The Freedom Convoy
Nevertheless, learnings from this incident have been used to strengthen Ottawa Tourism’s crisis processes and approach.
The Freedom Convoy highlighted the challenges of managing tourism in a politically active capital city during a time of global uncertainty. Key learnings included:
1. Having a robust social media policy in place is essential for managing online engagement during crises, particularly when moderation of posts or comments becomes necessary to protect the community and the organization’s reputation. Proactively establishing this policy before a crisis arises ensures that clear guidelines and processes are already in effect, enabling rapid and consistent action when unexpected situations occur.
2. Leveraging data from surveys and analytics can inform advocacy efforts and guide decision-making, ensuring that responses are evidence-based and tailored to the evolving needs of stakeholders.
3. Maintaining flexibility and the ability to pivot quickly is crucial, as crises often require rapid adjustments to both public messaging and internal operations.
4. Ongoing monitoring of staff well-being throughout a crisis is vital, as different team members may be impacted in various ways; providing appropriate support ensures resilience and continuity.
5. Strategic communication is key during a crisis. Considering staff safety by opting for an organizational statement rather than relying on individual spokespeople can help mitigate risks and maintain a unified message.
6. Establishing an always-on funding mechanism for destination tourism initiatives can help destination organizations quickly implement recovery and resilience programs in the event of a crisis.
For more information, contact:
Kelly Haussler, CDME, Director of Destination Development at Ottawa Tourism.
Destinations International CRISIS COMMUNICATIONS HANDBOOK
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