Communicating in a crisis Lessons for everyone from

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Communicating in a crisis: Lessons for everyone from the Boston Marathon Bombing Brooke Tyson

Communicating in a crisis: Lessons for everyone from the Boston Marathon Bombing Brooke Tyson Hynes, Vice President, Public Affairs and Communications

Patriots Day, Marathon Monday 2

Patriots Day, Marathon Monday 2

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Monday, April 15, 2: 50 p. m. : – Bombs Go Off Tuesday, April

Monday, April 15, 2: 50 p. m. : – Bombs Go Off Tuesday, April 16: ? Wednesday, April 17: ? Thursday, April 18: – President Obama Attends Interfaith Service – Late afternoon: FBI identifies 2 suspects, releases photographs – MIT Police Officer killed Friday, April 19: – Early morning - Shootout in the suburbs – Entire Day - Region on lockdown – shelter in place – Evening - Lockdown lifted, Suspect captured 15

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Have Amnesia For A Moment Tip 1: You won’t know the end when you

Have Amnesia For A Moment Tip 1: You won’t know the end when you are in the middle of the storm 17

Tip 2: It will all happen so quickly The first alert – 2: 59

Tip 2: It will all happen so quickly The first alert – 2: 59 pm 18

Tip 2: It will all happen so quickly The contact from a reporter –

Tip 2: It will all happen so quickly The contact from a reporter – 9 minutes later 19

Tip 2: It will all happen so quickly 2: 50 PM: Explosions – live

Tip 2: It will all happen so quickly 2: 50 PM: Explosions – live on television • 2: 53 PM: Central Medical Emergency Direction notification 18 minutes • 2: 59 PM: Notification from the HHAN • 3: 00 PM: Trauma Teams On Ready in ED • 3: 05 PM: Code Triage called to activate HICS • 3: 08 PM: First Contact From Media • 3: 27 PM: First Patient Arrives • 3: 33 PM: Law Enforcement On-site 37 minutes • 3: 27 -4: 00 PM: Peak Activity (12 seriously injured patients) • 4: 00 PM: First 4 Patients to OR • What if your business is the site of an attack, your business is near by, a data breach at your company has just been leaked, etc. Get your brain and comfy shoes ready.

Tip 3: The media response will be likely nothing you have known before •

Tip 3: The media response will be likely nothing you have known before • Non-stop calls and coverage for 10 days • More than 200 media contacts reaching out to us – across the country and internationally • 1, 500+ calls and emails over the 10 days

Tip 3+: Dealing with the Media • Get them what they want before they

Tip 3+: Dealing with the Media • Get them what they want before they need it – – – A doctor A less harmed patient A more seriously harmed patient Human interest stories Patients who haven’t spoken • Know your spokespeople for different scenarios • Bring in help – Media door guards, phone answering, patient interaction, media interaction. • Change your voicemail message • Have a “media monitor” 22

Tip 3+: Dealing with the Media • Have a letter for patients – who

Tip 3+: Dealing with the Media • Have a letter for patients – who are you, what can you do, what can’t they do • Get creative and get ready for pushy but stay firm • Try to treat everyone the same – especially the locals 23

Case Study 24

Case Study 24

Case Study 25

Case Study 25

Tip 4: Anticipate That Everyone Wants To Help • Have a protocol for food,

Tip 4: Anticipate That Everyone Wants To Help • Have a protocol for food, gifts, deliveries, celebrity visits • Find others to do this. The Communications team won’t have time.

Tip 5: Own Social Media But Know You Can’t Own It • Social media

Tip 5: Own Social Media But Know You Can’t Own It • Social media front and center from beginning • How we used it, how we saw it used • Reporters can get to your subjects without going through you -the gatekeeper. Photos aren’t off limits.

Tip 6: Remember your internal audiences 28

Tip 6: Remember your internal audiences 28

Tip 7: Develop relationships before a crisis 29

Tip 7: Develop relationships before a crisis 29

Tip 8: Have it all on paper or tablet 30

Tip 8: Have it all on paper or tablet 30

Tip 9: There will be crises within the crisis

Tip 9: There will be crises within the crisis

Tip 10: Have a crisis plan for your personal life

Tip 10: Have a crisis plan for your personal life

Tip 11: Wear Pockets 33

Tip 11: Wear Pockets 33