PIO 101 CLASSThe Essentials of Crisis Communications

Created by: Lisa Allen & Kirsten Clemens

WHY ARE WE HERE?

To understand the role of the PIO

To work together better as a team

To learn to act as the on-scene PIO

PIO ROLES & RESPONSIBILITIES

Provide accurate, timely information to the public and mass media outlets

Create a positive image of the fire department to the public

Ensure the public receives directions for desired action (evacuation, shelter-in-place, etc.)

In a disaster scenario, to provide field command and ECC support

PIO RESPONSE/ EXPECTATIONS

Range of responses On-duty response Off-duty response Primary PIO vs. Back-up PIO

Call our procedure Dispatch Contact us at home

YOUR PUBLIC EDUCATION DIVISION SERVICES

Emergency vs. non-emergency Emergency

On scene vs. not on scene response Non-emergency

CMW, website, monthly reports, events New: survey, newsletter

Emergency Communications Center (ECC) support in large-scale emergencies

RESOURCE

RESOURCE

PRESS RELEASE PROCEDURES

What is the purpose of a press release

Who can press release

What approvals are needed to press release

Where to find press release template G Drive – Groups - Fire -Forms – PIO – Press

Release Templates & Resources

TOOLS FOR COMMUNICATION

Emergency Update Hotline

BCTV

RPIN (national PIO website for mass communications)

City Website

TOP 10 TECHNIQUES FORDEALING WITH MEDIA IN A CRISIS

Know the facts – don’t guess Rehearse your message Say it in 12 seconds Humanize yourself and the Department Have positive body language Stick to the subject – don’t ramble Never go “off the record” Never say “no comment” Maintain strong eye contact Only speak on behalf our your own

Department

FIRST MESSAGE IN A CRISIS

SPEED = AUTHORITY

First message to public should include: Empathy Confirmed facts Statement of commitment to helping people Where people can get more information

Have a key message Ease public concern Give guidance how to respond Build trust

BRIDGE YOUR MESSAGE

Bridge Reporters

NameAnswer Question

Theme #1

Theme #2

4 sec.

4 sec

4 sec

8 sec

Total Sound Bite Running Time: 12 sec.

MOST COMMONLY ASKED MEDIA QUESTIONS – THE 5 W’S

WHO Who responded to the fire? Who lives here?

WHAT What happened? Structure fire? Car accident?

WHEN What time was the call dispatched? What time did

crews arrive?

WHERE What is the address? What part of the structure is

damaged?

WHY Why did this happen? Is there damage cost estimate?

THE ON-CAMERA INTERVIEW…

THE ON-CAMERA INTERVIEW You’ll do GREAT!

If you mess up, just start over… it’s not LIVE!(ask them what they are going to ask ahead) Look at the interviewer, not the camera

Try to find the camera crew a safe place with a good back drop (they like action).

REVIEW

The media is a valuable resource

Public information can be communicated in multiple ways, not every call requires an on-camera interview

Your Public Educators are here to assist you, we are a team

If you have to give an interview, follow the tips we provided and you’ll do GREAT!

QUESTIONS?