1. Insert Title Here Ten “Lessons Learned” From the 2013 Oklahoma Tornadoes That “Up-the-Ante for Public Information NATIONAL COMMUNITY RELATIONS & DEVELOPMENT CONFERENCE

3. Resonate 2014 Lesson 1: Understand the Media Lifecycle

4. Doing the most good Resonate 2014 Text for footnote The Influence of the Media Media influences public awareness and perception Media promotes disaster relief efforts Media dictates volume of donations

5. Doing the most good Resonate 2014 Text for footnote From Traditional to Social

6. Doing the most good Resonate 2014 Text for footnote The Age of Social Media Social media has widened content distribution and changed the way traditional news agencies cover disasters The majority of people now use social media outlets as the primary sources for receiving breaking news The use of social media for crisis mapping and crowdsourcing of funds has dramatically altered how organizations respond to disasters

7. Doing the most good Resonate 2014 Text for footnote Impact of Social Media Social media builds existing relationships, creates new ones Social media gives ordinary people the ability to communicate their perceptions Social media enables organizations to track sentiment, respond to misconceptions, and give praise where needed

8. Doing the most good Resonate 2014 Text for footnote The Moore Tornado There were 533,576 social media mentions of the Moore Tornado between May 19 and June 19 Twitter dominates the conversation

9. Doing the most good Resonate 2014 By Popularity Blogs, Forums, News, & Twitter Moore Tornado The Salvation Army The Red Cross Share of the Conversation

10. Doing the most good Resonate 2014 Text for footnote By Comparison The Salvation Army 3,502 media mentions Content driven by online news The Red Cross 33,609 media mentions Content driven by Twitter

11. Doing the most good Resonate 2014 Text for footnote The Red Cross Most Re-Tweeted

12. Doing the most good Resonate 2014 Text for footnote The Salvation Army Most Re-Tweeted

13. Doing the most good Resonate 2014 Online News

14. Doing the most good Resonate 2014 Oklahoma Storms Donations The Moore Tornado struck on May 20 – The first donation was made on May 21 As news coverage began to decrease, donations began to decrease

15. Doing the most good Resonate 2014 The Opportunity Continue to tell our story during times of disaster from day one The Salvation Army is the first on the scene, and the last to leave Highlight story “gems” during periods of media inactivity

16. Doing the most good Resonate 2014 Recommendations Enhance the use of Twitter and social media Partner with Google to develop new mapping and communications system Engage with celebrities and key media influencers Mobilize a media canteen to create a centralized public information center Distribute compelling, original video content to be resourced by major media outlets Fly in the drone

17. Insert Title Here Lesson One: Lesson 1 The clock is ticking. The Clock Is Ticking … 2 LESSO N

18. Doing the most good Insert Title Here What you do in the first 24 hours effects all that follows. ACTIVATE and GATHER information. When appropriate, DEPLOY. Verify “mechanisms for giving” have been established. Identify “spokespersons.” Disseminate a media release. Engage on social media.

19. If after, a media release has not been issued, you are ‘ed

20. = COVERAGE

21. www.disaster.salvationarmyusa.org

22. Insert Title Here 3

23. Doing the most good Insert Title Here Spokesperson Content Writer Photographer Rumor Control Social Media PIO Incident Command System (ICS) Incident Command OperationsLogistics Finance & Administration Planning Public Information Liaison Safety Emotional & Spiritual Care

24. Doing the most good Insert Title Here The PR Team Extends Beyond The Disaster Zone NATIONAL DIVISIONAL TERRITORIA L NON-AFFECTED UNITS SALVATION ARMY SOCIAL MEDIA ICS TEAM

25. Resonate 2014 Lesson 4: Put your spokesperson on camera. Reassure the public and tell the Army’s story.

26. Resonate 2014 Lesson 5: It pays to have the right equipment and the right partnerships on hand before disaster strikes.

27. Resonate 2014 Lesson 6: Keep people in the information loop – especially the locals.

28. Insert Title Here Ensure All involved are sharing the SAME message Make sure the Divisional / Local level (officers / Employees) are aware of messaging. Does the Receptionist have a “Cheat Sheet?” Make sure to stay in touch with the Divisional PIO

29. Doing the most good Insert Title Here Lesson 7: National Headquarters: We are Here to Help!

30. Doing the most good Insert Title Here Text for footnote When Jim Cantore is on site, so are we. First 24-48 hours before disaster strikes these things happen: Territorial Calls: Critical to fundraising and promotional success following disaster. Initial Press Outreach Confirm fundraising tactics Engage The Richards Group for paid media and Richards Partners for earned media.

31. Doing the most good Insert Title Here Text for footnote From Traditional to Social

32. Doing the most good Insert Title Here Text for footnote Me and Moore Three Masters Local media National media Territorial communications / internal audience National / local media spokesperson What IS the best way to contact media on site during disaster?

33. Doing the most good Insert Title Here Text for footnote

34. Doing the most good Insert Title Here Lesson 8: Let’s (Remember To) Keep it Real Control rumors and zealously correct inconsistent messaging. Divisional corps sharing different messages on accepting donated goods. Are we? Local / national fundraising numbers

35. Resonate 2014 Lesson 9: One year later – there’s still a story.

36. Insert Title Here Public / Media / Donors need updates Opportunity to share our story (Persons assisted, Community Partners, Volunteers & Other Agencies) Ask for Assistance

37. Doing the most good Resonate 2014 Lesson 10: Utilize Richards Partners

38. Doing the most good Insert Title Here Text for footnote Workshop Presenters Jennifer Byrd jennifer_byrd@usn.salvationarmy.org Cindy Fuller cindy_fuller@uss.salvationarmy.org Jeff Jellets jeff_jellets@uss.salvationarmy.org Jay Pritchard jay_pritchard@richards.com