Emergency preparedness & resiliency are key to the sustainability of any community. This presentation given at the 2018 NJEPA Conference focused on what local public safety & communications officials could do to help their towns gain points within Sustainable Jersey’s certification program. It outlines how to create an easy-to- use communication strategy that would be readily available and previously tested by the appropriate staff in the case of an emergency. It describes a communication plan that diversifies the types of communication channels used in order to expand reach; implement a process to identify vulnerable residents; and ensure key contacts are maintained in support of these efforts.

1. Communication Strategies
During Emergencies
Fostering
Digital Communication Consistency
May 2, 2018NJEPA 2018 – Atlantic City NJ

2. May 2, 2018NJEPA 2018 – Atlantic City NJ
The Changed Nature of
Emergency Communication
The story will be told.
The question is:
who will tell the story?
“[Social media] is a significant force in public
opinion and the spread of information, and if it
is ignored can become a liability to your
organization. The general population now
expects real time news with updates throughout
an event.”
The Impacts and Opportunities of Social Media on Mass Notification; Everbridge 2012

3. May 2, 2018NJEPA 2018 – Atlantic City NJ
“We could have saved more lives.”

4. May 2, 2018NJEPA 2018 – Atlantic City NJ
Disasters Don’t End at Town Borders

5. May 2, 2018NJEPA 2018 – Atlantic City NJ
But
Communication
Typically Does
• Without leadership from higher
levels of government, regional
councils of governments, or
another entity, municipalities
all do something different.
• Within municipalities, PDs, FDs,
OEM and town itself are often
on different channels.
• Counties could aggregate info
so citizens know which social
channels will carry emergency
information.

6. May 2, 2018NJEPA 2018 – Atlantic City NJ
• The Plan: Nuts and Bolts
• Preparing a Digital Communication Plan
• Using Demographics to Determine Channels
• Policy Development
• Plan Elements
• Exercising the Plan
• Sustainable Jersey Communication Actions
• Emergency Communication Planning
• Examples
• Benefits of Completing these Actions
What We’ll Discuss Today

7. May 2, 2018NJEPA 2018 – Atlantic City NJ
Preparing A Digital Communication Plan
• Discuss, decide and document
• Where will information originate?
• Who may speak for your agency?
• How will you control channel creation?
• Which social channels will you use?
• What will be the process, the flow?
• What policies will you implement? What will they say?
• How will you engage visitors?
• How will you handle records retention?
• Do you need to address employee use as part of your plan?
• Will you post other than government information?
• How will you handle citizen publishers (e-sponders)?

8. May 2, 2018NJEPA 2018 – Atlantic City NJ
Demographics Determine Channels
• Determine your audience
• Residents, commuters, local employees, seniors, disabled,
tourists, college students, foreign speaking populations,
homeless, displaced residents, minors, vulnerable populations
• A sustainable community attempts to reach its entire
population
• Determine age groupings for these populations
• Determine primary communication methodologies
• Match each audience and age grouping to its primary and
secondary communication methods
• Rank needed communication methods and channels
• Cover all audiences with at least one channel. Have a backup.
• Live video is the “next big thing”. Use Facebook live, UStream
• Don’t forget traditional methods: paper, bullhorns, radio, flyers
at high-traffic areas, etc

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Policy Development
• Have Policies in Place Before Launch
• Adopt an internal policy to control social channel
creation
• Adopt “Use” and “Commenting” policies
• Indicate your pages are not forums, but moderated
discussions
• Monitor your social channels and handle violations
• What others can say on your sites; What you can say and
how to say it on your own sites; What your
representatives can / should say on other sites
• Copyright infringement
• Update Policies and Rules Frequently
• Inconsistency of application for Terms of Use with
government requirements (liability issues, state laws)
• Consistency and compliance with court decisions,
legislative changes, and federal gov’t requirements.
• Have a Governance Committee to do this.

10. May 2, 2018NJEPA 2018 – Atlantic City NJ
Digital Communication Plan Elements
• Governing Body Approval
• Authorities: foundational legal citations
• References: government policies that apply (HIPAA, etc)
• Purpose: to define and provide guidance
• Responsible Parties: people, organizations, contact info
• Governance Committee: town manager, PIOs, CIOs
• Physical Facility: should be located in the EOC
• Personnel: advanced trained employees and volunteers
• Process for an Anticipated Event: SOP and workflow
• Process for an Unanticipated Event: SOP and workflow
• Vulnerable Populations: identify and disseminate
• Policies: purchasing, TOU, channel creation, commenting

11. May 2, 2018NJEPA 2018 – Atlantic City NJ
Embracing the Whole Community Approach
• People feel invested, empowered in a community-based
effort.
• People want to help. The “whole community approach”
provides a structure where they can do so.
• Giving people something to do calms them during an event.
• FEMA recognizes and recommends the “whole community
approach”
• “We fully recognize that a government-centric approach to emergency
management is not enough to meet the challenges posed by a
catastrophic incident.”
• “When the community is engaged in an authentic dialogue, it becomes
empowered to identify its needs and the existing resources that may be
used to address them. ”
• “Engaging the whole community and empowering local action will better
position stakeholders to plan for and meet the actual needs of a
community and strengthen the local capacity to deal with the
consequences of all threats and hazards.”

12. May 2, 2018NJEPA 2018 – Atlantic City NJ
Exercise It
• ESF #15 or your Communication Annex:
Public Information including Social Media
• Must be exercised
• Should be part of the EOC
• Should have sufficient trained
personnel to operate 24 x 7.

