In discussing or contemplating the future of crisis communication, the focus inevitably turns to the mobile phone. Sort of what Bill Gates said a few years ago about technology. If you look ahead the next year won’t look like a lot of change, but in five years it will hardly be recognizable. Of course, that’s a probably inaccurate paraphrase. But it is clear that the smart phone has resulted in more change than almost anything else, certainly since the introduction of the PC and the internet.
Thanks to frequent crisisblogger reader William, here’s a great summary of the changes brought about by the smartphone. It has already transformed crisis communication. Here’s one quick example. The question often posed for us involved in web-based communication was, what happens in large scale events where power and infrastructure is destroyed. In Hurricane Ike, Houston and region was without power for a long time–some areas for 2 weeks. Yet, during this time and especially during the worst of the storm, internet use was extremely high. The crisis sites we hosted for 12 different organizations took over 14 million hits in a few days. Why? Smartphones. Our staff in Houston, like many others, were using smartphones as their primary communication device. Certainly calling when cell service was available. But texting, and accessing the internet continuously. When the batteries died, they went to their cars and charged them up.
For crisis communicators it is essential to understand that if it is not true already it will soon be true that most will get the info you want to get to them by their smartphones. That’s why text messaging and text-to-voice automated calling have become so important today. Audiences will also interact with you by phone–not just by email, but by text and especially by their preferred social media platforms which are now the most popular apps on smartphones. That’s how they want to communicate with you and they don’t really give a rat’s behind about how you prefer to communicate with them–it’s the nature of audiences and customers. As Burger King taught us, they want it their way.
As important as communicating via smartphones is the need to be able to control your communications via smartphone. Can you access all your contacts via your smartphone? Can you track who is asking questions? Can you develop and send releases? Can you manage your web content and your social media channels via your smart phone? These technologies are now available or soon to be available and if you are not using them, you will find once again that Now is too late.