My Experience at the Crisis Communications Boot Camp 2024 in Ottawa

October 10, 2024

by Lisa Zhao, Enterprise Account Executive, Canadian Public Sector @ Meltwater

In today’s world, where narratives shape decisions and reputations can be made or broken in an instant, crisis communications has never been more important. I recently attended the Crisis Communications Boot Camp in Ottawa, from 19-20 September, where Meltwater was proud to be the gold sponsor. The event brought together communications leaders from some of the most influential organisations, including Edelman, Syngenta, Ottawa Police Service, Pfizer, and TELUS Health. It was a deep dive into the top reputational threats we face today, and how to handle them in an age of scepticism and polarisation.

The Changing Information Landscape

One of the key takeaways from the Boot Camp was the way the information environment has evolved. Nowadays, everything from the brand of toothpaste we buy to the public policies we support is influenced by a constant stream of information from news and social media. In fact, according to Morning Consult, “Almost 2 in 5 U.S. adults say they turn to social media for news multiple times a day, and for Gen Z, it’s also the news source they trust the most.”

The speed at which information spreads, the broad access people now have to it, and the near elimination of barriers to creating content have drastically changed how organisations and governments manage crises. It is no longer just about reacting; it’s about proactively detecting potential narratives and acting before they spiral out of control.

Key Questions to Ask in Crisis Communications

As a communications professional, there are several important questions you need to ask when faced with a potential crisis. These questions were explored in detail during the Boot Camp:

  1. How do you detect the right information?
    Organisations must have early warning systems in place to detect risks. It's about distinguishing between what is simply noise and what could genuinely impact your mission.
  2. Is this a problem?
    Once you’ve identified a potential issue, it’s critical to assess whether it is a direct problem for your organisation or if it might affect your stakeholders.
  3. What action should be taken?
    This step requires a clear crisis response strategy. Who needs to be informed? How will resources be allocated? Sometimes, the hardest decision is determining if action is even necessary.

How Meltwater Supports Crisis Communications

At Meltwater, we’re committed to helping our customers reduce their time to awareness. In crisis situations, time is critical. Our platform helps organisations surface the right information, measure the direction of trending narratives, and provide insights that inform whether action should be taken.

Our solutions range from media monitoring and media relations to more advanced offerings like narrative intelligence and risk detection. With AI at the core of our platform, Meltwater is able to ingest over 1.5 billion global documents every day, spanning online news, print, broadcast, and social media. This vast dataset, combined with our proprietary machine learning algorithms, helps communications teams make informed decisions faster.

For example, during a crisis, you can quickly search for relevant mentions of your brand, set up alerts to keep you informed of key developments, and download reports to share with stakeholders. This is crucial when managing a fast-moving situation, where every second counts.

The Siloed Nature of Communications Teams in Canada

Interestingly, one observation we’ve made in the Canadian market is the siloed nature of many communications teams. Despite the advancements in technology and tools available, many teams still operate with separate strategies for news and social media monitoring. This disjointed approach can lead to missed opportunities and fragmented messaging.

In the world of crisis communications, news and social media must be assessed together. If you’re only focusing on one area, you’re likely missing crucial information. Being able to correlate your organisation’s outputs—whether it’s a press release or a public statement—to the impact on earned and organic media is essential. This allows you to identify opportunities to push your message when the narrative is going in your favour or course-correct if it’s heading the wrong way.

The Role of AI in Modern Crisis Communications

One of the most exciting innovations discussed at the Boot Camp is the role AI plays in shaping the future of crisis communications. Meltwater’s AI is already excellent at explaining what’s happening in real-time, understanding what’s likely to happen next, and advising on the best course of action. Our partnership with Microsoft is pushing these capabilities even further.

Earlier this year, we announced a new product in development—Copilot, which integrates with Microsoft Teams. This tool will allow communications professionals to ask conversational queries, such as, “Please provide me with a media summary report on the current protest on campus,” directly through Teams. It’s this kind of real-time, intuitive technology that will enable faster responses to crises and greater impact for organisations.

Conclusion: Navigating a New Era of Crisis Communications

The Crisis Communications Boot Camp was a powerful reminder of the challenges that come with managing reputations in today’s world. With information moving faster than ever, communications professionals must rely on advanced tools, data, and AI to stay ahead of the curve. At Meltwater, we are excited to be at the forefront of this transformation, providing the solutions and insights organisations need to navigate crises effectively.

Want to Learn More?

Here’s a full guide on how Meltwater can help with your Crisis Communications. You can also get in touch with my team at Meltwater to explore how our solutions can support your communications strategy.

About Lisa
Lisa leads Meltwater’s Public Sector Team in Canada, supporting customers across all levels of government for Federal, Provincial, Crown, and City agencies. In her 6 years at Meltwater, Lisa has deployed a variety of Public Affairs and Communications programs supporting media monitoring, issues management, crisis communications, social media management, and analysis projects. Lisa’s focus is on modernizing the Canadian Government’s Public Affairs and Communications programs with the best practices she’s developed through her extensive experience.