Solutions for Critical Communications. Managing Incidents and Events through Resident and Community Engagement October 2015

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Winfred Lester
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1 Solutions for Critical Communications Managing Incidents and Events through Resident and Community Engagement October 2015

Webinar information Use the Q&A function

2 Webinar information Use the Q&A function to submit your questions. We ll send out a recording after the #EBCommunity #everbridge LinkedIn Member? Join our LinkedIn Everbridge Incident Management Professionals Group #EBCommunity 2

3 Part 1 Agenda Managing Incidents.. Through Engagement Dr. Steve Goldman Building trust in the community How groups react during an emergency How can we prevent event escalation What kinds of events should be communicated Messaging best practices Communications Tools Summary Engaging the Community 3

4 Part 2 Agenda Utilizing Community Engagement Claudia Dent What is community and resident engagement? Increasing contact database with easy opt-in Leveraging keyword opt-ins for eventbased messaging New mobile app for residents: OneBridge 4

5 Our Speakers Steve Goldman MIT & Steve Goldman Associates Claudia Dent, VP of Product Management Everbridge 5

6 About the Presenter Dr. Steven B. Goldman is an internationally recognized expert and consultant in Business Continuity Crisis Management Disaster Recovery Crisis Communications 6

7 Caveats No two communities are the same Organizations within a community can also vary We are not telling you how to do your job So Adapt the information in this webinar to your specific situation/organization/community 7

8 Building trust in the community 8

9 What is Trust? Trust is extremely important if you are to achieve effective communications and community engagement Definitions: An expression of confidence between the parties in an exchange transaction Assured reliance on the character, ability, strength, or truth of someone or something; one in which confidence is placed Dependence on something future or contingent; hope 9

10 Pop Quiz! Trust and Credibility Component Your guess Actual Expertise & Competence Honesty & Openness Commitment & Devotion Empathy & Caring Total 100% 100% 10

11 Pop Quiz! Trust and Credibility Component Your guess Actual Expertise & Competence 25%? Honesty & Openness 25%? Commitment & Devotion 25%? Empathy & Caring 25%? Total 100% 100% 11

12 Pop Quiz! Trust and Credibility Component Your guess Actual Expertise & Competence 50%? Honesty & Openness 30%? Commitment & Devotion 10%? Empathy & Caring 10%? Total 100% 100% 12

13 Pop Quiz! Trust and Credibility Component Your guess Actual Expertise & Competence ~ 16% Honesty & Openness ~ 16% Commitment & Devotion ~ 16% Empathy & Caring ~ 52% Total 100% 100% Source: Covello (1988) 13

14 Risk Communication What is Risk Communication and why does it apply to Resident and Community Engagement? 14

15 What is Risk Communication? An interactive process of exchange of information and opinion among individuals, groups, and institutions National Research Council The flow of information and risk evaluations back and forth between academic experts, regulatory practitioners, interest groups, and the general public Leiss, as quoted in Lofstedt (2003) 15

16 What Risk Communication / Community Engagement are not: Top-down only One-way; an announcement; a speech One time only One medium only Purely technical or numerical arguments Elite officials talking to the unwashed masses Disrespecting people / the opposition I win; you lose 16

17 Community Engagement Five Core Principles 1. Build resident trust and familiarity 2. Create broad opportunities for inclusion and engagement 3. Encourage resident collaboration and shared purpose 4. Promote open and transparent dialogue 5. Leverage the power of social media 17

18 COMMUNITY ENGAGEMENT VALUE CYCLE Minimize disruption and improve emergency response COMMUNITY OUTREACH Opt-Ins Mobile Facebook Twitter Google BETTER EMERGENCY RESPONSE When it REALLY Matters MORE COMMUNITY CONTENT Better Informed Residents MORE COMMUNITY OPT-INS MORE ENGAGEMENT Share and Go Viral 18

19 How groups react during an emergency 19

20 Public Response to an Emergency How the public will respond to an emergency depends upon: 1. Pre-existing beliefs about the hazard 2. Interpretation of information disseminated by official sources 3. Credibility of those sources 4. Distortion or addition of information by unofficial sources 5. Evaluation of the threat 6. Choice of available responses (Perry & Lindell, 1982) 20

21 Public Response to an Emergency How the public will respond to an emergency depends upon: 1. Pre-existing beliefs about the hazard 2. Interpretation of information disseminated by official sources 3. Credibility of those sources 4. Distortion or addition of information by unofficial sources 5. Evaluation of the threat 6. Choice of available responses 21

