Building an Effective Crisis Communications Capability in a Changing Media World

1. Building an Effective Crisis Communications Capability in a Changing Media World Session 21 Slide Deck Session 21 Slide 21-

2. Session Objectives 21.1 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. 21.4Identify messengers to deliver information. 21.5 Discuss staffing, training and exercise requirements. 21.6 Discuss the importance of monitoring, updating and adapting communications activities. Session 21 Slide 21-

3. Changing Media World • Emergency management world is changing rapidly • Examine all processes including communications • First Informers – Citizen Journalists • New communications networks Session 21

4. Changing Media World • New media • New partnerships • Communications principles Session 21

5. 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 Adapt Session 21

6. A Communications Plan – Response Phase • Timely and accurate information • Protocols: • Collecting information • Analyzing data • Disseminating information Session 21

7. A Communications Plan – Response Phase • Trusted messengers • Vulnerable populations • Roster of contacts • Protocols: • Monitoring the media • Identifying new information sources • Measuring effectiveness Session 21

8. 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

9. A Communications Plan - Mitigation and Preparedness Programs • Goal • Objectives • Audiences • Tools • Messengers • Timetable • Evaluate Session 21

10. Information Coming In • Basis of crisis communications • Receiving and processing information • Information sources Session 21

11. Information Coming In Information Sources: • Government damage assessment teams • First Responders • Voluntary Agencies • Community Leaders • First Informers • New Media • Online News Sites • Traditional Media Session 21

12. Information Coming In Develop partnerships: • Types of information • Government agencies • Voluntary agencies • New partners Session 21

13. Information Coming In Developing 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

14. Information Going Out • Goal of crisis communications • Saves lives • Communications mechanisms • Traditional media • New Media • Neighborhood Communications Networks Session 21

15. 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

16. Information Going Out When 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 Earth Session 21

17. 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

18. 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

19. Messengers Pre-Disaster determine: • Primary messenger(s) • Types of information • Protocols • Who will lead • Senior staff Session 21

20. Staffing Existing staffing levels: • Federal agencies • State agencies • Large cities • Small to mid-size communities Session 21

21. 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

22. Staffing Future staffing requirements: • Large cities, Federal and State agencies • Reorder priorities • New media outlets • Day-to-day communications • Additional staff Session 21

23. Training and Exercises Well-trained messengers • Media training • Confident and comfortable communicators • Senior staff Session 21

24. Training and Exercises Well-trained communications staff • Media relations • New media • Marketing Session 21

25. Training and Exercises Future Exercises • Include reporters • Include new media • Include community messengers Session 21

26. Monitor, Update and Adapt Monitor • Staff • Traditional media • New media • Importance Session 21

27. Monitor, Update and Adapt Monitor • Identify: • Problems • Issues • Trends • Rumors • Misinformation Session 21

28. Monitor, Update and Adapt Update • Communications plans, strategies and tactics • Allocate staff resources • Training and exercise programs Session 21

29. Monitor, Update and Adapt Adapt • Accept new technologies • Identify emerging technologies • Do fix on one media Session 21

30. Conclusion • Must communicate • Larger role in emergencies • New media Session 21