Transcript
+Crisis Communication: The Role of PIO During DisasterEmily SikesMarketing and Referral ServicesSaint Francis Medical Center
+What is a crisis?
A significant threat to operations that can have negative consequences if not handled properly. Threat is potential damage to: An organization Its stakeholders An industry
A crisis creates three types of threats: Public Safety
Injury Death
Financial Loss Operations disruption Loss of market share Lawsuits
Reputation Loss
+What sparks a crisis?
Natural disasters/environment
Technology/systems failures
Confrontations (boycotts, strikes)
Violence or terrorism
Criminal misconduct
Accidents
Managerial mistakes
+Phases of a crisis
• Prevention
• Preparation
Pre-crisis
• Quick• Accurate• Consisten
t
Crisis Response • Follow-up
• Preparation
Post-crisis
+Pre-crisis phase: Risk management Create a crisis management plan
Guideline/reference Document response
Select and train crisis management team Public relations Legal Security Operations Finance Human resources
Pre-draft crisis messages Statement templates Website content
+Crisis response phase
Initial response Be quick Be accurate Be consistent
Instruct
Inform
Express concern
+Post-crisis phase
Goal: Return to business as usual Deliver information to stakeholders as soon as it is known
Crisis no longer focus Reputation repair Follow-up communication
Keep stakeholders updated on recovery progress Analyze and evaluate crisis management effort
What worked What didn’t
+PR crisis vs. emergency/disaster incident crisis During a disaster, many community organizations –
including hospitals – may become part of a Joint Information System (JIS) and Joint Information Center (JIC) within the NIMS (National Incident Management System) multiagency coordination system
Under the Incident Command Center (ICS) model, the Public Information Officer (PIO) is a key member of the command staff
Once a JIS/JIC is activated, the PIO has specific responsibilities in the local emergency operations plan and emergency management systems
+What is a PIO?
In emergencies, public information officers (PIOs) are responsible for keeping the public informed of any emergency situation in which it might be involved
Responsible to: Public
Internal External
Media PIO’s agency or organization Emergency response agencies
+What is a PIO?
Incident Commander
Public Information
Officer
Liaison Officer
Safety Officer
Medical/Technical Specialist
The PIO serves as the advisor to the Incident Commander on public information implications of the incident and the response/recovery effort
The PIO also looks for opportunities to advance leadership’s goals Setting up media
interviews Preparing talking points
for Incident Commander
+Qualities of a good PIO
Knows the organization
Good working relationship with the organization
AggressiveTrusted advisor,
strategist
PIO
+Necessary skills
Community relations Aware of demographics Aware of community organizations and how they work and
interact Fosters innovative ideas and programs
Media relations Has developed credibility with the news media Provides information and access to newsmakers Knows media needs and operations Knows and respects reporters’ deadlines Maintains continuing, open dialogue
+Necessary skills
Writing Organizes clear thoughts on paper Knows proper use of grammar, spelling Knows formats, writing styles Produces quality documents
Miscellaneous Public speaking Audio/visual presentation Emergency Management Agency fundamentals Political savvy
+What is public information?
Used by people to make decisions and take actions to: Save lives Reduce injury and harm Protect property Stabilize the incident
Can be used to: Call people to action Educate and inform Change behavior or attitudes Create positive impressions of your organization
+PIO constituencies
The public Largest audience Be aware of
demographics Know best channels
The media Relationship is very
important Know the reporters
PIO’s agency/organization Promote employees,
programs and successes Issues management role
Responding agencies Must have working
relationship to avoid conflicting messages
Groups are interdependent and interrelated, but with different priorities
+Role of the PIO
Gather Verify Coordinate Publish
+Information gathering
Research and development of all written, print, photographic, audio, video and web-based materials used by the JIC
Sources: Documentation (situation reports) Response partners Media monitoring
Analysis should be: Strategic Proactive
+Creating the message
Research and writing: News releases, fact
sheets, talking points, web stories, etc.
Graphic support
Audio/visual Broadcast operations Photo/video
Coordination/approval Coordinate for accuracy Keep partners informed Know protocol/processes
for approval
+Information dissemination
Providing written and oral communication to the news media, public and other organizations
Proactive: Media distribution (news releases, media advisories) News briefings or conferences Media/public distribution (web stories, social media)
Responsive: Media relations/news desk Public inquiry centers Internal (briefings, media monitoring reports)
+Why work with the media?
