Public Information Commission Spring Meeting 2014
Everett Community College, Everett
Meeting Notes | May 15-16, 2014
1. Introductions and Roundtable
2. Crisis Communications: BTC Strike
Marni Saling Mayer, Bellingham Technical College
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Planning Approach: Used part of incident command system. Started preparing
when heard the strike was coming. Hired a consultant to help.
Consultant’s first recommendation: Roles of command, teams, objectives,
strategies, tactics.
Important to determine who would do what.
Messaging: Plan ahead! It’s not possible to do the extra work in the middle of the
event. Used every template that she made. Stopped all projects to work on that.
Press releases, website popups, scripts for front-line staff to message in a
positive way. Had scripts for every person, including president.
Website became central point of info. Did press releases after every meeting.
Critical to have central place of info, even for union members, and the media.
Kept an even tone, non-incendiary.
Would steer media interview to what college wanted to communicate. Will have
misinformation at every step.
Unions upset about secret shopper – felt like being spied on.
Would have daily morning meetings, cross training for positions, teams of people
to greet students at strike lines (need more than you’d plan on). Upsets student
to see strike line, accusations.
Kept library open – place to study, use computer.
Separate section for students for info. Answering 150 emails every 2 hours from
students. Have more than 1 person who can write press releases or messaging.
Was there all the time.
Interviews happen with the media quickly: Had a command book with talking
points, answers to questions, updating all the time. Find someone good in front of
a camera (two people).
Be prepared to show up really early on campus: KING 5 at 5 a.m. Worked from 4
a.m. to 1 a.m. every day for several weeks.
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Things you might not think about: When this happens, all bets are off – called
back people from vacation. Worked 15 hours/day, including weekends, for three
weeks. Think about food. Had some food ordered in.
Be mindful of relationships and internal tone; everyone’s stressed.
Union will try to get to Board wherever they can; prepare Board.
Consultant was neutral – deals with crisis communication and union issues. She
had a fair point of view about healing and getting through it.
Tread carefully for a long time. Healing takes a long time. Anything you say could
be misconstrued. Her own employees believed misinformation.
Did not do social media: Did info only on website so all messages are in one
place. No one used social media to air grievances. Have a policy about that.
Would do key info on web pop-up messages.
Media policy sent to everyone: Comments have to go through Press Office.
Need a writer and proofer you can trust.
3. Crisis Communication: Green River
Vickie Sheehan, Green River Community College
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IT employee investigated for child porn. Union employee, put on administrative
leave. Union said could have fired him after he pled guilty.
KOMO showed up on campus, then other media followed.
Lessons learned: Arm yourself with knowledge, stick to key messages, don’t fall
prey to “kindness,” don’t fill the silence, hold media accountable, keep senior
leadership in the loop.
Bridged messages: ex – Dori Monson show.
4. Crisis Communication: South Puget Sound Community College
Kellie Purce Braseth, South Puget Sound Community College
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Viper: Chrysler said had to crush it. Learned about it on front page of Olympian.
Inundated with media requests; news spread worldwide. Students started an
online petition to save the car; info reached Jay Leno, who loves cars. Inaccurate
story about Jay wanting a Viper.
Talked with media around the country. Viper is still alive – for now.
Wanted to ensure the college sent a clear message that it honors its agreements,
especially for future donors.
The escaped email: Sent day Viper story started. People of color happy hour.
White people not welcome.
Supervisor of emailer immediately apologized, canceled happy hour, and
apologized again the next day. Supervisor didn’t see the email in advance.
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Trying to get background while KING 5 truck rolls in. Reporter hands email to
students and ask for comments. Students say this has not been our experience.
Reporter interviews sender of the email. Says that space not for white people.
Lots of angry, ugly comments (white supremacy, etc.), but community generally
didn’t respond.
Taught people who answer the phone – get three tries. Answered the question
three times, then OK to hang up.
Did KIRO interview and answered a lot of media questions via email. Said
original emailer was not available. Covered all the angles possible.
Turned off Facebook comments for about a week due to the trolling.
Simple messages work best. Learned a lesson about banking goodwill – had
done that with community. Need to impress on campus that all media calls go
through College Relations.
State Board got calls.
5. ctcLink Update: Janelle Runyon, SBCTC
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Current project activities: systems integration testing, data conversion & firstlink
data validation, functional/technical design documents, business process change
analysis, supporting systems analysis (homegrown systems), FirstLink readiness
planning (go live on Aug. 25th?), SME meetings.
User Testing: expected June and July
25Live will be our new calendar – integrated into PeopleSoft solution. Will also be
room scheduler.
If you don’t have a student portal, don’t build one. Students likely to access
gateway frequently.
Training available – User Productivity Set
6. ctcLink: Shawn Jennison, Tacoma Community College
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Don’t know how CRM function will differ from Azorus in ctcLink; will keep Azorus
Azorus has an iPad app to collect data from prospective students.
Used video, sent out updates on a regular basis, used humor (effective dating)
Survey about how to deliver information about ctcLink – check with IR to see
survey results.
7. Sabra Schneider, Interim Chief Technology Officer, City of
Seattle
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Consider plan for records retention.
Photo releases – what happens at public events?
Ex: Marijuana – inform Seattle residents about marijuana law enforcement
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Use humor (thoughtfully); talk about worst case scenario – what do you do if it
goes bad.
Seattle doing a report – technology indicators on May 22. Look at info to see
more regional info. How least technology enabled want to be talked to: email.
8. Campus Updates
9. CRM at Work: Chato Hazelbaker, Clark College
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Use GoogleAd Words to get to website, to SalesForce, to ctcLink.
Get them to CRM.
Another campus – eliminated print materials; but spending $ on right tool
Should track application numbers. Need to know pre-enrollment funnel. Prospect
to applicant.
Choice: Salesforce
Using Salesforce for Legislative Issues; limited use for Foundation; CCEC using
for employer partners.
Student fills out email form; some programs want to be involved at this point.
Response from admissions (automated) – looks customized based on student
answers.
Expect integration with ctcLink seamless
Setting up GoogleAdword campaigns based on programs.
Did a pilot with welding - Can do proof of concept with a small program
10. Learning from Oso
Tawny Dotson, Clover Park; Laura McDowell, SBCTC; Katie Rose,
SBCTC
Tawny: Worked well- Press conferences worked well. Established a schedule for
press releases. Knew times to provide info. Could have done better: Content.
Provide info to media or they will go get it. Also, understand chaos. Keep calm –
your first job is to manage chaos. Would have tours 5-7 times per day.
Katie: Worked with family support unit of the JIC. Trying to reach families was
challenging. Helped with siting for press conference about search dogs. Went
well: Training (FEMA tabletop exercises – understood chain of command). JIC
setup good, lots of talent. Need basics – paper, printers, food. Prep info in
advance. Important to let go of egos, current org chart. Need a volunteer plan for
college emergencies. Be very sensitive about photos. Need to inform rescuers
NOT to share photos – social media, etc. Think about donation management and
thank yous. Be prepared for dignitaries. Expect impromptu memorials.
Laura: Arrived a month after slide. Media coverage starting to change – lots of
questions about why. FEMA answering most media calls. Worked well: everyone
involved sensitive to victims and responders. Also handled questions about
opening Highway 530 well. JICs would talk every day at 9 a.m. What could be
improved: Basics (printing), phones (voice mail, numbers, passwords). Also,
three-day rotation of PIOs. Egos were an issue.
11. PIC Business Meeting
Officers elected, treasurers report, 2014-15 meetings scheduled.e
12. PIC Executive Committee Meeting