Introduction to Homeland Security Chapter 8 Communications EM Communications Communicating messages to the general public is a critical and underdeveloped aspect of effective emergency management These messages come in three basic forms: Risk Warning Crisis EM Communications (cont.) Risk communications - alerting and educating the public to the risks they face and how they can best prepare for and mitigate these risks in order to reduce the impacts of future disaster events Warning communications - delivering i a warning message in time for individuals and communities to take shelter or evacuate in advance of a disaster event Crisis communications - providing timely and accurate information to the public during the response and recovery phases of a disaster event 1
EM Communications (cont.) EM community has vast experience in practicing risk and warning communications Preparedness public education programs have been in place for decades Brochures Checklists Recently, there has been an increased use of technology to disseminate info Video Internet EM Communications (cont.) Design and implementation of warning systems has also advanced and become more sophisticated and widely used Civil defense sirens Emergency Broadcast Network Weather radios Public media are most often used to issue watch and warning notices TV Radio Internet EM Communications (cont.) Importance of communicating with the public during disaster response and recovery has only recently received attention from EM officials Major shift in the 90s with James Lee Witt in charge of FEMA Developed an aggressive public affairs program designed to deliver timely and accurate messages to the public in times of crisis 2
EM Comm Witt Era Messages focused on: Measures that govt. and private sector were taking to respond/recover from a disaster event Methods by which individuals could apply for and receive federal, state, and local disaster relief EM Comm Witt Era (cont.) FEMA established a working partnership with the media to deliver these messages through: Press conferences Individual interviews Satellite feeds Radio actualities Internet Also started Recovery Times,, a FEMA newspaper EM Comm and Terrorism New terrorist threat has introduced: New hazards that are not fully understood A new risk perception by the public New response and recovery procedures and practices New information uncertainties New restrictions on releasing information to the public New demands for public information 3
EM Comm and Terrorism - Issues Do the communication models developed for the past for communicating risk, warning, and crisis messages apply to terrorism-related related communications? Will traditional delivery systems adequately disseminate terrorism-related related info? Will EM and govt. officials find a balance between the need to provide timely and accurate information to the public and the need to conduct criminal investigations? Risk Communications DHS had initiated several programs to achieve the goal of individual and community resilience to the effects of disasters Primary method has been public education Long been recognized as an effective method for decreasing the damaging potential of hazards/risks Media is central to this effort Mechanisms for Conducting EM Public Education In-school education Distribution of pamphlets and fact sheets Inserts in phone books and utility mailings News media Internet 4
News Media and the Culture of Fear News media have been blamed for creating a culture of fear People are afraid of a multitude of risks that have only a minute chance of occurring But, the news media have also been key in helping to create one of the most risk- free eras in recent history Partially the result of informing and educating the public about terrorism DHS Response Citizens have indicated through polls that the threat of a terrorist attack on US soil is one of their primary concerns Federal govt. has recognized this concern and responded by taking action to address national vulnerabilities DHS has embarked on an almost unprecedented public education campaign The media have played a central role in this effort Ready.Gov Campaign Primary DHS effort to increase individual citizen preparedness at the community level Consists of a website offering directions on how individuals can prepare themselves and their family for all hazards, including terrorism Personal preparedness components: Get a kit Make a plan Be informed 5
Personal Preparedness Components Get a kit Potable water Food Clean air First aid Special need items Make a plan Actions to be taken in the event of specific disasters Be informed Know general information about hazards and their specific personal mitigation and preparedness measures New Ready.Gov Components Late 2004 - DHS added two components to their Ready.gov site to expand upon the specific groups that may benefit from preparedness information The first group is the business community - the website instructs business owners and administrators how to: Plan to stay in business Talk to your people Protect your investment The second group is children Communicating Risk The Power of the News Media The news media play a significant role in disaster and EM, both before and after disasters occurs Play an invaluable service during the initial critical moments of a disaster Transmit warning messages and alerts Give instructions on where to: Evacuate Seek medical attention Seek shelter Go for more specific info 6
Communicating Risk The Power of the News Media (cont.) EM community has embraced the media for their ability to respond Recognizes that they will be the primary and perhaps only means of informing large masses of potential victims Tasks that have been assumed by the media include: Raising citizen awareness of an existing or future hazard Providing information regarding prevention or protection Studies have shown a positive correlation between the use of the media and an increase in the promoted knowledge or behavior Communicating Risk Accuracy of Information The media has to be able to communicate risk in such a way that gives the public perception of their personal risk Media s depiction of risk has either a direct or indirect effect on public behavior Understating risk will cause people not to prepare Exaggerating risk can have drastic consequences Stress-related related health problems Financial and economic losses Communicating Risk Accuracy of Information Research has shown that the media tend to: Overstate the risks of the hazards that they focus on Tend to focus on those that are least likely to occur Understate commonly occurring hazards Research has also indicated that increasing levels of public fear can actually cause a decrease in public preparedness 7
