Effective emergency communications

 How can communication be used to improve problem-solving in emergency situations?

PIO standing before media during a fire. Image by Copilot. 

Communication is a vital skill for effective problem-solving in emergency situations. Communication can help to:

• Alert and warn people about the nature and severity of the emergency and the appropriate actions to take (FEMA).
• Coordinate and collaborate with other responders, agencies, and organizations to ensure a timely and efficient response (WHO).
• Provide accurate and consistent information to the public and the media to reduce confusion, misinformation, and panic (VCU, 2023).
• Resolve conflicts and disagreements that may arise among different stakeholders or groups during the emergency (HealthStream, 2021).
• Support and comfort the affected people and communities and foster resilience and recovery (Frantically Speaking).

To communicate effectively in emergency situations, communicators should use a variety of tools and strategies, such as:

• Using a communication scheme or plan that incorporates risk communication principles and adapts to the changing situation (FEMA; WHO).
• Choosing the most appropriate form of communication for the situation, such as in-person events, print and broadcast media, internet and social media, etc. (FEMA; WHO).
• Identifying a credible and trustworthy spokesperson to deliver the messages (FEMA; VCU, 2023).
• Using clear, simple, and jargon-free language and visuals to convey the messages (FEMA; VCU, 2023).
• Communicating with empathy, concern, and respect for the affected people and communities (VCU, 2023; Frantically Speaking).
• Providing timely updates and feedback to the audiences and listening to their concerns and questions (FEMA).

Sources: 

FEMA. (n.d.) Chapter 3: Communicating in an Emergency in IS-0242.c: Effective Communication. https://training.fema.gov/emiweb/is/is242b/student%20manual/sm_03.pdf

WHO. (n.d.). Communicate in emergencies. https://www.who.int/about/communications/actionable/emergencies 

VCU. (2023, January 16). Crisis Communication Strategies for Emergency and Crisis Management Officials. Virginia Commonwealth University Wilder Master of Arts in Homeland Security and Emergency Preparedness Online. https://onlinewilder.vcu.edu/blog/crisis-communication/

HealthStream. (2021, April 1). Improving Communication in the Emergency Room. https://www.healthstream.com/resource/blog/improving-communication-in-the-emergency-room

Frantically Speaking. (n.d.). Effective Communication Strategies to Resolve Conflicts.  https://franticallyspeaking.com/11-effective-communication-strategies-to-resolve-conflict/

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Communication is a vital skill for effective problem-solving in emergency situations. Communication can help to:

• Alert and warn people about the nature and severity of the emergency and the appropriate actions to take1.
• Coordinate and collaborate with other responders, agencies, and organizations to ensure a timely and efficient response2.
• Provide accurate and consistent information to the public and the media to reduce confusion, misinformation, and panic3.
• Resolve conflicts and disagreements that may arise among different stakeholders or groups during the emergency4.
• Support and comfort the affected people and communities and foster resilience and recovery5.

To communicate effectively in emergency situations, communicators should use a variety of tools and strategies, such as:

• Using a communication scheme or plan that incorporates risk communication principles and adapts to the changing situation12.
• Choosing the most appropriate form of communication for the situation, such as in-person events, print and broadcast media, internet and social media, etc12.
• Identifying a credible and trustworthy spokesperson to deliver the messages13.
• Using clear, simple, and jargon-free language and visuals to convey the messages13.
• Communicating with empathy, concern, and respect for the affected people and communities35.
• Providing timely updates and feedback to the audiences and listening to their concerns and questions135.

6- Ashley Burningham- Maintaining Media Relations During Disasters

Ashley Burningham

Reference:
Trahan III, J. V. (1993). Media Relations in the Eye of the Storm. Public Relations Quarterly, 38(2), 31-32.

Theme: Media relations is an important component of disaster preparedness and response and we must work together to get a job done.

