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Introduction to Communications in the Emergency Management Context

Introduction to Communications in the Emergency Management Context. Session 2 Slide Deck. Slide 2-. Objectives. 2.1 Examine the role of communication in the Emergency Management context. 2.2 Discuss Risk Communication in Emergency Management.

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Introduction to Communications in the Emergency Management Context

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  1. Introduction to Communications in the Emergency Management Context Session 2 Slide Deck Slide 2- Session 2

  2. Objectives 2.1 Examine the role of communication in the Emergency Management context. 2.2 Discuss Risk Communication in Emergency Management. 2.3 Discuss Crisis Communication in Emergency Management. 2.4 Discuss the role of the Emergency Manager and other officials as communicators. 2.5 Identify and define key terms. Slide 2- Session 2

  3. Communication • Foundation • Timely and accurate information • Resource acquisition and allocation • Positive behavioral change • Resiliency • Facilitate relief • Hasten recovery Slide 2- Session 2

  4. Four Phases of Emergency Management • Mitigation • Preparedness • Response • Recovery Slide 2- Session 2

  5. Risk Communication “[C]ommunication intended to supply laypeople with the information they need to make informed, independent judgments about risks to health, safety, and the environment.” - Morgan, et. al. 2002 Slide 2- Session 2

  6. Crisis Communication “Communicating with residents is one of the most important tasks that elected officials perform in the wake of a disaster. The public needs concise, accurate, timely information to know what to do, and to be reassured that local government is responding appropriately.” - City of San Jose Memorandum, 2007 Slide 2- Session 2

  7. Session 3: Risk Communication Overview • Practice • JustificationHistory • Social marketing • Communicator goals • Recipient priorities Slide 2- Session 2

  8. Session 4: Risk Communication Structure by Social Sector • Roles • Responsibilities Slide 2- Session 2

  9. Session 5: Overview of Public Disaster Preparedness Campaigns Discuss how campaigns are: • Conceived • Planned • Developed • Conducted • Assessed Slide 2- Session 2

  10. Session 6: Risk Perception • Basis of perceptions • Risk perception theory • Influence of risk perception Slide 2- Session 2

  11. Session 7: Understanding the Need for Risk Communication • Campaign focus • Campaign framing • Hazards and vulnerabilities • Audience identification and analysis • Solutions Slide 2- Session 2

  12. Session 8: Early Risk Communication Campaign Planning • Ensure campaign is appropriate • Campaign development process Slide 2- Session 2

  13. Session 9: Forming a Planning Team or Coalition • Campaign Planning Teams and Coalitions • Partners Slide 2- Session 2

  14. Session 10: Risk Communication Strategies • Campaign formation • Communications elements: • Settings • Channels • Methods • Role of the communicator • Assess and select Slide 2- Session 2

  15. Session 11: Risk Communication Messages and Materials • Create risk messages • Design campaign materials • Message development • Event planning • Social norms • Pre-test messages and materials Slide 2- Session 2

  16. Session 12: Implementing and Evaluating the Campaign • Campaign launch • Campaign maintenance • Campaign evaluation Slide 2- Session 2

  17. Session 13: Gaining Support for Risk Communication • Types of support • Sources of support • Fundraising strategies Slide 2- Session 2

  18. Session 14: Case Studies Current or completed Risk Communication efforts: • Risk Communication in Schools • Risk Communication in Public Transportation • Business Resiliency Project Slide 2- Session 2

  19. Session 15: Crisis Communication in a Changing Media World • Mission and underlying assumptions: • Customer Focus • Leadership Commitment • Inclusion of Communications in Planning and Operations • Good Information • Media Partnership • Traditional media • Social media Slide 2- Session 2

  20. Session 16: Principles of a Successful Crisis Communication Strategy Nine 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. Slide 2- Session 2

  21. Session 17: Application of Communications Principles to Four Phases of Emergency Management • Mitigation • Preparedness • Response • Recovery • Nine communications principles Slide 2- Session 2

  22. Session 18: Crisis Communication Audiences • Four important audiences: • The general public • Elected officials and community officials • Partners and stakeholders • The media • Communicate and work with audiences Slide 2- Session 2

  23. Session 19: Working with the News Media • Traditional media: • Television • Radio • Newspapers • Who’s Who in the newsroom • Building relationships Slide 2- Session 2

  24. Session 20: Building New Crisis Communication Capabilities • Citizen journalists • Social media outlets • Traditional media reaching out • Federal, State, and local Emergency Managers working with social media Slide 2- Session 2

  25. Session 21: Building an Effective Crisis Communication Capability in a Changing Media World • How to build an effective Crisis Communication capability • Developing a Communication Plan • Staffing, training, and exercise requirements • Monitor, update, and adapt Slide 2- Session 2

