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    UMATILLA JOINT INFORMATION SYSTEM/CENTER - Standard Operating Procedure UMATILLA JOINT INFORMATION SYSTEM/CENTER - Standard Operating Procedure Document Transcript

    • Umatilla County Emergency Management Morrow County Emergency Management Benton County Emergency Services Oregon CSEPP, Oregon Emergency Management Emergency Management Division, Washington Military Department Federal Emergency Management Agency, Region 10 Umatilla Chemical Depot FROM THE UMATILLA JOINT INFORMATION SYSTEM/CENTER Standard Operating Procedures Flexibility • Modularity • Adaptability March 25, 2011 version_____________________________________________________________________________________NoteTo attendees of “Adding to Your Communications Tool Box,” WSEMA Conference, Sept. 27, 2011The heart of this handout is a two-page procedure for monitoring social media and addressing issues that may arise.It was developed over the past four years by the core group of PIOs who ran the Umatilla Joint Information Systemand Center (UJIS and UJIC). The UJIC facility itself is located in Pendleton, Oregon, and is an asset the Chemical Stockpile EmergencyPreparedness Program. Known as CSEPP for short, the program has provided emergency planning and responsecoordination for jurisdictions in the Umatilla area since 1990. The hazard that prompted this effort is the UmatillaChemical Depot near Hermiston, Oregon, where a portion of the U.S. Army’s national stockpile of chemical agentshas been stored since shortly after World War II. Built for speed, the UJIC—and the wider UJIS of which it is a hub—was to serve as the central informationsource for the media and public in the event the Depot’s chemical agents got out of containment. In theory, a Depotincident could send chemical agents wafting off-post to threaten the public in Oregon in as little as 20-30 minutes—40-60 minutes for Washingtonians in southern Benton County, just across the Columbia River. Predicated on this urgent need, the UJIS would begin providing emergency information within minutes ofnotification, while the UJIC staffed up to open in hours. The emergence of social media, then, fit right in with theUJIS and UJIC’s mission to provide information rapidly, as well as address the many concerns and misperceptionsthe public would have in such an event. Meanwhile, the destruction of the Depot’s chemical agents that began in 2004 will be complete this fall andCSEPP’s public safety mission will be concluded, as will that of the Umatilla JIS/JIC. The social media procedure isprovided herein as one PIO tool that may be useful to those who carry on. • The social media procedure is on pages 5-6 of this document. • This document is a 10-page except of the 32-page SOP for the Umatilla JIS and JIC. The additional pages are provide some context for how the social media procedure was used and include: o Some information about the organization of the UJIS/UJIC and how units and positions work together; o Another procedure that relates to monitoring social media—the Information Management Cheat Sheet— pages 3-4; o Pages 7-8 and 10: Floor plans and org charts of the Umatilla Mobile JIC and EMD’s PIO team—the two main entities that provided information during CSEPP’s last annual exercise in April 2011. o Page 9: A joint roster of the Umatilla Mobile JIC and EMD’s PIO team, which shows (in red) those positions that worked in JIS to coordinate information gathering and dissemination, including social media. • In general, text with information about social media is shown in red.Anyone interested in the whole 32-page Umatilla JIS/JIC SOP is welcome to contact me.Mark Clemens, PIO, Washington EMD, 253-512-7006, m.clemens@emd.wa.gov—Aug. 28, 2011Umatilla Joint Information System/Center Standard Operating Procedures—1 of 10
