Communicating  Effectively in an Emergency Goal:  To recognize and meet the challenges involved in providing public inform...
Today’s Emergencies <ul><li>Media advises public almost immediately  </li></ul><ul><li>Public begins monitoring via TV, ra...
Today’s Emergencies  (continued) <ul><li>Emergencies require immediate PIO coordination </li></ul><ul><li>Worldwide attent...
News Travels Fast . . .
What Does Media Want from PIOs? <ul><li>Call to advise news desk of releases </li></ul><ul><li>E-mail and fax releases at ...
Work with Media Now, or They’ll Work Against You Later… Who Wins?
PIO Challenges <ul><li>Do you have enough resources to respond adequately? </li></ul><ul><ul><li>PIO response team?  </li>...
It takes a well-exercised plan
PIO Initial Response <ul><li>Implement well-exercised plan? </li></ul><ul><li>Issue an initial statement of fact / reassur...
Takes a Team
PIO Initial Response  (continued) <ul><li>Work to get ahead of information demand </li></ul><ul><ul><li>Get organized as a...
Don’t Wear Yourself Out
Target Audience <ul><li>Who will need what  information first, fast? </li></ul><ul><li>How do we reach our  target immedia...
Target Audience  (continued) <ul><li>Respond to special needs populations </li></ul><ul><ul><li>Unique languages </li></ul...
Joint Information System/Center <ul><li>A physical  location  where  public  information  officers  gather,  verify,  and ...
Advantages <ul><li>Coordinate release of information from a variety of sources </li></ul><ul><li>Minimizes conflicting inf...
JIC / JIS: <ul><li>Provides: </li></ul><ul><ul><li>News briefings  </li></ul></ul><ul><ul><li>and conferences </li></ul></...
Media Center Facility <ul><li>Use when event attracts many media over many days </li></ul><ul><li>Venue large enough for a...
Media Center Facility  (continued) <ul><li>Media parking close </li></ul><ul><li>to media center with </li></ul><ul><li>cl...
Disaster Locations Scene of accident or disaster event, Incident Commander is in charge Location for coordinating resource...
PIO Response Team – Options
PIO Response Team – Options <ul><li>Send field PIOs to: </li></ul><ul><ul><li>Any scenes where media are congregating </li...
News Media Technology <ul><li>Small & large TV stations come equally equipped </li></ul><ul><ul><li>Sat trucks, web text, ...
Today’s PIO  Equipment / Supply List <ul><li>Cell phone </li></ul><ul><li>Laptops / PDAs </li></ul><ul><li>Printer </li></...
Going online…
Web Use in Emergencies <ul><li>Media will monitor web site for updates, situational changes </li></ul><ul><li>During emerg...
Web Use in Emergencies (continued) <ul><li>Computers are available at some shelters </li></ul><ul><li>During emergency the...
PIO Written Products <ul><li>News releases </li></ul><ul><li>Fact sheets </li></ul><ul><li>Media advisories </li></ul><ul>...
Fact Sheet <ul><li>Quick to write </li></ul><ul><li>Generally written with bullets </li></ul><ul><li>Can be faxed or e-mai...
Fact Sheet Sample
Backgrounders <ul><li>Information not necessarily part of the story </li></ul><ul><li>Can be pre-written </li></ul><ul><li...
Backgrounder Sample
Features <ul><li>Generally provided to small newspapers that do not have large staffs </li></ul><ul><li>Can be used for in...
Feature Sample
Broadcast / PSA Writing <ul><li>Written in simple, declarative sentences </li></ul><ul><li>Written to be read aloud </li><...
20XX Broadcast / PSA Sample
News Releases <ul><li>Ready to publish </li></ul><ul><li>Newsworthy </li></ul><ul><li>Catchy headline </li></ul><ul><li>Ge...
20XX News Release Sample
News Advisory <ul><li>Invitation to the media </li></ul><ul><li>Media’s eyes only </li></ul><ul><li>Objective, bulleted fo...
20XX News Advisory Sample
EAS Messages <ul><li>Concise message </li></ul><ul><ul><li>EMA agency identifiers </li></ul></ul><ul><ul><li>Immediate thr...
EAS Messages  (continued) <ul><li>Do you know how EAS operates in your community? </li></ul><ul><li>What is your community...
The Recovery
After it’s all over… <ul><li>Review your PIO systems: </li></ul><ul><ul><li>How smoothly / quickly did you activate JIC? <...
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1900 Fema Advanced Pio Visuals

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1900 Fema Advanced Pio Visuals

  1. 1. 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
  2. 2. Today’s Emergencies <ul><li>Media advises public almost immediately </li></ul><ul><li>Public begins monitoring via TV, radio, Web </li></ul><ul><li>Live shots illustrate & intensify response </li></ul><ul><li>PIOs initially may have to ‘catch-up’ to media </li></ul>
  3. 3. Today’s Emergencies (continued) <ul><li>Emergencies require immediate PIO coordination </li></ul><ul><li>Worldwide attention may follow </li></ul><ul><li>Identify challenges now so you can plan and prepare for an effective response </li></ul>
  4. 4. News Travels Fast . . .
