Meet The Experts

The Five Steps to Creating a Mass Notification Strategy
By Cinta Putra

Time and again, quick recovery from disruption has been enhanced or destroyed by communication, a point proven unequivocally by the communication failures that plagued disaster management efforts during Hurricane Katrina and recovery operations in its aftermath. Oftentimes, the true impact of a disaster is not the disaster itself. A disaster often lasts mere minutes or days while the ripple effects may be felt for years. Successful crisis management is about handling the situation smoothly, minimizing the impact to the people and organizations a disaster affects, and returning to normalcy as quickly as possible.

2005 taught us that, in every event, the ability to communicate through each stage of a crisis affects our ability to save lives and property and continue operations. Mass notification offers organizations many benefits in that crisis management process:

Having a well-designed mass notification strategy frees key personnel from having to make multiple phone calls, thus providing more resources for crisis management instead of using them for message delivery.
A single point of entry for message initiation can ensure the accuracy and integrity of the message content.
Large numbers of people can be contacted simultaneously providing efficiency in delivery.
Mass notification can significantly decrease the possibility of human error by changing a complicated multi-step process into a simple one- or two-step process.

Though building a crisis communications strategy requires a significant time investment, your first, ongoing and most powerful tool will be your communications platform in the event of a crisis. The following five steps to creating a mass notification strategy will help organizations prepare for and safeguard against disasters large, small and unthinkable.

Step One – UNDERSTAND YOUR COMMUNICATION NEEDS

The process of developing a mass notification strategy begins with an assessment of your specific communication needs before, during, and following a disaster.

Answer the following questions:

What are your overall objectives for your mass notification strategy? Is your primary directive to protect lives? To maintain and continue daily operations? To save time and money? Is your program considered an insurance policy in preparing for what might happen?
What are the potential failure points in your current plan? Are there known gaps in your current crisis communication strategy, planning or systems that need to be addressed?

How effective is your current communications system? Assess its strengths and weaknesses. How has it succeeded or failed during past incidents? Evaluating the effectiveness of your present system should be an ongoing process so that your strategy can be adjusted according to your current needs.

Who (and how many) will you need to communicate to? How quickly? Consider the size and scope of your internal and external audiences, how you will reach them with important information, and how quickly they need that information.

What challenges in your organization will a mass notification system address? Has your organization encountered obstacles with notifying large numbers of people in a short timeframe? Keeping contact data up-to-date? Relaying consistent messages from the first person in the chain to the last?

Step TWO – Create an Action Plan

As with any serious program, an action plan is necessary to begin the planning process and ensure that your strategy and needs are clearly defined and accomplished within a specific timeframe. Your action plan should include an in-depth look at your prioritized needs and a timeline for implementation.

Your action plan should address the following:

Your specific objectives. For example, a hospital based in New York used a telephone call tree system to notify key personnel in emergencies prior to using a mass notification system. Their goal with the phone tree was to notify 90% of their critical staff members within 2 hours. With a mass notification system in place, the hospital was able to notify (and get confirmation from) 85% of critical staff within 20 minutes.
Key decision-makers in the planning process and system users. Include all internal groups who may use the mass notification system for emergency or routine uses.
Your timeline for implementing a mass notification strategy. Include major milestones and assign ownership for each task to keep the project on track.
Identified levels of emergencies and disasters. Address escalating scenarios when things go from bad to worse.
Strengths and weaknesses of current plan and communication systems. Pinpoint trouble areas and opportunities for improvement in your current program.
Budget and resource constraints. Verify the number of resources you have available for enacting your communication strategy and your financial constraints.
Size and scope of internal and external audiences. Determine who you will need to contact in an emergency and how many people you will need to reach. Consider all of your audiences, such as employees, customers, suppliers, regulatory agencies, first-responder teams, the community, the media, and other important stakeholders.
Communication devices of your audiences. Identify your text/data and voice communication needs and the devices to which those communications need to be sent (e.g. home phones, cell phones, satellite phones, email, IM, pagers, PDAs, etc.)
Messaging for each group. Your messages must be consistent and accurate, though they may vary from group to group. Decide which messages need to be sent to which group and how quickly the information needs to be received and confirmed.
System access. Where will you be when you need to launch your crisis communications plan?
System maintenance. Identify who will be responsible for maintaining the system on an ongoing basis.
Training. Determine who will use the system and who will need to be trained.

Step THREE – EVALUATE YOUR COMMUNICATION PLATFORM OPTIONS

You have many communication platform options available to you—ranging from a basic paper-based phone tree to a sophisticated mass notification system—depending on the size and scope of your needs and budget.