    • PurposeThe purpose of the Umatilla Joint Information System/Center Standard Operating Procedures is toprovide common implementing and operating instructions applicable to every participant in the UmatillaJoint Information System and Joint Information Center (or centers). These procedures ensure that local,state and federal agencies are capable of providing accurate, coordinated and timely (or ACT) informationto internal and external audiences during a real or perceived emergency at the Umatilla Chemical Depot orelsewhere within the local community.FunctionsThe mission of the UJIC is to keep accurate and coordinated information flowing in a timely fashion. Fourfunctions are aimed at accomplishing this goal: Leadership and facilities management Gathering, Writing, Production and Analysis Group (GWPA) Dissemination Group (DG) Field Group (FG)Gathering, Writing, Production and Analysis Group (GWPA)There are four units in the GWPA: Response Partners, Research and Writing, Audio-Visual Support andInformation Analysis.The Information Analysis Unit is responsible for triaging information coming into the UJIC to ensurelifesaving information is reaching the public and that key messages are understood, rumors identified anderrors corrected. The unit does this by analyzing information gleaned from media monitoring reports, theTelephone Unit, Field Group and other sources. The goal of this analysis is to 1) develop a cohesive pictureof the effectiveness of the public information effort; 2) reveal media misinformation that may be “skewing”in a misleading direction; 3) identify emerging rumors circulating in the public and 4) suggest strategies toaddress such situations. The unit coordinates with other functional areas in the UJIC to ensure the problemsit uncovers are addressed, especially the Media and Rapid Response Unit in the Dissemination Group.Dissemination Group (DG)There are four units in the DG: Media and Rapid Response, Briefing, Telephone and Electronic Support.The Media and Rapid Response Unit provides information directly to the media. The unit arranges formedia access to field locations and facilitates interview requests with decision makers. Within the UJIC, theunit functions as an intelligence-gathering body, contributing valuable insight regarding the concerns andinterests of the media. The unit will act to address identified issues of concern. The rapid response functionmay take many forms, such as producing a quick news release, calling a reporter or dong a live interview. Insome instances, rapid response can resolve issues before they appear in the media. This unit works closelyand constantly with the Information Analysis Unit under the GWPA.Umatilla Joint Information System/Center Standard Operating Procedures—2 of 10
    • Information Management Cheat SheetNEW INFORMATION REPORTSNew information from EOCs or Field Group units, etc. is reported verbally or electronically to Lead PIOs at theUJIC/UMJIC through the Response Partner Unit Leader (see phone/e-mail lists below). Direct contact with LeadJurisdiction PIO is authorized if the Response Partner Unit Leader is unavailable.Jurisdiction JIC Phone / MJIC Phone JIC E-mailResponse Partner Unit Leader 541-278-5527 eocunit@ujic.netDepot Lead PIO 541-966-3741 / 541-720-1881 umcdpio@ujic.netBenton Co. Lead PIO 541-966-3738 / 509-539-0312 bentonpio@ujic.netUmatilla/Morrow Co. Lead PIO 541-969-7586 / 541-969-7586 jodi.florence@ucem.usPRODUCING A NEWS RELEASEEach jurisdiction in the Umatilla JIC-JIS produces its own news releases and other information about its responseactivities. The Umatilla JIC produces news releases and other information about joint activities.COORDINATING A JOINT / UJIC NEWS RELEASEResearch and Writing Unit attaches DRAFT JIC release to an e-mail and sends to the Electronic Support Unit Leaderand Dissemination Group Supervisor (in case the ESU is not staffed) for documentation and follow-up e-mail to theinternal coordination list.E-mail DRAFT news release using the following example: Subject line: COORDINATE UJIC NR #__ To: Electronic Support electronicsupport@ujic.net and Dissemination dissemination@ujic.net [for documentation and distribution to internal distribution list for coordination] Text example: Please coordinate DRAFT UJIC NR #__. Target time for release to media is 2100 PST. Current time is 2040 PST.APPROVING OR RECOMMENDING CHANGES TO A UJIC NEWS RELEASEWhether a jurisdiction approves or make recommendations about a product being coordinated, a copy of the productwill be attached and sent back to ESU at electronicsupport@ujic.net and Dissemination at dissemination@ujic.netwith a clear indicator in the e-mail title and text of those recommendations. Example: Subject Line: UJIC NR#__ Approved/Approved with changes/NOT Approved To: Electronic Support electronicsupport@ujic.net and Dissemination dissemination@ujic.net Text example: Good as is – or - Make