If your community experiences an emergency – an industrial accident, a major transportation incident, a hazardous materials release, etc. – you know the media will be there almost immediately. It’s their job. Far from being a problem, TV and radio reporters can be a valued asset by getting the word out to local residents quickly. Treat them with respect. Provide them with the information they need so they can communicate it properly. Working with them helps you do your job of protecting the public.
In cases where public agencies are responding to a private industry incident, it is best to have a joint information centre within the Incident Command system. This helps avoid conflicting statements that would confuse (and frighten) the public.
An emergency usually causes a certain amount of chaos, especially in the early moments. To help bring order to the confusion, the designated Public Information Officer should be prepared to answer these nine basic questions:
1. Who are you?
People want to know to whom they are speaking. To quote you, they need your name and position
2. What has happened?
Too many spokespeople believe that they have to have ALL of the answers when they go to the media. True, a lot of questions can’t be answered until the emergency is over and the investigation is complete. But if people heard an explosion or saw flames, smoke or seeping liquid, they will be concerned. Without waiting for all the details, and without speculating if you aren’t sure of something, you should report as best you can on the “5 w’s and an h” that journalists always inquire about: who, what, where, when, why and how. Communicating as many of those facts as you can may be enough to prevent rumor and unreasonable fear.
3. Is anyone hurt?
If you are sure of the specific numbers of injuries, you can provide that. It is best not to declare fatalities. Let the proper authorities make that determination. Something like, “At this time it appears there were six injuries requiring medical attention” will suffice.
4. Is there any danger to people or the environment at the moment?
Self-preservation (and, by extension, the protection of one’s family) is a natural instinct. People need to know immediately if they should take some action to minimize the danger. Giving information about public protective systems (e.g., air/water monitoring) can be reassuring.
5. How will I be notified if I should do something?
One of the most frequent criticisms of emergency response is that people feel they were not notified fast enough. It is not adequate to have bull horns on fire trucks going through a neighborhood if there is a toxic cloud moving their way. Many communities are opting for an emergency notification system where residents will receive a phone call telling them what has happened and providing specific advice on protective actions. Organizations like the Community Alert Network (CAN) have proven invaluable in getting life-saving information out quickly.
6. What steps are you taking to control the situation?
Let people know you are dealing with the incident. If you are confident that your response is adequate, reassure them. It is an opportunity to subtly reinforce the idea that the community is fortunate to have trained private and/or public emergency responders who are willing and able to undertake such difficult jobs. This could also be a good time to let them know the equipment you purchased (perhaps with taxpayers’ money) is helping solve the problem.
7. What is your greatest concern right now?
If you are not confident that the situation is under control, you need to tell people what you are doing to access the needed additional resources.
8. Is there any disruption to traffic or other services?
It is helpful to let people know if there are areas to avoid or places where people will be without electrical power or water. It can assist you in handling the incident more efficiently and might preclude numerous, disruptive phone calls.
9. Who else can the media or the public contact for information?
Give people somewhere else to turn. Setting up a separate 800 number for additional information can prove very helpful.
In summary, you do not have to go on and on. Just answer these nine points to carry out your responsibilities.
Judy Hoffman, a crisis communications expert, provides workshops/presentations on dealing with the media and handling angry people. Her book, "Keeping Cool on the Hot Seat" is highly acclaimed. She is available as a speaker/corporate trainer/speech coach.
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