Rural Water - Quarter 2, 2018 - 15

Today, we need to have-immediately
at hand-the means to reach our internal
and external stakeholders using multiple
modalities. Many of us have several phone
numbers, more than one email address,
and can receive SMS (text) messages or
faxes. Instant messenger programs, either
public or proprietary, are also very popular
for business and personal use. We can
even send audio and video messages via
email. And then, of course, there is social
media. This may be the best/fastest way to
reach some of our stakeholders, but setting
up social media accounts for this purpose
and developing a number of followers/
friends/contacts on the various social
media platforms (e.g., Facebook, LinkedIn,
Google+) is not something you can do after
a crisis breaks, because nowhere does
news of a crisis spread faster and more out
of your control than on social media.
It is absolutely essential, pre-crisis,
to establish notification systems that
will allow you to rapidly reach your
stakeholders using multiple modalities.
The Virginia Tech campus shooting
catastrophe, where email was
the sole means of alerting
students initially, proves
that using any single
modality can make a crisis
worse. Some of us may
be on email constantly,
others not so. Some of
us receive our cellphone
calls or messages quickly, some not. If
you use more than one modality to reach
your stakeholders, the chances are much
greater that the message will go through.
Fortunately, today there is
technology-offered by multiple vendors
for rent or purchase-that can be set
up to automatically start contacting all
stakeholders in your pre-established
database and keep trying to reach them
until they confirm (e.g., by pressing a
certain number on a phone keypad)
that the message has been received.
Technology you can trigger with a single
call or email.
Monitoring Systems
Intelligence gathering is an essential
component of both crisis prevention and
crisis response.
Knowing what's being said about you
on social media, in traditional media, by

your employees, customers, and other
stakeholders often allows you to catch a
negative trend that, if unchecked, turns
into a crisis.
Likewise, monitoring feedback from all
stakeholders during a crisis situation allows
you to accurately adapt your strategy
and tactics.
Both require monitoring systems be
established in advance. For traditional and
social media, Google Alerts are the no-cost
favorite, but there are also free social
media tracking apps such as Hootsuite.
There are a variety of paid monitoring

services that provide not only monitoring,
but also the ability to report results in a
number of formats.

6. Identify and know your
stakeholders
Who are the internal and external
stakeholders that matter to your
organization? I consider employees to be
your most important audience, because
every employee is a PR representative
and crisis manager for your organization
whether you want them to be or not! But,
ultimately, all stakeholders will be talking

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RURAL WATER
15
03/04/17 7:03 PM


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Table of Contents for the Digital Edition of Rural Water - Quarter 2, 2018

From the President
The 10 Steps of Crisis Communication
Florida Rural Water Association’s Rapid Response to Deadly Hurricane Irma
Texas Rural Water Association Provides Emergency Assistance to Systems Impacted by Hurricane Harvey
UTWARN: Rural Water Association of Utah’s Emergency Response System
NRWA Congratulates Senator Thad Cochran on His Retirement
Regulatory Update
A Day in the Life of a Circuit Rider
Can You Hear the Crickets?
Up the Creek: A Unique Elixir
Residential Metering: Choosing the Meter That Best Meets the Changing Needs of Your Rural Water System
Index to Advertisers/Advertisers.com
From the CEO
Rural Water - Quarter 2, 2018 - Intro
Rural Water - Quarter 2, 2018 - bellyband1
Rural Water - Quarter 2, 2018 - bellyband2
Rural Water - Quarter 2, 2018 - cover1
Rural Water - Quarter 2, 2018 - cover2
Rural Water - Quarter 2, 2018 - 3
Rural Water - Quarter 2, 2018 - 4
Rural Water - Quarter 2, 2018 - 5
Rural Water - Quarter 2, 2018 - 6
Rural Water - Quarter 2, 2018 - 7
Rural Water - Quarter 2, 2018 - 8
Rural Water - Quarter 2, 2018 - 9
Rural Water - Quarter 2, 2018 - 10
Rural Water - Quarter 2, 2018 - From the President
Rural Water - Quarter 2, 2018 - The 10 Steps of Crisis Communication
Rural Water - Quarter 2, 2018 - 13
Rural Water - Quarter 2, 2018 - 14
Rural Water - Quarter 2, 2018 - 15
Rural Water - Quarter 2, 2018 - 16
Rural Water - Quarter 2, 2018 - 17
Rural Water - Quarter 2, 2018 - Florida Rural Water Association’s Rapid Response to Deadly Hurricane Irma
Rural Water - Quarter 2, 2018 - 19
Rural Water - Quarter 2, 2018 - 20
Rural Water - Quarter 2, 2018 - 21
Rural Water - Quarter 2, 2018 - 22
Rural Water - Quarter 2, 2018 - 23
Rural Water - Quarter 2, 2018 - Texas Rural Water Association Provides Emergency Assistance to Systems Impacted by Hurricane Harvey
Rural Water - Quarter 2, 2018 - 25
Rural Water - Quarter 2, 2018 - 26
Rural Water - Quarter 2, 2018 - 27
Rural Water - Quarter 2, 2018 - 28
Rural Water - Quarter 2, 2018 - UTWARN: Rural Water Association of Utah’s Emergency Response System
Rural Water - Quarter 2, 2018 - 30
Rural Water - Quarter 2, 2018 - 31
Rural Water - Quarter 2, 2018 - 32
Rural Water - Quarter 2, 2018 - NRWA Congratulates Senator Thad Cochran on His Retirement
Rural Water - Quarter 2, 2018 - Regulatory Update
Rural Water - Quarter 2, 2018 - 35
Rural Water - Quarter 2, 2018 - 36
Rural Water - Quarter 2, 2018 - A Day in the Life of a Circuit Rider
Rural Water - Quarter 2, 2018 - 38
Rural Water - Quarter 2, 2018 - Can You Hear the Crickets?
Rural Water - Quarter 2, 2018 - 40
Rural Water - Quarter 2, 2018 - Up the Creek: A Unique Elixir
Rural Water - Quarter 2, 2018 - Residential Metering: Choosing the Meter That Best Meets the Changing Needs of Your Rural Water System
Rural Water - Quarter 2, 2018 - 43
Rural Water - Quarter 2, 2018 - Index to Advertisers/Advertisers.com
Rural Water - Quarter 2, 2018 - 45
Rural Water - Quarter 2, 2018 - From the CEO
Rural Water - Quarter 2, 2018 - cover3
Rural Water - Quarter 2, 2018 - cover4
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