john nebl crisis communications before, during, and after … summit... · crisis communications...
TRANSCRIPT
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