Crisis Communications Andy A 1.7

Crisis Communications © Andrew M. Amalfitano March 11, 2011 Photo by Paul Aiken / The Boulder Camera

Boulder County Incident Management Team Conference 17 March 2011

© Andrew M. Amalfitano, AmalfiCORE, LLC

Crisis Communications © Andrew M. Amalfitano

Part I. Introduction   Focus   Scope   Session Objectives

Part II. Guiding Principles   IC Perspective   Safety   Accuracy   Confidentiality   Taking Care of ‘Us’

Part III. Fundamentals   State of Being   Know Your Audience   What They Already Know   Fill the Need   Make a Plan   On‐Scene

Part IV. Effective Techniques   IC Perspectives   Basic Tips   ‘Tools’ of the Trade   Behaviors and Actions   What to Say and Not to Say

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Part V. Wrap UP ‘AAR’   Take Aways   References


 Managing communications between ourselves, our family, citizens, curious press, and other agencies.

  Useful tips on ‘what to say’ and ‘not say’ and helpful techniques for keeping people informed.

  Out of Scope: Not PIO training and it's not about radios.


At the end of this session participants will be more familiar with:

1.  The guiding principles of safety, accuracy, and confidentiality

2.  Managing self‐talk to project a positive attitude

3.  The value of respecting people through dignity, empathy, and understanding

4.  The role of non‐verbal behavior and communicating a clear message

5.  Basic fundamentals of crisis communications and techniques to manage information exchange


“At the end of the day, as responders we will be judged not on the end outcome of the incident, but on how we treated people – whether it be the

public, policy makers, or other responders…”

Don Whittemore, Boulder County IMT Incident Commander


  Safety of Self, Buddy, Team, and Citizens is our first and foremost Objective

  Understand the need and urgency to communicate

  ‘Sensemaking’

  Choose your words

  Be clear, crisp, and direct

Communicating Urgency


Be vigilant   Observe the individual

and crowd

  Ensure that you feel safe

  Does person need help?

  Dialog or not?


  Be honest, empathetic, and understanding

  If you don’t know, say ‘I don’t know’

  If you do know, are you allowed to, should you say it?

  If you say it, offer accurate, direct information

Say What you Mean


  Protecting information, identities, data

  How to be both honest and confidential at the same time


Managing Homeowners

1.  Name top 5 priorities

2.  Suggest what to say and not say

3.  List your communication tips?

You need to evacuate ‐ uh,

NOW!


The Buddy System

Stay informed, hydrated, take breaks, honor your required rest periods


  Recognize how you speak to yourself, alone, in your head – Make it Positive

  Recognize stress and deal with it


Family, Friends, Colleagues ‐

You know them best, Decide best role to help each other


Crisis can cause confusion and threaten us to the core People revert to their most basic needs when threatened, unsure, confused Reassure with information

Crisis Communications © Andrew M. Amalfitano Channel 7 News, 31—Oct2001


Communication Skills

  Who’s asking and what should they know?

  Bystanders may be unidentified press

  Everything may be recorded


Directly Impacted Responders

Citizens

Press Policy


  Curiosity reigns

  What happened to them

  Pre‐conceived notions

  Expectations of what will be done to ‘fix the problem’

  Influence of neighbors, family and friends co‐workers


  Social media helps and hinders

  Volume of information

  Frequency of misinformation

  Speed and reach to wider audience, more visibility

  ‘Candid‐camera’ – your voice and image online instantly!


  People need information, people impacted by a crisis need it more

 What happens when someone finds out bad news and there is no advocacy?


Remember, as far as the public is concerned, we are always ‘on‐duty’ and representing the official word

Crisis Communications © Andrew M. Amalfitano 27 ©AmalfiCORE, LLC

“Plans are useless, Planning is essential”

Dwight D. Eisenhower


  Consider a Crisis Communications Plan

  Identify the stakeholders and people impacted

  Address their needs and concerns with IC direction

  PIO/LOFR‐ Define SOGs for communication among ourselves, other agencies, and external


  Who is allowed to speak to who? About what? When?

