Warning and Informing Scotland

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Quick Facts

Publishing Organisation:
Ready Scotland
Primary Target Country:
Covers Thematic
  • Crisis communication Crisis communication is a strategic approach to corresponding with people and organizations during a disruptive event. When a crisis occurs, proactive, quick and detailed communication is critical.</br></br></br>Source: www.techtarget.com/searchdisasterrecovery/definition/crisis-communication
  • Social Media Strategy A social media strategy is a document outlining your social media goals, the tactics you will use to achieve them and the metrics you will track to measure your progress</br></br>Source:https://blog.hootsuite.com/how-to-create-a-social-media-marketing-plan
  • Target audience
  • Policy Makers local, national, and European agencies and institutes, public authorities, standardization bodies
  • Practitioners Practitioners is a target group in LINKS which comprises local, national and European disaster management organizations, civil protection agencies, first responders, NGOs, security networks...
  • Audience experience level
  • Starter Those who are not currently using social media, or the current use is based on providing general information and advice to citizens</br></br>Source: https://www.fp7-emergent.eu/wp-content/uploads/2017/09/20170529_D7.3_Guidelines_to_increase_the_benefit_of_social_media_EmerGent.pdf
  • Disaster Management Phase
  • After Also referred to as 'Recovery Phase'</br></br>The restoring or improving of livelihoods and health, as well as economic, physical, social, cultural and environmental assets, systems and activities, of a disaster-affected community or society, aligning with the principles of sustainable development and “build back better”, to avoid or reduce future disaster risk.</br></br>Source: https://www.undrr.org/terminology/recovery
  • Before Comprises 'Preparedness Phase' and 'Prevention Phase'</br></br>Preparedness action is carried out within the context of disaster risk management and aims to build the capacities needed to efficiently manage all types of emergencies and achieve orderly transitions from response to sustained recovery.</br></br>Source: https://www.undrr.org/terminology/preparedness</br></br>Prevention (i.e., disaster prevention) expresses the concept and intention to completely avoid potential adverse impacts of hazardous events.</br></br>Source: https://www.undrr.org/terminology/prevention
  • During Also referred to as "Response Phase"</br></br>Actions taken directly before, during or immediately after a disaster in order to save lives, reduce health impacts, ensure public safety and meet the basic subsistence needs of the people affected.</br></br>Annotation: Disaster response is predominantly focused on immediate and short-term needs and is sometimes called disaster relief. Effective, efficient and timely response relies on disaster risk-informed preparedness measures, including the development of the response capacities of individuals, communities, organizations, countries and the international community.</br></br>Source: https://www.undrr.org/terminology/response
  • Mentions platforms


    A social media presence will significantly enhance your communications strategy before, during and after an emergency. An effective social media strategy will incorporate the critical elements of:

    Listening – Talking – Engaging – Sustaining

    • Listening
      • What are people talking about?
      • What is being said about your organization/subject matter?
      • Who is your audience?
      • Where is your audience?
    • Talking
      • Promote and introduce your organization/subject matter
      • Provide information that will be helpful
      • Target influential individuals/audiences
    • Engaging
      • Develop and encourage two-way conversations
      • Talk with supporters and critics
      • Create a growing network using content that can be shared
    • Sustaining
      • Keep dialogue going to be well positioned in an emergency
      • Commit necessary resources to maintain momentum
      • Turn followers into advocates who speak for you


    • Public Communications Groups (PCG)
      • Activation and composition
      • Engagement with a Resilience Partnership
      • Out of hours
      • National decision-making
      • The Scottish Government
    • Principles
      • Clear roles and responsibilities
      • Provision of communication advice at every level of decision making
      • Clear communication objectives
      • An audience-based approach
      • An understanding of channels, and adaption to new opportunities
      • Use of dedicated spokespeople
      • Phased communications
    • Planning
      • Preparing the public
      • Preparing the Public Communications Group
    • Response
      • Activation
      • First hour public communications
      • Beyond the first hour
    • Recovery

    Please note: Access to the following links is currently only available for project partners

    Note: Synopsiss taken from a previous edition

    Tips for authorities: https://safetyinnovationcenter.sharepoint.com/:b:/r/sites/LINKS_shared/Freigegebene%20Dokumente/WP4/Guidelines/Guideline%20Documents/Working%20documents/Action%20cards/G07_TIPS%20FOR%20AUTHORITIES_extract_level1.pdf

    Social Media platforms: https://safetyinnovationcenter.sharepoint.com/:b:/r/sites/LINKS_shared/Freigegebene%20Dokumente/WP4/Guidelines/Guideline%20Documents/Working%20documents/Action%20cards/G07_Social%20Media%20Platforms%20to%20use_extrac_%20level2.pdf

    Linked to

    • Technologies
    • Use Cases