A bus crash involving 102 Scouts in eastern Canada required a crisis communications response. The plan involved getting accurate facts quickly, assigning clear roles, providing regular updates to relevant parties like broadcasters, and keeping communication lines open using all available channels. Over the first 24 hours, the response team provided timely information as events unfolded and looked ahead to the next steps. By keeping messages consistent across media, they were able to successfully manage public information around the incident.

1. Crisis Communications
Scout Coach Crash – September
2012
Simon Carter – Assistant Director, Media Relations
Andrew Thorp– Media Relations Officer

2. What happened?
• A multi vehicle Road Traffic Accident
• In East Coast Canada
• 102 Scouts involved in 2 coaches
• All on a slow news day!

3. The plan
• No one size fits all solution for crisis situations
• Buy some time
• Assign clear roles (Watching, Responding,
Spokesperson)
• Get the facts right and get them out quickly
• Keep the lines of communication open
• Now we would use Twitter and the web

4. The first 24 hours
• Things move fast
• Clear and accurate information
• Brief relevant third parties
• Broadcasters and PA First
• Provide regular updates

5. Hour 1

6. Hour 2

7. Next Day

8. Return Home

9. As events unfold
• When things get better (or change) let people
know! - PA & BBC
• Look for the next action point and plan for it
• Think about one story locally and nationally
• Brief people on the ground – They will be door
stopped

10. Results
• Lots of work but a great success –
don’t forget your messages

11. Systems
• 24 Hours call system
• Plan – a side of A4
• Flow of resources
• Trust of CEO and senior management
• Review

12. Twitter/Web – Crisis work
• Boys Scouts of America – Confirmed gay ban
• The complete reverse of our position
• Key to get journalists up to speed on difference
• Twitter helped us set clear up blue water (me,
Team, TSA and known friends)
• Linked to a statement on our web site
• Telegraph said “In contrast Britain's Scout
Association encourages scouts to attend gay
pride marches in uniform.”

13. Twitter/Web – In summery
• Be quick
• Be focused
• Refer to web pages to explain more
• Use third parties to tweet on your behalf
• Maintain a list of journalist twitter feeds in your
sector and DM them info
• Get your CEO to be “twitter & Facebook”
aware