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Communicating in a Crisis: How to Prepare, Respond & Recover Krista Farley Raines Regional Communications Officer

INTEGRATE 2016 - Krista Farley Raines

Mar 20, 2017



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  • Communicating in a Crisis: How to Prepare, Respond & Recover

    Krista Farley Raines

    Regional Communications Officer

  • Session Overview:

    This session will demonstrate communication, public affairs and

    marketing practices employed by the American Red Cross. When

    disaster strikes, America relies on the American Red Cross, and

    the Red Cross relies on its communicators to tell the story of the

    important work down the street, across the country and around

    the world. During times of disaster, public affairs ensures all of

    our constituents clients, donors, partners, workers and the

    public are fully informed about Red Cross activities and clients

    and victims need to know where and how they can get help. Using

    a combination of proactive, reactive and interactive tactics public

    affairs provides guidance, messaging, training, tools and real-time

    support to staff and volunteers throughout West Virginia.

  • Key Takeaways

    How to use social media to prepare, respond and recover from a crisis.Utilize communication tools to promote Red Cross down the street, across the country and around the world. Ensure consumers are equipped with information to ensure their safety and wellbeing.

  • International Federation

    of Red Cross and Red Crescent Societies

    To improve the lives

    of vulnerable people

    by mobilizing

    the power of humanity

  • International Federation

    of Red Cross and Red Crescent Societies

  • International Federation

    of Red Cross and Red Crescent Societies

    A Global Agenda for the International Federation

    Goal 1: Reduce the number of deaths, injuries and impact from disasters.

    Goal 2: Reduce the number of deaths, illnesses and impact from diseases and public health emergencies.

    Goal 3: Increase the capacity of local community, civil society and Red Cross Red Crescent to address the most urgent situations of vulnerability.

    Goal 4: Promote respect for diversity and human dignity, and reduce intolerance, discrimination and social exclusion.

  • 365 days a year

    in your community and

    around the world

  • 8 | American Red Cross Partnership Opportunity

    The American Red Cross is there.

  • Seven Fundamental Principles





    Voluntary Service



  • Vision

    The American Red Cross, through its strong network of

    volunteers, donors and partners, is always there in times of

    need. We aspire to turn compassion into action so that...

    ...all people affected by disaster across the country and

    around the world receive care, shelter and hope;

    ...our communities are ready and prepared for disasters;

    ...everyone in our country has access to safe, lifesaving

    blood and blood products;

    ...all members of our armed services and their families find

    support and comfort whenever needed; and an emergency, there are always trained individuals

    nearby, ready to use their Red Cross skills to save lives.

  • Sources of Governing Authority

    International Committee of the Red Cross & Red Crescent


    International Federation of the Red Cross & Red Crescent


    National Societies (More Than 175)

    International Red Cross and Red Crescent


    The American National

    Red Cross

    Board of Governors




    7 Fundamental


    U.S. Congress Congressional




  • Our Brand is Trusted and


    More trustworthy than 99% of brands

    in the study, including nonprofit and profit.

    More socially responsible, straightforward, helpful

    and friendly than 95% of brands

    in the study, including nonprofit and profit.

    More brand stature than any major charity,

    in terms of knowledge and esteem.

    The Young & Rubicam BrandAsset Valuator (BAV) is the worlds longest-running and most

    extensive study of brands, covering 35,000 brands and dating back to 1993. The U.S. panel

    includes 15,600 nationally representative adults, with data collected quarterly. Base: BAV

    June 2012.

  • The Power of the Red Cross BrandThe Red Cross has the most brand stature, reflecting the publics strong

    esteem and respect of the brand. These attributes drive loyalty and awareness.

    2.16x 1.96x 1.85x

    1.65x 1.56x 1.33x1.18x 1.17x


    Multiples show how each

    charity compares to the

    average charity in

    brand stature.

    (Source: BrandAsset Consulting; Base: BAV June 2012)

  • Our Efficiency

    An average of

    91 cents of every dollar the Red Cross spends is invested

    in humanitarian services & programs.

  • Disaster


    Our Services

    Down the Street. Across the Country. Around the World.



