pio 101 class
Post on 31-Jan-2016
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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?
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