We live in an age of rapid, nearly-instant communication. Emergencies depend on the rapid exchange of information between those who are on-scene and those who can support them, between those who have information to protect others and the public who needs that information to keep safe and help themselves. Internet technologies are among the fastest, most efficient ways to communicate. Police forces, private citizens, and even the mayor of Toronto use Twitter to communicate with the public. Emergency response is one of the responsibilities that rightfully remains with government, yet government is woefully lacking in terms of web agility.
Perhaps this is the case in all large organizations bound by the red tape of bureaucracy, but I know firsthand that it is an issue within government. I just came from a meeting where business continuity coordinators from multiple ministries discussed issues related to notifying the public of service disruptions. Internet technologies ranging from the now-venerable static webpage to real-time social media are great tools to use to communicate to the public. Unfortunately, government is the poster child for bureaucratic delays, and my business continuity colleagues mentioned that they do not rely on using their ministries’ websites for emergency communication with the public because updates cannot be posted fast enough.
Not fast enough? Sure, you know you can put up information in an instant. A tweet takes under a minute to put up, including the time it takes to log in to Twitter or an associated application. Even updating a static web page is a quick and easy thing, particularly if you already have some pre-scripted content to post up. It could be done in under 15 minutes, really. However, the reason why government lacks web agility has nothing to do with the technology. It doesn’t even have anything to do with the technical abilities of public servants. It has to do with senior management risk aversion.
As I’ve discussed before, government is one of the most risk-averse entities in a democratic society. The underlying culture is that it is better not to do anything at all than to do something wrong. The corollary is that it is better not to say anything at all than to say something wrong. That is why public communication from the government takes so damned long. Emergency information has to pass through many layers of approval before reaching the minister (who is politically elected, of course) and then finally being posted online.
When minutes count, a process that can take an hour or more – and an hour would be considered extremely expedited – you have serious communication issues.
Government has good information. During the H1N1 pandemic, the government was an information source that medical professionals trusted. However, front-line medical professionals have said to government loud and clear that the information needs to come faster and be structured in a manner that is efficient for readers.
It is a rare politician in power or government official who will speak with directness and candor in public when the stakes are high – though admittedly this is something you’ll notice from corporate spokespersons and corporate leaders as well. Words are wrapped in soft, safe language that dilutes their meaning sometimes to the point of ineffectiveness or even obfuscation. It is equally rare for public communication to come out quickly because it has to be crafted and massaged just so prior to public consumption.
You can’t totally blame politicians and the government bureaucracy for this risk aversion, though. Witness the public confusion over information provided related to H1N1 vaccination in Ontario. The government endeavored to provide the most up-to-date information available at all times, but because the scientific understanding and assessment was continually evolving, the information changed over time. The public has told us that they want more detailed information and real-time information, yet when given real-time information many people got confused and frustrated.
There are two sides to this issue. Government is a human enterprise, and emergencies are dynamic, often-unpredictable situations. Government is not web agile because it knows what kind of political pain can result from saying the wrong thing or saying something that can be misconstrued. Conversely, the general public is feeding this risk aversion by expecting government to be perfect, make no mistakes, and know the facts and outcomes definitively right from the start.
I cannot offer any quick solutions, but I can advise you to push your elected officials to streamline public communication, particularly when it comes to emergency information. Government, at least at the provincial level from what I have seen, and likely at the federal and municipal levels as well, is not web agile at the moment. Updates will not come speedily and rapidly via social media or static webpages – not until the voting public demands better and lets the political leadership understand that (a) delays when public safety is at stake are unacceptable, and (b) we understand that emergencies are dynamic and information and assessments of the situation will change over time.
Those of us within the government structure continue to do what we can to streamline processes, but there are limits to what those inside the system can accomplish. However, the voting public wields the ultimate power and can provide the impetus and pressure to change the system from the political top, as well as provide the understanding and leeway to allow government to give out the best information it has as soon as it has it rather than wait until there’s no risk left before saying something. The voting public is at once the boss and the customer, which means the voting public has the most to gain and the most power to make things change.