  26. Six traits of successful risk communicators • Communicator’s speaking ability • Reputation among audience members (trustworthiness and credibility) • Subject matter knowledge • Image of authority • Obvious lack of vested interest • Ability to connect, sympathize, or empathize with the audience Slide 2- Session 2

  27. Potential Risk Communicators • Emergency managers • Other appointed officials • Elected officials • Community leaders • Business leaders • Voluntary group leaders • Animated characters Slide 2- Session 2

  28. Crisis Communicators • Human face • PIOs • Elected officials • Emergency Managers • Designated Senior Managers • Media training Slide 2- Session 2

  29. Crisis Communication Terms PIO (Public Information Officer) Directs efforts to communicate emergency information to the media and the public and often serves as the spokesperson for the Incident Commander during a response and for government agencies during the Recovery phase. Slide 2- Session 2

  30. Crisis Communication Terms Situation Reports (SitReps) Regular reports generated by Federal, State, and local emergency officials, voluntary agencies, the media, and other sources that provide government decision-makers with information they can use to identify needs and make resource acquisition and allocation decisions. Slide 2- Session 2

  31. Crisis Communication Terms Traditional Media Television, radio, and newspapers/magazines that have historically provided information to the public before, during, and after a disaster event. Slide 2- Session 2

  32. Crisis Communication Terms Social Media New media outlet such as YouTube, Facebook, Twitter, and others that have joined the traditional media in recent years (starting with the 2004 Asian tsunami) in reporting on the impacts of disaster events. Internet bulletin boards and other community-based information management tools have taken on bigger roles recently in helping communities and neighborhoods to recover. Slide 2- Session 2

  33. Crisis Communication Terms Citizen journalists All cell phone owners are potential “citizen journalists” able to provide text/audio messages and video/photographs from a disaster zone often long before the media and first responders arrive. Most “citizen journalists” post their reports on social media sites, but traditional news outlets, especially network, cable, and local TV stations are now using “citizen journalists’ reports in their broadcasts. Slide 2- Session 2

  34. Risk Communication Terms Risk Defined as the chance something bad will happen, and the associated outcome of the possible event. Risk = Likelihood x Consequence. Slide 2- Session 2

  35. Risk Communication Terms Hazards Events or physical conditions that have the potential to cause fatalities, property damage, infrastructure damage, agricultural loss, damage to the environment, interruption of business, or other negative consequences. - FEMA, 1997 Slide 2- Session 2

  36. Risk Communication Terms Vulnerability A measure of how susceptible an object, area, individual, group, community, country, or other entity is to the consequences of a hazard. Slide 2- Session 2

  37. Risk Communication Terms Disaster When a hazard risk is realized, individuals and communities are left to manage the consequences. If the event overwhelms the individual’s or the community’s capacity to respond, the result is a disaster. Slide 2- Session 2

  38. Risk Communication Terms Safe An acceptable level of risk. Safe does not mean risk has been fully eliminated; rather, it simply means that the amount of risk that exists is palatable given the benefits gained through exposure to the hazard, or the unacceptability of costs associated with further mitigating the risk. Slide 2- Session 2

  39. Risk Communication Terms Four phases of Emergency Management • Mitigation: Involves the reduction or elimination of one or both of a hazard’s risk components (Likelihood and Consequence). • Preparedness: Involves equipping people who may be affected by a disaster, or who may be able to help those affected, with the tools to increase their likelihood of survival and to minimize financial and other losses. Slide 2- Session 2

  40. Risk Communication Terms Four phases of Emergency Management (Cont.) • Response: Characterized by actions taken to reduce or eliminate the impact of disasters that are about to occur, are occurring, or have already occurred. • Recovery: Involves the repair, reconstruction, or regaining of what has been lost as a result of a disaster and, ideally, a reduction in risk from a similar catastrophe in the future. Slide 2- Session 2

  41. Risk Communication Terms Market Research Provides communicators with a much deeper understanding of how the issues with which they are dealing apply to the target audience in particular. Slide 2- Session 2

  42. Risk Communication Terms Settings Situations in which communication occurs. Factors that distinguish settings are time, location, and situation. Slide 2- Session 2

  43. Risk Communication Terms Channel A route or mechanism by which a message is delivered; examples of channels include, interpersonal channels, group channels, organizational and community channels, mass media channels, and interactive digital media channels. Slide 2- Session 2

  44. Risk Communication Terms (Communication) Method An actual item, action, interface, or event that communicators use to draw the attention of the recipient, and to inform him or her of the behavior change that is necessary (or how to access that information). Slide 2- Session 2

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