WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - WEB

Spencer W. Graham, II MBA DSCESpencer W. Graham, II MBA DSCEWVU Information StationsWVU Information StationsManager of OperationsManager of OperationsWest Virginia UniversityWest Virginia University

http://swgraham2.wordpress.com/category/digital-signageTwitter @WVUSWGTwitter @WVUSWG

DIGITAL SIGNAGE DIGITAL SIGNAGE NETWORKNETWORKEMERGENCY ALERT!EMERGENCY ALERT!The Anatomy of a Campus CrisisThe Anatomy of a Campus Crisis

Public, land-grant institution, founded in 1867.

The WVU System spans the state, including 518 buildings on 15,880 acres.

Fall 2014 main campus enrollment was 29,175—22,563 undergraduate, 5,001 graduate, and 1,611 professional students. Fall 2014 WVU System enrollment is 31,976.

15 colleges and schools

191 bachelor’s, master’s doctoral and professional degree programs

400 student organizations

WVU has divisional campuses in Charleston, Keyser, Martinsburg, and Montgomery.

A member of the Big 12 Conference, WVU competes in 17 intercollegiate varsity sports.

Crisis in 3… 2… Crisis in 3… 2… 1…1…

Riot

Burglary

Earthquake

Flood

AssaultHAZMAT

Tornado

Fire Shooting

MayhemHostage

Hurricane

Blizzard

Power Outage Murder

We don’t have the luxury of picking the time of our next crisis!

Missing Person

The clock is ticking The clock is ticking and it waits for no and it waits for no one…one…

What happens in a crisis?What happens in a crisis?• Things happen very fast. Focus!• You have to sort through the pertinent

information quickly. Act with a clear plan!• You have to determine the true threat level.• What is your precise message? (Shelter, evacuate, avoid?)

• You may have to decide to “push the button”.• You have many people wanting to know what is

going on and if they are safe. Notify!• Social media can either help your brand or it can

become your nightmare. Control it!• People will demand timely updates.

Emergency AlertEmergency Alert

• Severe weather• Hazardous materials incident• Acts of criminal violence that threaten safety • Other recognized threats

Notifications regarding critical incidents that pose an immediate threat to the health and safety of the University or campus community.

Crime AlertCrime AlertUtilized for major crimes that have occurred on or off campus requiring University Police response, and/or present an ongoing threat directly affecting the University community.

• Criminal homicide• Sex offenses• Robbery• Aggravated assault• Burglary• Motor vehicle theft• Arson• Other such incidents

Who pushes the button?Who pushes the button?• Campus Police?• Campus News & Information Department?• IT Department?

– Is your emergency messaging coordinated across all media?

– “All Clear” follow-up message issued post-emergency

When Do You Push The Button?When Do You Push The Button?Emergency Only?

• Campus (How far off-campus?)• City• County• Region

Crime?• Murder• Robbery• Weapon sighting• Assault• Suspicious Person

Weather Situations?

vsvs..

Media AccessMedia AccessMedia Briefing Sites:

Small and large areas identified with adequate parking, satellite, phone and internet access. Use appropriate backdrop with podium and microphone.

• Large scale briefings• Small scale briefings• Working areas for media• Family site• Emergency Healthcare sites

Media StatementsMedia Statements• Designate official spokespersons.• Go over sensitive issues with all official

spokespersons; make bullet list of information.• Anticipate tough questions before briefings.• Wear appropriate attire and any required safety

equipment, if necessary.• Avoid “On-The-Spot” or ambush interviews and

refer reporters to your official news personnel. Tell reporter you are happy to meet with them at appointed times.

• Maintain calm appearance and demeanor; public needs assurance incident is under control.

• Never assume the microphone or camera is off.

Dealing with the MediaDealing with the Media Do:

• Know your message and stick to it.• Speak with one voice, your designated

spokesperson.• Be as frank and honest as possible.• Keep it as simple as possible, get to your point

quickly.• Package your message so the media can use it• Treat all reporters fairly.• Align yourself with the public.• Make sure you understand questions before

answering them.• Correct wrong assumptions or misinformation.

Dealing with the MediaDealing with the Media Don't:

• Speculate• Go off the record• Get mad or become defensive• Say "no comment"• Minimize the situation• Respond to hypothetical questions• Use technical jargon• Assign blame or state cause until all of the facts are known• Repeat questions or inflammatory words• Mislead or exaggerate

Your Brand & TwitterYour Brand & Twitter

Use something Use something likelike

Social Media PlanSocial Media Plan• Who is talking for you?• Campus News & Information Department?• Do you have a social media team?• Tell the truth!• Don’t conceal information.• Be accurate.• Correct inaccuracies quickly.• Don’t allow your message to be co-opted by others!• Provide timely periodic updates.• Do you have a specific Twitter hashtag?• Update Facebook and Website often.• Create a list of local, regional and national media

contacts to disseminate information.

What is TweetDeck ?What is TweetDeck ?

http://tweetdeck.twitter.com

Possible Tweets when Possible Tweets when no new information is availableno new information is available

• There is no new information at this time. We’ll update you as soon as we know anything. #YOURUNIVERSITY

• #YOURUNIVERSITY has a website dedicated to updates during an emergency. www.youruniversity.edu

• #YOURUNIVERSITY assures you that it’s doing its best to keep the #YOURUNIVERSITY and #YOURCITY communities safe.

• It’s important to stay calm during this time. Please do not spread inaccurate or unconfirmed information on Twitter. #YOURUNIVERSITY

Possible Tweets when Possible Tweets when no new information is availableno new information is available

• If you’re not signed up for emergency alerts, you can do so at http://emergency.youruniversity.edu/alert #YOURUNIVERSITY

• Please refrain from using #YOURUNIVERSITY at this time unless it is pertinent to the current situation and could help emergency officials. Thanks!

Be Prepared !Be Prepared !• Get students, faculty and staff signed-up for ALERT.

• Create a Call-Down List of key people during ALERT.

• Test Quarterly.• Evaluate every test afterward.• How long did it take for ALERT messages to

send/receive?• Do a SWOT Analysis of the entire process after every

test of your system and address weaknesses.• Every 18 months perform a Tabletop Exercise for

everyone involved in your ALERTING system.• Create a Campus Disaster/Emergency Communications

Plan for the entire team to understand the process and their place in it.

Emergency MessagingEmergency Messaging• Quarterly Testing for all involved in

responding to campus emergencies– Confirmation emergency message has

been broadcast to network team– End of Test follow-up message– Call-down List during real emergencies

and during tests (all media)– 24/7 Commitment– Table Top Exercise is a great way get

everyone to understand the dynamic of emergencies that involve many campus and First Responders

• Audible tone and message announcement during an emergency event or test

Using Digital Signage Using Digital Signage • 24/7/365 ???• Fix “dark & busted” monitors

yesterday• Assume a personal liability attorney is

attached to EVERY monitor• Warranty on Monitors

– Consumer Grade 30-90 days– Commercial Grade 3-4 years– Mean Time To Failure– Duty Cycle

• Back-Up Monitor(s)

WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - WEB

West Virginia UniversityWest Virginia UniversityInformation Stations Team Information Stations Team

Spence Graham Steve Stavar Jen GillumSpence Graham Steve Stavar Jen Gillum

Thank You !Thank You !