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