Without knowing how to effectively communicate using automated systems means that poorly defined and structured messages are simply propagated more quickly than using manual cascades.

This paper aims to provide readers with an insight into how to use automated notification systems effectively.

Selection of communications media

The type of communication media used, for example voice or e-mail, must be dependant on the type of message being delivered. It is a mistake to pick the communications media first and then format the actual message. Decide the message first then choose the media.

Voice

Delivering messages by pre-recorded or synthesised voice is simply not suited for long or verbose messages telling contacts what to do, where to go and what has happened. If a responder is, for example, driving or it’s 3 o’clock on a Sunday morning then a long detailed message will be ineffective.

Voice is, however, supremely suited for short punchy messages and is the most effective means of eliciting confirmation of response or Estimated Time of Arrival, this is not the same as confirmation of message delivery as supplied by e-mail, fax and text.

Voice messages would normally be used to say:

‘Something has happened, follow your procedures for what to do next’

Notification systems should not be used as a replacement for responder training and rehearsals; message recipients should know what to do next.

Text (SMS)

Short Messaging Service (SMS) can deliver up to 160 characters which is sufficient for most messages. Text would often be used in conjunction with voice to add detail to a short voice message. Text messages are economical but there are no delivery guarantees, if a network is busy the message may be delivered hours or days late.

Text messages are persistent; they can stay in the network for many days until the subscriber’s handset logs onto a cell. Whilst useful, this can also cause problems. The message may be sent on Wednesday but might not actually be delivered until Friday. If the message was time sensitive this time delay could have serious consequences and create confusion.

Obtaining delivery receipt is relatively simple but having a return path to elicit useful information such as ETA is more complex, although achievable and depends on the responder ‘doing something after the message was received’, not always reliable given the situations in which crisis messages are sent.

Pager

The message length is dependant on the type of pager and network but is typically up to 240 characters. Whilst performance is very good, messages are not persistent. If for example a responder works in a major city with an underground rail network they may spend significant amounts of time unavailable. This is not known to the sender.

E-mail

Again, e-mail is suitable for long and detailed messages and can be sent to large groups relatively quickly. E-mail is a robust means of communications as it is usually delivered over the Internet, an extremely reliable network. There are no delivery guarantees and obtaining return information, whilst appearing simple, is less so when dealing with large numbers.

Fax

Fax messages use simple technology and when delivered are portable. Because it is real time, delivery receipt is very easy to obtain but eliciting confirmation of action is difficult.

Web

Using automated notification systems to deliver content to web pages is often an overlooked method of crisis communications. As mentioned above, the Internet is a robust network and messages on low graphics web sites can be viewed by many thousands of people. Of course they have to know the message is there, this is where other media can be used to alert a responder that a particular web page now contains updated information.

Basically, use voice for short punchy messages followed up with textual media for detailed information.

Message format and structure

My company, 247i, has a great deal of experience in creating effective crisis communication plans drawing on best practice from a wide range of public and private sector organisations. This has been distilled into the ‘247i Crisis Notification Methodology’.

We believe the following is the optimum method of both informing AND controlling the response of responders:

The first step is to put people on STANDBY. This is delivered by both voice and textual means and is designed to give responders warning that they may be required, or something has happened. It is likely that the crisis management team does not yet know the full extent of the incident but it is prudent to make sure that potential responders are aware.

‘Something has happened; gather your thoughts, stay by the telephone and put the drink down!’

When the incident management team has assessed the situation they may move to the next stage, DECLARED or go straight to STAND DOWN.

DECLARED is primarily sent by voice and would normally include a request to positively verify that a responder can respond with an ETA of arrival on site.

This information allows the management team to make informed management decisions based on real time information and a picture of what resources are available to respond.

‘Something has happened and we now need you to respond’

All responders should have sufficient training to know what to do next without being explicitly told. Controlling responses is also a key element of this stage as the message may contain additional information about what not to do, for example ‘Do not call reception’.

Detailed messages using textual media may provide these responders with additional information that will assist their response.

After the crisis has subsided and been dealt with a STAND DOWN message, using all available media, should be sent. It may be argued that if people have responded to a site, sending a STAND DOWN would be easier to do face to face. However, if all responders have yet to arrive on site or if they simply had to do nothing as an action on DECLARED then sending a STAND DOWN to all responders ensures that there are no gaps in message delivery.

‘Crisis over, please return to normal’

Summary

Crisis notification systems are extremely powerful but as with most systems power is nothing without control.

Effectiveness depends on more than just being able to do something - in a crisis, doing something well is absolutely paramount.

Document Author: Harvey Fawcett

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