    Health &



    InternationalService to the

    Armed Forces

  • Providing Immediate Assistance Following Disasters

    when a familys home catches fire

    and they lose everything.

    when a house is flooded and a

    family is left with nowhere to go.

    when loved ones are separated

    during a disaster and need to be


  • Securing the Nations Largest Supply of Blood and Blood Productswhen there is a catastrophic

    accident and an 18-year-old boy

    needs 36 blood transfusions, 13

    plasma treatments and 14

    operations to save his life.

    when a newborn needs blood

    transfusions every 34 weeks just to

    survive the first few months of life.

  • Teaching Lifesaving First Aid, CPR, Swimming and Lifeguarding Skills

    when your friend suddenly chokes

    on food.

    when your family member

    suddenly goes into cardiac arrest.

    when you want to prepare your

    child for summer fun in the water.

  • Saving Lives in the Worlds Most Vulnerable Places

    when a devastating earthquake

    occurs half way around the world.

    when a child needs a measles

    vaccine to save his or her life.

  • Supporting Military Members, Veterans and Their Families

    when a member of the Armed

    Forces needs to be urgently

    connected with his family back home.

    when a military veteran needs

    additional support.

    when a wounded service member

    needs care during his or her


  • Disasters on the RiseReported disasters have increased globally

    by nearly 60 percent over the last 20 years.

    Centre for Research on the Epidemiology of Disasters, 2013

  • More People AffectedEach DecadeNearly 21 million U.S. adults were affected by

    disasters between 2004 and 2013. Thats more

    than four times more than in the prior decade.

    20,894,963 People Reported Affected 2004-2013

    4,787,883People Reported Affected 1994-2003

    World Disaster Report, 2014

  • Red Cross is the Premier Emergency Relief OrganizationIn FY14, we responded to more than 63,000

    disasters, including

    57,851 Fires

    728 Floods

    6,248Other storms and


    102 Tornadoes




    81 Blizzards/snow storms

    4 Hurricanes/tropical storms/typhoons

  • 60 seconds

    63people are assisted

    by the American

    Red Cross.

    Every 390,000times a day a child

    receives a measles

    vaccination from the

    Red Cross and our partners.

    30,000times a day a person

    receives lifesaving Red

    Cross health, safety and

    preparedness training.

    380times a day we

    provide emergency

    assistance to

    military members


    their families.

    190times a day Red Cross

    volunteers help a family

    affected by a house fire

    or disaster.

    Our Work Impacts Lives Every Day

  • Red Cross by the Numbers

    2.6 million Supporters reached via

    email monthly

    32,000National employees

    50,000Unique daily visitors


    1 million+Followers



    526Red Cross chapters

    As of July 2, 2013

  • Disaster Cycle Services

  • WV Responses in 2015

    In 2015, the American Red Cross in

    West Virginia assisted 1,117

    households and supported 3,254

    people who were impacted by a

    disaster, most commonly home fires.

    Larger scale local disasters included:

    In February, the Train Derailment

    In March, Winter Storm Thor

    In April, Easter Flooding

    In July, Flooding

    In December, Christmas Flooding

  • Red Cross Priorities During a Response

    Provide initial sheltering

    Conduct fixed and mobile feeding operations

    Staff local government Emergency Operations Centers and coordinate with local government and partner relief agencies

    Assess the impact of the disaster

    Conduct Public Affairs

    Begin Disaster Fundraising

  • The American Red Cross, through its strong network of volunteers, donors and

    partners, is always there in times of need. We aspire to turn compassion into

    action so that all people affected by disaster across the country and around the

    world receive care, shelter and hope and our communities are ready and

    prepared for disasters. Cheryl serves as a Disaster Action Team captain on call

    24-hour and ready to respond at any time. She teaches 3rd through 5th graders

    how to prepare for and respond to a disaster through the Pillowcase Project.

    She also helps install free smoke alarms and provides safety education as part

    of the Home Fire Campaign.

  • Disaster Services Our Clients

    Our services span the entire disaster cycle, are predictable and repeatable

    and are applied consistently across the country to ensure the community

    knows what to expect from us.

    Services and programs are designed based first on the needs and

    expectations of clients and community consistent with the mission.

    The Red Cross will align with government and work to enable the entire

    community to participate in all phases of the disaster cycle.

    A single integrated approach to building personal and community resilience

    encompasses services delivered through a single comprehensive disaster

    management process (whole cycle) which integrates and unifies programs

    and activities across the entire enterprise.

    Our organization and culture continually innovate in response to client and

    constituent needs.

