Crisis Communication in a Changing Media World Session 15 Slide Deck

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Crisis Communication in a Changing Media World Session 15 Slide Deck Session 15 Slide 15-1

Session Objectives Examine mission of an effective disaster communications strategy and the five critical assumptions that serve as the foundation for such a strategy Discuss historical use of traditional media in emergencies Discuss role of new media in emergencies Discuss evolution of new media use in emergencies Session 15 Slide 15-2

Introduction Increasingly-critical function Timely and accurate information Mission Five critical assumptions Session 15 Slide 15-3

Mission The mission of an effective disaster communications strategy is to provide timely and accurate information to the public in all four phases of emergency management: Mitigation—to promote implementation of strategies, technologies, and actions that will reduce the loss of lives and property in future disasters. Preparedness—to communicate preparedness messages that encourage and educate the public in anticipation of disaster events. Response—to provide to the pubic notification, warning, evacuation, and situation reports on an ongoing disaster. Recovery—to provide individuals and communities affected by a disaster with information on how to register for and receive disaster relief. Session 15 Slide 15-4

Assumptions The foundation of an effective disaster communications strategy is built on the following five critical assumptions: Customer Focus Leadership Commitment Inclusion of Communications in Planning and Operations Good Information Media Partnership Session 15 Slide 15-5

Assumptions: Customer Focus Focus on customers and customer service Guide communications with the public and with all partners in emergency management Placing the needs and interests of individuals and communities first Being responsive and informative Managing expectations Session 15 Slide 15-6

Assumptions: Leadership Commitment Commitment to sharing information Endorse open communications Model behavior Session 15 Slide 15-7

Assumptions: Leadership Commitment FEMA Director Witt’s Commitment to Communications Staff meetings Regular employee newsletter Available to the media Daily briefings for media Meetings with disaster victims Daily briefings for partners Regular meetings with state and local emergency managers Briefings for elected officials Speaking engagements Session 15 Slide 15-8

ASSUMPTIONS: Inclusion of Communications in Planning and Operations Communications specialist included in senior management team Communications on equal footing with planning and operations Demand is high for timely and accurate information How to communicate what is going on critical to all phased of response and recovery Session 15 Slide 15-9

Assumptions: Situational Awareness Key to an effective disaster response Collection, analysis and dissemination of information from the disaster site Sharing this information is all important Session 15 Slide 15-10

National Incident Management System FEMA. National Incident Command System: FEMA 501/Draft August 2007. Session 15 Slide 15-11

Public Information Officer Duties Gathers, verifies, coordinates and disseminates accurate, accessible and timely information on the incident’s cause, size, and current situation Resources committed Other maters of general interest for both internal and external use Session 15 Slide 15-12

PIO Messages A PIO creates coordinated and consistent messages by collaborating to: Identify key information Craft messages Prioritize messages Verify accuracy of information Disseminate messages Session 15 Slide 15-13

Assumptions: Media Partnership Primary role in communicating with the public Greater reach to public Provide timely and accurate information Partnership between emergency managers and media Session 15 Slide 15-14

Effective Media Partnerships Characteristics of an Effective Media Partnership Communications network Media access Define roles Manage public expectations Speed the recovery Session 15 Slide 15-15

Traditional Media Historical use of Traditional Media in Emergencies Fact of life Tension between emergency managers and media Radio Television Internet “First Informers” Session 15 Slide 15-16

Traditional Media: Radio Traditional source of emergency news Pre-disaster broadcast preparedness messages Post-disaster broadcast response and relief messages to areas without electricity Session 15 Slide 15-17

Traditional Media: Television Cable News – 24/7 coverage Broadcast networks Reporters and anchors Session 15 Slide 15-18

New Media Role of New Media in Emergencies Internet First Informers Social Media Session 15 Slide 15-19

Social Media New Technologies Audience participation in news gathering and dissemination Everyone is a reporter Traditional media reconsider role in crisis communications Rumor versus Fact Session 15 Slide 15-20

Social Media Social Media versus Traditional Media First informers Traditional media and government hierarchies Changing roles Session 15 Slide 15-21

New Media Evolution of New Media use in Emergencies Increase in extreme weather New technologies since 2001 Rise of citizen Journalists Session 15 Slide 15-22

Participatory Media Coming of Age of Participatory Media 2004 Asian Tsunami 2005 London Bombings 2005 Hurricane Katrina Session 15 Slide 15-23

2004 Asian Tsunami Blogs Websites Message boards Session 15 Slide 15-24

2005 London Bombings Cell photos Websites Flickr Session 15 Slide 15-25

2005 Hurricane Katrina Blogs Message boards Bulletin boards Google Earth and Google Map Session 15 Slide 15-26

Social Media Recent Events and Social Media 2006 Java earthquake – mobile phones 2007 Wildfires in Southern California – citizen generated photos Session 15 Slide 15-27

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