The First Amendment (freedom of speech)
Freedom of Information Act (FOIA) and local Sunshine Laws
Cultural cohesiveness
Perception
+Why work with the media?
Benefits of working with local media: Understand what local reporters need Help them see you as a “person” Help them understand the issues
Contact them before an emergency Call or meet with media representatives/reporters Send news releases Provide briefings/media advisories
+Media’s role in emergency management
Use the media to send information: That will reduce the public panic About action the public should take To alert/warn the public
+Types of news interviews
Print vs. Broadcast
General vs. Investigative
Ambush vs. Prearranged
Office vs. On-site
+During the interview
Remain calm and in control
Respond honestly
The welcome sets the tone
Review expectations
Work in key points before you begin
Be ready with overview statement
Choose words carefully
Expect follow-up questions
+During the interview
Start with conclusion Most important facts first Provide 5W + H
Work in key messages Answer/acknowledge the reporter Bridge from point to point Use “quotable quotes” at least three times Jump in and be responsive
Don’t go “off-the-record”
Don’t lose composure
Keep answers clear and concise
+During the interview
Use familiar language – not jargon
Explain technical terms and acronyms you must use
When you don’t know: It’s OK to say “I don’t know” Offer to find answer and follow up Never use as a way to avoid answer
Look out for “What if …?” Avoid request for opinion or speculation Return to facts or key talking points
Never say “No comment”!
+Plan in practice: A hospital scenario
Pre-disaster: The hospital is notified by law enforcement that a gunman is at large at the university. There are casualties and injuries, but no word yet how many.
The hospital’s disaster plan is activated, anticipating an influx of patients, family members and the media.
The Command Center is set up and key staff, including PIO, report for duty.
+Plan in practice: A hospital scenario Other PR staff, under direction of PIO, are assigned to:
Staged Press/Media area (away from ER and other designated areas) Man telephones Prepare and distribute media badges Prepare register/log for media Release information as available/approved Distribute press releases with public information
Family/Information area Maintain roster of family members entering/leaving area Maintain file on each victim Provide comfort and support Maintain crowd control
Labor Pool (as available) for other assignments
+Plan in practice: A hospital scenario
Primary responsibility is to patients, families and employees HIPAA privacy laws still in effect for releasing PHI (private
health information)
Secondary responsibility to general public Media is channel for information
+Summary
In an emergency, a PIO needs to get out: Accurate, timely information on the scope and nature of the
emergency Life-threatening and live-saving information Actions being taken by responding agencies
The best vehicle for the message is the media Using multiple media channels reaches a larger audience Being proactive takes planning
+Questions?
+Learn more:
Joplin tornado case study: Communicating after a disaster. http://www.slideshare.net/bdherrick/joplin-case-study-social-media-and-crisis-management
+Sources
Coombs, W. T. (Oct. 30, 2007). “Crisis Management and Communication.” Institute for Public Relations. http://www.instituteforpr.org/topics/crisis-management-and-communications/
Emergency Management Institute. (Oct. 2003). “SM-290 Basic Public Information Officer Course.” Federal Emergency Management Agency.
Federal Emergency Management Agency. (Oct. 2009). “G291 JIS/JIC Planning for Tribal, State and Local PIOs.”
National Disaster Education Coalition. (2004). “Talking About Disaster: Guide for Standard Messaging.”
+
About Me
Responsibilities: Represent service lines within the Medical
Center in varied aspects of communications: writing, media relations and special events. Oversee production of monthly employee
newsletter Coordinate general employee communications
(audience = 2,600) Write/distribute news releases and generate
positive news and feature stories with local, regional and national media
Write speeches and prepare presentations for the CEO, other executives and members of leadership
Coordinate special events and activities Serve as public information
officer/spokesperson to the media
Education: Master of Arts in Journalism/Strategic
Communication (2014, expected) – University of Memphis
Bachelor of Science in Mass Communication/Public Relations (2006) – Southeast Missouri State University
Account Services Coordinator at Saint Francis Medical Center
http://linkedin.com/in/emilysikes
top related