Red Cross: Integrating New Media Communication Strategy in Disaster Response

Aside from the usual fantastic work the Red Cross does with traditional communication strategy during a disaster, the PRSA Conference blog this morning noted how the Red Cross was reaching across the new media landscape to communicate about their disaster response for the California wildfires.

They have a dedicated wildfire-related blog, and will soon have live-blogging updates on their main site, Red Cross Chat, which includes pictures and video from the scene.

I also found it interesting that they are sending updates, facts and figures via Twitter. I first heard about Twitter on the Forward Podcast with Paull Young and, admittedly, I am not fully aware of Twitter's potential to reach a significant audience during a crisis; however, I'm looking forward to watching how they utilize it closely and using it as a case study in new media strategy during a disaster.

Our disaster public affairs volunteer team is gearing up here at Weber in Chicago as we approach the winter months. The number of house fires (which many people don't realize the Red Cross responds to on a daily basis) increase significantly in the colder months as more people heat their homes. Last season saw some of the coldest temperatures in the city, with roof collapses because of bursting pipes and fires from furnace-related incidents. Unfortunately, this year will be no exception, but we'll be ready to roll when the time comes.