following recommended changes: 1,2,3, etc.DISTRIBUTING A NEWS RELEASE OR AN EAS MESSAGEWhile most jurisdictions in the UJIC can distribute their own news releases and EAS messages, the UJIC also candistribute these products internally to UJIS partners and the media using pre-developed e-mail lists. E-mail final newsreleases and EAS messages using the following example: Subject line: DISTRIBUTE---Benton County NR No. 4 To: ESU electronicsupport@ujic.net (Electronic Support Unit Leader will distribute) and dissemination@ujic.net (DG Supervisor – backup to ESU for making distribution) Cc: statusboard@ujic.net (Status Board Writer will post to online Status Board and to Media Web site) Text: Benton County NR No. 4 is final. Please distribute to internal, external and media lists.(State specifically which of the three JIC distribution lists your news release should go to—see E-MAILDISTRIBUTION LISTS below.)E-MAIL DISTRIBUTION LISTSInternal: For PIOs and JIC staff in Pendleton UJIC/UMJIC and UVJIC only.External: EOCs and agencies in Umatilla JIS.Media: For real media on priority list or mock media in the Simulation Cell.See Means of distribution, next pageUmatilla Joint Information System/Center Standard Operating Procedures—3 of 10
    • Means of Status Media Harddistribution E-mail Fax Board Web site Copy* Verbal **INTERNAL x - x x x xEXTERNAL x *** x x - xMEDIA x *** - x - x * Hard Copy Distribution (five copies UJIC): Bulletin Board; Information Analysis Unit; Briefing Unit; Phone Team Lead; Evaluator in-box – (two copies MJIC): Media Phone Unit Leader; Evaluator in-box. ** In-house briefing to JIC staff, Virtual JIC staff via conference call on bridge and to media either present of via phone teams *** FAX only when e-mail isn’t working or upon special request.DEALING WITH A RUMORIf you detect a possible rumor or misinformation, send the observation to the UJIC as follows: Subject line: POSSIBLE RUMOR To: infoanalysis@ujic.net (Information Analysis Unit) for action Cc: electronicsupport@ujic.net (Electronic Support Unit); gwpa@ujic.net (GWPA Supervisor); and dissemination@ujic.net (DG Supervisor). Text: Provide the Who, What, Where, When, Why and How as best you can, where you heard or saw it, and why you think it may be a rumor. The more details, the better.MEDIA MONITORING REPORTS/ANALYSISCompleted news story analysis by remote and in-house media monitors should be e-mailed as follows:File AND Subject Line Name: Mock Media Print/Radio/TV/tweet (pick one) Story 01_AnalysisAG.docTo: infoanalysis@ujic.netThe Information Analysis Unit Leader will review and rename as: Mock Media Print/Radio/TV/tweet (pick one)Story 01_NO-ISSUE NOTED or Mock Media Print/Radio/TV/tweet (pick one) Story 01_ISSUE ADDRESSEDand forward it to the Electronic Support Unit Leader at electronicsupport@ujic.net and Dissemination GroupSupervisor at dissemination@ujic.net for distribution to Internal and External lists. More complete instructions arein the Media Monitoring Procedure.Squirrel Mailhttps://webmail.ujic.netThe login names are listed in “Appendix A: UJIC/UVJIC/UMJIC Operational contact list.” Password = “ujic-jis”Adobe Acrobat Connect: Newswriter / Information Analysis / Media Monitor Chat RoomsThis Adobe Web site gives Virtual JIC staff tools to collaborate with, including a chat room, audio and videoconferencing, document sharing and coordination. Go to http://anl.acrobat.com/umatillajic.The moderator must sign in first to open the chat room. The Umatilla Moderator Login is xxxxxxxxxxxxx. Passwordis “xxxxxxxxx” or “xxxxxxxxx” (case sensitive). All other users sign in as “Guests.” Use your name to identifyyourself.Umatilla Joint Information System/Center Standard Operating Procedures—4 of 10