In evaluating the type of communication platform that makes the most sense for your organization, first address the basics:

Will a low-tech system meet your rapid communication needs given resource and time constraints?
Should you develop a system yourself?
Should you purchase a system to house on-site?
Is it better to contract with an on-demand provider?

Paper-Based Phone Tree
First, and least expensive, is the paper-based system. You can create a list of emergency contacts and house them in a binder. For redundancy, make a copy of the binder and keep it in a separate location. Alternatively, create a phone tree, which key individuals must keep on their person at all times, including instructions for disseminating information to a list. All organizations should have a paper-based system in place at minimum.

Pros: Cost-effective solution for a small organization with a limited number of contacts

Cons: Most time-consuming, unreliable, and vulnerable to human error

In-House Mass Notification System

The second, and most expensive, option is a customized in-house hardware and software system. The benefit of having this type of system is complete ownership—people often feel more comfortable if they can “touch” their investment. In addition to cost, the disadvantages to an in-house system include the possibility of capacity issues and a high failure rate due to physical security. If the building this system is housed in is unavailable or destroyed, then the system is no longer accessible, creating a single point of failure and rendering your system useless for its intended purpose. Additionally, server or software-based systems tend to be less flexible than others.

Pros: Complete ownership and control

Cons: Most expensive (upfront hardware, software and equipment costs plus licensing, support and maintenance), common location (system accessibility risk)

On-Demand Mass Notification Service
The final option is a web-native on-demand mass notification service. Software and hardware are fully hosted by a third party in a remote location and is usually accessed through the Internet or telephone. This type of system is built and maintained by a company specializing in database and contact management. Generally, there is only a subscription cost and all hardware and software updates are handled directly by the company. This allows the subscriber constant access to the most sophisticated technology available without direct responsibility for keeping up with rapidly changing standards or equipment. Mass notification systems should be housed in top-tier data centers at multiple sites allowing for backup and redundancy.

Pros: Most flexible, scalable, multiple system access points, low costs

Cons: Subject to system availability, less ability to customize

Figure 1. Options

STEP FOUR – SELECT THE BEST SYSTEM

Once you have evaluated the different types of mass notification systems available in the context of your organization’s needs, it is time to choose the system that most closely meets your requirements as defined in your action plan.

Considerations
Examine the following list and determine which features are most important to your organization. These considerations are just as relevant to paper-based phone trees as they are to a fully automated system.

Interface with current systems. If your organization uses other business software tools, integrating those systems with a mass notification system might be advantageous.

Database and lists. How can member information be uploaded, stored, queried and used? A few considerations: How will members’ information, such as phone numbers and emails, get into the notification system? Does the system allow for multiple contact paths? How can members be deleted from the system? Can messages be sent to “portions” of the entire member list?

Ease of use. Your mass notification system should be easy enough to use by anyone in the company, not only the IT department. If should offer a simplistic and intuitive interface. Considerations: Are the set-up and training and processes quick and effortless? How much technical expertise is involved in using the system?

Equipment. What hardware, software, phone lines, special equipment and so forth need to be purchased to use the notification system?

Grouping. Does the system allow members to be organized into functional, geographic or logical groups, with messages sent separately or simultaneously to one or all?

Geo-notifications. Geographical targeting integrates geographic data with member contact information, allowing notifications to be targeted to a designated area. This function is critical for organizations with a need to notify or evacuate the population within set geographic boundaries.

Infrastructure.How does the system function? How flexible it is to meet future requirements?

Multiple access points. Can you access the system in multiple ways – for example, via any touch tone phone or via the Internet—or do you have to be in the office to access it?

Notification distribution. What volume can the system handle? Can a future date and time be specified? Will messages only be delivered to a live person? Is there a limit to the number of messages that can be scheduled at one time? How does the notification system notify the organization sending the message that the notification was delivered?

Notification response. How is receipt confirmed? What if the system does not receive a response? Do the recipients of notification system messages need a computer?

Power/location.Organizations should consider whether their notification system is tied to the same power source as the organization itself and thus might be unavailable in a localized disaster.

Price. How much does the notification system cost? Is it processed by use or members? Are there any hidden fees? What is the contract length?

Privacy/security. How secure is you’re the system and your contact data? Vendors should be prepared to demonstrate how they can secure that asset.

