Last week, Patrice Cloutier and I were giving a session at Ryerson University, Toronto to a public relations class. This is the class's first exposure to crisis communications and how to deliver effective messages during an emergency. The Sunrise Propane incident came up in conversation. Fortunately, one of the students had actually felt the explosion and when looking out their apartment window, they viewed directly at the explosion and subsequent fire. I asked how they felt at that moment. The reply illustrated just what really does go through one's mind when faced with an unexpected and forceful event...confusion, need to react to ensure protection but little information on which to base their action plan. It was one of those 'teachable moments'! 

Here are links to our presentations:

• Social media and crisis communications planning 
• Message Mapping

If you want to know more about how to create effective messages, see Delivering Key Messages in a Crisis #CAEC010