    • UJIC PROCEDURE Using Twitter and other social media during 2011 CSEPP Exercise 2011 Exercise This draft was revised specifically for the Umatilla Site’s Annual CSEPP Exercise on April 12, 2011, when the Umatilla Joint Information Center (UJIC) will expand its use of Twitter and possibly other social media applications. This procedure will also serve until further notice as the UJIC‘s basis for handling real-world social media in a real emergency or community event. COORDINATION AND APPROVAL Unified Leads must approve information disseminated from the UJIC. As with other information products, however, the Unified Leads’ approval of tweets or other social messages is sometimes implied or delegated. The key is if the message is based on releasable information. Two examples illustrate when the Unified Leads’ approval is explicit or implicit: “Releasable” tweets sent out by the Status Board Writer in conjunction with UJIC news releases—these may mention the subject of the release, but are primarily intended to link followers back to the UJIC’s Media Web site. Other “releasable” tweets can be sent out by several positions in the Dissemination Group—see below. Approval of “releasable” tweets is implicit or delegated because they are based on UJIC information already made public. “Initiative” tweets respond to an emerging issue not yet addressed by releasable information. Example: There is a protective action change for which the final news release has yet to be approved and the UJIC sends out a tweet to stand by for a change, setting the stage for media and public Twitter followers. The Unified Leads need to approve “initiative” tweets and any other social media messages not based on UJIC information already made public. UNIFIED LEAD PIOs Sara Schwartz, Adolfo Capestany, Jim Hackett Roles and responsibilities outlined above. GWPA GROUP and DISSEMINATION GROUP (DG) SUPERVISORS (GWPA not staffed) Pete Wells, DG The GWPA Supervisor will work with DG Supervisor in overseeing Twitter or other social media issues to determine if action is needed, get approval for that action from the Unified Lead PIOs; take that action; or task it out. Both supervisors will be kept informed of Twitter/social message monitoring and messaging by their unit leaders.The GWPA Supervisor will be kept informed by the Information Analysis Unit Leader. The Dissemination Supervisor will be kept informed by the Media and Rapid Response Unit Leader, Electronic Support Unit Leader and Status Board Writer.GWPA GROUP DISSEMINATION GROUPGATHERING and ANALYSIS WRITING, PRODUCTION and DISSEMINATIONINFORMATION ANALYSIS UNIT MEDIA AND RAPID RESPONSE UNITUnit Leader – Judy Thomas Robin Smith & Hal McCuneMedia Monitors – Heather Kowalski & Sierra Wardell • Researches the resolutions to issues identified by the • In addition to mock television, radio and print stories, the Information Analysis Unit, using releasable information Information Analysis Unit monitors: from the Umatilla JIC and JIS.  ENN for mock Twitter messages (other social • Calls or e-mails mock media with correct, releasable media, if in play)—see ENN access info, below. information, just like responding to rumors or  UJIC Twitter account (umatilla_upig) which is closed, misinformation from other information sources, but may have mock public or mock media traffic. • Passes the issue to the Dissemination Group Supervisor if  Other exercise sites and messages, if needed. Note: the response needs to be communicated via Twitter or UJIC’s Facebook site and blog are not slated for use, other social media. (DG could delegate tweets back to but could come up in the course of the exercise. Media and Rapid Response if planned prior to exercise.)  Real world site/s (such as www.monitter.com or • Coordinates with the GWPA and Dissemination Group www.tweetgrid.com) using key words such as Supervisors for their information and/or action. “chemical emergency” and “Umatilla” to determine if exercise is being misperceived as a real emergency. ELECTRONIC SUPPORT UNIT (Lead – Not staffed) • Analyzes mock Twitter or other social messages for Status Board Writer – Peter Tassoni rumors, misinformation or important trends. Media Website Writers – Sonya Carrasquillo • Documents the analysis of Twitter/social messages in theUmatilla Joint Information System/Center Standard Operating Procedures—5 of 10
    • Media Monitoring Form. • Status Board Writer posts all UJIC news releases to UJIC • Passes issues to the Media and Rapid Response Unit Media Web site, then immediately copies the new URL and Leader for resolution (done by Information Analysis Unit sends a companion tweet it out to the UJIC’s Twitter Leader). account (umatilla_upig), linking followers to the UJIC • Coordinates with the GWPA and Dissemination Group Media site. Supervisors for their information and/or action. Either or • Status Board Writer tweets out links to other news both of the unit leaders (in the preceding bullet) do this releases as directed by the Dissemination Group Supe. coordination. • Tweeting comes in third to Status Board Writer’s top two • For monitoring during the 2010 Exercise, go to: priorities: 1) Keeping Status Board accurate and current, ENN (Exercise News Network) followed by 2) doing same on Media Web site. The URL http://exercisenewsnetwork.com Dissemination Group Supervisor may limit the Status Username: CSEPPExercise Board Writer’s tweets. Password: Exercise1 • Electronic Support Unit Leader backs up Status Board Writer; Dissemination Group Supervisor backs up both. • The Electronic Support Unit Leader and Dissemination Group Supervisor may send out initiative tweets, as appropriate and approved. Initiative tweets are coordinated with and approved by with Unified Leads.UJIC Twitter site • Tweets are limited to 140 characters. • JIC tweets will begin with “Exercise.” • JIC tweets will end—as space permits—with “Exercise.” • UJIC’s Twitter account for the 2011 Exercise (closed): Username: umatilla_upig Password: XXXXXXX • UJIC staff, UJIS and VJIC members, mock media, evaluators and others who want to follow UJIC Twitter for the 2011 Exercise must make a request on the site. • For real-world events (not the 2011 Exercise), UJIC’s Twitter account for the public is at www.twitter.com/CSEPP_UmCD. Username: CSEPP_UmCD Password: XXXXXXXUJIC Facebook and blog—not in play • For 2011 Exercise, the only use of UJIC’s Facebook page will to reference it in the letterhead of the “JIC Open” news release by saying “If this were a real event, the UJIC would use Facebook at CSEPP Umatilla.” • UJIC’s Facebook page is at http://www.facebook.com/pete.wells#!/pages/CSEPP-Umatilla/208098055744?ref=ts, or go to Facebook and search for ‘CSEPP Umatilla’. • Exercise controllers may post to facebook site “Bill Simcell.”Th e team will monitor that site. • The UJIC’s blog at www.CSEPPUmatilla.blogspot.com will not be used in the 2011 Exercise.Umatilla JIS social media sites that may or may not come into play during the 2011 Exercise: BCES Facebook—Not in play http://www.facebook.com/emergencyservices#!/pages/Richland-WA/Benton- County-Emergency-Services/164837398042?ref=ts Morrow Co’s Twitter—Not in play http://twitter.com/MorrowCountyEM Morrow Co’s Facebook—Not in play http://www.facebook.com/pages/edit/?id=114988825196996#!/pages/Heppner- OR/Morrow-County-Emergency-Management/114988825196996 Washington EMD’s Twitter—Not in play http://twitter.com/waEMDAnticipated UJIC TWEETS for the 2011 Exercise • To compose messages to Facebook or Twitter, go to www.hootsuite.com and log in as csepp.umcd@gmail.com, password xxxxxx Select the destination/s for the message and compose and send the message to those destinations. The destinations available are the Twitter sites of Umatilla_UPIG and CSEPP_UmCD and the Facebook CSEPP Umatilla page. • Compress URLs at http://bit.ly. Log in as cseppumatilla, password—upig!09. Can post Tweet/Facebook directly from this site. • Note—Tweeting all UJIC news releases is an exercise goal, not mandatory. • Also—The line in the first tweet, below—“Situation updates will be available soon at www.twitter.com/umatilla_upig.”—should be included in the first e-mail the DG Supervisor sends to the JIC’s Internal, External and Media lists. • Start Exercise news release—“This is an EXERCISE. CSEPP Exercise beginning. Updates available soon @umatilla_upig EXERCISE.” • UJIC Open news release tweet—“EXERCISE. Umatilla JIC is open. Updates available at INSERT URL. EXERCISE.” • News Conference news release—“EXERCISE. News conference coming up at Umatilla JIC. INSERT URL. EXERCISE.” • UJIC update news release—“EXERCISE. New information at INSERT URL. EXERCISE.” • Stay Off Phones news release—“EXERCISE. Stay off phone in Umatilla area except for emergencies. INSERT URL. EXERCISE.” • End Exercise news release—“EXERCISE. CSEPP Exercise for Umatilla Community has ended. EXERCISE.” • Other news releases—Tweet out all UJIC news releases, others as directed.Umatilla Joint Information System/Center Standard Operating Procedures—6 of 10
    • APPENDICESUmatilla Joint Information System/Center Standard Operating Procedures—7 of 10
    • Umatilla Joint Information System/Center Standard Operating Procedures—8 of 10
    • Umatilla Joint Information System/Center Standard Operating Procedures—9 of 10
    • Umatilla Joint Information System/Center Standard Operating Procedures—10 of 10