This document provides guidance on handling major media storms during crises. It discusses factors that build trust with the public such as competence, honesty, listening skills, and empathy. It also highlights signs that a crisis may become high profile such as involving sensitive topics or tying to current events. The document uses examples like the Columbine shooting, Matthew Shepard murder, and JonBenet Ramsey case to illustrate how crises can greatly expand media and public attention. It also discusses how new internet technologies have changed how people consume crisis information online through user-generated content on sites like YouTube, Twitter, and blogs.

1. Handling a
Major Media Storm
Presented by
Kelly B. Huston
Assistant Secretary
California Emergency Management Agency

2. You are here.

3. There’s no
one-way manual

4. Science of Crisis Communication
What 17%
factors build
trust during 17%
a crisis?
Assessed
in rst 9-30
seconds
50%
17%
Competence & Expertise
Honesty / Openness
Listening / Caring / Empathy / Compassion
All Other Factors
Source: Dr. V Covello, Center for Change/Risk Communication

5. When People are
Stressed or Concerned
‣ Want to know that you care
before they care what you know
‣ Have difficulty hearing,
understanding, and
remembering information
‣ Focus most on what they hear
rst and last

6. High Pro le Cases
‣ It can happen to you
‣ Usually extend into many parts of a
community
‣ Opportunists take advantage of the
attention
‣ Sometimes “taint” the community

7. High Pro le Cases
Columbine High School
Littleton, Colorado

8. High Pro le Cases
Matthew Shepard Murder
Laramie, Wyoming

9. High Pro le Cases
JonBenet Ramsey Murder
Boulder, Colorado

10. Five Early Warning Signs
1. Involves Sex, Crime, Politics, Animals,
Children
2. Ties into a current event
3. Unusual media inquiries
4. NBC’s “Today Show” calls
5. Outside organizations offer to get
involved

11. Laci & Scott Peterson

12. Laci Peterson Disappearance
‣ Reported missing on
December 24th
‣ Nothing unusual found
inside their home
‣ Dog was found by neighbor
with leash still attached
‣ Husband Scott claims he
had been shing and came
home to nd her missing

13. ‣ December 25-31st
‣ News stories air locally and
nationwide
‣ Searches begin in the
region
‣ $125,000 in rewards offered
‣ Media attention increases

14. Candlelight vigil at park near house brings
1,000+ people from all around

15. ‣ 8 days after she disappears,
police release picture of
husband’s truck & boat
‣ News release reads…
“If anyone recalls seeing the
truck and boat between
December 23 and December
25th …[we are] trying to
corroborate Scott’s trip to the
Berkeley area.”

16. Media attention now beyond “normal” - Dozens
of cameras & reporters covering the case

17. Scene in front of Laci & Scott Peterson’s home

18. Just your typical news conference

19. January 23rd - Amber Frey news conference

20. ‣ March 5th
‣ Modesto Police
announce case had been
reclassi ed as a
homicide.
‣ “As the investigation has
progressed, we have
increasingly come to
believe that Laci Peterson
is the victim of a violent
crime.”

21. ‣ April 14th
‣ The remains of a woman
and baby boy that
washed ashore at Point
Isabel Regional Park, in
Richmond, Calif. are
discovered.
‣ Found about two miles
from where Laci's
husband Scott told
police he went shing.

22. ‣ April 18, 2003
‣ Scott Peterson is
arrested in connection
with Laci's murder.

23. Media scene after Scott’s arrest

24. Outside the Stanislaus County Jail

25. Outside the Stanislaus County Courthouse

26. Did someone call
a press conference?

28. Courthouse: Cables, live shots, parking...

29. rld
Wople
al am
Re x
E
Here’s what they want

30. rld
Wople
al am
Re x
E
Bright Idea!
Use the power of the Internet
www.pressupdate.info

31. rld
Wople
al am
Re x
E

32. The Internet
Changes the Game

33. A Divided News Audience

34. YouTube.com
‣ User-
contributed
video
‣ Bought by
Google.com

38. Get paid to be a ‘producer’

39. Chino Hills Earthquake
Tuesday, July 29, 2008
11:42 am
39

40. Twitter
1
40

41. Flickr.com
1
41

42. Blogs

43. YouTube.com

44. Wikipedia

45. What does it all mean?
‣ Information is being consumed in
nontraditional ways
‣ People are adding to your message
and creating their own
‣ We must look beyond the old ways
and deliver quicker - be creative!
45

46. Resources
www.ProCommunicator.com
46

47. Lessons Learned
‣ Prepare today for the events of tomorrow
‣ Establish a relationship ahead of time – coffee
anyone?
‣ Ask for help – the press does, why not you?
‣ Compile the obvious facts/ gures (buys time)
‣ When you become the focus, develop talking
points and stick to them (repeat, repeat,
repeat)
‣ Think of who you’re talking to - mom,
neighbors or best friends

48. Kelly Huston
Assistant Secretary
California Emergency Management Agency
(916) 845-8506
kelly.huston@calema.ca.gov
kbhuston@gmail.com
www.ProCommunicator.com