1900 Fema Advanced Pio Visuals

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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


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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


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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

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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


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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?