    The speed and accessibility of our services meets the urgent needs of our


  • Disaster Services Our Workers

    Design programs and work efforts around the

    features of a primarily volunteer workforce and

    where volunteers are encompassed and integrated

    as part of (and not an extension of) the workforce.

    Systems/processes are designed to include a

    mechanism that ensures the employee and

    volunteer executing them are appropriately trained,

    skilled and supported by the organization.

    Effective stewardship of time, talent and dollars.

  • Disaster Services Our Systems

    One operating model (a collection of tools and processes) that

    scales from a single, local event to multiple very large


    A system that preserves and builds on existing local

    commitments, capabilities and relationships.

    Ensure effective and efficient decision making closest to the


    Need to be able to measure impact.

    Systems/processes and technologies need to operate both

    during steady-state as well as major response periods.

    Leverage current technology for efficient service delivery.

  • Crisis Management

    The American Red Cross is adept at responding and managing a crisis.

    Planning for crisis management is the key to our success and any leaders successful navigation of a crisis situation.

    While no disaster or crisis is identical in scope and need, we plan for leadership models in both blue skies and gray skies.

  • Disaster Services

    Leadership Perspective

    The Clients (victims, first responders)

    Volunteers (DAT, CW, HS, MH)

    DPMs and DPSs

    Regional staff (RDPO, COO, CDO)

    CEO/Div Support

    The Client is most important and Clients come first.The nearer someone is to the Client, the more support that person needs.

    Enable the person above you.

  • Soliciting Donations

    Using consistent language across all disaster solicitations ensures uniformity and clarity, which nurtures the trust between donors and the Red Cross through all channels including:


    Case Statements

    Cause Marketing with Partners

    Celebrity Engagement

    Direct Mail

    Donor Bulletin


    Major Gift Solicitation Materials



    Helping people impacted by disasters big and small.

  • Crisis Communication

    When an emergency or disaster happens you must be able to respond to target audiences:

    Promptly (or Timely)




  • Crisis Communication Plan Components

    Create a Crisis Communication Team Identify Your Target Audience(s) Define Potential Risk or Scenarios Prioritize the Communication Methods Prepare Multiple Message/Scalability Templates Develop a Communication Plan & Backup Plan Select a Spokesperson(s) Activate a Plan Encourage Coordination and Collaboration Evaluate, Reassess and Improve

  • Audiences


    Impacted Individuals and Their Families

    Employees and Their Families





    Government Officials

  • Content

    Proactive Press Releases

    Pitching Stories

    Press Conferences

    Interactive Social Engagement

    Community Outreach

    Reactive Responding to Media

    Protecting Reputation

  • Content Planning Worksheet

    You should develop a plan before a disaster happens for how content will be produced and how that content will be posted.

    You should answer are a few questions to focus planning efforts. Who are the leaders involved with creating the

    public affairs and social engagement strategies during a disaster?

    What role do they fill in developing the strategy?

    Who fills in for those people when they are unavailable?

  • One Voice is Essential

  • Red Cross Media Interview Policy

    Every Red Cross worker should feel empowered to talk to the media when approached and tell our disaster relief story.

    Every Red Crosser can safely talk about two things:

    What you do (job in the operation, how its helping, why you became a Red Crosser)?

    What you know (what you can see around you, how is the Red Cross helping, what do you know firsthand)?

  • Deliver Your Message

    Tell a story

    Show emotion and convey hope by expressing empathy, concern and compassion

    Highlight services and people

    Plan for the future

    Avoid jargon

    Give a call to action

    Keep comments positive but realistic and truthful

  • Promote on Social Media

    New standard for all communication

    Immediate and direct connection

    One on one interaction

    Transparency and personality

    No longer faceless

    Not closed to scrutiny


    The strength of engagement relies

    on employees, volunteers, citizens, partners...

  • Nepal Earthquake

    On April 25, 2015 a 7.8 magnitude earthquake struck Nepal

    killing over 8,000 people and injuring more than 21,000.

    Red Cross teams provided food, water, emergency shelter

    materials, healthcare, water and sanitation to people. As

    winter approached, the American Red Cross and the global

    Red Cross network distributed cash grants to approximately

    50,000 families so they could buy shelter materials, warm

    clothes, blankets, insulation or other supplies.

    The American Red Cross also deployed 40 disaster specialist

    to Nepal.

