incident notification message anatomy 101
Post on 20-Aug-2015
1.085 Views
Preview:
TRANSCRIPT
Incident Notification Message Anatomy 101
Robert Chandler, Ph.D.
Director of the Nicholson School, University of Central Florida
Marc Ladin
Chief Marketing Officer, Everbridge
• Everbridge empowers better decisions with interactive communications throughout the incident lifecycle to protect your most important assets
• Recognized in the 2012 Gartner Magic Quadrant on Emergency / Mass Notification as a Leader in the industry
About EverbridgeAbout Everbridge
• Everbridge helps more than 30 million people communicate in a crisis and connect on a daily basis.
• The company’s notification platform is backed by an elastic infrastructure model that delivers near infinite scale, advanced mobile connectivity, and real-time reporting and analytics.
• More than 1,000 organizations in over 100 countries rely on Everbridge for their emergency needs
2
Agenda
Part 1: Presentation
• How to address today's notification challenges
• Fundamental rules you need to know to create effective
messages
AgendaAgenda
• Best practices for incident messaging
Part 2: Q&A
3
Are you on Twitter? Follow us at @everbridge and
tweet insights with your friends during the webinar
using the hashtag #everbridge
Q&ANote: Presentation slides are available on our blogat Blog.everbridge.com
Use the Q&A function to submit your questions.
4
Bracing for the 2010
Hurricane SeasonIncident Notification Message
Anatomy 101
Dr. Robert ChandlerUniversity of Central Florida
Communication since the dawn of timeCommunication since the dawn of time
Early humans probably adapted warning calls and cries to alert one another of potential dangers (e.g., predators or natural disasters) once they banded together in social groups, much like other species of mammals still do to
“
“much like other species of mammals still do to this day
Dr. Robert C. Chandler
Emergency Notification
(2010) p.20
Challenges for effective notificationChallenges for effective notification
• Information
• Financial impact
• Safety
• Organizational responsibility
Expectations of the communicationExpectations of the communication
audienceaudience
• Organizational responsibility
• Causation
• Consequences and effects
• Projections for recovery
• Return to normal operations
Four challenges unique to emergency Four challenges unique to emergency
communicationcommunication
1. Impact of technology breakdown
2. Extraordinarily high levels of stress
3. Events occur rapidly
4. Aggressive demands for information and analysis from 4. Aggressive demands for information and analysis from
the media and the public
Participation Barriers
The main categories of incident The main categories of incident
communication issuescommunication issues
C-3 Inefficiencies
•Command
•Control
•Coordination
Information Quality and
Communication
Collaboration Issues
The crux of the notification challengeThe crux of the notification challenge
Contacting the right people at the right time with the right message is the basic challenge for effective emergency notification.
Dr. Robert C. Chandler
“
“Dr. Robert C. Chandler
Emergency Notification
(2010) p.153
• Recognizing management and communication challenges
• Analyzing your audience
• Looking at ways to improve your crisis communication plan
What helps counter these challenges?What helps counter these challenges?
Communication Processing ImpairmentCommunication Processing Impairment
Info processed at -4 grade
(average) levels from low stress
(about 6th grade in general population)
Info processed at average grade
level (about 10th
Grade in general population)
Recipients process average of 7 messages
per communication
episode
Recipients process average of 3 messages
per communication
episode
Low Stress High Stress
population)episode episode
Robert C. Chandler, Ph.D. © 2010
Cognitive AbilitiesNormal<--------------------����Diminished
Increased ConfusedInability to focusEasily distracted
Increased Misinterpretation Increased Misunderstandings
Unable to complete complex critical thinking
Routine misinterpretationRoutine misunderstandingsAssumptionsSequential Errors
The The good and the bad of good and the bad of incident notificationincident notification
• Be first, be right, be credible
• Acknowledge with empathy
• Explain and inform about risk
• Describe what you know, don’t know, and what you’re
Effective communication strategiesEffective communication strategies
• Describe what you know, don’t know, and what you’re
doing about it
• Commit to continued
communication
• Keep communication
channels open
How information is processedHow information is processed
• Cognitive processing capabilities and
stress, distress, and duress
• Perceived risk changes
• Information loading (cognitive limits)
• Attitude-behavioral consistency theory
• Uncertainty reduction theory
• Situation awareness
• Selective attention
• Reaction time changes
How information is processedHow information is processed
Determine what and how you should communicate by
assessing how people understand, interpret, and act on
messages during critical events.
Reaction timeReaction time
Factors that affect reaction time include:
• Recognition
• Choice
• Number of stimuli• Number of stimuli
• Fatigue
• Reasoning
• Remembering
• Imagining
• Learning
Four basic functions an incident Four basic functions an incident
notification message must meetnotification message must meet
1. Information
2. Meta-message
3. Behavioral request and instructions
4. Feedback request4. Feedback request
Four components of effective emergency Four components of effective emergency notification messagesnotification messages
Information Urgency
Instructions Confirmation
Message
Anatomy of an emergencyAnatomy of an emergency
notification message notification message
DA 4 DA 4 -- 3 & 30 3 & 30 -- 60 & 660 & 6
� Danger - Action Structure
� 4 Key Components� 4 Key Components
� 3 sentences & 30 words
� 60 readability score & 6th
grade reading level
(Chandler Method)
More effective emergency notification More effective emergency notification
messages messages
• Front-load key information into the first 30 words/30
seconds
• Be sensitive to the needs of different demographic
groups including languages, co-cultural groups, needs
agenda, etc.agenda, etc.
