1. Iowa League of Cities 2011 Annual Conference Disaster Communications 22 September 2011 1 Disaster Communications A.J. Mumm, Polk County Handouts and presentation are available online at www.iowaleague.org

2. Iowa League of Cities 2011 Annual Conference Disaster Communications 22 September 2011 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. Iowa League of Cities 2011 Annual Conference Disaster Communications 22 September 2011 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. Iowa League of Cities 2011 Annual Conference Disaster Communications 22 September 2011 4 “The art of communication is the language of leadership.” - James Humes, Attorney

5. Iowa League of Cities 2011 Annual Conference Disaster Communications 22 September 2011 5 “The single biggest problem in communication is the illusion that it has taken place.” - George Bernard Shaw, Playwright

6. Iowa League of Cities 2011 Annual Conference Disaster Communications 22 September 2011 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. Iowa League of Cities 2011 Annual Conference Disaster Communications 22 September 2011 7 Agenda Introduction Fundamentals Myths vs. Truths Tools and Systems Examples Questions/Discussion

8. Iowa League of Cities 2011 Annual Conference Disaster Communications 22 September 2011 8 InternalExternal Audience High Low Synchronization Requirements

9. Iowa League of Cities 2011 Annual Conference Disaster Communications 22 September 2011 9 Acknowledgement

10. Iowa League of Cities 2011 Annual Conference Disaster Communications 22 September 2011 10 Introduction 1.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. Iowa League of Cities 2011 Annual Conference Disaster Communications 22 September 2011 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. Iowa League of Cities 2011 Annual Conference Disaster Communications 22 September 2011 12 Introduction 2.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. Iowa League of Cities 2011 Annual Conference Disaster Communications 22 September 2011 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. Iowa League of Cities 2011 Annual Conference Disaster Communications 22 September 2011 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. Iowa League of Cities 2011 Annual Conference Disaster Communications 22 September 2011 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. Iowa League of Cities 2011 Annual Conference Disaster Communications 22 September 2011 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. Iowa League of Cities 2011 Annual Conference Disaster Communications 22 September 2011 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. Iowa League of Cities 2011 Annual Conference Disaster Communications 22 September 2011 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. Iowa League of Cities 2011 Annual Conference Disaster Communications 22 September 2011 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. Iowa League of Cities 2011 Annual Conference Disaster Communications 22 September 2011 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. Iowa League of Cities 2011 Annual Conference Disaster Communications 22 September 2011 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. Iowa League of Cities 2011 Annual Conference Disaster Communications 22 September 2011 22 Tools Available Press Conference Written Media Release Email Phone calls Direct mailing or newsletter Auto-dialing system (ANS) Cell phone Pagers TV Radio 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 Twitter You Tube Skype UStream Cable TV Override XM Radio Citizens Band Radio Calling Tree Town Hall Meeting Carrier Pidgon

23. Iowa League of Cities 2011 Annual Conference Disaster Communications 22 September 2011 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.

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25. Iowa League of Cities 2011 Annual Conference Disaster Communications 22 September 2011 25 Communication Tool Matrix Auto Notification Sys Pagers Auto Notification Sys Door to Door Auto Notification Sys TV/Radio NOAA Wx Radio Sirens Phone Call Cell Phone Media release Phone Call Facebook Twitter Press Conference Town Hall Meeting Email Direct mailing Email Direct Mailing Public posting Direct mailing Newspaper InternalExternal TargetedExternal Broadcast Routine Urgent Emergency

26. Iowa League of Cities 2011 Annual Conference Disaster Communications 22 September 2011 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. Iowa League of Cities 2011 Annual Conference Disaster Communications 22 September 2011 27 Examples of Social Media

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31. Iowa League of Cities 2011 Annual Conference Disaster Communications 22 September 2011 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

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34. Iowa League of Cities 2011 Annual Conference Disaster Communications 22 September 2011 34 Questions/Discussion

35. Iowa League of Cities 2011 Annual Conference Disaster Communications 22 September 2011 35 Thank You