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