Criticisms of the Media Built-in, in, organizational, competitive and institutional biases prevent the media from informing citizens about hazards Media tell how bad things are, while [emergency management agencies] make things better. Hazard and EM knowledge deficiencies among journalists makes them unable to effectively communicate Time and space restrictions prevent adequate knowledge transfer to the public Public s ability to learn isn t fully understood Essential Components of Effective Risk Communication Authoritative and trustworthy sources No appearance of vested interests Effective message characteristic considerations: Amount of Consistency material Accuracy Presentation Extremity of the position speed advocated Number of Annual mortality arguments Time frame of the hazard Repetition Mitigation alternatives Style Easily understandable format Ordering Forcefulness Specificity DHS Warning Communications Homeland Security Advisory System (HSAS) Color-coded system with accompanying written descriptions that ID the threat level for a possible terrorist attack at any given time 5 Color Codes: Green (Low Threat Condition) Blue (Guarded Threat Condition Yellow (Elevated Threat Condition) Orange (High Threat Condition) Red (Severe Threat Condition) 8
Terror Alerts Become More Specific 20 APR 2011: DHS changed to a new Terror Alert System Alerts will now be either: Imminent Threat : Credible, specific, and impending threat of terrorism Elevated Threat : Credible threat t of terrorism Each threat alert will contain: A summary of the threat An expiration date Potential geographic area Mode of transportation or critical infrastructure potentially targeted in the threat Crisis Communications During the 1990s, FEMA established a very strong communications capability that worked effectively Numerous natural disasters Murrah Federal building bombing There are similarities between natural disaster and terrorism crisis communications, however there are significant differences Information collection Information dissemination Crisis Communications (cont.) Anthrax incidents Sniper attacks Both highlight the need to share timely information with the public during an ongoing crisis vs. the needs of criminal investigators to protect and hold close information as they seek to identify and detain the parties responsible 9
FEMA Communications Model The mission of an effective disaster communications strategy is to provide timely and accurate information to the public Built upon four critical assumptions: 1) Customer focus 2) Leadership commitment 3) Inclusion of communications in planning and partnership 4) Media partnership 1) Customer Focus Place the needs and interests of individuals and communities first Be responsive and informative Manage expectations Customers are diverse Internal External Messages to customers must: Be timely, accurate, consistent, and easy to understand. Explain what people can expect Demonstrate clearly that FEMA and other Federal, State, local and voluntary agencies are working together to provide the services needed to rebuild communities and restore lives 2) Leadership Commitment The EM organization director must openly endorse and promote open lines of communications among staff, partners and publics in order to effectively communicate Leader must keep staff informed of plans, priorities and operations Practice a proactive approach in communicating with constituents Leader must be accessible to the media 10
Leadership Commitment - FEMA Director James Lee Witt s approach During disaster response he: Held daily media briefings Would hold special meeting with victims and their families Led daily briefing among federal partners He devoted considerable time to communicating with: Members of Congress Governors Mayors Other elected officials Met 4 or 5 times a year with state EM directors Gave speeches to promote better understanding of EM and disaster mitigation Inclusion of Communications in Planning and Operations Communications specialist included in the senior management team of the emergency management organization Communications issues considered in the decision-making processes A communications element is included in all organizational activities, plans and operations Media Partnership No EM organization could ever hope to develop a communications network comparable to those networks already established and maintained by the media The goal of media partnership is to provide accurate and timely information to the public in both disaster and non-disaster situations ti The partnership requires trust and a commitment by both EM officials and the media Traditionally, the relationship between emergency managers and the media has been tenuous EM need to respond quickly vs. the media s need for response information; can result in inaccurate reporting and tension between the parties 11
Communications Infrastructure FEMA has built a substantial communications infrastructure to support these communication objectives Experienced, trained, and equipped staff Television studio with satellite capabilities Audio studio with radio broadcast capabilities Still and video photographers Local EM developed similar infrastructure on smaller scale 9/11 Commission Findings Inadequate comm hindered responding agencies ability to respond to the attacks, and led to the high number of police/fire official fatalities Many 1 st responders unable to communicate either with each other or with their commanders Many channels were quickly overcome by heavy traffic 9/11 Commission Recommendations More funding and research to ensure 1 st responder interoperable communication is improved Barriers to interoperability Cost Lack of coordinated planning Scarcity of spectrum resources 12
9/11 Commission Recommendations Government Response 4 OCT 2006 Pres. Bush signed appropriations authorization for the creation of the DHS Office of Emergency Communications (OEC) Part of the Office of Cybersecurity and Communications within the National Protection and Programs Directorate Mission: To support and promote the ability of emergency responders and govt. officials to continue to communicate in the event of natural disasters, acts of terrorism, or other man-made made disasters, and; To work to ensure, accelerate, and attain interoperable and operable emergency communications nationwide Supports the SAFECOM Program 13