the target audience. Dependable internal communication: Ensure reliable internal communication between the various levels and functions within your organization and with external partners.

18 Best practices for emergency messaging Emergency notification - messages: Demonstrate and validate capability to quickly and decisively warn those impacted by an emergency. Documentation: Document what was known when, specific steps taken, language and messages used, and the means used to notify all audiences. Communication center: Establish a central communication hub for emergency communication.

19 Best practices for emergency messaging Comprehensive communication plan: Outline basic decisions about what will be communicated, when, how, and to whom. Advance planning for emergency communication: Create, test, and revise a communication strategy and game plan well in advance of an emergency situation. Verify contact database. Prepare target audiences in advance. Know your audience(s): It is important to validate and confirm message effectiveness and periodically test emergency notification systems to demonstrate reliability.

20 Four components of effective emergency notification messages Information Urgency Message Instructions Confirmation

21 Anatomy of an emergency notification message DA 4-3 & & 6 Danger - Action Structure 4 Key Components 3 & & 60 (Chandler Method)

22 More effective emergency notification messages Include all four message components 1. Inform 2. Express urgency 3. Provide specific behavioral instructions 4. Give the next step confirmation/reply, etc. Front-load key information into the first 30 words/30 seconds Write messages at or below a 6th-grade reading level Write messages using readability ease rules Be sensitive to the needs of different demographic groups including languages, co-cultural groups, needs agenda, etc.

23 Incident Notification Marc Ladin Chief Marketing Officer, Everbridge 24

24 Incident notification solutions address common communication challenges Communicate quickly, easily, and efficiently with large numbers of people in minutes, not hours, making sure that the lines of communication are open Use all contact paths to reach constituents wherever they are Ensure two-way communications Reduce miscommunications and control rumors with accurate, consistent messages Satisfy regulatory requirements with extensive and complete reporting of communication attempts and two-way acknowledgements from recipients to get feedback from message receivers 25

25 Key evaluation criteria for an incident notification system Experience and expertise Ease of use Ease of integration 26

26 Q&A Missed anything? Slides are currently available on blog.everbridge.com Use the Q&A function to submit your questions.

27 Crisis communication resources by Robert C. Chandler, Ph.D. Additional authored or co-authored books include: Available on Amazon.com (free shipping) and other online booksellers Surviving the Pandemic: A Communication Management Guide for Business Crisis and Emergency Communication Planning Media Relations Crisis Communication Planning Pandemics: Business Continuity Planning Priorities for the Coming Outbreak Disaster Recovery and the News Media Managing Risks for Corporate Integrity: How to Avoid an Ethical Misconduct Disaster

28 Contact information Communication resources White papers, literature, case studies Robert C. Chandler, Ph.D Upcoming webinars: System Demo (October 26) Message Maps (November 9) Follow us: Marc Ladin blog.everbridge.com twitter.com/everbridge facebook.com/everbridgeinc youtube.com/user/everbridge Reminder Everbridge Insights webinars qualify for Continuing Education Activity Points (CEAPs) for DRII certifications. Visit to register your credit. Item Number (Schedule II): 26.3 Activity Group: A 1 Point for each webinar