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Communicating Effectively in an Emergency
Goal: To recognize and meet the challenges involved in providing public information in today’s emergencies where high technology allows instant media accessibility
Unit Nine: Communicating Effectively in an Emergency
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Today’s Emergencies
Media advises public almost immediately
Public begins monitoring via TV, radio, Web
Live shots illustrate & intensify response
PIOs initially may have to ‘catch-up’ to media
Unit Nine: Communicating Effectively in an Emergency
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Today’s Emergencies (continued)
Emergencies require immediate PIO coordination
Worldwide attention may follow
Identify challenges now so you can plan and prepare for an effective response
Unit Nine: Communicating Effectively in an Emergency
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News Travels Fast . . .
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What Does Media Want from PIOs? Call to advise news desk of releases E-mail and fax releases at the same time Be available for live radio and TV Post current information to web Facilitate information gathering at scene Provide an easy-to-use Media Center
“Stay in touch until it’s all over”
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Work with Media Now, or They’ll Work Against You Later…
Who Wins?
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PIO Challenges Do you have enough resources to respond
adequately?– PIO response team?
Have you identified target audiences? Do you have credibility with community /
EOC leadership? Are you ready to accommodate rapidly
arriving media?
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It takes a well-exercised plan
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PIO Initial Response
Implement well-exercised plan? Issue an initial statement of fact /
reassurance Assess need for additional resources
– Call-up– Assign roles and locations
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Takes a Team
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PIO Initial Response (continued)
Work to get ahead of information demand– Get organized as a team quickly– Anticipate large volume of media inquiries– Advise media of schedule for briefings or news
conferences– Prepare to modify plan as needed– Stay in touch with EOC and advise media of
developments
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Don’t Wear Yourself Out
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Target Audience Who will need what
information first, fast? How do we reach our
target immediately? Initial risk message
may urge:– Direct action: Shelter-in-place or
evacuation– Pending action: Prepare for evacuation– Monitoring: Stay tuned for public
information
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Target Audience (continued)
Respond to special needs populations– Unique languages– Developmentally delayed– Physically challenged – Transient groups such as vacationers
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Joint Information System/Center A physical
location where public information officers gather, verify, and coordinate information prior to release
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Advantages
Coordinate release of information from a variety of sources
Minimizes conflicting information Meets demands of media Maximizes resources of PIOs
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JIC / JIS: Provides:
– News briefings
and conferences– Written statements– Qualified spokesperson(s)– Answers to public and media inquiries– One-stop shopping for official government
information Operates media center
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Media Center Facility
Use when event attracts many media over many days
Venue large enough for all media– Have larger backup site available
Podium sound / Mult box mic plug in
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Media Center Facility (continued) Media parking close to media center with clear southern exposure Elevated camera level, chairs in front Podium or rear wall agency emblem Separate entrance / exit for media and
local officials
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Disaster Locations
Scene of accident or disaster event, Incident
Commander is in charge
Location for coordinating resources in support of
incident
Location for coordinating and disseminating all official public
information
Location for news conferences, press
briefings, and media to work
Joint Information
Center Lead / Official PIO
Incident Scene(s)
PIO is advisor to Incident Commander
Emergency Operations
Center (EOC)Field PIO
Media Center
Field PIO
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PIO Response Team – Options
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PIO Response Team – Options
Send field PIOs to:– Any scenes where media are congregating– Secondary locations: hospitals, shelters, airports
Purpose is to learn what the media need & are doing– Helps JIC stay ahead of demand– Reduces rumors by having PIO contact at scene
Field PIOs inform JIC of statements made to the media
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News Media Technology Small & large TV stations come equally
equipped– Sat trucks, web text, audio, video
convergence Radio uses cell phones Confirm each outlet’s technology use
– How do you want us to get important public information to you in an emergency?
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Today’s PIO Equipment / Supply List
Cell phone Laptops / PDAs Printer Internet access Remote dial-up Fax machines Digital still / video
cameras
Latest media contact info
Group e-mail addresses Discs or CD-RWs Micro-audio recorders Maps-print & software Binder or PDA with
SOPs
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Going online…
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Web Use in Emergencies
Media will monitor web site for updates, situational changes
During emergencies, people go on-line to:
Find out what to do: www.ready.gov Locate preparation lists: www.redcross.org Locate family, relatives, friends E-mail family & friends about personal
safety
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Web Use in Emergencies(continued)
Computers are available at some shelters
During emergency the web will be slow; servers will crash
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PIO Written Products
News releases Fact sheets Media advisories PSAs
Feature articles Backgrounders
Used by broadcast and print media and on your web site
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Fact Sheet
Quick to write Generally written with bullets Can be faxed or e-mailed to newsrooms Handy for print and broadcast media
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Fact Sheet Sample
NEWS FOR IMMEDIATE RELEASE
May 15, 2003 FINAL TROPICAL STORM GABRIELLE UPDATE
Tropical Storm Gabrielle is forecasted to exit the east coast of Florida around 11 p.m. Friday, according to Volusia County Emergency Management Director Jim Ryan. This is the current status in Volusia County.
Reported damage Damage to seven homes in the Trails subdivision, Ormond Beach. Affected homes
are on Rocky Creek, Whispering Pines and Shady Branch trails. Roof damage at the Econo-Lodge, 295 S. Atlantic Ave., Ormond Beach. Minor property damage due to a weak funnel cloud in the Town of Ponce Inlet. Power outages
-30-
COUNTY OF VOLUSIA COUNTY MANAGER'S OFFICE/COMMUNITY
INFORMATION 123 W. INDIANA AVE DELAND, FL 32720-4612 CONTACT: HOLLY SMITH 386/822-5062 386/239-7756
Unit Nine: Communicating Effectively in an Emergency
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Backgrounders
Information not necessarily part of the story
Can be pre-written Gives background on events and
people– Useful to Out-of-Town Media
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Backgrounder Sample
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Features
Generally provided to small newspapers that do not have large staffs
Can be used for in-house or industry publications
Always written in print style Useful in public education / relations
activities
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Feature Sample
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Broadcast / PSA Writing
Written in simple, declarative sentences Written to be read aloud Valuable when writing advisories,
updates, and public service announcements
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20XX
Broadcast / PSA Sample
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News Releases
Ready to publish Newsworthy Catchy headline Gets to the point Quotes back up information Two contacts / after-hours phone
numbers
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20XX
News Release Sample
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News Advisory
Invitation to the media Media’s eyes only Objective, bulleted format Short Purpose:
– Inform– Encourage coverage– Update or educate– Pique Interest
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20XX
News Advisory Sample
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EAS Messages
Concise message– EMA agency identifiers– Immediate threat– Action– Encourage continued monitoring
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EAS Messages (continued)
Do you know how EAS operates in your community?
What is your community’s EAS plan?
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The Recovery
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After it’s all over…
Review your PIO systems:– How smoothly / quickly did you activate
JIC?– Were you ready for the media?– Did the public receive timely information?– Did you effectively support response /
recovery?– How well does the media think you served
them?
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