iowa league of cities 2011 annual conference disaster communications 22 september 2011 1 disaster...

Iowa League of Cities2011 Annual ConferenceDisaster Communications22 September 2011

1

Disaster Communications

A.J. Mumm, Polk County

Handouts and presentation are available online at www.iowaleague.org


2

Disaster Communications

This workshop will provide an overview of crisis communication challenges associated with disasters. The

Iowa Emergency Management Association will lead a discussion on the best ways to communicate with the

media and the public during disasters as well talk about the growing role of social media in reaching constituents.


3

The Mission of the Iowa Emergency Management Association:

IEMA exists to advance the professional interests of its members to assist Iowans in preserving life and protecting property in the face of any hazard.


4

“The art of communication is the language of leadership.”

- James Humes, Attorney


5

“The single biggest problem in communication is the illusion that it has taken place.”

- George Bernard Shaw, Playwright


6

“The speed of communication is wondrous to behold. It is also true that speed can multiply the distribution of information that we know to be untrue.”

- Edward R. Murrow, Broadcast Journalist


7

Agenda

• Introduction• Fundamentals• Myths vs. Truths• Tools and Systems• Examples• Questions/Discussion


8

Internal ExternalAudience

High

Low

Syn

chro

niza

tion

Req

uire

men

ts

Easier

Harder


9

Acknowledgement


10

Introduction1. Communications Before,

During, and After a Crisis Situation –

• There are steps officials can take in advance of an incident to prepare for the challenges of managing a crisis.

• Plan for communicating to the public and the media by asking the following questions:


11

Introduction– What information is crucial to convey in initial

messages in order to prompt appropriate public responses after a crisis situation?

– What are the messages to be delivered prior to, during, and after an incident?

– What are the opportunities for effective communications and how can they be maximized?

– What questions can we anticipate from the public in these risk situations?

– What are the news media’s responsibilities and how can you help reporters meet them?


12

Introduction2. First Do No Harm – • Crisis or threat of crisis poses a volatile

equation of public action and reaction

• Destabilized information environment makes it very important to give thought to what you are about to say. In preparing for this speaking opportunity:


13

Introduction– Assess the environment. Are they worried and in

need of reassurance? Are they overconfident and in need of a warning? Are they angry and in need of calming?

– Review your remarks to gauge the probable impact that your words will have on the situation and adjust as necessary.

– Understand your audience.

– Don’t speak unless you are comfortable doing so.

– Don’t assume you’re not in need of help, and don’t be shy about asking for it. Take advantage of professional communications support is available.

– Watch, read, and listen to the news; analyze how it is presented.


14

Fundamentals• Developing Goals and Key Messages

1. What happened/is happening?• Situation

2. What are you doing about it?• Response/action

3. What do you want them to do about it?

• Understand public perception of risk/reaction


15

Fundamentals• Stay on message

– Raise your points often enough

– Take opportunities to reiterate your message

– Don’t be so repetitious with a single message that you appear to by trying to convince people of something that isn’t true

– Don’t repeat your message word-for-word every time you answer a question


16

Fundamentals• Delivering Accurate and Timely

Information– Accuracy vs. Timeliness

– If you hold regular briefings, do so at a time that meets the deadline needs of the media

– Be prepared to explain the meaning behind evolving information and acknowledge uncertainty

– If you suspect that the next information update will drastically change a story, give reporters a sense that such may be the case

– Always provide statistics and key information to the media in written form

– Always know how information was gathered and conclusions reached


17

Myths and Truths #1• Myth: Risk communication is more

likely to alarm than calm people.

• Truth: Not if done properly. Educate and inform, don’t simply alert and alarm. Give people the chance to express the concerns, ask questions and receive accurate answers.


18

Myths and Truths #2• Myth: Communication is less

important than education. If people knew the true risks, they would accept them.

• Truth: Education is achieved through effective communication. Pay as much attention to your process for dealing with people as you do to explaining the content of the information.


19

Myths and Truths #3• Myth: Many issues that arise in times

of crisis are too difficult for the public to understand.

• Truth: No, they aren’t. Part of your job is to help the public understand these issues no matter how complex they may be. The public may not make technical decisions, but their opinions deserve consideration by those who are making those decisions.


20

Myths and Truths #4• Myth: Risk communication is not my

job.

• Truth: Yes, it is. As a public servant, you have a responsibility to the public. Integrate communication with the public into your job and help others do the same.


21

Myths and Truths #5• Myth: If we listen to the public, we may

divert limited resources to concerns that are not a great threat to the public.

• Truth: Listening to and communicating with the public does not mean that you must set agendas and priorities based solely on prevailing public concerns. The better informed people are, the more likely it will be that the public’s and your opinions on priorities are aligned.


22

Tools AvailablePress

Conference

Written Media

Release

Email

Phone calls

Direct mailing or newsletter

Auto-dialing system (ANS)

Cell phone

Pagers

TVRadio

Newspaper

Door-to-Door

Posting in public area

NOAA Wx Radio

EAS

Outdoor warning

siren Amateur Radio (HAM)

Variable message

signs

Web site posting

Facebook

TwitterYou Tube

Skype

UStream

Cable TV OverrideXM Radio

Citizens Band Radio Calling Tree

Town Hall Meeting

Carrier Pidgon


23

Joint Information Systems

• Integrates incident information and public affairs into a cohesive organization designed to provide consistent, coordinated, accurate, accessible, timely and complete information during crisis.

• Structure and system for: – developing and delivering coordinated interagency

messages; – developing, recommending, and executing public

information plans and strategies; – advising the incident leaders of public affairs issues

that could affect a response; and – controlling rumors and inaccurate information that

could undermine public confidence.


24


25

Communication Tool MatrixAuto Notification SysPagers

Auto Notification SysDoor to Door

Auto Notification SysTV/RadioNOAA Wx RadioSirens

Phone CallCell Phone

Media releasePhone CallFacebookTwitter

Press ConferenceTown Hall Meeting

EmailDirect mailing

EmailDirect MailingPublic posting

Direct mailingNewspaper

Internal External Targeted External Broadcast

Routi

ne

Urg

ent

Em

erg

ency


26

Other things to consider…

• “Smart” vs. “Dumb” tools• Push vs. Pull information• Access and functional needs

populations• Use policies and content control• Interaction devices (computer,

phone, smartphone, iPad, etc.)• Media councils


27

Examples of Social Media


28


29


30


31

Twitter Searches• Near: Des Moines within: 30mi

flood?

• Sent within 30 miles of Des Moines containing the word flood and asking a question

• Common active searches and hashtag lines help find out what people are “hungry” for


32


33


34

Questions/Discussion


35

Thank You

iowa league of cities 2011 annual conference disaster communications 22 september 2011 1 disaster...

Documents

crisis situation

threat of crisis

harm crisis

speed of communication

art of communication

appropriate public responses

introductionwhat information

distribution of information