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

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

3. 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

4. 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 .

5. How Do We Communicate?

6. Transparency and Accountability

7. 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)

8. The Old Way: Information Hierarchy

9. New Way: Networked Information

10. 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

11. What does this mean for Police Commission / Committee?

12. Public Relations Strategy

13. 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

14. Public Relations Challenges?

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

16. 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??

18. Crisis Management

19. 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

20. Respond or Not?

21. Escalating Factors

22. Information Vampires

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

24. 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

25. 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

26. 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

28. Questions?

29. Contact Information: Rita Sittler
Thank you!