What do you do if media inquiries and public relations become overwhelming during an emergency situation?

The media is vital to communicating events and developing status during an emergency. Due to their importance, it is established in the Incident Command System as part of the Command Staff the position of Public Affairs Officer. This staff person will plan and manage priorities and channel the event's information providing a central hub for management and disclosure of the event's relevant information to keep the community informed.

In times of heightened media inquiries and public relations demands, prioritization is key. We must discern between urgent requests, such as those from major news outlets or pertaining to life-threatening situations, and those that can be addressed later. Prioritizing the most impactful communications ensures effective management of resources. Delegating responsibilities to capable team members helps distribute the workload evenly, preventing overload on any individual. By focusing on urgent matters first and organizing tasks efficiently, we can effectively navigate through periods of high demand and maintain effective communication channels.

In your planning, it is important for all stakeholders to understand how crisis communications will be prioritized and managed. The RAPID model is a great tool to incorporate into your crisis communications planning, as it allows you to assign roles to key stakeholders pre-event to ensure critical actions, such as information gathering and vetting, are managed successfully and by the right role holder. This way, your organization’s customer (i.e. community members, commuter students, K-12 parents, etc.) can be kept well-informed of event-specific information such as precautionary measures, agency response actions, operational impact, and other information pertinent to a crisis situation.

Under the Incident Command System, all public relations and media inquiries are the responsibility of the Public Information Officer (PIO). If they are becoming overwhelmed during an emergency, they should regroup and focus on (among other things) Articulating what the priority is. Delivering essential information in a quick, clear, and transparent manner. Sharing what is known, in addition sharing what is not known. Make it clear what people can look to for stability and guidance. Communicate broadly, repeatedly, and through multiple means. Remind the media that the event is fluid and that more information will be provided when available. This is why having Crisis Communication Plan in place prior to any emergency is key.

Organize, Prioritize, Respond, