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Effective Crisis Communication for Disaster Response Success

Learn about challenges in crisis communication, managing media expectations, and the consequences of failure with relevant examples and best practices to ensure accurate messaging reaches the public.

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Effective Crisis Communication for Disaster Response Success

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  1. Can I quote you on that Will they hear your message? Francisco Sánchez, Jr. Liaison & Public Information Officer

  2. Communication is the single most important factor in whether the response to disaster is a success or failure. In Crisis Anywhere

  3. 1770 square miles • 4.1 million residents • 3rd largest county by population • 34 cities, including Houston • Unincorporated – 5th largest city • 54 fire departments • 125 law enforcement agencies • 2,500 canals – 800 natural bayous • 35 presidentially declared disasters Harris County @ A Glance

  4. What am I doing here?

  5. = From experience From research From people smarter than me Lessons Learned

  6. Trusted Partners Traditional Media Friends/Relatives/Rumors Emergency Notifications from Local Government Online Social Media How The Public Gets Information

  7. The public’s need for disaster information exceeds our ability to provide it • “Need to know” is a constant issue • Information must be analyzed and verified before it can be distributed • The public is now a player in the game • Risk of rumors becoming the accepted facts is high • Little tolerance for error Our Challenges

  8. Prompt and honest answers • Access to the scene • Access to decision makers, responders, victims • Fair treatment • Respect for deadlines • Updates • Corrections when necessary • Honesty at all times What ALL Media Need

  9. Managing Expectations

  10. Integration of Technology Use all forms of media to communicate Traditional Media Emergency Alerts Social Media Misc. Digital

  11. Industrial

  12. Texas City “Y” Oil Spill

  13. Everyone involved is present Share the same procedures Speak with a single voice Ensures all voices are heard Partnerships

  14. Reliant City Operation Hurricane Katrina The world is watching

  15. Consequences of our words and the previous disaster Hurricane Rita

  16. Hurricane Ike Joint Information Center

  17. Sago Mine Collapse - January 2, 2006 13 trapped, 1 survivor 12 reported to have survived Consequences of Failure

  18. A myth exists when: Someone believes it’s true, but it’s not Thinks they have evidence, but they don’t Won’t stop believing it, no matter what Myths Mileti

  19. If you issue a warning people will panic. Myths About Panic

  20. People that are warned become “information starved.” The K.I.S.S. Myth

  21. People don’t respond after false alarms. Exception: sirens and sound alarms Cry Wolf Myth Mileti

  22. Number of channels Type of channels Frequency TRUE: More is Better

  23. 35% think firefighters are the most credible source of information during emergencies. TRUE: First Responders

  24. People respond to visual cues. Helps interpret the meaning of what is actually being said. TRUE: Stagecraft Matters

  25. Best Practices: Escalating

  26. Be short, concise, focused Relevant information only Give action steps in positives Repeat the message Cut to the chase

  27. Avoid technical jargon Don’t be afraid of plain language People may suffer morbidity and mortality = people may become sick or die Don’t use jargon

  28. Crisis is dynamic Don’t over reassure Acknowledge uncertainty “I wish I had answers…” Acknowledge fears Give people things to do Know that we don’t know

  29. To be the first and most accurate source of information. Goal or Trap?

  30. Likes patterns The Brain

  31. Spends much time gathering situational awareness, thus delaying the initiation of a response. The Brain/Non Patterns

  32. Denial Deliberation Delay Decisive Action The Four Ds

  33. Indonesia Indian Ocean Tsunami 2004 Denial

  34. Hurricane Rita Texas 2004 Deliberation

  35. Hurricane Ike Galveston 2008 Delay

  36. Timeline Be ahead of the curve. Decisive Action

  37. 1- The Message 2-Cues 3-Statuses 4-Roles The 9 Factors

  38. 5- Experience 6- Belief 7- Knowledge 8 – Perceived Risk 9 - Milling The 9 Factors

  39. Message label Who’s speaking Who message is for (location) What they should do by when (who shouldn’t) Why the should do it (risk/consequences) Repeat (who message is for, what they should do by when) End: message label and pending information Message Template

  40. ….is not what you say, it’s what they hear. Communication

  41. If you see this man…… How do I know if I messed up?

  42. Francisco.Sanchez@oem.hctx.net @DisasterPIO Questions

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