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7/11/2016 1 137 Office of Homeland Security and Emergency Management % % ProtectDuPage.org @ProtectDuPage Crisis Communications Before, During, and After the Event or Incident 2016 Training Summit % % John Nebl Emergency Mgmt. Coordinator Public Information Office External Affairs Unit DuPage County Office of Homeland Security and Emergency Management Presenter Office of Homeland Security and Emergency Management ProtectDuPage.org @ProtectDuPage 137 % % Presentation Purpose Provide an introduction and overview of Crisis Communications. Provide a basic road map to begin preparations for a Crisis Communications event or incident. Create awareness of the importance for every agency to have a dedicated and trained PIO. Office of Homeland Security and Emergency Management ProtectDuPage.org @ProtectDuPage 137 % % What is a PIO A member of the Command Staff responsible for interfacing with the public and media and/or with other agencies with incident- related information requirements Office of Homeland Security and Emergency Management ProtectDuPage.org @ProtectDuPage 137 % % Role of the PIO Craft Media Releases, Talking Points, Safety Messages Develop products (fact sheets, flyers, newsletters, etc.) Serve as communications advisor to leadership Media Monitoring / Gathering Intelligence Office of Homeland Security and Emergency Management ProtectDuPage.org @ProtectDuPage 137 % % Role of the PIO Participate in interviews / Conduct Media Briefings Serve as buffer between your agency, the media, and the public Preserve / maintain / improve / repair your agency’s “brand”, reputation, or image Office of Homeland Security and Emergency Management ProtectDuPage.org @ProtectDuPage

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7/11/2016

1

137

Office of Homeland Security and Emergency Management

% %

ProtectDuPage.org @ProtectDuPage

Crisis Communications

Before, During, and After

the Event or Incident

2016 Training Summit

% %

John Nebl

Emergency Mgmt. Coordinator

Public Information Office

External Affairs Unit

DuPage County Office of

Homeland Security and

Emergency Management

Presenter

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

137 % %

Presentation Purpose

Provide an introduction and overview of Crisis

Communications.

Provide a basic road map to begin preparations for a

Crisis Communications event or incident.

Create awareness of the importance for every agency

to have a dedicated and trained PIO.

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

137 % %

What is a PIO

A member of the

Command Staff

responsible for

interfacing with the

public and media

and/or with other

agencies with incident-

related information

requirements

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

137 % %

Role of the PIO

Craft Media Releases, Talking Points, Safety

Messages

Develop products (fact sheets, flyers, newsletters,

etc.)

Serve as communications advisor to leadership

Media Monitoring / Gathering Intelligence

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

137 % %

Role of the PIO

Participate in interviews / Conduct Media Briefings

Serve as buffer between your agency, the media, and

the public

Preserve / maintain / improve / repair your agency’s

“brand”, reputation, or image

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

7/11/2016

2

% %

PIO 101

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

“People want to know

that you care, before they

care what you know.” Dr. Vincent Covello

Crisis Communications

Specialist - CDC

137 % %

Need for Crisis Communications

Does your agency

NEED a PIO?

What is a Crisis

Is this an Incident or an Event

Planned Crisis vs. Un-Planned

Crisis

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

% %

PIO 101

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

“Enhance your credibility

and strengthen your

message with prompt and

accurate information.” Don Aaron

Public Affairs Director

Nashville (TN) Police

137 % %

What is the Crisis here?

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

April 16, 2016

The Headline

% %

PIO 101

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

“What you do in the early

stages will determine if

your agency is credible.” Don Aaron

Public Affairs Director

Nashville (TN) Police

137 % %

Who Ever Heard of…..

Littleton, Co (Columbine)

Newtown, Ct (Sandy Hook)

Oak Creek, Wi (Sikh Temple)

Ferguson, Mo (Michael Brown)

Sanford, Fl (Trayvon Martin)

Des Plaines, Il (John Gacy)

Bolingbrook, Il (Drew Peterson)

Washington / Gifford / Fairdale, Il

Schaumburg, Il

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

Are you prepared for this type of media event?

7/11/2016

3

Media Evolution

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

Media Evolution

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

% %

PIO 101

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

“Social media meets

evolving constituent’s

needs.” Christopher Tarantino

Epicenter Media &

Training

137 % %

At the Speed of

November 23, 2014

6:58 p.m.

Chicago Fire

Department

Dispatched to a

Building Explosion

6:59 p.m. 7:02 p.m. 7:02 p.m.

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

137 % %

At the Speed of

November 23, 2014

6:58 p.m.

Chicago Fire

Department

Dispatched to a

Building Explosion

7:14 p.m. 7:22 p.m. 7:23 p.m.