22 Public Response to an Emergency How the public will respond to an emergency depends upon: 1. Pre-existing beliefs about the hazard Sources of Information Private company/owner Municipal PD, FD, Hazmat, EMS Municipal officials/ government State government Federal government Outside experts Communication tools P2P: Phone (voice), fax, , texting, personal conversation A2P: Web pages/site, podcast, blast fax, robophone calls, mass notification systems Targeted communications (special groups) Town Hall meetings Traditional Media (real and virtual): Newspapers, Radio, Television, Printed materials Mobile Apps Social Media 22

23 Public Response to an Emergency How the public will respond to an emergency depends upon: 2. Interpretation of information disseminated by official sources Sources of Information Communication tools Municipal PD, FD, Hazmat, EMS Municipal officials/ government State government Federal government A2P: Web pages/site, podcast, blast fax, robophone calls, mass notification systems Targeted communications (special groups) Town Hall meetings Traditional Media (real and virtual): Newspapers, Radio, Television, Printed materials Mobile Apps Social Media EAS (Emergency Alert System) IPAWS (The Integrated Public Alert and Warning System) 23

24 Public Response to an Emergency How the public will respond to an emergency depends upon: 3. Credibility of those sources Sources of Information Municipal PD, FD, Hazmat, EMS Municipal officials/ government State government Federal government Established PRIOR to the event! Communication tools A2P: Web pages/site, podcast, blast fax, robophone calls, mass notification systems Targeted communications (special groups) Town Hall meetings Traditional Media (real and virtual): Newspapers, Radio, Television, Printed materials Mobile Apps Social Media EAS (Emergency Alert System) IPAWS (The Integrated Public Alert and Warning System) 24

25 Public Response to an Emergency How the public will respond to an emergency depends upon: 4. Distortion or addition of information by unofficial sources Sources of Information Communication tools Lack of coordination among: Private company/owner Municipal PD, FD, Hazmat, EMS Municipal officials/government State government Federal government Rumors Rumor mongering Traditional media experts Social media experts Activists with agendas Just plain jerks P2P: Phone (voice), fax, , texting, personal conversation A2P: Web pages/site, podcast, blast fax, robophone calls, mass notification systems Targeted communications (special groups) Traditional Media (real and virtual): Newspapers, Radio, Television, Printed materials Mobile Apps Social Media 25

26 Public Response to an Emergency How the public will respond to an emergency depends upon: 5. Evaluation of the threat Sources of Information Private company/owner Municipal PD, FD, Hazmat, EMS Municipal officials/ government State government Federal government Outside experts Communication tools P2P: Phone (voice), fax, , texting, personal conversation A2P: Web pages/site, podcast, blast fax, robophone calls, mass notification systems Targeted communications (special groups) Town Hall meetings Traditional Media (real and virtual): Newspapers, Radio, Television, Printed materials Mobile Apps Social Media EAS (Emergency Alert System) IPAWS (The Integrated Public Alert and Warning System) 26

27 Public Response to an Emergency How the public will respond to an emergency depends upon: 6. Choice of available responses Sources of Information Municipal PD, FD, Hazmat Municipal officials/ government* State government* Federal government* Communication tools Mobile Apps Social Media EAS (Emergency Alert System) IPAWS (The Integrated Public Alert and Warning System) * Depends on jurisdiction 27

28 How can we prevent event escalation 28

29 How can we prevent event escalation People have a fear of most things unknown and the unexpected e.g., emergency events Americans in general distrust government and authority But in an emergency, we seek Leadership Given several options, people: Want to believe the optimistic information But usually accept the worst case as real/true Rumors are usually the worst case Your Community Engagement programs (educational and emergency) must respect these perceptions 29

30 How can we prevent event escalation Your Community Engagement programs (educational and emergency) must respect these perceptions The best way to combat these is: Education and Engagement (pre-event) Open and honest communications (pre- and during event) Coordination (pre- and during event) Fast monitoring of event information and Faster rumor control and mis-information response (during event) 30

31 What kinds of events should be communicated 31

32 What kinds of events should be communicated All of them! But categorize and prioritize them! 32

33 What kinds of events should be communicated Emergency High impact, high visibility Fire, hazmat, police action, terrorism Medium Impact, high visibility Severe weather, major road traffic/closures; utility outages Low impact, high visibility Amber alerts, lost individual Non-Emergency Community meetings, town events, planned outages Outreach events Note: This is very community- and event-specific! 33

