Public Relations 101 & Impacts of Social Media Presented to: Alberta Association of Police governance April 5, 2019

Topics of Discussion Importance of Reputation Management Public Relations Strategy Social Media Strategy Crisis Communications Strategy

MHPS Communications Overview The MHPS is committed to providing accurate, timely & consistent information to the community in a professional manner and in accordance with laws regarding public information

Why is Reputation Important? “The ability of the police to perform their duties is dependent upon public approval of police, existence, actions, behaviors and the ability of police to secure and maintain public respect” Sir Robert Peel (1829) Solving problems WITH the community, NOT for the community. Healthy Relationship = Safe Community .

How Do We Communicate?

Transparency and Accountability

Advancements in Communication “Internet is the most important medium since the printing press. It subsumes all that has come before and is, in the most fundamental way, transformative…” (Gillmor, Making Our Own News, 2004)

The Old Way: Information Hierarchy

New Way: Networked Information

Impact on Policing Challenges: Information is no longer controlled by emergency services Volume of information Managing expectations Opportunities: Community has access to information and they want to participate Embrace the tools available, lead the community to be more prepared, resilient & supportive

What does this mean for Police Commission / Committee?

Public Relations Strategy

Public Relations Strategy GOAL : Build Relationships Share Information Identify Issues/ Concerns Interact & Engage Opportunities: Monthly meetings Website Public Surveys Media Interviews Open House / Town Hall Social Media

Public Relations Challenges?

Social Media Opportunities Opportunity to publish more information Build relationship with community and a bank of support Monitor & respond to community issues and concerns

Social Media Challenges Need regular content Must be responsive Requires integration /coordination across ALL channels Every interaction defines organizational values / brand What platform(s) will you use? WHO IS GOING TO MANAGE??

Crisis Management

Issues vs Crisis Issue = ongoing event that overtime can breakdown trust and build into a crisis Crisis = Impactful / catastrophic events that require an immediate response

Respond or Not?

Escalating Factors

Information Vampires

Tenets of Crisis Communication Be Prompt Be Compassionate Be Honest Be Informative Be Interactive

How Public Opinions are Formed People believe what they hear The more often people hear it, the greater % of people who believe it The more often people hear it, the more strongly they believe it People will believe more strongly when they don’t hear a counter position People believe more strongly when they message they hear is dramatic or emotional

Holding Statement Communicate through the chaos 1st response within 12 hrs (max) Connect to stakeholders Respond on a human level Promise timeline for next update AND deliver on that promise

Other Considerations Policy about personal social media use Decentralized accounts How to correct errors Adjusting strategy Every community is unique Don’t focus on number, focus on engagement

Questions?

Contact Information: Rita Sittler rita.sittler@mhps.ca 403-529-8416 Thank you!