  5. 5. What Does Media Want from PIOs? <ul><li>Call to advise news desk of releases </li></ul><ul><li>E-mail and fax releases at the same time </li></ul><ul><li>Be available for live radio and TV </li></ul><ul><li>Post current information to web </li></ul><ul><li>Facilitate information gathering at scene </li></ul><ul><li>Provide an easy-to-use Media Center </li></ul><ul><li>“ Stay in touch until it’s all over” </li></ul>
  6. 6. Work with Media Now, or They’ll Work Against You Later… Who Wins?
  7. 7. PIO Challenges <ul><li>Do you have enough resources to respond adequately? </li></ul><ul><ul><li>PIO response team? </li></ul></ul><ul><li>Have you identified target audiences? </li></ul><ul><li>Do you have credibility with community / EOC leadership? </li></ul><ul><li>Are you ready to accommodate rapidly arriving media? </li></ul>
  8. 8. It takes a well-exercised plan
  9. 9. PIO Initial Response <ul><li>Implement well-exercised plan? </li></ul><ul><li>Issue an initial statement of fact / reassurance </li></ul><ul><li>Assess need for additional resources </li></ul><ul><ul><li>Call-up </li></ul></ul><ul><ul><li>Assign roles and locations </li></ul></ul>
  10. 10. Takes a Team
  11. 11. PIO Initial Response (continued) <ul><li>Work to get ahead of information demand </li></ul><ul><ul><li>Get organized as a team quickly </li></ul></ul><ul><ul><li>Anticipate large volume of media inquiries </li></ul></ul><ul><ul><li>Advise media of schedule for briefings or news conferences </li></ul></ul><ul><ul><li>Prepare to modify plan as needed </li></ul></ul><ul><ul><li>Stay in touch with EOC and advise media of developments </li></ul></ul>
  12. 12. Don’t Wear Yourself Out
  13. 13. Target Audience <ul><li>Who will need what information first, fast? </li></ul><ul><li>How do we reach our target immediately? </li></ul><ul><li>Initial risk message may urge: </li></ul><ul><ul><li>Direct action: Shelter-in-place or evacuation </li></ul></ul><ul><ul><li>Pending action: Prepare for evacuation </li></ul></ul><ul><ul><li>Monitoring: Stay tuned for public information </li></ul></ul>
  14. 14. Target Audience (continued) <ul><li>Respond to special needs populations </li></ul><ul><ul><li>Unique languages </li></ul></ul><ul><ul><li>Developmentally delayed </li></ul></ul><ul><ul><li>Physically challenged </li></ul></ul><ul><ul><li>Transient groups such as vacationers </li></ul></ul>
  15. 15. Joint Information System/Center <ul><li>A physical location where public information officers gather, verify, and coordinate information prior to release </li></ul>
  16. 16. Advantages <ul><li>Coordinate release of information from a variety of sources </li></ul><ul><li>Minimizes conflicting information </li></ul><ul><li>Meets demands of media </li></ul><ul><li>Maximizes resources of PIOs </li></ul>
  17. 17. JIC / JIS: <ul><li>Provides: </li></ul><ul><ul><li>News briefings </li></ul></ul><ul><ul><li>and conferences </li></ul></ul><ul><ul><li>Written statements </li></ul></ul><ul><ul><li>Qualified spokesperson(s) </li></ul></ul><ul><ul><li>Answers to public and media inquiries </li></ul></ul><ul><ul><li>One-stop shopping for official government information </li></ul></ul><ul><li>Operates media center </li></ul>
  18. 18. Media Center Facility <ul><li>Use when event attracts many media over many days </li></ul><ul><li>Venue large enough for all media </li></ul><ul><ul><li>Have larger backup site available </li></ul></ul><ul><li>Podium sound / Mult box mic plug in </li></ul>
  19. 19. Media Center Facility (continued) <ul><li>Media parking close </li></ul><ul><li>to media center with </li></ul><ul><li>clear southern </li></ul><ul><li>exposure </li></ul><ul><li>Elevated camera </li></ul><ul><li>level, chairs in front </li></ul><ul><li>Podium or rear </li></ul><ul><li>wall agency emblem </li></ul><ul><li>Separate entrance / exit for media and local officials </li></ul>
  20. 20. 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
  21. 21. PIO Response Team – Options
  22. 22. PIO Response Team – Options <ul><li>Send field PIOs to: </li></ul><ul><ul><li>Any scenes where media are congregating </li></ul></ul><ul><ul><li>Secondary locations: hospitals, shelters, airports </li></ul></ul><ul><li>Purpose is to learn what the media need & are doing </li></ul><ul><ul><li>Helps JIC stay ahead of demand </li></ul></ul><ul><ul><li>Reduces rumors by having PIO contact at scene </li></ul></ul><ul><li>Field PIOs inform JIC of statements made to the media </li></ul>
