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- 1. Communications in a Crisis
- 2. Digital Diplomacy? People increasingly turn to social media for news Websites are no longer enough They are great repositories of information Good spot for official information The internet is changing the way our leaders act Some leaders begin to think about what they will Tweet or what will be on Facebook Decentralization
- 3. Communications in a Crisis You cannot create mechanisms in the middle of a crisis How does an embassy communicate internally? Telephone Trees SMS system Line phones Mobile phones Radios VOIP (Skype etc.) Social media What’s App Practice, practice, practice
- 4. Communications in a Crisis How does an embassy communicate externally? Webpage Facebook Twitter SMS system Warden System Radio announcements Partner organizations Practice, practice, practice
- 5. 2010 Haiti Earthquake One 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
- 6. 5 years later: Nepal Earthquake
- 7. Social media is helping to find missing people
- 8. Social media carried updates on how and where help was arriving FedEx aircraft lands in Nepal with 100,000 lbs (CONVERT TO KGs) of emergency aid from DirectRelief, Heart to Hear and Watermissions
- 9. SMS messaging remains important… but now they carry photos An UN infographic describing what donations will buy
- 10. Traditional media remains the most important A Nepalese-American Airman speaks to reporters about relief efforts
- 11. 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
- 12. 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
- 13. Lessons for PR practitioners Building 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
- 14. 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)
- 15. 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
- 16. Bridging the gap Just 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)
- 17. 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
- 18. Mistakes will happen… Undersecretary of State Richard Stengel, (Chief of Public Diplomacy) uses incorrect hashtag
- 19. Steps for success Give 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
- 20. Discussion PHOTO OF A PUPPY Social media is free like a puppy
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