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If you are experiencing technical difficulties, please click on Q&A on the toolbar at the top of your screen, write a message in the box that says Type a question for the presenter and click Ask, we will try our best to assist you. Or email Jennifer Jones at [email protected] or call her at (208) 631-0406
Organizing Mega-Fire Information Shops
Organizing Mega-Fire Information Shops
Jennifer JonesPublic Affairs Specialist
U.S. Forest Service, Washington Office, Fire and Aviation ManagementNational Interagency Fire Center
Boise, Idaho
What’s the point of this?
Coming soon to a computer near you…Thursday, February 7, 10:00 a.m. Mountain TimeStrategic ThinkingDave Olson, Public Affairs Officer, Boise National ForestJudith Downing, Public Information Officer, National Incident Management OrganizationFrank Mosbacher, Public Affairs Officer, Eldorado National Forest
Thursday, February 21, 10:00 a.m. Mountain TimeStrategic Use of Social MediaMichelle Fidler, Fire Communications and Education Specialist, National Park ServiceKris Eriksen, Public Information Officer, National Incident Management Organizationhttp://www.nifc.gov/PIO_bb/webinar.html
• To supplement information presented in S403• To develop material that may be incorporated into the all risk advanced
PIO training course
Housekeeping
• Questions will be taken at the end in writing or over the phone
• To submit a question in writing any time during the presentation:
• Click on Q&A on the toolbar at the top of your screen, write a message in the box that says “Type a question for the presenter” and click Ask
Organizing Mega-Fire Information Shops
Karen TakaiPublic Information Officer
Reinarz’s Type 1 IMT
Leona RodreickPublic Information Officer
Anderson’s Area Command Team
ZERO to 100 PIO’s
In 3 DaysMega Fires and the Challenges of Managing a PIO Shop
Changes in Fire
Global warming
We have seen changes from smaller fires to mega firesExplosion of multimedia and social media and access to it
Demand for quick real time information
Information has become more complex
Public Exhaustion (information/emotional/mental overload)
Blaming
Mega IssuesThe mega size of the incident adds additional stressors on our infrastructureMental processing and decision making makes S-520 seem like a picnicSpeed and number of inputsDelegating and follow up at the speed of light
GoalsDevelop new concepts for managing Mega fire information shopsBring about awareness of Mega fires and how they impact incident management
Improve skills for developing incident information leadership
What Makes a Fire a Mega Fire?
LocationFeatures or AttractionsInfrastructureSize & DurationSmokeStructures-Residential/CommercialPopulation of AreaProminent CitizensMedia AccessArea concerns/issues
Typical Day One
You have three PIO’s and Unit PAOEvacuations are ongoing and it’s 3 a.m.Winds are 50+ miles an hourInfrastructure is downYou’re looking for a place to set upBrownouts are ongoingPhone lines are outCell phones crashed
It Only Get’s Better
Inciweb is down
Mega Media is at the door
The Governor wants to know why there is no information and people cannot get through call center
E-mails are being sent back as spam
Information officers are coming off of school busses 15 at a time –without vehicles
E-mails
Meeting Our ChallengesPublic, Congressionals, elected officials, cooperators, etc…
Expectations that don’t meet our capabilities
Liabilities – be careful of what you say and potential repercussions from statements that are made
Safety
Getting ready for ICP/PIO evacuations
Communicating to PIO’s real time
Convincing team mindset needs of information with technological changes
Larger fires means need for larger #’s of PIO’s
Working with MediaIn the Good old days, life was
simple…..
BUT-In the new world…..Media are tweeting as they are escorted
Cell phones serve as cameras when media are in the car
Rumors and unanswered questions are being texted as we escort
Media knows before we do…
PIO’s “watch-out” is being blindsided
Assessing the Big PictureWhat is happening?
How big is this going to get?
What resources do I have?
Where can I set up?
Are we behind the curve?
Is technology available?
Are there creative ways to reach high tech audience in rural America?
Designing Your TeamDevelop your strategy
Ensure you have a Deputy PIO1
Branch your main functions
Use well qualified or seasoned PIO leaders• Initial Attack Info Center• Media• Community Relations• Products and Planning
Have one person do the ordering and trackingHow many PIO’s should you order?
