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ANALYSIS:

Gold standard communications: Fourteen lessons from the Manchester attack

Once again horrific terrorist attacks have taken place in the UK - and once again, the public sector's communications staff have stepped up to the mark to keep the public calm and informed. Dan Slee of comms2point0 analyses the public sector comms response to the Manchester attack.

There’s a school of thought that public sector comms people are a bunch of non-jobs who are a waste of money.

Their budget would be better spent on replacing windows or filling potholes, the argument goes.

Those who make that argument? They know the cost of everything and the value of nothing. Empty tins sound the loudest. Where were they when a terror attack struck Manchester? They were nowhere. Whereas the public sector in Manchester, just as the people did, responded.

As Google Trends shows, the spike of searches for Manchester and Ariana Grande (whose concert was attacked) is marked:

Where were the public sector communications people?

Late at night and for days after they were communicating with the stunned Greater Manchester public of 2.8 million, 65 million UK citizens, and billions around the globe.

Thoughts should absolutely be with those who were killed and affected by the explosion. Thoughts too with the police, ambulance, fire and local government people who responded first.

But as a communicator who has worked eight years in local government I’m absolutely sparing a thought to the comms people too.

There are some people in the industry who would have folded faced with this challenge. That’s understandable. A terror attack is a massive event.

The response from Greater Manchester Police, Greater Manchester Fire & Rescue, Transport for Manchester, the Combined Authority, both Mayors’ teams, all parts of the NHS, Manchester City Council and others was sterling. No channel seemed to go AWOL. No-one seemed to have left a scheduled tweet in place.

Professional. Informative and well judged. Not just in the aftermath but in the coming together and moments of reflection.

This is what gold standard communications looks like.

Clear, timely precise information under intense pressure for a sustained period.

Class; be like them.

When people talk about ‘non-jobs’ ask them how they’d communicate a terror attack and its aftermath. You’ll get a non-answer.

However, I was reminded of Stephen Waddington’s post about mental resilience in communications. It’s a timely post that asks people to look after their mental health. In the aftermath of huge stress, I’d hope that the organisations and individuals involved bear this in mind. They’re bright people. I’m sure they will.

Here are some standout lessons.

Co-operation

The public sector is not a single thing but a number of organisations that serve a community.

In the aftermath of the attack, organisations shared vital updates. Fire shared police updates, for example. The Mayor’s office shared a newspaper’s front page.

The strength of the public sector is the long reach and broad digital footprint. In an emergency, share it.

There’s no question that the public far wider than Manchester identified with the content and amplified it.

Communications to say ‘you can get updates over here.’

One lessons of communicating in an emergency is for the Public Sector to signpost people to where the up-to-date information is. This happened effectively in the Westminster attack and did so again in Manchester. Here, Greater Manchester Fire and Rescue acknowledged the incident and pointed people to Greater Manchester Police.

 

Communications to say ‘we’re on it’ Part I

The Ambulance Trust dealing with the attack communicated via Twitter to say they were aware and ask people not to call on other matters unless it was an emergency.

 

Communications to say ‘we’re on it’ Part II

Police acknowledged the incident as it was breaking. This is text book stuff. By doing this they flag up that they are aware and where to follow for updates. The days of waiting to sign off a press release at a time of emergency is long over.

 

Communication as a sharable image with need-to-know information

There’s every chance this image wasn’t made by the Public Sector itself. But the lesson this does show is that the key public information in the hours after the event WILL be shared as an image.

Communications as part of the investigation

Content taken at the time and in the aftermath helps police piece together what happened. This tweet encourages people to send their footage in.

 

A video response and information update

As the aftermath became recovery, the issue turned to transport and what would be running. Video was used here.

 

Communications as mental health support for an entire city

If more than 20,000 people were at the Manchester Arena many more would have faced an anxious wait to see if their children, family or friends were okay. Updates to say ‘it’s not okay’ were widely shared.

 

Communications to say ‘we’re bouncing back.’

A week after the attack, sporting events took place across the city. As this video from Mayor Andy Burnham shot and posted within minutes shows, it’s a city refusing to give in.

Communication as poetry

Tony Walsh was invited to read one his poems not just in the event after the attack but at the Great Manchester Run.

Communication as an image to convey breaking news

Greater Manchester Police staged a series of raids and arrests across Manchester in the days after the event. A simple update and sharable image kept people informed.

Communications as infographic

Greater Manchester used an infographic to explain the scope and depth of the investigation.

 

Communication to say ‘we’re human too.’

If it’s okay to be not okay, it’s also okay to show your staff as being human. A Facebook timeline image shows the Greater Manchester Chief Constable embracing a member of the public. It’s genuine, warm and isn’t staged.

Communications as a captured Instagram street picture

An image on the street spotted and photographed by Greater Manchester Police and shared to their Instagram feed.

A post shared by Greater Manchester Police (@gtrmanchesterpolice) on May 28, 2017 at 1:01pm PDT

Sharing other people’s content

Manchester City Council shared this fund raising link. It doesn’t have to be your own content. It doesn’t even have to be public sector.

Making a city proud

 

 

 

This blog was first published on the Dan Slee blog and is republished here with permission. 

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