When emergencies strike, your constituents turn to government websites, apps, and digital services for fast, clear, and reliable information. Can your current digital experience support a robust crisis response?
During our latest CX Community of Practice, we welcomed Jamie Biglow, Project Manager, Safety Security Division, CNA Corporation, to discuss practical ways to strengthen your crisis response — from streamlining communication to improving accessibility and building trust when it matters most.
Below are key takeaways from that session, as well as the recording, so you can review the tactics covered and apply them at your own agency.
- What are a few of the top challenges that an agency can face while using social media for crisis communications? “I want to start off with validating information and detecting and combating the spread of false and misleading information,” Biglow said. “False and misleading information is just a really big problem for which there is no easy solution. (It) consumes a whole lot of time, attention, and emotional bandwidth, (and it) really closely relates to conversations about trust, whether your agency is considered a trusted source.
Another pressing challenge? Keeping information up to date and preventing information from recirculating and becoming outdated, she said. “On one hand, during an incident, there’s this very fast-paced demand for information, and it can be challenging to keep up with. You have to meet the urgency of the situation, but you also have to make sure that the information being shared is accurate, because issuing corrections later can hurt your credibility. It’s particularly challenging when you’ve got a fast-paced, complex incident where information changes rapidly, which means outdated information can circulate and actually contribute to the false and misleading information.”
- What are some best practices that people can follow in a crisis that will help? Biglow suggested coordinating your messaging with neighboring jurisdictions, community organizations, local agencies, and the state to ensure consistency across all of government. She mentioned this can be done by forming working groups between public information officers (PIOs) and the PIOs of your partner agencies. She also recommended following your partner accounts on social media so that you can set up notifications for the very important partners. “Don’t wait for them to reach out to you directly and let you know what’s going on,” she said.
- What are two pieces of information you would like to leave with govies? Number one, the information environment is only going to get harder to manage, not easier, Biglow said, mentioning the increase of AI usage. “The impact of this is going to lead to confusion and panic among the public during emergencies, erosion of public trust, wasted time and resources, and threats to safety. So, every agency really needs to be thinking about how to deal with this,” she said.
The next tip? “Preparation before the incident is so important,” she said. “It’s your only real advantage. (Create) pre-approved messaging, coordination, and a shared game plan, so that you’re not scrambling when the incident is unfolding.”
Want more practical CX tips? Join us next month as we talk about “How Your CX Can Better Support Underserved Communities” on Monday, April 13 at 4 p.m. ET/1 p.m. PT.