Redundancy. Is there a duplication or repetition of elements in electronic equipment to provide alternative functional channels allowing for no single point of failure? The term "single point of failure" describes any part of the system that can, if it fails, cause an interruption of required service from that system. This can be as simple as a process failure or as catastrophic as a computer system crash.

Reliability. Historically, what is the system’s uptime and downtime? Can the system be relied upon to work when you need it? What is the system’s availability?

Reporting. Does your system provide all requisite broadcast details – to whom, when, and how a message was sent? Are reports searchable? Can they be archived for later viewing or audit?

Support. When is live support available? Is there support standing by 24 X 7 or only during business hours? Is there a fee associated with utilizing support or is it included in the original pricing structure?

Testability. Does the system provide the ability to run tests or drills in preparation for an emergency?

Step FIVE – Implement A SYSTEM AND PROCESS

By step five, you have made educated choices regarding your mass notification strategy. You have thought through all possible scenarios and developed or acquired the system of your choice. Now, it’s time to implement. Implementation is an ongoing process, not a single event. Be committed to the long term and don’t expect overnight miracles.

Contacts. It is critical to create an accurate, up-to-date contact list will be used for communication in an emergency. If you already have a contact list, determine how much is usable. First, review the information and make sure it is accurate. Next, take modern considerations into account (i.e. BlackBerry devices and PDAs) and build a list of contact paths that you will use to reach people. Then, collect the information and double-check for accuracy. In this step, it is important to convey the level of privacy and security your recipients should expect. It is also necessary to emphasize that fact that the more information you have, the more successful your operation will be. And finally, when your list is ready, upload or transfer it into your mass notification system.

Administration. Selecting a main system administrator is critical to your success. There are a few things to keep in mind when choosing the right person to be in charge. During an emergency, this person’s sole responsibility is to run communications. Part of their daily routine should be keeping all contact information up-to-date and managing maintenance and education. Backup administrators must be educated and trained in the event the main administrator is unavailable. But, just as the main administrator, communications will be this person’s sole responsibility in an emergency.

Hierarchy and Layers. Your notification strategy should allow a creation of sub-groups. By developing these sub-groups, it is possible to tailor your message for specific groups of people. You can quickly disseminate information to specific need-to-know individuals. Sub-groups usually consist of senior staff, crisis response teams, city government, volunteer organizations and the press.

Education. Education of the staff will directly impact success or failure when a crisis occurs. The entire organization needs to be made aware of the communications system and educated on their roles relating to the system. They also need to be trained on reasons for implementation and what is expected from them in order to ensure success.

Testing. Once your system is in place, your contacts are integrated, and your team is trained, be sure to test the system and conduct surprise drills. Doing so will test different disaster scenarios and keep the system fresh in people’s minds. Use the system for normal business, such as planning or canceling a meeting, reminding staff of a company picnic or the organization’s weekly softball game. Make sure the system you adopt can be used for everyday operations to ensure familiarity and efficacy in an emergency.

Maintenance. Maintaining your system is just as important as other pieces of the puzzle. Determine a procedure for maintaining contact information. Will you update it once a month, once a quarter, or even once a week? Don’t let it collect cobwebs or it will be useless. Also, make a calendar of refresher courses for current administrators as well as training for new employees.

Closing thoughts
A mass communication strategy is like a chain—a broken link in communication severs that chain. This article has outlined some very important steps that will ensure success in dealing with the many disasters that affect us, from the predictable to the unimaginable. None of these steps should to be taken lightly. When you do encounter a disaster, more than likely it will be bigger and more intense than imagined. Simple and effective communication will stabilize the situation more rapidly than any other plan or tool in your box. Automate your system and manage the crisis, not the communications.

About the Author
Cinta Putra is 3n's (a provider of mass notification systems) Chief Executive Officer and one of the company's co-founders. Most recently, she also co-founded and served as President of Game Units, a successful niche provider of customizable, demographically targeted video game units to customers that included Fortune 500 companies. Her previous experience includes co-founding Abacus Energy Services, an electric service provider company, and working in various senior-level leadership positions for PMC Global, a billion-dollar manufacturing conglomerate where Ms. Putra was responsible for worldwide financial operations and spearheaded several key projects including certain acquisitions and corporate restructuring. Prior to PMC Global, she held management position for Liner Health Products.Ms. Putra holds a Bachelor degree in accounting/finance and an MBA in management from California State University. She is an expert resource and frequent contributor to a number of emergency communication publications and was recently named the number-one expert to discuss the 2003 Northeast Blackout and the number-two expert to discuss the 2004 Asian tsunami