Brooke Tyson Hynes, Vice President, Public Affairs and Communications Communicating in a crisis: Lessons for everyone from the Boston Marathon Bombing

Patriots Day, Marathon Monday 2

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Monday, April 15, 2:50 p.m.: –Bombs Go Off Tuesday, April 16: ? Wednesday, April 17: ? Thursday, April 18: – President Obama Attends Interfaith Service –Late afternoon: FBI identifies 2 suspects, releases photographs –MIT Police Officer killed Friday, April 19: –Early morning - Shootout in the suburbs –Entire Day - Region on lockdown – shelter in place –Evening - Lockdown lifted, Suspect captured 15

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Have Amnesia For A Moment 17 Tip 1: You won’t know the end when you are in the middle of the storm

The first alert – 2:59 pm 18 Tip 2: It will all happen so quickly

19 The contact from a reporter – 9 minutes later Tip 2: It will all happen so quickly

2:50 PM: Explosions – live on television 2:53 PM: Central Medical Emergency Direction notification 2:59 PM:Notification from the HHAN 3:00 PM: Trauma Teams On Ready in ED 3:05 PM: Code Triage called to activate HICS 3:08 PM:First Contact From Media 3:27 PM: First Patient Arrives 3:33 PM: Law Enforcement On-site 3:27-4:00 PM: Peak Activity (12 seriously injured patients) 4:00 PM:First 4 Patients to OR 18 minutes 37 minutes What if your business is the site of an attack, your business is near by, a data breach at your company has just been leaked, etc. Get your brain and comfy shoes ready.

Tip 3: The media response will be likely nothing you have known before Non-stop calls and coverage for 10 days More than 200 media contacts reaching out to us – across the country and internationally 1,500+ calls and s over the 10 days

Tip 3+: Dealing with the Media Get them what they want before they need it –A doctor –A less harmed patient –A more seriously harmed patient –Human interest stories –Patients who haven’t spoken Know your spokespeople for different scenarios Bring in help –Media door guards, phone answering, patient interaction, media interaction. Change your voic message Have a “media monitor” 22

Tip 3+: Dealing with the Media Have a letter for patients – who are you, what can you do, what can’t they do Get creative and get ready for pushy but stay firm Try to treat everyone the same – especially the locals 23

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Tip 4: Anticipate That Everyone Wants To Help Have a protocol for food, gifts, deliveries, celebrity visits Find others to do this. The Communications team won’t have time.

Tip 5: Own Social Media But Know You Can’t Own It Social media front and center from beginning How we used it, how we saw it used Reporters can get to your subjects without going through you -- the gatekeeper. Photos aren’t off limits.

Tip 6: Remember your internal audiences 28

29 Tip 7: Develop relationships before a crisis

30 Tip 8: Have it all on paper or tablet

Tip 9: There will be crises within the crisis

Tip 10: Have a crisis plan for your personal life

33 Tip 11: Wear Pockets