How to Message Map Your Way Out of A Crisis

1. How to Message Map Your Way Out of A Crisis Friday, November 14, 2008 Gerri Allen, Washtenaw ISD Kristin Tank, Muskegon Area ISD

2. Based on the work ofDr. Vincent CovelloCenter for Risk Communication www.centerforriskcommunication.com & Presentation at the National School Public Relations Association Conference by Jay Garant, Coordinator, Business and Community Partnerships, Fairfax County Public Schools

3. Who is Dr. Vincent Covello? • Former NYC Mayor Giuliani’s risk Communications consultant • Helped develop some of the scripted messages which were effectively used by Mayor Giuliani on 9-11-2001 • Consulted with the CDC, World Health Organizations, EPA and other agencies on scripted “message maps.”

4. Objective 1 Teach you to create a pre-scripted “playbook” of messages, tailored to specific crisis scenarios. (Messages you can take back to your districts and hopefully NEVER use.)

5. Objective 2 Encourage you to review and test your message content with colleagues (both internal and external) and through research (i.e., focus groups).

6. Objective 3 Encourage you to coordinate messages with agencies other than schools, like: • Information Officers • Emergency Managers (Fire & Rescue) • Public Health Officials • Others

7. Imagine an “Immediate” Crisis Tell me about a crisis incident that might require you to immediately provide information.

8. Imagine an “Immediate” Crisis • Hurricane • Terrorist Attack (Chemical, Biologic, Other) • Fire • Serious Bus Accident • Tornado • Shooter • Food Source Contamination • Hazmat Spill

9. The Secret to Success Research and experience clearly show that one of the most important keys to successful crisis communication is an organization's ability to establish, maintain and increase trust and credibility with crucial stakeholders.

10. Who are stakeholders? • Employees • Regulatory agencies • Citizen groups • Media • Parents • Public • Students • Board Members

11. Why do stakeholders matter? • Public perceptions and opinions often determine the resolution of high concern, high stress, or emotionally charged issues. • They have a profound impact on an organization's success.

12. Communications are critical • Virginia Tech • Delaware State • Northern Illinois Communicating clearly in thefirst hour of a crisis can save lives.

13. What Are Message Maps? • Tool for achieving message clarityand conciseness during the first hour of a crisis. • Roadmaps for displaying detailed, hierarchically organized responses to anticipated issues, questions, or concerns

14. Message Maps Have 3 Goals • To organize information in an easily understood and accessible framework • To express the current organizational viewpoint on important issues, questions, concerns • To promote open dialogue both inside and outside the organization

15. Structure Ideally, message maps seeks to: • develop 3 key messages (conciseness) • deliverable in 9 seconds (brevity) • using 27 words for entire set of messages (clarity) Message Maps Are Created in Advance!

16. Simple is best. They are messages that the target audience understands: written at the 6th - 8th gradelevel.

17. Sample Message Map

18. Sample Message Map

19. Sample Message Map 1 2 3

20. Sample Message Map Total of 27 Words

21. Sample Message Map

22. Why are they important? “In an emergency, our future may hang on a few words, provided by someone in authority, as we face a fateful decision.” - Risk communication expert Baruch Fischoff, Washington Post

23. School Shooter Scenario Facts: • Your school security team has confirmed that roughly 8 minutes ago shots were fired at one of your high schools. • The school went into a lockdown. A student has been shot. 911 was immediately called and police and EMT units are on the scene. • Blood has been seen on the floor in other locations in the school. A suspect is in custody. • The media and concerned residents and parents are calling schools and offices.

24. Sample School Shooter Map • Stakeholder: General Public • Scenario: School Shooter • Question or Concern: What should I know about the situation?

25. Three Key Messages • Gun shots have been fired within [SCHOOL]. • _______________________ • _______________________

26. Supporting Facts: Gun Shots have been fired within [School] • Students HAVE [or HAVE NOT yet] been evacuated. • There ARE [or ARE NOT] injuries reported. • Information on students involved is not available at this time.

27. What did you discover? • Did anyone disagree about the key messages or supporting facts? • What “real life” effects of a crisis situation would impact your map? • Would your map look different for the Media vs. General Public? • Which stakeholder is the priority?

28. Media Message Maps • Commonly asked questions • Good answers?Q: How many are dead?A: More than we can bear. • Practice with a partner using the “School Shooter” scenario

29. To redirect the media say • However, the real issue here is…” • And what’s most important to remember is…” • Let me put all this in perspective by saying…” • What all this information tells me is…” • Before we continue, let me emphasize that…” • This is an important point because…” • “What this all boils down to is…” Source: World Health Organization www.who.int/csr/resources

30. Group Project – For Real! • The County Road Association has asked MSPRA to help plan a response to a joint crisis. • It is 8:05 a.m. on a blustery winter day. Visibility advisories were issued by the National Weather Service. You learn through a news report that a snow plow and school bus have just collided a few blocks from the school. Ambulances and fire trucks are on the scene. • Let’s message map regarding the first hour!

31. Brainstorm • What other aspects of this crisis need to be discussed ahead of time? • How does emergency services, incident command, and the county’s PIO impact your school’s communications?

32. What’s the Bottom Line? Once you have an “incident,” notify the community.