Sunday 30 March 2014

Dangers of poor crisis communication: a plane in the water?

There has been talking a lot in business continuity forums about crisis communication and about how social networks could help to broadcast information to our stakeholders in an easy way, but needless to say that it is always necessary to have some restraint in sending these communications and that the people who should be responsible for these activities should be sufficiently trained to give the right information to meet strictly our needs.



The case that has made up to develop this post in the blog is the fake alarm that took place last Thursday 27th of march, when the canary emergency service 112 (@112canarias), send the following tweet:

«Control Canarias confirma caída al mar de avión a 2 millas costa #GranCanaria a la altura de Jinamar. Se desconoce el número de pasajeros»
Canarias control comfirms that a plane has fallen into the sea, 2 miles from the #GranCanaria cost, in Jinamar. It's not identified the number of passengers.

Until this moment all activities were in within normal, with the activation information exchange protocol between the airport authorities and the emergency service. But with this communication, validating the visual evidence that were being received from different points, the event went to another dimension. Media around the world assume that the news were true since canary emergency services is suppose to be a reliable source. In fact, the Canary 112 service has one the emergencies twitter profiles with more followers, more than 53,000,

The story was not greater because the 112 service itself gave the lie to the news 9 minutes after:
 Respecto posible accidente avión, SAR, Control Aéreo y helicóptero #GES confirman que se trata de remolcador tirando de una embarcación
About the possible plane accident, SAR, aerial control and helicopter #GES confirms that is a tugboat.


However, the tweet had been resent ad retweeted a lot of times, suffering a major impact and opening the debate of whether social networks are an appropriate communication channel for crisis notifications . In many cases, reaching the demonization of social networks.


Some links to the news


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