Communication crisis

In a crisis, managing information and preventing the spread of misinformation is essential. We explore the power of controlling information in a crisis.

The number of crises afflicting Australia and other countries around the world is increasing in frequency. From events caused by changing climate conditions — such as the 2019 Tasmanian fires and Queensland floods — to cyber or physical attacks motivated by terror, major incidents appear regularly on news bulletins.

Time and time again, these instances remind us of the lessons we’ve learnt from the last time — and how to apply that knowledge to mitigate future risks to people safety. The main lesson is that responding to such events requires a comprehensive, coordinated approach that harnesses next-generation technology. Systems can no longer rely on typical methods of communication, like SMS.

While these challenges are often associated with emergency services and first responders, other organisations like corporations, universities, shopping centres and stadiums also need to communicate with, and account for, the people they are responsible for. Often, this is done while battling misinformation spread via social media and other obstacles that inhibit quick action and decision-making. In some cases, it may be something as simple as a false alarm triggering a reaction that needs to be contained quickly and safely.

The best way to manage people and decision-makers in any given situation is to ensure the right message is getting to the right people from a trusted source, at the right time. At the heart of this is a properly designed crisis communications program. This is fine in theory — but when something happens and things change by the second and you can’t reach your decision-makers, how can organisations effectively control information in a crisis? And when your people are accounted for, how soon can you get back to business?

Ensure your team is well informed to make decisions

Sharing the most up-to-date information with your team in real time is imperative in times of crisis. The time between when a crisis occurs and when emergency responders have the necessary information to act can often be upwards of two hours. During that timeframe, in the absence of effective internal communication, trusted third-party sources sometimes have more information about the event than emergency teams — and can help inform decisions, such as whether to stay or evacuate.

To be effective, crisis communications systems must be interoperable across a wide range of networks, media and devices used by different agencies, first responders and other professionals. It is also critically important to get information back from decision-makers in the field. Sending a message out is easy; getting data back that is true and verified is another thing altogether.

Here is where secure multimodal communication plays an integral role. By this, we mean the ability for a trusted platform to use many different methods of communication to alert, then get intelligence back from the field. This includes everything from PA systems to connected security cameras, digital TV screens, PCs and the phones in peoples’ hands.

With two-way communication capability, it is easier to find out who needs help and how to coordinate people to assist. For example, geographically, you can know who’s available nearby and contact them automatically. If team members are unavailable or someone doesn’t reply, it will automatically alert the appropriate people.

Find a way to use social media for the greater good

During the 2014 Lindt Cafe hostage crisis in Sydney, many different emergency teams and agencies were involved, including federal and state police, paramedics and other emergency response personnel. Not to mention the hundreds of businesses in the area, with thousands of employees in buildings and pedestrians walking by. In this kind of environment, the most important asset is getting correct information to both citizens and decision-makers. It is well documented that social media played a huge role in both helping and interfering in the ongoing crisis.

When the news or social media is your best source of real-time information, that’s a problem. While in some cases it can be helpful, it can also spreads misinformation, it’s inefficient, and verification of news reports or users introduces a delay that emergency responders cannot afford. To best ensure safety for your people in a crisis, an organisation must already be in the process of responding by the time the public starts talking about it.

As a situation unfolds, the capability to use the same social channels to get correct information to the public can also help to get ahead of rumours.

For example, Macquarie University recently upgraded its networked crisis communications system to integrate with its RSS feed and social media channels, ensuring that in the event of an incident, it can send trusted messages through multiple channels: Twitter, Facebook, desktop notifications, the BlackBerry AtHoc mobile app, text, telephone and email. This means the university can get the word out from a trusted source even amidst network interference. It also enables Macquarie University to reach the wider community and manage the spread of misinformation through branded messaging.

Every second counts

In an emergency, every second counts. Without effective crisis communications systems and a properly designed crisis communications program, your organisation can be left fumbling in the dark during an emergency, wasting valuable time and potentially causing harm to people and businesses.

Having control over secure communications, that use multiple methods to both alert and hear back from people, ensures your organisation is prepared for any crisis — and is well prepared to get ahead of misinformation. In the long run, have the right system and procedures in place can also help to get your company and people back to work as soon as it is over — saving time and money, as well as lives.

*David Nicol is Managing Director at BlackBerry Australia & New Zealand.

Top image credit: ©stock.adobe.com/au/oneinchpunch