  Minimize allowed information while maximizing clear, useful communication

  What can we prepare in advance that is generic enough for most all‐hazard events?


  Crisis communications includes us, too   Clear explanation and direction to emergency personnel

  Keep yourself informed


Preparing for a Crisis –

  How can you pre‐message an incident?

  How can you prevent and control rumors?

  List a few communication tips for a flood incident

Curiosity


“If we lose a house, but treat the folks with dignity, respect and empathy,

we will be appreciated more than if we save the house, but are jerks in the process”

Don Whittemore, Boulder County IMT Incident Commander


  Communication is the foundation of any relationship

  Understand appropriate language based on your audience

  Face, body ‘language’ make a difference

  Friendly, firm, ‘minimal‐optimal’  What’s the least amount I can say that results in the optimal outcome?


 Empathy

 Facts

 Sincerity

 Directness

 Hope

  trumps Sympathy

  trump Speculation

  trumps Arrogance

  trumps Avoidance

  trumps Despair

Bad news in a good way?


  Understand non‐verbal messaging

  How you move your body, your facial expressions, and the tone of your voice will be remembered longer than your words


  Do offer a way for people to feel empowered to protect themselves and obtain accurate information

  Remain calm

  Don’t let yourself be pushed into saying what you don’t want to say

  Express concern


1.  Define your priorities

2.  Discuss what to say and not say

3.  What are your communication tips?


  Restate facts, set expectations

  Refer people to:   PIO office   Provide phone number to hot line/EOC

Danger still exists, residents have been asked to evacuate, we don’t know yet when it will be contained or when you can return, when we do know the you will be notified by cell phone, news media, Sheriff


  Be honest and only offer approved information

  You can learn from citizens   Ask questions and dialog with an individual

  Possibly learn information about the incident that IC may not know


  If you don’t have the answer, say so   If you do have the answer but can’t give it out, say so

  Always point people to where they can find out more inform

  Point out the uncertainly of situations with phrases like “the incident is still evolving” and we don’t have all the facts yet

  Be honest, but only offer approved and authorized information


  Don't repeat negative words nor over‐emphasize or defend

  Never say 'no comment‘   Don't leave people hanging   Avoid ‘certain or absolute’ answers until you really know more information e.g.

  Don’t speak with certainty unless you are absolutely sure


What not to say:   Don’t release personal information.

  Don’t blame, or speculate, or mislead or cover up facts

  Don’t let misinformation pass without comment, correct it if you know

  Don’t make ‘off the record’ statements, nothing is ever ‘off the record’

  Do not over‐reassure stakeholders of the impact the crisis will have on them. e.g.


  When to say ‘sorry I can’t talk about that’ or ‘I don’t want to talk about that’

  List ways you take care of YOU! Who can you reach out to chat?

  What are you tips for speaking with / avoiding / dissuading conversation about incidents?


  The guiding principles of safety, accuracy, and confidentiality

  Managing self‐talk to project a positive, confident attitude

  The value of respecting people through dignity, empathy, and understanding

  The role of non‐verbal behavior and communicating a clear message

  Basic fundamentals of crisis communications and techniques to manage information exchange


Safety Accuracy Confidentiality Make a Plan Help Each Other Honesty, Empathy, Sincerity

What are You’re Take Aways?


  Books   Briese, Noel L. “How to Manage Organizational Communications During a

Crisis”. Anvil Pub. Georgia, 2002   Ulmer, Robert R., Sellnow, Timothy L., Seeger, Matthew W. “Effective Crisis

Communications‐Moving from Crisis to Opportunity”. Sage Publications, London , 2007

  Photos:   Open sources from Google Images, 2001‐2011   Paul Aiken, Daily Camera, Boulder CO 2010   Andy Amalfitano, Boulder Emergency Squad

  Quotes:   Military quote, Dwight D. Eisenhowser, 1945   IC perspectives: Don Whittemore, Boulder County IMT, 2011

  Video:   “Human Factors in the Wildland Fire Service”. Bull Run Fire 1996. National

Wildfire Coordinating Group   Other

  Abraham Maslow, Hierarchy, 1950’s

Crisis Communications Andy A 1.7

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