+Crisis Communication: The Role of PIO During DisasterEmily SikesMarketing and Referral ServicesSaint Francis Medical Center

+What is a crisis?

A significant threat to operations that can have negative consequences if not handled properly. Threat is potential damage to: An organization Its stakeholders An industry

A crisis creates three types of threats: Public Safety

Injury Death

Financial Loss Operations disruption Loss of market share Lawsuits

Reputation Loss

+What sparks a crisis?

Natural disasters/environment

Technology/systems failures

Confrontations (boycotts, strikes)

Violence or terrorism

Criminal misconduct

Accidents

Managerial mistakes

+Phases of a crisis

• Prevention

• Preparation

Pre-crisis

• Quick• Accurate• Consisten

t

Crisis Response • Follow-up

• Preparation

Post-crisis

+Pre-crisis phase: Risk management Create a crisis management plan

Guideline/reference Document response

Select and train crisis management team Public relations Legal Security Operations Finance Human resources

Pre-draft crisis messages Statement templates Website content

+Crisis response phase

Initial response Be quick Be accurate Be consistent

Instruct

Inform

Express concern

+Post-crisis phase

Goal: Return to business as usual Deliver information to stakeholders as soon as it is known

Crisis no longer focus Reputation repair Follow-up communication

Keep stakeholders updated on recovery progress Analyze and evaluate crisis management effort

What worked What didn’t

+PR crisis vs. emergency/disaster incident crisis During a disaster, many community organizations –

including hospitals – may become part of a Joint Information System (JIS) and Joint Information Center (JIC) within the NIMS (National Incident Management System) multiagency coordination system

Under the Incident Command Center (ICS) model, the Public Information Officer (PIO) is a key member of the command staff

Once a JIS/JIC is activated, the PIO has specific responsibilities in the local emergency operations plan and emergency management systems

+What is a PIO?

In emergencies, public information officers (PIOs) are responsible for keeping the public informed of any emergency situation in which it might be involved

Responsible to: Public

Internal External

Media PIO’s agency or organization Emergency response agencies

+What is a PIO?

Incident Commander

Public Information

Officer

Liaison Officer

Safety Officer

Medical/Technical Specialist

The PIO serves as the advisor to the Incident Commander on public information implications of the incident and the response/recovery effort

The PIO also looks for opportunities to advance leadership’s goals Setting up media

interviews Preparing talking points

for Incident Commander

+Qualities of a good PIO

Knows the organization

Good working relationship with the organization

AggressiveTrusted advisor,

strategist

PIO

+Necessary skills

Community relations Aware of demographics Aware of community organizations and how they work and

interact Fosters innovative ideas and programs

Media relations Has developed credibility with the news media Provides information and access to newsmakers Knows media needs and operations Knows and respects reporters’ deadlines Maintains continuing, open dialogue

+Necessary skills

Writing Organizes clear thoughts on paper Knows proper use of grammar, spelling Knows formats, writing styles Produces quality documents

Miscellaneous Public speaking Audio/visual presentation Emergency Management Agency fundamentals Political savvy

+What is public information?

Used by people to make decisions and take actions to: Save lives Reduce injury and harm Protect property Stabilize the incident

Can be used to: Call people to action Educate and inform Change behavior or attitudes Create positive impressions of your organization

+PIO constituencies

The public Largest audience Be aware of

demographics Know best channels

The media Relationship is very

important Know the reporters

PIO’s agency/organization Promote employees,

programs and successes Issues management role

Responding agencies Must have working

relationship to avoid conflicting messages

Groups are interdependent and interrelated, but with different priorities

+Role of the PIO

Gather Verify Coordinate Publish

+Information gathering

Research and development of all written, print, photographic, audio, video and web-based materials used by the JIC

Sources: Documentation (situation reports) Response partners Media monitoring

Analysis should be: Strategic Proactive

+Creating the message

Research and writing: News releases, fact

sheets, talking points, web stories, etc.

Graphic support

Audio/visual Broadcast operations Photo/video

Coordination/approval Coordinate for accuracy Keep partners informed Know protocol/processes

for approval

+Information dissemination

Providing written and oral communication to the news media, public and other organizations

Proactive: Media distribution (news releases, media advisories) News briefings or conferences Media/public distribution (web stories, social media)

Responsive: Media relations/news desk Public inquiry centers Internal (briefings, media monitoring reports)

+Why work with the media?