Summary:
- August 24, 1992, Hurricane Andrew struck Florida.
- Within 24 hours, there were hundreds of media inquiries and media personnel on scene.
- An Army Reserve Unit was activated to handle media inquires. (Joint Task Force Andrew)
- JICs Mission:
1. Handle media inquiries for Andrew
2. Coordinate media responses of all federal agencies.
3. Escort media
4. Prepare a daily media briefing
5. Assist with print and electronic products
6. Establish Radio Recovery - 24 hour a day radio coverage in three languages throughout Miami.
- Communication objectives:
1. Help inform victims where and how to get help
2. Inform people what measures were being taken
3. Inform members of the task force what was going on
4. Maintain high morale in the task force.
- Audiences:
1. Primary- victims and members of task force
2 Secondary- Miami residents, Florida residents, U. S. Citizens
-Milestones:
1. Task force fully operational by 9/2/92
2. Mobile Public Affairs by second week of September.
3. JIC had trilingual media conference speaker.
- Lessons learned:
1. Need an easy to understand crisis plan
2. Need a mobilization readiness center
3. Establish your communication channels
4. All media inquiries need to be made by one group
5. Must be totally accessible to the media.
6. Be patient with the media
7. Have realistic media deadlines.
8. Find answers to "I don't know answers" and follow up
9. Be professional an demand truthful coverage.
10. Pracice

Application to Lesson:
This weeks lesson was about media relations and disaster preparedness. This article discussed Hurricane Andrew and how their disaster response involved the media. It included experiences as well as lessons learned.

Application to Career:
The media is an extremely relevant component of responding to a scene. They will be there, and they are usually the messenger of information to the public. It is important to establish and maintains healthy relationships with local media. Better relationships will decrease the complexity of responding to a disaster later.

6 - THE PIO: A POSITION WITH INFINITE BOUNDARIES - Chris Schippers

Chris Schippers

Reference:  Ruda, S. J. (1998). The PIO: A position with infinite boundaries. Fire Engineering, 151(12), 61. Retrieved on October 10, 2013 from http://ezproxy.uvu.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=aph&AN=1774778&site=ehost-live

Theme:  This article discusses the role of the Public Information Officer and why it is necessary to have one.  It also points out the responsibilities of the PIO and the skills required to be one.

Summary:

·         Service agencies are realizing the importance of having staff capable of handling media relations.

·         To be effective, the PIO must be well trained and well informed.

·         The PIO must be prepared for possible attention from the rest of the world, not just the community they are assigned to.

·         Discusses the bombing of the Alfred P. Murrah Federal Building in Oklahoma and how the PIO was responsible for informing the world of search and rescue operations for victims of the explosion.

·         It is not unusual today to receive calls from the local media asking how well prepared your department is to handle a major emergency, a natural disaster, or a terrorist attack similar to one that had recently occurred in some other community, state, or country.

·         Talks about the PIO of the Los Angeles Fire Department and preparedness.

·         Discussed the use of multiple PIOs and their responsibility in the LA riots of 1992.

·         During the riot there were multiple fires up to four or five started within a minute and the media gave of the wrong impression of the Fire department, showing unattended fires.

·         Explained how the PIO let the public know that they were triaging the fires and attending to those most threatening to the neighborhoods were responded to first.

·         The media then became allies of the fire department after the information given by the PIO.

·         Defines natural disasters.

·         The PIO and his staff work around the clock in order to see to it that the public doesn't take for granted the services the department provides. It is the duty of the PIO's staff to make sure that their bosses, the taxpayers, are aware of the fire department's accomplishments.

·         Highlights accomplishments of the PIO for Los Angeles processing more than 123 press releases; has responded to 51,919 media inquires; and has disseminated to the media and city officials 16,833 notifications of newsworthy incidents.

·         Goes over required skills such as interpersonal communications, oral and written communications, ability to interact with city government officials, time management skills, and organizational skills.

·         The PIO must be motivated and have the ability to motivate others.

·         The PIO is undergoing a continual learning process. Ideally, most of the learning will be the result of experience, not mistakes.

Application to the Lesson Topic:

Over the course of the article the importance of a Public Information Officer is brought to your attention and show what value they are to the Los Angeles Fire Department.  This applies to the lesson topic in that it talks all about the what a Public Information Officer is, what it does, and what skills it take to be one.

