Session 21 1

Building an Effective Crisis Communications Capability in

a Changing Media World

Session 21 Slide Deck

Slide 21-

Session 21 2

Session Objectives21.1 Discuss the changing media world.

21.2 Discuss how to develop a communications plan.

21.3 Examine processes for information coming in and going out.

21.4 Identify messengers to deliver information.

21.5 Discuss staffing, training and exercise requirements.

21.6 Discuss the importance of monitoring, updating and adapting communications activities.

Slide 21-

Changing Media World

• Emergency management world is changing rapidly

• Examine all processes including communications

• First Informers – Citizen Journalists

• New communications networks

Session 21 3

Changing Media World

• New media

• New partnerships

• Communications principles

Session 21 4

Seven elements of an effective crisis communications capability

• A Communication Plan

• Information Coming In

• Information Going Out

• Messengers

• Staffing

• Training and Exercises

• Monitor, Update and AdaptSession 21 5

A Communications Plan – Response Phase

• Timely and accurate information

• Protocols:– Collecting information– Analyzing data– Disseminating information

Session 21 6

A Communications Plan – Response Phase

• Trusted messengers

• Vulnerable populations

• Roster of contacts

• Protocols:– Monitoring the media– Identifying new information sources– Measuring effectiveness

Session 21 7

A Communications Plan – Recovery Phase

• Timely and accurate information

• Information sources

• Audiences and communications mechanisms

• Information collection:– Community relations staff– Community leaders– First informers

• Communities passed over

Session 21 8

A Communications Plan - Mitigation and Preparedness Programs

• Goal

• Objectives

• Audiences

• Tools

• Messengers

• Timetable

• Evaluate

Session 21 9

Information Coming In

• Basis of crisis communications

• Receiving and processing information

• Information sources

Session 21 10

Information Coming InInformation Sources:

•Government damage assessment teams

•First Responders

•Voluntary Agencies

•Community Leaders

•First Informers

•New Media

•Online News Sites

•Traditional MediaSession 21 11

Information Coming In

Develop partnerships:

•Types of information

•Government agencies

•Voluntary agencies

•New partners

Session 21 12

Information Coming InDeveloping partnerships with non-governmental, non-traditional information sources:•Neighborhood communications networks•Protocol for first informers•Point of contact •Electronic portal for information from the field•Training and exercises•Traditional media•After action debrief

Session 21 13

Information Going Out

• Goal of crisis communications

• Saves lives

• Communications mechanisms– Traditional media– New Media– Neighborhood Communications Networks

Session 21 14

Information Going Out

Prior to the next disaster:

•Starting a blog

•Create a bulletin board

•Get on Wikipedia

•Create a Facebook page

•Create a Twitter account

•Start a YouTube site

•Create a Google Map

Session 21 15

Information Going OutWhen disaster strikes:

•Regular updates on your blog

•Regular updates on your bulletin board

•Review and update Wikipedia

•Post on your Facebook page

•Post on your Twitter account

•Post on YouTube

•Update Google Map

•Display on Google EarthSession 21 16

Messengers

• Critical role in disaster communications

• Human face on disaster response

• Build confidence

• Public Information Officers (POIs)

• Elected and appointed officials

• Emergency managers

Session 21 17

Messengers• Elected officials:

– California Governor Arnold Schwarzenegger – New York City Mayor Rudy Giuliani – Oklahoma Governor Frank Keating

• Emergency managers: – FEMA Director James Lee Witt– California Office of Emergency Services

Director Dick Andrews – Florida Division of Emergency Management

Director Craig Fugate Session 21 18

Messengers

Pre-Disaster determine:

•Primary messenger(s)

•Types of information

•Protocols

•Who will lead

•Senior staff

Session 21 19

Staffing

Existing staffing levels:

•Federal agencies

•State agencies

•Large cities

•Small to mid-size communities

Session 21 20

Staffing

Future staffing requirements:

•Small to mid-size communities– Use local government communications

staff– Pay for part of salary– Consistent presence– Learn emergency management issues

Session 21 21

Staffing

Future staffing requirements:

•Large cities, Federal and State agencies– Reorder priorities– New media outlets– Day-to-day communications– Additional staff

Session 21 22

Training and Exercises

Well-trained messengers

•Media training

•Confident and comfortable communicators

•Senior staff

Session 21 23

Training and Exercises

Well-trained communications staff

•Media relations

•New media

•Marketing

Session 21 24

Training and Exercises

Future Exercises

•Include reporters

•Include new media

•Include community messengers

Session 21 25

Monitor, Update and Adapt

Monitor

•Staff

•Traditional media

•New media

•Importance

Session 21 26

Monitor, Update and Adapt

Monitor

•Identify:– Problems– Issues– Trends– Rumors– Misinformation

Session 21 27

Monitor, Update and Adapt

Update

•Communications plans, strategies and tactics

•Allocate staff resources

•Training and exercise programs

Session 21 28

Monitor, Update and Adapt

Adapt

•Accept new technologies

•Identify emerging technologies

•Do fix on one media

Session 21 29

Conclusion

• Must communicate

• Larger role in emergencies

• New media

Session 21 30