Avoiding the Second Tragedy: Managing the Media During a

Avoiding the Second Tragedy Managing the Media During a Crisis

Wade Mathews PIO

April 5 2006

Media Experiences

By show of hands how many of you have been interviewed by the media with portions being aired or printedBy show of hands how many of you that just raised your hands thought it was a positive experienceWould someone like to share an experience

Mediarsquos Reputation

How do you perceive the media good or bad

Does that affect your willingness to work with them

Media Technology

The business of gathering news is evolving

Technology is allowing reporters toGather information quickly

Edit their story in the field

Send the completed story to their station for broadcast

Broadcast live breaking news instantaneously

Other Media Technology

Satellitemicrowave links

Laptop computers

Amateur video

Satellite phone cameras

Web casting

Herding Cats

Getting the media to cooperate with you can be like herding cats

But it can be done

The Media is a Tool

As public officials and representatives of government agencies you have a duty to communicate with the public

There are many ways to do this but none as quick and far reaching as the media

Learn to use the media to your benefit

Hurricane Katrina Lessons

Public had negative perception of government response

Michael Brown testimony

Poor communication gave the impression that they werenrsquot doing their job

Hurricane Katrina Lessons

Crisis Communication Plan

Have a written document outlining what should happen

Designate who is allowed to speak for your agency

Include provisions for regular news briefings

Provide for a physical location to facilitate communications with the media and the public

Public Information Defined

Public information is used by people to make decisions and take actions to

Save lives

Reduce injury and harm

Protect property

Emergency Public Information

What does the public need or want to know during an emergency

Protective actions

Scope of emergency

Response activities

Community status

How much information

The more information the better

If they donrsquot get it from you theyrsquoll get it somewhere else

You should minimize barriers to information release

Bear analogy

Bottom Line Information should be timely coordinated accurate

German Coast Guard

What To Say

Know what you want to say

Know what you donrsquot want to say

Three key messages

Bridging

Express empathy

Itrsquos okay to say ldquoI donrsquot knowrdquo

Never lie

A Bad Example of a Good Idea

The PIO

Must be trusted to do the job

Must have access to information

Acts as a gatekeeper between you and the media allowing you to do your job

Doesnrsquot dictate what media will do

Should be trained (Basic PIO Course Advanced PIO Course)

Coordinates with other PIOs

Fits in a strategic location in ICS

JIS What is it

Joint Information System (JIS) The JIS is simply a network of PIOs from multiple agencies sharing and coordinating public information whether formally or informally to ensure delivery of accurate and timely information the public needs and wants

How is JIS done

Two PIOs talking in person (IPT mtgs)

A PIO at the EOC talking to a PIO on scene via cell phone

Dozens of PIOs responding to a disaster

A JIS ExampleReporter plans story on sensitive issue DPS PIO contacted DES PIO contacted DCD PAO and TCEM PIOProactive PIOs jointly contacted reporterReporter chooses responsibility over sensationalism

Benefits of Working in a Joint Information System

Sharing information to ensure that what is released is accurate

Keeps messages consistent

Avoids releasing conflicting information

Sharing resources

Two heads (or more) are better than one

Having multiple trained PIOs is helpful

Federal Suggestion

National Incident Management System (NIMS) says ldquoOne way to ensure the coordination of public information is by establishing a Joint Information Center (JIC)rdquo

ICSNIMS Org Chart

ICSNIMS Org Chart

JIC What is itJoint Information Center (JIC)

A physical location where PIOs from multiple agencies participate in JIS

Benefits of the JIC

A central working facility where PIOs can gather

Tools to enhance the flow of public information

Avoid being overwhelmed by media

Provides for extended operations

Can provide ldquoone-stop shoppingrdquo for the media

The JIC Org Chart

JIC Uses in Recent Utah HistoryHurricane Katrina Evacuees Camp Williams

South Salt Lake hazmat spill in rail yard UDOT Traffic Ops Ctr

Elizabeth Smart kidnapping SLPD

DCD Intruder Incident

2002 Olympic Winter Games Capital Bldg

What does this mean to you

Get a JIC a real physical location complete with equipment

JIC can be one or two rooms

Recruit amp train volunteers to staff JIC

Mobile JIC (take your show on the road)

Virtual JIC (sign up trained PIOs to assist you in an emergency)

State PIO Association

Networking opportunities for your PIOBuild relationships with other PIOsTraining opportunitiesGet experience helping other PIOsContact

Rita AdamsSalt Lake City Police Dept801-799-3440ritaadamsslcgovcom

State JIC

State PIO Association commissioned committee to establish a state JIC

Available to anyone who needs to use it

Located at Salt Lake County EOC

Activated through State PIO AssociationDerek Jensen 801-538-3738

Dwayne Baird 801-538-4410

Promote Your Organization

No matter how good your agency is at responding to a disaster or emergency if you donrsquot convey that through the media the public wonrsquot know that wonrsquot recognize that and wonrsquot accept that

It is important that the public hear from or see the elected official during a disaster

It promotes calm and demonstrates command and control

Remember

In a disaster

you donrsquot rise to the occasion you sink to your lowest level of

preparedness

Questions