Assess and ensure your incoming PIO’s skills match the information needs of the incident
PIO Organization
Lead PIO1
Media Community Relations Initial Attack Information Center
Products and Planning
Deputy PIO1
Initial Attack Information CenterOrdering
PhonesTrackingCall CenterDocumentationWrite updates (Send Word Now)Manage email listsVIP VisitsJoint Information Centers
Products and Planning
Prod/Plan Lead PIO1
Web Unit
Social Media Manager
Social Media Trainee
Liaison Unit
Operations Liaison (Info Ops PIO)
Call Center Liaison
Creative Services
Writers
Planning & Intelligence Unit
Multimedia ProtocolsEvaluate each incident and it’s need for social media tools-not all communities/areas are utilizing these tools
Work with unit PAO
Pre-order PIOs with Social Media skills
Have protocols developed for electronic media, (i.e. sending twitter messages, timely posting of information, etc…)
Have all PIOs subscribe to Twitter so they may receive these timely messages
Order a bank of cell phones that have texting capability
Establish protocols and routines for distributing real time information
Monitor trends, online conversations, rumors…
Mega Community RelationsTraplines (PIO’s travel in pairs for safety)
Formal public meetings driven by the incident as well as community need
Portable meetings
Be inclusive of all groups in your area
Relationships need to be made before the incident
Inform everyone of your social media tools and know where to go for information
Have special briefings for elected officials/community leaders
Managing the Mega MediaMay need to provide 24/7 PIO coverageMay need bilingual PIOsField and media escortsSet up press conferences
Work with ICs, Agency Administrators, and other guest speakers to set up agenda prior to conferenceEstablish same location and timeAssign seasoned PIO with skills to facilitate
Have PPE available for media check outProvide story ideas to mediaCorral media-have special area set aside and keep away from ICP trailers/tents (especially the IC’s office)
Holding the Reins and Span of Control
You Drive the BusYour Style is the 50,000 Foot ViewDon’t get stuck in the weeds and chase rabbitsDelegate and trust your Branch DirectorsRemember to have pulse checks with:
Deputy PIO1IC as well as C & GBranch DirectorsUnit PAO(s)
What a Typical Day May Look Like• 0500 Get up/Shower/prepare for
a.m. briefing
• 0600 Morning Briefing
• 0700 Breakfast
• 0730 Check messages
• 0800 Ops and PIO Briefing
• 0900 Planning Mtg
• 1000 Branch Director Mtg
• 1200 C&G Lunch Mtg
• 1300 Catch up on documentation and other items
• 1600 Check in w/branch directors
• 1700 Dinner
• 1745 Prepare for evening briefing
• 1800 Evening briefing
• 1900 Attend public meetings
• 2000 Planning Mtg
• 2100 Debrief with Deputy PIO and & Branch Directors
• 2200 Try to end day
• 2300 Try to be in bed
(This does not include all the unexpected meetings, coordination, discussions, and other duties as assigned fill your day)
Little Decisions = Big Pay OffBe in constant communication with the unit PAO– their engagement will vary depending on each situation
Keep your social media person at home unit until your infrastructure is in place – feed them information as their work can be virtual -calling goes two ways
Locate your media staging area immediately and let media know where it is (make sure it is an area where gas fumes are not an issue)
Utilize AP and local media to be your allies when you are short on PIO’s in order to get necessary information out
Hold press conferences ASAP to keep individual media from constant questions- give them what you have
Send your PIO to Operations for real time information (Info Ops PIO)
Set up a group list on the phone and PIO – Ops can feed all releasable info to PIO’s (text or tweet)
Will this incident be historic? Do we need to be documenting the visual?
Photographers and Videographers are invaluable for the documentation of historical fires
They support the creation of “products” for the public, PIO shop, host unit, etc…
They are line qualified and work together with Operations and divisions to support the incident
They can get directed by host unit of document fuel treatment areas in relationship to the fire movement
What to do when Things go bad
Expect the unexpected
Taking the hit and moving on
Call people with more experience if there is time
Build relationships with other PIO leads prior to incident
Allow others to help
Don’t forget to talk with your IC
Random ThoughtsNot all communities use social media, but Washington D.C. and Congressionals are actively engaged in following and monitoring. Make sure you are engaged.
Leaders of our organizations have super high-tech tools, and their expectations are that we feed them through these tools. We do not have the tools.
Smoke management issues are challenging
As your organization grows, HR issues with your staff may arise, you may need to work more closely with your HRSP
Afterwards-It is what it isNo matter what we do there will always be hindsight
After Action Reviews (AAR) are very valuable tools
Personal processing of the Mega Incident can and will challenge you. It’s okay to seek out others who have experienced it for advice and council or to just talk
Be willing to share and discuss your experiences as others want to hear and learn from you
Remember: It’s okay to breath and take a mental break, take care of yourself
Questions?3 Ways to Ask
• Click on Q&A on the toolbar at the top of your screen, write a message in the box that says Type a question for the presenter and click Ask
• Click on the hand icon and ask your question over the phone when you are called on
• Ask your question over the phone when I ask if anyone has any questions
Leona Rodreick, [email protected] (406) 683-3984Karen Takai, [email protected] (505) 235-4213
Topics for future training/webinars*A research informed approach to incident communications*Consistent Messaging*Advanced News Media *Effective public meetings*Stakeholder/cooperator engagement*Legislative issues/politics*Internal communications *Evacuations*Current issues in wildfire/incident managementJoint Information Centers/JIS*Unified Command *Working with multiple teams on a fire/Area Command