13. May 2, 2018NJEPA 2018 – Atlantic City NJ
Market It
• Start out slow. Build momentum before an event.
• Consider
• Press releases, church bulletins, flyers
• Speaking engagements for local civic groups
• Local buy and sell newspapers or websites
• Local community social channels, apps like NextDoor
• Official government e-newsletters
• Facebook or Google advertising
• Cross-marketing with other Twitter, FB, Instagram or G+ channels
• Create a YouTube video about your plan
• Run a couple of Facebook live events focused on vulnerable
populations, where to find info, registering for alerts, etc.
• Get friends to write about your site(s) on social media
• Act as if you have thousands of followers even if you don’t
Add value and they will come!

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Collaborative
Communication Plans
It never makes sense to reinvent the wheel, especially over
and over and over again by 565 different jurisdictions, all
of whom need to get information to their constituencies
efficiently and effectively in an emergency or disaster.

15. Emergency Communications Planning
Advance preparation is the key to emergency communication effectiveness.
Community based networks are critical to disaster communications and should be
involved in whole community digital communication planning.
May 17, 2017NJEPA 2018 – Atlantic City NJ

16. May 2, 2018NJEPA 2018 – Atlantic City NJ
Sustainable Jersey Actions
Emergency Management and Resiliency
•Emergency Communications Planning
Develop a plan outlining the steps a town will take to disseminate important
information during emergencies
Utilize varied communications channels (traditional & digital media, text and email,
sign boards, community posting boards & community networks)
Create a process for citizens to register for alerts
•Vulnerable Populations Identification for Emergencies
Identify vulnerable individuals within the community and market “NJ Register Ready”
to register them so that they can receive updates during emergencies
Keep a list of key community stakeholders that can help get word out to
special needs populations
Use of alternative communication formats for people with special needs
SustainableJersey.com

17. STEP 1
Develop an emergency communications plan
outlining the steps the municipality will take to
disseminate essential information both internally and
publicly during non-routine events, declared or non-
declared emergencies or natural disasters.
Make the plan available to key staff.
May 2, 2018NJEPA 2018 – Atlantic City NJ
Certification Requirements

18. • A section explaining declared versus non-declared
emergencies and a list of the various types of non-
emergency, non-routine operations to which this plan
will apply, including road closures, water shut offs,
water quality issues, boil water advisories, parades,
festivals, and special events requiring high security.
• Directives and methodologies for communicating those
directives during declared and nondeclared
emergencies to key municipal staff, stakeholders and
special facility liaisons as identified in the municipal
EOP. Directives should be written in a boilerplate
fashion so that they will be readily available in an
emergency.
May 2, 2018NJEPA 2018 – Atlantic City NJ
Plan Requirements: Step 1

19. • Methodologies for communicating essential information,
alerts, and updates to the general public during declared
and non-declared emergencies should be carried out via the
following communication channels:
• The municipal website
• Social media channels, including Facebook & Twitter
• Print newspapers and/or online sites
• Direct notices to the public including email lists, text messaging,
reverse 9-1-1, Next Door or other similar community boards.
Indirect notices like electronic sign boards, bulletin boards, flyers
• WOM through organizations like school boards, churches,
chambers of commerce, libraries, civic associations, faith
based organizations and others.
• Established routing systems for emergency vehicles with
loudspeakers
May 2, 2018NJEPA 2018 – Atlantic City NJ
Plan Requirements: Step 1

20. STEP 2
Establish a process for the public to sign up for email,
text message, and/or voice message notices
regarding emergency warnings and alerts.
Promote this process as a way to educate the public
about the town’s public notification system and use
of the chosen communication channels.
May 2, 2018NJEPA 2018 – Atlantic City NJ
Certification Requirements

21. STEP 3
Use of the chosen emergency communications
channels (Step 1) and public notification system
(Step 2) will need to be demonstrated either through
an actual emergency, or by testing the system at
least once during either a declared emergency or
non-declared emergency/major public inconvenience
situations.
May 2, 2018NJEPA 2018 – Atlantic City NJ
Certification Requirements

22. May 2, 2018NJEPA 2018 – Atlantic City NJ
Success Stories : Avalon

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Success Stories : Ridgefield Park Village

24. May 2, 2018NJEPA 2018 – Atlantic City NJ
Success Stories : Cape May City

25. May 2, 2018NJEPA 2018 – Atlantic City NJ
Social Media Embeds: Chester Twp

26. May 2, 2018NJEPA 2018 – Atlantic City NJ
Web Design: Responsive, Mobile First

27. • Disasters do not end at municipal boundaries. We
must all broaden our thoughts, plans and actions.
• Counties should play a leadership role in collaborative
communication efforts.
• Volunteers and volunteer civic organizations must be
included on the front-end in planning and exercises.
• Whole community planning and cross-jurisdictional
communication are essential to successful
preparedness, response and recovery efforts.
• The story will be told. Will yours be one of chaos or
competent coordination?
May 2, 2018NJEPA 2018 – Atlantic City NJ
Points to Remember

28. Carol A Spencer
Stormzero, LLC
126 Brazos Drive
Cedar Creek TX 78612
Carol@Stormzero.com
973-637-0483
This presentation:
https://www.slideshare.net/ChazNJ
Contact Info
May 2, 2018NJEPA 2018 – Atlantic City NJ