    Red Cross teams continue to help survivors rebuild their lives

    through activities like restoring access to water, teaching safe

    construction skills and helping people regain their sources of


    Red Cross is helping building water tanks and taps in

    communities that lost steady access to water, constructed a

    potato seed storage facility for a community of farmers whose

    warehouse collapsed during the quake.

    All the work is in conjunction with the Neal Red Cross.

  • Boston Marathon Bombings

    The bombings at the Boston Marathon on April 15, 2013 turned a setting of athletic triumph into a scene of tragedy. The American Red Cross supported the Family Assistance Center and events such as the Memorial Service for Officer Sean Collier, as well as provided emotional support to people struggling to cope in the community.

    The American Red Cross has been part of the Boston Marathon for decades, offering first aid and encouragement to the athletes on the sidelines.

    After the bombing the Red Cross response to the Boston Marathon included taking a central role in Disaster Mental Health, aid to the families of the injured and deceased, and a role in helping the community heal.

  • Winter Storm Jonas

    Beginning on Friday, January 22nd, Winter Storm Jonas impacted West Virginia with two West Virginia communities receiving the largest snowfall totals of the storm, Glengary with 42 and Shepherdstown with 40.5.

    The Red Cross provided messaging before, during and after the storm through press releases, social media post, volunteer notices, talking points and donor appeals to providing residents with critical information.

    Thirty-five Red Cross Volunteers and twenty-one Red Cross Staff responded throughout West Virginia with another eighty-one volunteers available if needed.

    During and after the storm, several people spent the night in Red Cross operated or supported shelters in Barbour, Berkeley, Boone, Jackson, Jefferson, Putnam and Randolph Counties with thirty-three other shelters on standby, if needed.

    Messaging included:

    Get an emergency kit with 3 days of supplies

    Download the Red Cross Emergency App

    Cold safety tips

    Winter driving

    Power outage/generator safety

    Space heater safety to prevent home fires

    Emergency need for blood and platelet donors

    Plea for financial contributions

  • Social Media Helps Share Our Work

    WV Water Crisis Response

    January 2014

    13 Emergency Response Vehicles

    Over 90 volunteers

    600,000 bottles

  • Be A Hero Volunteer Today

    Communication & Marketing Help public affairs raise awareness of the mission of the Red Cross and how it is met through our five lines of service.

    Disaster Response Help people affected by disasters ranging from home fires to hurricanes by providing food, shelter, essential relief supplies and comfort and hope.

    Preparedness Education Teach families, people in classrooms, organizations and corporations how to be Red Cross Ready for disasters and emergencies.

    Service to the Armed Forces Connect families and veterans with resources to emergencies, train military families in coping and resiliency skills, and supply recreational and therapeutic support in military and VA health care facilities.

    Leadership Serve on a Red Cross board or decision-making committee, manage a program, or chair an activity.

    A few hours, every day, once a week, once a month

    whatever time you have can make a difference.

  • 113 Lakeview DriveCharleston, WV 25313Main: (304) 340-3650Direct: (304) 759-6320Cell: (304) 417-0207

    Facebook: RedCrossWVTwitter: @ARCWV

  • Mason


















































    Chapter OfficesSatellite Offices

    Wheeling Office193 29th StreetWheeling, WV 26003(304) 232-0711

    Morgantown Office1299 Pineview Drive, Suite 300Morgantown, WV 26505(304) 598-9500

    Parkersburg Office220 8th StreetParkersburg, WV 26101(304) 485-7311

    Charleston Office113 Lakeview DriveCharleston, WV 25313(304) 340-3650

    Beckley Office200 Industrial DriveBeckley, WV 25801(304) 255-1508

    Ronceverte Office722 Ronceverte AvenueRonceverte, WV 24970(304) 922-8565

    Kearneysville Office1948 Wiltshire Road, Suite 2Kearneysville, WV 25430(304) 725-5015

    Elkins Office4 Randolph StreetElkins, WV 26241(304) 415-6944

    Bluefield Office261 Mercer Mall RoadBluefield, WV 24701(304) 327-5017

    The American Red Cross of Northwest West Virginia The American Red Cross of

    Northeast West Virginia

    The American Red Cross of Southeast West VirginiaThe American

    Red Cross of Southwest West Virginia

    Huntington Office1111 Veterans Memorial BlvdHuntington, WV 25701(304) 526-2900

  • There cannot be a crisis next week.

    My schedule is already full.

    Henry A. Kissinger

  • Thank You!

    For more information visit