We have seen terrible events grip and paralyze a city ...even large ones like Munich. The Bavarian capital was rocked by a shooting rampage in a mall. Whether or not it was inspired by radical extremism or the act of a deranged teen ... the impact on the community is real.
The Munich police maintained a constant stream of info flowing during the incident focusing mostly on what residents should do to stay safe. However, they also shared information that later proved to be false.
Here's a good read on how they used Twitter. To be honest, I wouldn't have liked to be in their shoes: firmly torn between the need to keep info flowing, to occupy the public space and be seen to do so ... while at the same time verifying every bit of info ...
So, what can organizations do to walk that fine line? What can PIOs do to adopt the right tactics and tone during an incident?
Understanding the new incident communications imperative that modern PIOs face is a hard task. I wrote this post on the four incident communications imperatives following the mall attack in Nairobi in Kenya a couple of years ago. APPLYING THESE IMPERATIVES IS NOW CRITICAL FOR THE PIO.
Ensuring that your crisis comms planning allows you to meet the requirements of the four imperatives is now a matter of survival ... of not only the reputation of organizations but it could even impact public safety. In some cases, there's a clear gap:
Aligning the principles of effective crisis comms planning with the new context faced by PIO is a daunting task. But any plan that includes a comprehensive and detailed expression of the FIVE Ps is sure to be on the right track.
Operationalizing a good plan with its Procedures, People, Preparation, Practice and Platforms components is an ongoing endeavour. Including such a plan with every response plan, BCP or COOP is essential ...as is seizing EVERY opportunity to put it in practice during exercises or drills ...
Another useful tool is to run a social convergence audit of your plan to see if your communications during an incident will meet the needs of your different audiences.
I believe that PIOs should be guided by these imperatives reflecting the need for speed, relevance, veracity and engagement.