34 What kinds of events should be communicated A Suggested Priority Scheme Priority 1 Immediate / Emergency Evacuation, shelter, shooter, fire, Amber alert Priority 2 Short Term / Needed Information Traffic problem; area avoidance Priority 3 Long Term / Announcements Road to be shutdown, bad weather forecast, community meeting 34

35 Messaging best practices 35

36 Messaging best practices When sending out a message, consider one of the following Best Practices 5 W s and the H Desired Outcome Pre-scripted messages Plus Segmenting Two-way communications 36

Residents within 2 miles of the spill Drivers on Routes 3 and 495 within 10 miles Drivers on feeder roads What is

37 Messaging best practices Desired Outcome What is the purpose of the message? To inform residents and drivers about the hazmat spill on Route 3 at the I-495 interchange To whom is it going? Residents within 2 miles of the spill Drivers on Routes 3 and 495 within 10 miles Drivers on feeder roads What is our desired outcome? Residents within 2 miles: shelter in place Residents elsewhere: stay away from area Drivers: avoid the area; find alternate routes 37

38 Messaging best practices Pre-scripted messages If your organization has pre-scripted messages (messaging that is developed but needs incident specifics for completion): use those as your basis However: Do not send out pre-scripted messages blindly REVIEW THEM! 38

39 Messaging best practices 39

Messaging best practices https://en.wikipedia.

40 Messaging best practices dia/file:amber_alert.jpg 40

41 Messaging best practices 41

42 Messaging best practices The need to review pre-scripted messages Issue: Active shooter reported near university campus Initial message sent What actually happened Follow up retraction Follow up apology by University President 42

messages and alerts only to specific: Communities

43 Messaging best practices Segmenting (Targeting your message) If circumstances permit, consider sending messages and alerts only to specific: Communities Neighborhoods Groups Stakeholders Opt-ins Contact databases 43

44 Messaging best practices Two-Way Communications Social media equipment and software can be used by public safety staff to open/maintain two-way communications with general or specific : Communities Neighborhoods Groups Stakeholders Opt-ins Contact databases Anonymous 44

45 Communications Tools 45

46 46

Communications Tools: Old School but Still Effective P2P: Phone (voice), fax, e-mail, texting, personal conversation A2P: Web pages/site, podcast; blast fax, robophone calls, other mass notification

47 Communications Tools: Old School but Still Effective P2P: Phone (voice), fax, , texting, personal conversation A2P: Web pages/site, podcast; blast fax, robophone calls, other mass notification systems Targeted communications (special groups) Town Hall meetings Traditional Media (real and virtual): Newspapers, Radio, Television, Printed materials Mobile Apps EAS (Emergency Alert System) IPAWS (The Integrated Public Alert and Warning System) 47

48 Communications Tools: Social Media Blogs, Internet Forums, Message Boards Collaborative Sites Wiki Microblog e.g., Twitter, Yammer; YFrog Really Simple Syndication (RSS) feeds Social Bookmarking Sites Digg, Delicious Social Network Sites Facebook, MySpace, Pinterest Business Network Sites LinkedIn, FastPitch Video-Sharing Sites YouTube, Flickr Aggregator and Trending Sites: NetVibes, TweetDeck, Tootsweet 48

49 Summary 49

Engaging the Community 10 Questions to answer: 1. Why are we engaging? 2. Who is our audience? 3. What do our audiences want to know? 4. What do we want to get across? 5. How will we engage? 6.

50 Engaging the Community 10 Questions to answer: 1. Why are we engaging? 2. Who is our audience? 3. What do our audiences want to know? 4. What do we want to get across? 5. How will we engage? 6. How will we listen? 7. How will we respond? 8. Who will carry out the plans? When? 9. What problems or barriers have we planned for? 10. Have we succeeded? How do we know? Source: Chess & Hance, Rutgers University Modified by S Goldman 50

51 July 2016 Crisis Management and Business Continuity July

52 Thank you! For additional information, to share ideas, to get advice, or just to chat: Contact Dr. Steve at Website: 52

