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Scaling and Adopting Disaster Preparedness Using
Lessons From the California Fires
Luke Fretwell
CEO
ProudCity
Laine Hendricks
Public Information Officer
County of Marin
Rebecca Woodbury
Director of Digital Service &
Open Government
City of San Rafael
● Website
● Social
● Email
● Text
● Media (video/audio)
● Launch guidelines
● Ownership
● Roles/responsibilities
● Content management
● Cost sharing & financing
How is digital used? Will digital reach everyone?
Incorporated?
Unincorporated?
Mobile traffic (phone/tablet):
● General: 50%
● During disaster: ~70%
Text is:
● Easy to copy/paste/share
● More accessible
Always:
● Provide accompanying text with media
(PDFs/images/videos)
Easier to:
● Remember
● Share
● Wifi/network will be spotty or overwhelmed
● Keep web pages ‘light’
● Images <500KB
● PDFs
Clear and concise = easier to digest; eliminates confusion
● Succinct headlines and titles
● Bullets and subheadings
● Omit needless words
● Simple language and sentence structure
Driver for website
Engagement and conversation tool
Plan ahead:
● Which channel(s) will be the “main source” for content?
● What is optimal content?
● What can non-dominant channels post?
Maps, roads, transit, shelters, neighborhood re-entry and safety
Who staffs the PIO table in an EOC?
Parks Recreation Supervisors, Public Works Analysts, City
Clerk Administrative Assistants
Borrow templates...
...and staff!
● Rebecca Woodbury (Rebecca.Woodbury@cityofsanrafael.org)
● Laine Hendricks(LHendricks@marincounty.org)
● Luke Fretwell (luke@proudcity.com)

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