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

% %

PIO 101

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

“We use social media to

get our information out,

not just to the public, but

to the media as well.” Sr. Cpl. Monica Cordova

Public Information Officer

Dallas (TX) Police

7/11/2016

4

137 % %

Before the Event

Develop an “All-Hazards”

Crisis Communications

Plan

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

137 % %

Proper Prior Planning Prevents Pathetically Poor

Performance

Select your PIO(s)

TRAIN – TRAIN – TRAIN your PIO’s

Have “Go-kits” ready

Prepare, Prepare, Prepare

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

137 % %

Have “boilerplate” releases ready to edit and

send out

Use pre-defined formulas for crafting

messages, sound bites

Craft Message Maps / Templates

Prepare, Prepare, Prepare

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

137 % %

Training

FEMA E952 – NIMS ICS All-Hazards PIO

FEMA MGT-318 – Public Information in

an All-Hazards Incident (16-hr)

FEMA PER-304 Social Media for Natural

Disaster Response and Recovery (8-hr)

CDC – Crisis and Emergency Risk

Communications

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

% %

Establish Your Brand … NOW

Learn Various Social

Media Platforms

?

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

% %

Partnerships

Develop

partnerships and

contact lists with the

media and key

community

stake-holders

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

7/11/2016

5

137 % %

Mutual Aid / Strike Teams

Northeast Illinois PIO Assoc.

and

DuPage Co. PIO Strike Team

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

137 % %

Social Media Monitoring

TweetDeck

Hootsuite

Tagboard

Hashtagr

etc.

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

137 % %

Monitor Conventional Media

Rumor Control

Quick release of

accurate information

Quick identification of

misinformation

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

137 % %

During the Event / Incident

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

% %

“One Voice – One Message”

DuPage OHSEM

Model

What we know

What we are doing (and why)

What you should do (and why)

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

% %

Documentation Log (ICS-214)

Document Activity /

Actions Taken /

Actions Needed

Maintain Media Call

Log – You will be

inundated

w/ media during a

major incident

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

7/11/2016

6

% %

Rick Rosenthal

DWI – Deal With It

FTA – Feed the Animals (3 things – Info / Sound

Bites / Pictures)

Don’t Spin – Public Information NOT Public

Relations

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

% %

Rick Rosenthal

Being a Good PIO leads to Good Public Relations

Never Speculate / Deal in Facts, Not

Characterizations

Don’t Withhold information w/out Good Reason

(Tell why)

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

% %

Message Mapping

Vincent Covello

27 / 9/ 3 Template

3 – Messages

9 – Words per Message

27 – Total Words

1N = 3P Template

3 Positive messages to

counter 1 Negative

message

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

% %

Message Map Example

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

% %

Press Releases

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

137 % %

Interview Preparation

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

7/11/2016

7

% %

PIO 101

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

“Know everything you talk

about, but don’t talk about

everything you know.” Lissa Druss Christman

Serafin & Associates Inc.

137 % %

Press Conference Logistics

Prep the Location / Background / Entrance and

Exit Route

Message Mapping / Practice Q&A if possible

Set the Ground Rules / Set Time Limit

Have a “Safety Officer” for the speakers

Announce time for next presser or info release &

stick to it

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

137 % %

“I Don’t Know”

Say you don’t know or can’t answer

State why you don’t know or can’t

answer

Indicate follow up with deadline

Bridge to what you can say

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

137 % %

“No Comment” Alternatives

We are preparing a press release at this time

This matter is under investigation –

“It would not be prudent or proper to speculate”

I don’t have the information to confirm or deny

“I don’t know” and use Bridge to what you can say

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

% %

PIO 101

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

“You don’t need to have

an answer, but you need

to have a response.” Jennifer Miller

Rockford Gray

Communications

% %

Bridging Statements

What I can tell you is this …

The important thing right now is …

As we discussed before…

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

7/11/2016

8

137 % %

Joint Information System (JIS)

Integrates incident information and public affairs into a cohesive

organization designed to provide consistent, coordinated, accurate,

accessible, timely, and complete information during crisis or incident

operations. The mission of the JIS is to provide a structure and system

for developing and delivering coordinated interagency messages;

developing, recommending, and executing public information plans and

strategies on behalf of the Incident Commander; advising the Incident

Commander concerning public affairs issues that could affect a

response effort; and controlling rumors and inaccurate information

that could undermine public confidence in the emergency response

efforts (or your agency).

137 % %

Joint Information Center (JIC)

A facility established to coordinate all incident-related

public information activities. It is the central point of

contact for all news media. Public information officials

from all participating agencies should co-locate at the

JIC. (Depending on the nature of the incident/event and

scale of it, the can be scalable and can be “virtual”.)

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

137 %

Joint Information Center (JIC)

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

% %

After the Event / Incident

Hotwash

AAR/IP

(debrief)

Revisit as

Needed

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

137 % %

Lessons Learned

WWW.NIOA.ORG

Sandy Hook (Rosenthal Interview)

Drew Peterson (Nebl – BPD Briefing)

Washington / Gifford (IEMA Conf Call)

Ferguson (NIOA Article / SLCPD PIO)

Sanford (NIOA Article)

Schaumburg (Nebl)

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage

% %

Thank You

Personal Twitter: @SchaumburgNebl

(PIO and Media Related Tweets)

ProtectDuPage

www.protectdupage.org

Office of Homeland Security and Emergency Management

ProtectDuPage.org @ProtectDuPage