53 Solutions for Unified Critical Communications Everbridge Community Engagement Claudia Dent Oct

CORE SERVICES APPS Everbridge Unified Critical Communications Critical

BUSINESS HEALTHCARE GOVERNMENT EVERBRIDGE OPEN APIs and CONNECTORS

ENGAGEMENT SITUATIONAL AWARENESS SECURE MESSAGING MOBILE GLOBAL

54 CORE SERVICES APPS Everbridge Unified Critical Communications Critical Communication Solutions Integrated Application Suite Unified Platform BUSINESS HEALTHCARE GOVERNMENT EVERBRIDGE OPEN APIs and CONNECTORS MASS NOTIFICATION IT ALERTING INCIDENT COMMUNICATIONS COMMUNITY ENGAGEMENT SITUATIONAL AWARENESS SECURE MESSAGING MOBILE GLOBAL COMMUNICATIONS CONTACTS REPORTING AND ANALYTICS SECURITY EVERBRIDGE NETWORK MAPPING 5 54

EVERBRIDGE COMMUNITY ENGAGEMENT EMERGENCY MANAGEMENT

Hurricanes, blizzards Fire evacuations Terrorism +

Local crime Road closures Water main breaks Missing

55 EVERBRIDGE COMMUNITY ENGAGEMENT EMERGENCY MANAGEMENT EVERBRIDGE SUITE Emergency Communications Emergencies Hurricanes, blizzards Fire evacuations Terrorism + COMMUNITY ENGAGEMENT Community Engagement Used by PIOs Local crime Road closures Water main breaks Missing persons LOCAL PUBLIC SAFETY AGENCIES US Agencies - 3 M Opt-Ins 55

56 Expand Your Reach! Everyone is Different! Member Opt-Ins Customized Experience Most Accurate Geo Data Easy Opt Ins SMS Only Limit personal info Neighborhood Rich Mobile Experience Sharing information Visitors Trade Shows, Sports and Entertainment 56

57 EVERBRIDGE COMMUNITY ENGAGEMENT EVERBRIDGE SUITE One-click publishing Nixle Community Subscribers Social Media MEMBER OPT-INS e911 CONTACTS NEW PUBLISHING OPTIONS COMMUNITY OPT-INS ANONYMOUS OPT-INS KEYWORD OPT-INS SEND IPAWS TEXT VOICE MOBILE APP IPAWS EVERBRIDGE NETWORK WEBPAGE FACEBOOK TWITTER GOOGLE ALERTS 57

58 TEXT JAZZ2015 TO FOR JAZZ FESTIVAL UPDATES 58

59 LEVERAGE EVENT BASED OPT-INS KEYWORD: WMATA KEYWORD: SCOTUS KEYWORD: dcjazzfestival KEYWORD: SanityFear KEYWORD: MALL KEYWORD: Inauguration KEYWORD: HeroGames KEYWORD: PoliceWeek 59

60 Community Engagement Case Study: Philadelphia Papal Visit PAPALVISIT September 26-27,

61 Community Engagement Case Study: Philadelphia Papal Visit 1. Before The Event: Public Awareness Campaign Walking Map Press Release Local Media TV, Newspapers, Blogs Social Networks Twitter & Facebook Nixle Messaging from Area Agencies Ex: New Jersey State Police, Wilmington DE Police Influencers & Local Orgs Two State Senators PA, NJ, DE Public Education Associations National Night Out 61

62 Community Engagement Case Study: Philadelphia Papal Visit 2. During The Event: Consistent, Relevant Messaging 62

63 Community Engagement Case Study: Philadelphia Papal Visit 3. After The Event: Encourage Zip Code Opt-in 63

64 64

receive public safety information from official Everbridge and Nixle agencies.

65 New Citizen Mobile App: OneBridge What is OneBridge? OneBridge is a new web and mobile application that allows residents to opt in to receive public safety information from official Everbridge and Nixle agencies. Residents can also use OneBridge to communicate with their neighbors to create a stronger and more engaged community. 65

66 Everbridge Trusted Solution CORPORATE FINANCE HEALTHCARE /BIOTECH GOVERNMENT TRANSPORTATION ENERGY 10 of the top 20 Fortune Tech 3 of Top 5 Investment Banks 9 of the Top 10 Healthcare Systems 6 of the Top 10 US Cities 21 of the Top 25 Airports 3 of the Top 5 Nuclear Systems 66

67 THANK YOU!

68 Q&A Note: Presentation slides will be available on our blog at blog.everbridge.com #EBCommunity Use the Q&A function to submit your questions. 68

69 THANK YOU! Request a demo of Everbridge: Everbridge Resources On-Demand Webinars: White papers, case studies and more Follow us: Linkedin

Expecting the Unexpected: Emergency and Incident Preparation and Training

Expecting the Unexpected: Emergency and Incident Preparation and Training Jim Bitler Manager, Department of Safety and Emergency Operations Reading Health System Claudia Dent VP Product Management Everbridge