PD Event: A Successful Lesson in Social Media Crisis Communications

What do you do when your city streets have been taken over by more than 100,000 students and supporters demonstrating against tuition increases?

During the 2012 student protests, Montreal’s Police Service (SPVM) was one of the first police forces in Canada to harness Twitter to communicate with civilians of all stripes and in both official languages, an initiative which is considered one of the most publicized lessons in social media crisis communications to date. Today, with student demonstrations resurfacing, the SPVM are once again turning to their newest form of communication to inform the general public and respond to inquiries in near real-time.

Mellissa CarrollMelissa Carroll, the wizard behind the @SPVM Twitter account, will be joining IABC Ottawa for the final regular professional development event of the 2012-2013 Professional Development calendar to explain what prompted the shift in approach to communications for the SPVM and its overall successes and failures to date. Carroll, a civilian veteran of the SPVM, took over the account in 2011 and has since grown its following to over 53,000 individuals (only second in size in North America for police forces after NYPD’s 56,000).

Carroll, a graduate of the University of Laval with a degree in Journalism, has been a communications officer with the SPVM since 2004. She assumed the additional role of community manager in 2011 when her former colleague went on maternity leave. Managing the @SPVM account is merely one part of Carroll’s day-to-day duties. During the presentation, she will also touch on how best to incorporate Twitter into an overall strategic communications plan for optimal results.

Originally adopted in 2010, the SPVM Twitter account is a daily forum for hundreds of people commenting on everything from current affairs to traffic tickets to even questions about the law.

Please join us for what will undoubtedly be a great finish to memorable year of Professional Development events!

When: Thursday, April 11, 5:30-7:30 pm
Where: The Black Tomato, 11 George Street

Cost: Members: $45 (Early bird until April 8th)
Nonmembers: $55 (early bird until April 8th)
Student member: $25 (early bird until April 8th)

*Add $10 after April 8 and onsite.

Registration Opens @ 5:00pm

Presentation Begins @ 6:00pm

Note: parking is free on the street after 5:30pm and there is a paid parking on George St.

IABC Ottawa partners with various industry associations and events for preferred member pricing. If you belong to any of the following groups, please email profdev@ottawa.iabc.com for your discount code.

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