Developed and Presented by Sherri Turner and Brian Barr
May 2014

Course objectives – this course is an update of one developed by Communications Nova Scotia and the EMO Nova Scotia. The purpose of the course is to provide an overview of emergency public information principles and practices in order for you to effectively plan for and manage media and other requirements during an emergency.

This course will provide information on the emergency management system in Nova Scotia and, emergency public information planning, and media relations. This course has updated material and information on the role of social media in an emergency.
There are also activities designed to complement the objective of this course. You will have an opportunity to debrief and review challenges and success. And, you have a functional tool kit to perform your PIO or spokesperson duties.

EMO Nova Scotia becomes operationally involved in emergencies either when:

Requested by the municipality,

Requested by Public Safety Canada.

The Minister declares a state of emergency.

The Information Officer is responsible for developing and releasing information about the incident to the news media, to incident personnel,
and to other appropriate agencies and organizations.

Only one Information Officer will be assigned for each incident, including
incidents operating under Unified Command and multijurisdiction
incidents. The Information Officer may have assistants as necessary, and
the assistants may also represent assisting agencies or jurisdictions.

Responsibilities:
Determine from the Incident Commander if there are any limits on
information release.
• Develop material for use in media briefings.
• Obtain Incident Commander’s approval of media releases.
• Inform media and conduct media briefings.
• Arrange for tours and other interviews or briefings required.
• Obtain media information that may be useful to incident planning.
• Maintain current information summaries and/or displays on the
incident and provide information of status of incident to assigned
personnel.
• Maintain Unit Log

Working in teams can be both beneficial and challenging at the same time. When responding to an incident, that challenge may seem impossible.

Things go from bad to worse if team members don’t work well together. The emergency operations centre organizational structure can go a long way in helping to define roles and responsibilities and ensure everyone stays on their task.

Trust is a major part in the foundation of successful interpersonal relationships. It is just as easy to build trust as it is to break it down, provided you are prepared to make the effort.

It’s important to target your remarks to suit the person or persons to whom they are addressed.

Think about what is most important to them.

Get through to this person on both an intellectual and emotional level.

Craft your message to meet this person’s needs.

What are their concerns and responsibilities?

Consider what's at stake for them.

Finally, think about any special issues that may come into play.

You are the PIO for the coordinated response.

It's a conversation.

What do you need to know?
Who is your audience?
Where will you send this message?
What will you say?
How will you verify information?
What vehicle will you use? (news conference, blog, tweet, media release, post?)
Who will approve your message?
What is your goal?
What is your empathy/concern/message of understanding?

Monday, Dec. 14, 10 p.m. EOC is activated. Hospital is closed to visitors and emergencies due to road disruption. Power crews are now trying to repair lines. Red Cross has set up warming centre. Airport is rescheduling flights. School is closed for tomorrow. School bus was in a ditch is out now. All students are home. First responders have confirmed oil leak near river. Hazmat team is there – they think there’s a huge spill in the water. You are in a situation awareness session with your team. You are planning an early morning news conference or statement with Environment office. You see a reporter with a camera operator enter the room.

Consider:
What do you do?
What is your goal?
How do you feel?
How does she feel?

The media greatly influence what people think about and the opinions they form during emergencies. In times of crisis, the public turns to the media — television, newspaper, Web sites and radio — for information about what has happened, what they should do, and what will happen.

In emergencies, taking advantage of existing communication methods and channels is critical.

Understanding the forces that drive the media - deadlines, space limitations, channel limitations, and competition.

Get your tool kit ready. You need:

Training - PIO, public speaking, writing, BEM, ICS, photography, social media tools.

Practice - on your own, exercises, volunteer.

Planning - develop a communications plan. Keep it current.

Templates

Equipment - laptop, smartphone, fax machine, pens, paper, camera, digital recorder.

Media Kit - facts, contacts, images, background.

Checklist - actions, accounts.

Contact List - update and use.

Appropriate Media Channels - select the tools and practice.

.Website/blog - a central location from which all channels can connect.

Traditional Media - what each is good for - print, radio, TV - special considerations.

Social Media - different platforms serve different needs. Not if, but how to use.

Press Conference - consider likelihood, logistics, value.

Press Release - are they relevant? New type? What are they good for?

The Inverted Pyramid Method - Hook your audience
If you have something important to say in a message, say it in the first paragraph. You want to capture the attention of your audience at the beginning of your release with a “hook” loaded with facts. The “hook” of your release should cover all the ‘who’, ‘when’, ‘where’, ‘what’, ‘why’ or (how). These five Ws should include facts about your press release.

To distinguish your release from the pack, give journalist facts within the first paragraphs of your release, otherwise your news release is going in the trash.

An emergency operations centre, or EOC, is a central command and control facility responsible for carrying out the principles of emergency preparedness and response.

Citizens, media outlets, and other groups increasingly rely on social media to share information, tactics, and to organize.

Social media can help in all stages – from helping to inform citizens of what they should do in case of a particular emergency, letting them know when one is emerging/impending (such as a bushfire or flood), sourcing intelligence and communicating information during emergencies to help minimize casualties and direct resources where they are needed and, in the recovery, to marshal the right resources and supplies to the right places.

1. Identify stakeholders: interested, affected or influential parties affected by the situation.
2. Identify concerns: Develop a complete list for each stakeholder group.
3. Identify underlying general concerns.
4. Develop key messages: Initial messages should address top of mind concerns.
5. Develop supporting facts and proofs for each key message.
6. Conduct systematic message testing.
7. Plan for delivery: Prepare for delivery by a trained spokesperson or through the appropriate communication channels.

Effective spokespeople rarely conduct interviews "off the cuff." At best, being unprepared means you won’t get asked back. At worst it means you’ll make a very public mistake. Always, always, always approach interviews prepared.

Understand medium needs and scenarios - print vs. radio vs. TV vs. Ambush vs. press conference

Consider: appearance, tone, questions, traps.

Stick to your key message and stay calm. Use bridging to maintain focus on your message.

Sound, timely planning provides the foundation for effective incident management.

The five primary phases in the planning process are to understand the situation;
establish incident objectives and strategy; develop the plan; prepare and
disseminate the plan; and execute, evaluate, and revise the plan.

PIO's job - pay attention, extract the essential, share concerns.

You are the PIO for the coordinated response.
1. Write a press release.
2. A. Write a Facebook Post.
B. Someone posts: “Can’t believe school is closed. Ridiculous.” What do you do? Someone else posts “Shell truck dumped fuel in the river” with photo of overturned truck. What do you do?
3. A. Write a Tweet.
B. Respond to this tweet “So cold. No power on my road.”
4. Radio Station broadcasts: “Hospital closure may be due to the spread of infectious disease, not downed power lines says unconfirmed source from inside the hospital.” What do you do?

Scenario:
A person died in the local hospital's ER last night. Cause is still unknown. Rumour has it that the patient was waiting all day and was dismissed by triage staff when he complained of symptoms. Staff are shaken and dispute the rumours. Someone called the media and reporters are now on the minister's doorstep for an explanation and to ask about the safety of ERs. Communications staff promise a joint press conference to make a statement and answer questions.

Prepare for the press.

Sheriff Steve Davis - Columbine School shootings, April 20, 1999.