Las Vegas PD lauded for online response during mass shooting

As a Las Vegas concert turned tragic, many flocked to social media for information.
On Sunday night, 64-year-old Stephen Paddock opened fire on a crowd of people attending a concert at the Route 91 Harvest Festival. It is the deadliest mass shooting in U.S. history.
Paddock, who is now dead, fired shots from the window of his 32nd-floor hotel room at Mandalay Bay Resort before police officers entered the room. At least 50 people were killed and more than 200 were injured in the shootings and resulting pandemonium.
The Las Vegas Metropolitan Police Department immediately turned to Twitter to update area citizens and members of the news media:
We’re investigating reports of an active shooter near/around Mandalay Bay Casino. Asking everyone to please avoid the area. #LVMPDnews
— LVMPD (@LVMPD) October 2, 2017
Media staging area will be at South Central Area Command parking lot, 4860 S. Las Vegas Blvd. https://t.co/Zwn2gjl1J7
— LVMPD (@LVMPD) October 2, 2017
Please avoid heading to the south end of the Strip. Las Vegas Blvd is shut down at Tropicana, southbound past Russell Rd at this time.
— LVMPD (@LVMPD) October 2, 2017
I15 freeway is closed to traffic at this time from Tropicana to Russell Rd. Again, please avoid the area.
— LVMPD (@LVMPD) October 2, 2017
Media staging area for the Strip is going to be at Sunset and Las Vegas Blvd. PIO Hadfield is on his way to that location.
— LVMPD (@LVMPD) October 2, 2017
Confirming that one suspect is down. This is an active investigation. Again, please do not head down to the Strip at this time.
— LVMPD (@LVMPD) October 2, 2017
Media briefing in a few minutes. @LVMPDPIOSgt will meet media a the staging area, Las Vegas Blvd at Sunset Rd.
— LVMPD (@LVMPD) October 2, 2017
At this time we do not believe there are any more shooters. More information to come shortly from @Sheriff_LVMPD.
— LVMPD (@LVMPD) October 2, 2017
We’re searching for two vehicles associated with the shooter: Hyundai Tucson Nevada/114B40 and a Chrysler Pacifica Nevada/79D401. https://t.co/pVyGvN7ZqV
— LVMPD (@LVMPD) October 2, 2017
Freeways have been reopened for thru traffic. However the OFF RAMPS heading eastbound are CLOSED from Sahara Ave. to Russell Rd.
— LVMPD (@LVMPD) October 2, 2017
Marilou Danley is being sought for questioning re the investigation into the active shooter incident. If seen please call 9-1-1! pic.twitter.com/Z83XvcHejH
— LVMPD (@LVMPD) October 2, 2017
We have located the vehicles in question, and we are confident we have located the female person of interest.
— LVMPD (@LVMPD) October 2, 2017
At this time there is in excess of 50 deceased and over 200 injured individuals.
— LVMPD (@LVMPD) October 2, 2017
Two on-duty LVMPD officers were injured during the shooting. One is in stable condition after surgery and the other sustained minor injuries
— LVMPD (@LVMPD) October 2, 2017
Flamingo Rd is open both directions. Tropicana and Russell Rd. remain closed at this time. Hotels are open for traffic except @MandalayBay.
— LVMPD (@LVMPD) October 2, 2017
Other organizations, such as McCarran International Airport, also used Twitter for crisis communications:
Some flights destined for @LASairport were diverted due to police incident. Please check with your air carrier if flying/picking up tonight.
— McCarran Airport (@LASairport) October 2, 2017
UPDATE: Flights in and out of @LASairport have been temporarily halted in response to reported shooting incident on Las Vegas Strip.
— McCarran Airport (@LASairport) October 2, 2017
Limited flight activity has resumed at @LASairport. Please monitor flight status with your airline. Expect on going delays.
— McCarran Airport (@LASairport) October 2, 2017
Nearly two dozen @LASairport flights diverted to other airports overnight. If traveling Monday morning, please check status w/ your airline.
— McCarran Airport (@LASairport) October 2, 2017
How social media has changed news distribution
LVPD also posted its media briefings with Sheriff Joe Lombardo to its YouTube channel and shared updates on its Facebook page:
By posting announcements and press conferences directly to its social media profiles, the police department could spread information more quickly and dispel false reports.
For example, Lombardo said during the first media briefing:
There have been multiple, multiple phone calls coming through and accusations or conjecture coming through social media that there is [sic] multiple shooters at other resorts. That has proven to be false. Additionally, there has been accusations or beliefs that there is some explosives going off. That is also false. The only explosive contained in this event was from our SWAT team breaching the room.
[FREE GUIDE: 3 helpful tips for your crisis comms prep]
LVPD tweeted also information for family members looking to locate loved ones and those wanting to donate blood:
If you would like to donate blood for the injured victims of the Strip shooting visit the Labor Health & Welfare Clinic, 7135 W. Sahara.
— LVMPD (@LVMPD) October 2, 2017
For families looking to locate missing loved ones, please call 1-866-535-5654.
— LVMPD (@LVMPD) October 2, 2017
Many people posted videos and updates about the shooting via platforms such as Reddit, Twitter and YouTube.
Though such information is often used by journalists reporting on breaking news, LVMPD highlighted the necessity for organizations to take the lead in disseminating correct information during crises. Doing so can help organize efforts to inform members of the news media, stop false reports from gaining traction and help people to take action, such as donating blood.
From online information to sympathy
LVMPD also tweeted its condolences to the families of the shooting’s victims. It message was joined by a similar tweet from Mandalay Bay Resort:
Our condolences go out to the families who lost loved ones tonight. Thoughts and prayers are with all of those affected by this tragedy.
— LVMPD (@LVMPD) October 2, 2017
Our thoughts & prayers are with the victims of last night’s tragic events. We’re grateful for the immediate actions of our first responders. pic.twitter.com/Arf8edj1iZ
— Mandalay Bay Resort (@MandalayBay) October 2, 2017
Jason Aldean, the musician on stage when Paddock opened fire, posted this on Instagram:
A post shared by Jason Aldean (@jasonaldean) on
Not only can social media provide heavily trafficked channels to disseminate information during crises, but it can also help organizations and people relay messages of sympathy in tragic events.
Reporters, officials must find the proper balance online
Though many PR pros respond appropriately to tragic events, others could benefit from a few crisis communications lessons.
On Monday, People was slammed on Facebook for posting a Live video with the caption, “The latest on the mass shooting in Las Vegas where 50 killed, 200+ wounded at Jason Aldean concert, plus more news from People”:
The show’s anchors shared updates of the shooting in the video, but critics lashed out at the juxtaposition of shooting updates between entertainment news and celebrity stories:
Other reporters were criticized for asking to use videos for their organizations’ stories:
One way to avoid criticism when reporting on breaking news is to take a more compassionate approach.
Heather Mills, an anchor for News 3 Las Vegas, posted the following Facebook Live video to her page:
LVPD, though lauded for its response to the shooting, faced its own problem with online communications—people livestreaming or tweeting information about what its police force was doing to find and catch the shooter:
Please do not livestream or share tactical positions of our officers on scene. This may put emergency responders in danger.
— LVMPD (@LVMPD) October 2, 2017
As social media continues to be where people turn during crises, organizations must become increasingly savvy to navigate potential communications pitfalls and quickly, but accurately, relay information and other messages.
(Image via)
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