•Research indicates that the typical person’s reading
comprehensive levels drop about 4 grade levels during
emergencies and crisis situations
Chandler 60 & 6 RuleChandler 60 & 6 Rule
•For the general population – the closer you can write to
the 6th grade reading level the more comprehension and
understanding can be forecast during emergency
situations
•The reading ease scores provide a baseline from which
we can judge the relative ease that an individual will be
able to easily read our messages (during an emergency)
•The higher the score the easier the message is to read
Chandler 60 & 6 RuleChandler 60 & 6 Rule
•The higher the score the easier the message is to read
(for the general population, the optimal zone would be
a score of at least 60 – to the highest, which is 120)
•One dimension of effective emergency communication
is to write (and revise) in ways that provide the right
mix of readability ease and reading grade level
Crisis Lifecycle Analysis: What do we communicate, when, and how do we say it?
Six Stages of a Communication Crisis
Example warning: KatrinaExample warning: Katrina
...DEVASTATING DAMAGE
EXPECTED...
WATER SHORTAGES WILL MAKE HUMAN
SUFFERING
INCREDIBLE BY MODERN STANDARDS.
MOST OF THE AREA
WILL BE UNINHABITABLE FOR
WEEKS...PERHAPS LONGER.
ONCE TROPICAL STORM AND HURRICANE
FORCE WINDS ONSET...DO NOT VENTURE
OUTSIDE!
EXPECTED...
Excerpts from Hurricane Katrina warning from National Weather Service, New Orleans, LA
NASA's Hurricane Web PageSO. INDIAN OCEAN - We're watching System 97S today. This TRMM satellite image
from yesterday (4/4) shows some heavy rainfall (red) southwest of the center. Today, the
center has moved east over Madagascar. Max. sustained winds near 20 knots, 1007
millibars. Center near 171 South, 43.5 East. Currently 97S has a low chance of
development, because of its interaction with land (its over Madagascar)- which you can
see in this METSAT image from today:
Example Example communication: communication:
NASA NASA FacebookFacebook PagePage
see in this METSAT image from today:
NASA's Hurricane Web PageNovember 11, 2011
ATLANTIC*Update*- Tropical Storm Sean at 8 am AST was about 80 miles NNW of
Bermuda with max. winds near 60 mph **Sean has sped up and is moving to the NE at
22 mph. Pressure: 989 mb. This GOES-13 image from 9am EST shows the swirl of
clouds that is Sean.
27
Incident Notification
Marc LadinMarc LadinChief Marketing Officer, Everbridge
28
Incident Notification Solutions Address Incident Notification Solutions Address Common Communication ChallengesCommon Communication Challenges
• Reduce miscommunications and control rumors with
accurate, consistent messages
• Satisfy regulatory requirements with extensive and
complete reporting of
• Communicate quickly, easily, and efficiently with large
numbers of people in minutes,
not hours, making sure that the
lines of communication are open
• Receive feedback from your complete reporting of
communication attempts and
two-way acknowledgements from
recipients
• Deliver refined, prepared , timed messages to each pre-
designated audience group, by
scenario
• Receive feedback from your messages by using polling
capabilities
• Ensure two-way communications to get
feedback from message
receivers
29
Everbridge AdvantagesEverbridge Advantages
Existing Notification Vendor’s Infrastructure:
• Static algorithms based on capacity limitations, not actual call volumes during a disaster
- Failure-prone from unexpected
volumes of message outputvolumes of message output
- No ability to burst to meet wide-scale
system usage
The Everbridge Advantage:
• Near-infinite scale achieved
- Multiple redundant VoiP & PSTN
providers
- Elastic capacity accommodates
highest volume of outbound calls in
the industry
Everbridge’s Elastic Infrastructure ModelEverbridge’s Elastic Infrastructure Model
• What is it?
• Elastic infrastructure integrates with multiple, redundant on-demand communications providers
• Provides near infinite scale, capacity, performance and capacity, performance and processing resources
• Dynamically looking into performance and proactively enhance the performance of notifications delivered
• Provable, measurable performance through Everbridge’s mass recipient emulator
Advanced Connectivity for a Mobile WorldAdvanced Connectivity for a Mobile World
• Communicate from anywhere,
under any circumstances or
conditions
• Low-bandwidth optimized to
ensure delivery in adverse
• Support for popular mobile
platforms (Apple iOS, Android, &
BlackBerry)
32
ensure delivery in adverse
conditions
Q&AQ&ANote: Presentation slides are available on our blog at blog.everbridge.com
Use the Q&A function to submit your questions.
33
Contact InformationContact Information
Thank you for joining us today!
Dr. Robert Chandler
Robert.chandler@ucf.edu
Marc Ladin
Marc.ladin@everbridge.com
Everbridge Resources
On-Demand Webinars:
www.everbridge.com/webinars
White papers, case studies and more
www.everbridge.com/resources
Follow us:
www.everbridge.com/blog
@everbridge
facebook.com/everbridgeinc
ReminderEverbridge Insights webinars qualify for Continuing Education Activity Points (CEAPs) for DRII certifications. Visit www.drii.orgto register your credit.
Item Number (Schedule II): 26.3Activity Group: A1 Point for each webinar
top related