Application to Emergency Services:

After reading this article, Emergency Service departments everywhere can see the value and importance of the Public Information Officer and why it is necessary to have one.  If it weren't for a PIO, the media would not have a source of accurate information and this could ultimately hinder the operations and response to disaster management.  Not to mention, the PIO responsibility of keeping the public informed is crucial to the public's survival before, during, and after disasters.

5 - Balancing Information Release During an Animal Disease Outbreak - Robert Letterman

Robert Letterman

Balancing the Release of Public Information During an Animal Disease Outbreak

Theme

                The author essentially gives a "how to" respond synopsis when an animal disease is reported. She explains the PIO's responsibility and what to do in a given scenario.

Summary

·         Access to public information by the public needs to be maintained, especially during a crisis.

·         Their goal is to promote programs and educate the public on disease prevention and outbreaks in agriculture related incidents.

·         An outbreak of a significant disease will cause the activation of the Joint Information Center as the department is used to handling one to 12 calls a day with their small staff.

·         Ohio has 36 reportable animal diseases that they respond to.

·         They must consider all stakeholders during disease outbreaks.  Some may be non-English speaking and they also have an Amish populace that may not receive vital information.

·         At the outset of the outbreak the PIO is very proactive and getting as much information as possible out to the public.

·         The PIO is meant to be an advocate with the public and the responding agency.

·         They must control how much information is relayed to the public.  Too much could be just as bad as too little information.

Application

                I like this article because it came from the department of agriculture in Ohio.  Sometimes we can get so caught up in what happens to humans we can forget that we consume and rely on a healthy agriculture for our wellbeing.  Any disruption in that could have severe consequences.  My employer supplies natural gas so in an outage or leak we would need to apply some of the principles laid out in this article to alert the public.

Reference

Wilt, M. (2006). Balancing the Release of Public Information During an Animal Disease Outbreak. Case Western Reserve Journal of International Law, 625-628.

5 - Media firestorm: A PIO Perspective - John Scardena

John Scardena

  

Reference:

Moskovtz, Mike. (199, January).  Thurston High School Shooting Tragedy: The Media Downpour. Public Relations Tactics, Vol. 6, Issue 1, 10806792.

Theme:

The theme is based on a Public Information Officer's account of the shooting spree at Thurston High School. The author gives specific examples of what the situation was, what happened, and what they learned from it. He gives six main points from what he has learned from this crisis.

Summary:

Ø  There are six strategic steps when dealing with the media and mass communication as a public information officer.

Ø  1. Assemble a Crisis Team: Set up a team of PIO's that can fully combat the onslaught of media.

Ø  2.Quickly Analyze, but don't overanalyze the situation: communication needs to come fast so put it out there but don't look into thoughts too deep or share ideas that are not fully developed, the media can run with it and it can backfire hard.

Ø  3.Set up a Media Information Center: a safe place away from the disaster zone for media to gather and to give information out to everyone at the same time.

Ø  4. Communicate as quickly as possible: Timing is everything, it can save lives or it can cost them. Especially with a crisis, social media can help clear chaos.

Ø  5.Provide steady communications on the status of the crisis: When you handle the media and communicate correctly the situation becomes manhandled and not the other way around (the situation manhandling you)

Ø  6.Make the media a partner not an enemy: If you help the media or hurt the media they will run with it, and people listen… so help the media. Give information don't run from it or hide from it, always be out front first and have an idea ready.

Ø  The glitches, goofs, gripes and grumps: mistakes are always made, we're human but getting out and admitting it helps keep a positive image and allows you to keep moving forward

Ø  Regrets: learning from the past is important but living in it is bad. Keep looking forward and be willing to improve.

Application to Lesson Topic:

            PIO's are always right in the mix of everything, this article points out some of the stresses that a PIO deals with and how they are the face of disaster control. We can learn from this experience and others that information to the public, how it's received and when it's received is very important to crisis control.

Application to Emergency Services:

            Emergency Services deal with disasters every day, mostly small, but once and awhile catastrophic ones. When those experiences happen, all eyes and ears will be on the PIO from the EMS teams. It is extremely important to our major and to the line of work we are going into.