The First Amendment (freedom of speech)

Freedom of Information Act (FOIA) and local Sunshine Laws

Cultural cohesiveness

Perception

+Why work with the media?

Benefits of working with local media: Understand what local reporters need Help them see you as a “person” Help them understand the issues

Contact them before an emergency Call or meet with media representatives/reporters Send news releases Provide briefings/media advisories

+Media’s role in emergency management

Use the media to send information: That will reduce the public panic About action the public should take To alert/warn the public

+Types of news interviews

Print vs. Broadcast

General vs. Investigative

Ambush vs. Prearranged

Office vs. On-site

+During the interview

Remain calm and in control

Respond honestly

The welcome sets the tone

Review expectations

Work in key points before you begin

Be ready with overview statement

Choose words carefully

Expect follow-up questions

+During the interview

Start with conclusion Most important facts first Provide 5W + H

Work in key messages Answer/acknowledge the reporter Bridge from point to point Use “quotable quotes” at least three times Jump in and be responsive

Don’t go “off-the-record”

Don’t lose composure

Keep answers clear and concise

+During the interview

Use familiar language – not jargon

Explain technical terms and acronyms you must use

When you don’t know: It’s OK to say “I don’t know” Offer to find answer and follow up Never use as a way to avoid answer

Look out for “What if …?” Avoid request for opinion or speculation Return to facts or key talking points

Never say “No comment”!

+Plan in practice: A hospital scenario

Pre-disaster: The hospital is notified by law enforcement that a gunman is at large at the university. There are casualties and injuries, but no word yet how many.

The hospital’s disaster plan is activated, anticipating an influx of patients, family members and the media.

The Command Center is set up and key staff, including PIO, report for duty.

+Plan in practice: A hospital scenario Other PR staff, under direction of PIO, are assigned to:

Staged Press/Media area (away from ER and other designated areas) Man telephones Prepare and distribute media badges Prepare register/log for media Release information as available/approved Distribute press releases with public information

Family/Information area Maintain roster of family members entering/leaving area Maintain file on each victim Provide comfort and support Maintain crowd control

Labor Pool (as available) for other assignments

+Plan in practice: A hospital scenario

Primary responsibility is to patients, families and employees HIPAA privacy laws still in effect for releasing PHI (private

health information)

Secondary responsibility to general public Media is channel for information

+Summary

In an emergency, a PIO needs to get out: Accurate, timely information on the scope and nature of the

emergency Life-threatening and live-saving information Actions being taken by responding agencies

The best vehicle for the message is the media Using multiple media channels reaches a larger audience Being proactive takes planning

+Questions?

+Learn more:

Joplin tornado case study: Communicating after a disaster. http://www.slideshare.net/bdherrick/joplin-case-study-social-media-and-crisis-management

+Sources

Coombs, W. T. (Oct. 30, 2007). “Crisis Management and Communication.” Institute for Public Relations. http://www.instituteforpr.org/topics/crisis-management-and-communications/

Emergency Management Institute. (Oct. 2003). “SM-290 Basic Public Information Officer Course.” Federal Emergency Management Agency.

Federal Emergency Management Agency. (Oct. 2009). “G291 JIS/JIC Planning for Tribal, State and Local PIOs.”

National Disaster Education Coalition. (2004). “Talking About Disaster: Guide for Standard Messaging.”

+

About Me

Responsibilities: Represent service lines within the Medical

Center in varied aspects of communications: writing, media relations and special events. Oversee production of monthly employee

newsletter Coordinate general employee communications

(audience = 2,600) Write/distribute news releases and generate

positive news and feature stories with local, regional and national media

Write speeches and prepare presentations for the CEO, other executives and members of leadership

Coordinate special events and activities Serve as public information

officer/spokesperson to the media

Education: Master of Arts in Journalism/Strategic

Communication (2014, expected) – University of Memphis

Bachelor of Science in Mass Communication/Public Relations (2006) – Southeast Missouri State University

Account Services Coordinator at Saint Francis Medical Center

http://linkedin.com/in/emilysikes