Disaster Communications Lessons (or How to Communicate Come Hell or High Water)
February 3rd, 2011 by Ingrid Cliff
Queensland has just been hit by it’s second major natural disaster in the space of just over a month. First there were the devastating floods that affected 3/4 of the state, and then Cyclone Yasi , as big as Hurricane Katrina, hit the north of the state last night.
While the human impact on lives and businesses are immeasurable, there are some very clear lessons that can be learnt from the exceptional communication that has occurring during both disasters.
Businesses should take lessons from how the disaster communication has been done. Your business may never be faced with the scale of disaster Queensland has seen, but the essence of disaster communication is the same no matter whether your business is faced with legal issues, staff issues or any other disaster that puts you in the media spotlight.
- Have a nominated spokesperson of some stature. In these disasters the spokesperson has been Anna Bligh, Premier of the state, accompanied by the Police Commissioner and other emergency services personnel and Ministers as needed. Briefings have never been left to a media advisor – the leader has always been front and centre, fielding the questions, providing answers & keeping things calm. This also means your spokesperson needs to be easily contactable and ready to provide comment 24/7. If your spokesperson can’t make a briefing, then you need to explain where they are and how the stand-in spokesperson is of similar high stature. Get clear on who your media spokesperson is going to be in any crisis situation and make sure your team know how to contact them.
- The spokesperson needs to have media skills. Every CEO/spokesperson needs media training – no if’s, but’s or maybe’s. They need to be able to present to the media in a clear, confident and calm fashion, and not get flustered.
- Take questions. Allowing all questions helps to dispel concerns of people. Reading from a prepared statement and running suggests something to hide.
- If you don’t know the answer – say so. The people who have briefed Anna Bligh have done a superb job, but no leader knows all of the answers. Where she didn’t know the answers, she said so and explained exactly when she would have the information and when she would tell people about it.
- Keep the leadership team regularly updated. Every few hours the full disaster management team would meet, exchange information and plan next steps. Everyone that needed to be in the loop on what was happening, was kept in the loop – no exceptions.
- Regularly communicate to the public. Every few hours Anna Bligh would hold a press conference that updated the public on information. Updates were regular, consistent, authoritative and the spacing did not allow rumours to spread to quickly. Where there were rumours doing the rounds, she specifically addressed the rumours and gave the facts which served to stop their spread. The team always announced when the next briefing would be given to the media at the end of the previous briefing – it helped create certainty and instill calm. Outside of formal briefings, Anna Bligh was accessible to the regular media for exclusive interviews.
- Repeat the key messages. Core messages for each disaster were communicated over and over (pretty much in each briefing). They were not said once and forgotten, but repeated and embedded.
- Communicate in many different channels. One of the strengths for the team has been use of multiple communication channels – Facebook, Twitter, Websites, their own live broadcast channel on You Tube, traditional media releases and press conferences. They did not rely just on the media to pick up their story – they actively went out and communicated their messages themselves. And yes, this meant a team of people working tirelessly in the background. You need to work out who your communication team is going to be before any disaster hits.
- Don’t downplay the bad news. If there is bad news or mistakes made, get the information out there as soon as possible. Don’t try to hide it or downplay it. People want the truth in disaster situations and fudging the answers only creates suspicion.
- Be human. One of the real strengths of Anna Bligh and her team, has been the willingness to share their emotional pain while still getting the job done. They haven’t kept their emotions in a box – but have allowed people to see their fears, frustrations, sorrow as well as relief. This last point is the thing that people in Queensland are still talking about – they don’t often talk about the regularity of communication – just that Anna has “stepped up” and “been inspirational”.
Are there any other lessons that you have seen during this time?
Ingrid Cliff
We put your business into words
Category: Leadership article | 1 Comment »











February 10th, 2011 at 10:45 pm
You article focuses only on the use of the media to communicate.
Here in Somerset Region, all communication systems used by the authorities failed due to lack of backup systems, even the police radio system was knocked out. Many people had no electricity, so no access to TV. Radio reception is often poor, so again not an option and the authorities lacked the imagination to use social networking resources.
The only system to remain functioning was Telstra Next G, which the ordinary people used to communicate with each other using SMS, email and Facebook.
The report into the London Underground bombings emphasises again and again, communication systems that enable those involved in the disaster to communicate with each other and with the authorities are absolutely vital.