Crisis simulations and drills are critical to adequate crisis preparation. We advise clients that even the best, most carefully crafted crisis plans are only worth the paper they are written on unless the client engages in a drill or simulation to test the words.
Since social media is now an important element in crisis response, it’s important to incorporate the platform and the latest technologies into crisis simulations and drills.
Each time we run a simulation, we add more and more social media elements. A recent simulation for a client was probably the richest in terms of social media elements and taking advantage of new technology. Here’s what we did:
1. Draft fact patterns. In order to engage the participants, it’s important to draft a set of facts about the crisis that are plausible and also stretch the teams. The fact patterns should reflect the elements of current communications, and from a social media perspective, might include the following:
• Twitter postings from those impacted by the events
• Twitpic photos of the events
• Bloggers who can post from a laptop in the middle of an incident
• YouTube videos
2. Set up the simulation. We usually introduce the fact patterns with an initial premise, followed by two or three pages of events. It’s just as easy to use two or three PowerPoint slides with video embedded into the slide.
3. Utilize technology. Flip cams or broadcast cameras? Until a couple of years ago, we usually hired camera crews and set up editing suites for rapid filming and turnaround of drill segments. Now, with Flip cameras, video production has changed. During the drill, one or two Flip cams at less than $200 per camera are reasonable substitutes for high-end cameras.
In addition, Skype interviews beat out using a speakerphone. One of the key actions in a drill is to conduct a live interview with role players. Skype makes the interview truly come alive. Arrange for a team member to be available, set up the Skype video interview and let it play.
Other key digital/social elements to include in a crisis simulation are:
• Pre-plan faux Web sites, publications and Twitter pages. It’s very easy to click on a site and draft a Web page or create a fake Twitter posting. For example, a recent fact pattern involved events at Ohio State University. In advance, we created pages for the The Columbus Dispatch, a local TV station and the Buckeye Boosters organization.
• A laptop and a flash drive are all you need to set up blogs during a session. Appoint one of the participants to be the blogger and ask the person to write a post every five minutes. Then put these up on the screen or print them out for participants as needed.
Caveat: As tempting as it is, do not post any simulation components on a real social media site. It’s not worth the risk to have a fake posting up, even for 60 seconds.
4. Realize budget savings. Don’t get me wrong. There’s nothing better than the full-scale simulation with camera crews and edit teams, video monitors and extras. However, in today’s economy, most clients prefer to put the budget into preparation, planning and real-world events. Flip cams and the use of digital platforms can reduce the out-of-pocket simulation costs by up to 80%.
5. Provide a list of social media resources. Following the crisis drill, it’s helpful to provide a list of the social media tools that were used in the simulation. We recommend that clients select a social media monitoring service for keeping on top of any crisis.
So what hasn’t changed in crisis simulations?The best ones have at least two drills during the course of the day. The first drill works well as tabletop, with all participants responding to facts and making decisions. This is the warm-up drill. The warm-up has social media elements and also hints at the skills and tools that will be needed in the more involved second scenario.
One of the lessons that should be incorporated into the first drill and carried on in the second is the need to monitor the social media space. You’ll need to know how and when to respond to Internet posts.
Crisis drills are like buying insurance. It’s a rare day when an individual wakes up and says, “I want to buy more insurance.” Yet in the event of a loss, it’s a good idea to have a policy. Similarly, investing in crisis planning and simulations is good insurance. PRN
CONTACT:
Andrew Gilman is president and CEO of Commcore Consulting Group. He can be reached at [email protected].
Crisis Management
Digital PR
Social Media