  23. 23. News Media Technology <ul><li>Small & large TV stations come equally equipped </li></ul><ul><ul><li>Sat trucks, web text, audio, video convergence </li></ul></ul><ul><li>Radio uses cell phones </li></ul><ul><li>Confirm each outlet’s technology use </li></ul><ul><ul><li>How do you want us to get important public information to you in an emergency? </li></ul></ul>
  24. 24. Today’s PIO Equipment / Supply List <ul><li>Cell phone </li></ul><ul><li>Laptops / PDAs </li></ul><ul><li>Printer </li></ul><ul><li>Internet access </li></ul><ul><li>Remote dial-up </li></ul><ul><li>Fax machines </li></ul><ul><li>Digital still / video cameras </li></ul><ul><li>Latest media contact info </li></ul><ul><li>Group e-mail addresses </li></ul><ul><li>Discs or CD-RWs </li></ul><ul><li>Micro-audio recorders </li></ul><ul><li>Maps-print & software </li></ul><ul><li>Binder or PDA with SOPs </li></ul>
  25. 25. Going online…
  26. 26. Web Use in Emergencies <ul><li>Media will monitor web site for updates, situational changes </li></ul><ul><li>During emergencies, people go on-line to: </li></ul><ul><ul><li>Find out what to do: www.ready.gov </li></ul></ul><ul><ul><li>Locate preparation lists: www.redcross.org </li></ul></ul><ul><ul><li>Locate family, relatives, friends </li></ul></ul><ul><ul><li>E-mail family & friends about personal safety </li></ul></ul>
  27. 27. Web Use in Emergencies (continued) <ul><li>Computers are available at some shelters </li></ul><ul><li>During emergency the web will be slow; servers will crash </li></ul>
  28. 28. PIO Written Products <ul><li>News releases </li></ul><ul><li>Fact sheets </li></ul><ul><li>Media advisories </li></ul><ul><li>PSAs </li></ul><ul><li>Feature articles </li></ul><ul><li>Backgrounders </li></ul><ul><li>Used by broadcast and print media and on your web site </li></ul>
  29. 29. Fact Sheet <ul><li>Quick to write </li></ul><ul><li>Generally written with bullets </li></ul><ul><li>Can be faxed or e-mailed to newsrooms </li></ul><ul><li>Handy for print and broadcast media </li></ul>
  30. 30. Fact Sheet Sample
  31. 31. Backgrounders <ul><li>Information not necessarily part of the story </li></ul><ul><li>Can be pre-written </li></ul><ul><li>Gives background on events and people </li></ul><ul><ul><li>Useful to Out-of-Town Media </li></ul></ul>
  32. 32. Backgrounder Sample
  33. 33. Features <ul><li>Generally provided to small newspapers that do not have large staffs </li></ul><ul><li>Can be used for in-house or industry publications </li></ul><ul><li>Always written in print style </li></ul><ul><li>Useful in public education / relations activities </li></ul>
  34. 34. Feature Sample
  35. 35. Broadcast / PSA Writing <ul><li>Written in simple, declarative sentences </li></ul><ul><li>Written to be read aloud </li></ul><ul><li>Valuable when writing advisories, updates, and public service announcements </li></ul>
  36. 36. 20XX Broadcast / PSA Sample
  37. 37. News Releases <ul><li>Ready to publish </li></ul><ul><li>Newsworthy </li></ul><ul><li>Catchy headline </li></ul><ul><li>Gets to the point </li></ul><ul><li>Quotes back up information </li></ul><ul><li>Two contacts / after-hours phone numbers </li></ul>
  38. 38. 20XX News Release Sample
  39. 39. News Advisory <ul><li>Invitation to the media </li></ul><ul><li>Media’s eyes only </li></ul><ul><li>Objective, bulleted format </li></ul><ul><li>Short </li></ul><ul><li>Purpose: </li></ul><ul><ul><li>Inform </li></ul></ul><ul><ul><li>Encourage coverage </li></ul></ul><ul><ul><li>Update or educate </li></ul></ul><ul><ul><li>Pique Interest </li></ul></ul>
  40. 40. 20XX News Advisory Sample
  41. 41. EAS Messages <ul><li>Concise message </li></ul><ul><ul><li>EMA agency identifiers </li></ul></ul><ul><ul><li>Immediate threat </li></ul></ul><ul><ul><li>Action </li></ul></ul><ul><ul><li>Encourage continued monitoring </li></ul></ul>
  42. 42. EAS Messages (continued) <ul><li>Do you know how EAS operates in your community? </li></ul><ul><li>What is your community’s EAS plan? </li></ul>
  43. 43. The Recovery
  44. 44. After it’s all over… <ul><li>Review your PIO systems: </li></ul><ul><ul><li>How smoothly / quickly did you activate JIC? </li></ul></ul><ul><ul><li>Were you ready for the media? </li></ul></ul><ul><ul><li>Did the public receive timely information? </li></ul></ul><ul><ul><li>Did you effectively support response / recovery? </li></ul></ul><ul><ul><li>How well does the media think you served them? </li></ul></ul>

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