1. Session 171 Application of Communications Principles to Four Phases of Emergency Management Session 17 Slide Deck Slide 17-

2. Session 172 Session Objectives 17.1Review the four phases of emergency management and discuss the nine communications principles. 17.2Discuss communicating mitigation messages. 17.3Discuss emergency preparedness communications. 17.4Discuss communicating during a disaster response. 17.5Discuss communicating during the disaster recovery phase. Slide 17-

3. Four Phases of Emergency Management Session 173 Source: FEMA, http://training.fema.gov/emiweb/downloads/is10_unit3.doc Slide 17-

4. Communications Principles Focus on the needs of your customers. Make a commitment to effective communications. Make communications an integral part of all planning and operations. Be transparent in your communications. Ensure that your information is accurate. Release information in a timely manner. Make yourself, your staff and others, where appropriate, available and accessible. Create an emotional connection with your audience. Build a partnership with the media and the “first informer” community. Session 174Slide 17-

5. Objective 17.2: Discuss communicating mitigation messages Timing of messages – before and after disasters Four steps for building a community mitigation program Marketing mitigation Media partnership Components of a mitigation communications strategy Session 175Slide 17-

6. Building a Hazard Mitigation Program Establish a community partnership that involves all members of the community in developing a community-based hazard mitigation plan. Identify the community risks (i.e., floods, hurricanes, earthquakes, etc.). Identify potential mitigation actions to address these risks and develop a prioritized plan. Generate the funding, political and public support needed to implement the plan. Session 176Slide 17-

7. Marketing Project Impact Engage the public. Partner with the media. Take advantage of policy windows. Session 177Slide 17-

8. Guidelines for Marketing Project Impact Keep the message simple and understandable. Stick to the message or point. Explain what’s in it for the public. Educate the media on mitigation. Involve partners. You are the message. Session 178Slide 17-

9. Media Partnership and Marketing Project Impact USA Today Op/Ed section Parade magazine Today Show Session 179Slide 17-

10. Policy Windows and Marketing Project Impact FEMA spokespeople promoted Project Impact. An animated video on mitigation steps. Pre-prepared press releases. Session 1710Slide 17-

11. Components of a Mitigation Communications Strategy Include communications staff. Archive all information. Identify audiences and collect data. Craft messages that will connect. Employ an array of communications mechanisms including: –Town hall meetings and workshops –Television, radio, and print interviews –Internet and printed materials –Paid advertising –Public Service Announcements (PSAs) –Grassroots communications –Social networking Monitor and Update. Session 1711Slide 17-

12. Communicating Preparedness Messages Preparing for the next disaster Providing warning information Session 1712Slide 17-

13. Communicating Preparedness Messages Similar to mitigation messaging. Heavily reliant on communicating messages to the general public and to targeted audiences. Programs include public awareness and education, training and exercise elements. Best implemented at the local level. Session 1713Slide 17-

14. Communicating Preparedness Messages Tasks include: Full participation of communications staff in program design and implementation, collection, and presentation of all information. Identification of target audiences. Message development. Use of a broad range of communications mechanisms. Monitoring and updating communications strategies and tactics. Session 1714Slide 17-

15. Case Study – Red Cross Trusted source of information Lack of reliable and consistent information Local chapters producing their own materials Factually inaccurate More “don’ts” than “do’s” Session 1715Slide 17-

16. Case Study – Red Cross Folklore Risk Communications Other agencies What kind of messages are given here? Session 1716Slide 17-

17. Case Study – Red Cross “Talking About Disasters: Guide for Standard Messages” Reviewed, vetted, and grounded disaster advice Culture of educating educators Jointly produced Consistent, accurate, and appropriately worded for risk-based communications Session 1717Slide 17-

18. Case Study – Red Cross Decline in co-branding Variability and inconsistency Search engines Won’t happen to me Growing interest in risk communications Session 1718Slide 17-

19. Elements of an effective disaster warning and evacuation communications Information Collection Recognize importance Dedicate staff and resources Traditional and new sources of information Process information Verify information Session 1719Slide 17-

20. Information Dissemination Course of action –Evacuation –Shelter-in-place Communicating course of action to the public –Traditional media – television, radio, print –New media (Internet, online news services, bulletin boards, cell phones, PDAs) Session 1720 Elements of effective disaster warning and evacuation communications Slide 17-

21. Additional factors for consideration: Messengers Functional needs populations Non-English speakers Session 1721 Elements of an effective disaster warning and evacuation communications Slide 17-

22. Communicating During the Response Phase Timely and accurate information Situation reports –What happened –Impact –What is being done Session 1722Slide 17-

23. Communicating During the Response Phase Ways to Communicate –Traditional media –First informers –Community-based networks Session 1723Slide 17-

24. Collect and Analysis Information –Timeliness and accuracy –Traditional partners –First informers and neighborhood networks Session 1724 Communicating During the Response Phase Slide 17-

25. Disseminate Information –Goal of disaster communications –Regular media briefings –Involve agency leaders This is what we did yesterday. This is what we are doing today, and This is what we hope to do tomorrow. Elected officials Public Information Officer Session 1725 Communicating During the Response Phase Slide 17-

26. Make your response staff available to the media –Discuss actions being taken –Do not discuss actions being taken by others –Media training Session 1726 Communicating During the Response Phase Slide 17-

27. Provide media with images and words they need to communicate your information –Images, words, and sound bites –Access to disaster zone –Situation reports –Access to leadership –Facts and statistics –What is being done to help public Session 1727 Communicating During the Response Phase Slide 17-

28. Respond to Media Inquiries –Rumors and misinformation –Basic communications principles apply Don’t lie Don’t talk about what you don’t know Session 1728 Communicating During the Response Phase Slide 17-

29. Work with the New Media: Bloggers Bulletin Boards Facebook YouTube Twitter Session 1729 Communicating During the Response Phase Slide 17-

30. Monitor the Media –Tape TV and radio programs –Read newspapers –Read and track comments on new media sites –Reach out to correct misinformation and rumors Session 1730 Communicating During the Response Phase Slide 17-

31. Media Training –Leadership –Operations staff –Prior to events –Raise comfort and capabilities of speakers Session 1731 Communicating During the Response Phase Slide 17-

32. Communicating During the Recovery Phase Focus on types of and access to recovery assistance Many forms of assistance Media interest beginning to wane Rumors and misinformation Session 1732Slide 17-

33. Elements of effective communications in the recovery phase –Information Clearinghouse –Bigger disaster - the larger the number of organizations involved –A lot of information to share –One-stop shops –Recovery Information Clearinghouse –Pre-disaster planning –Hotline Session 1733 Communicating During the Recovery Phase Slide 17-

34. Communicating recovery information –Many media outlets Television and radio Internet and newspapers New Media Community communications networks Community relations teams –Monitor media Session 1734 Communicating During the Recovery Phase Slide 17-