Thread by @LTCPeterLerner

I've been asked by several friends what I think of the government communication strategy & activity of the #COVID19 #Crisis in #Israel.
I'll begin by saying that I believe that @netanyahu @moshebst & @IsraelMOH are really busy trying to save lives. Here we go.. Thread 1/

Any crisis communication plan needs to be based on four core elements: preparedness, strategy, execution, and evaluation. I'll try and give my two pence, based on my experience as an @IDF spokesperson in times of crisis. 2/

Preparedness is critical for #crisis comms. It places processes prior to the crisis, it determines who makes decisions when there is an internal conflict, it allocates resources for management, it mitigates the element of surprise, it makes sure everyone's on the same page. 3/

In the #COVID19 comms crisis, from how I've experienced the communication, it appears that the MoH had a plan to inform and educate Israel. They had an app, rapidly opened a telegram channel, their press officer has been distributing endlessly and the lead spox DG @moshebst 4/

If it was *only* a medical event they would have passed with flying colours. BUT - this is THE LARGEST NATIONAL SECURITY EVENT IN ISRAELS HISTORY. So communication preparedness for an epidemic or pandemic appears to unwritten. 5/

In Israel, the National Information Directorate in the PMO established after the 2nd Lebanon War is the national instrument for coordinating comms & getting everybody on the same page. Over the last year, its management has retired or left, and the leadership void. 6/

The Directorate operated in crises with conference calls, messaging, tasking the @IsraelMFA, @IDF, the @GPOIsrael et. al. with media operations, and sharing information to IRON out the differences. This appears to be missing in #COVID19 there is no conductor of the orchestra 7/

Strategy: Answers the question, where are we going? The common denominator is that everyone want's to get things back to normal. BUT, nobody is saying where we are going. PM, MOH says one thing, MOF says another, MOD says something else, MOE something else, you get the idea. 8/

Execution: Information flow to the public must be managed & delivered by a spokesperson with gravitas, trust, & reliability. NOT sporadic, unprofessional speakers, uncoordinated ministers, politicians, & civil servants that all have different interests, political aspirations. 9/

The spokesperson, according to studies preferably a spokeswoman, must have professional credibility and can convey a tone of human compassion. Do we really need more hyperbole delivered by old men in suits? 10/

The designated spokesperson must provide clarity in the time of uncertainty, not more medical, & financial uncertainty. We want to know how to act to survive & how our leaders are making & are going to make sure we aren't dragged into poverty because of the necessary steps. 11/

The concerted effort must work simultaneously on multiple media fronts in tandem with the news cycle/ The means & methods of message delivery are vast and include press releases, white papers, background briefings, interviews, conference calls, SMS & social media campaigns. 12/

The media flow from the @IsraelMOH has been unpredictable and in the last few days has been a 0900 - 2100 distribution of the latest figures of casualties. The main newscast on TV in Israel is at 2000. That & @Netanyahu pressers at 2100 were the only predictable media event 13/

Delivery of bad news is always difficult but MUST be conveyed by people, not apps. This morning the 5th victim of #COVID19 was just another number on the MoH morning update. All of the victims have been announced first on social media. WE ARE PEOPLE, NOT NUMBERS 14/

#SocialMedia silence is not an option; if you don't participate extensively, you aren't putting obstacles in the way of #FakeNews. Virality of bad news is emotionally appealing, relatable, & it has dramatic visuals. If you aren’t on the playing field, then you are irrelevant. 15/

Social media must be utilized to engage with the public. Not only as a distribution tool. Apps that send push notifications or gather information from our mobile phones do not reassure us that the people that are at the helm are in control. 16/

The media beast must always be fed. Otherwise, it hunts for the story, professional failures, and internal conflicts. This and talking heads, is what we've experienced since the crisis commenced. 17/

Monitoring & evaluation of the #Crisis communications to continuously check that your messages are being received, to adjust your tone, to see who is the best communicator and who under no circumstances, does the government need to communicate on its behalf. 18/

We need a coordinater core message & strategy on each professional level. A message that says we were prepared, we're in control, we've got the tools, we're making adjustments to our plan so that when this is over, we will all be able to sing with pride Am Yisrael Chai. 19/19 END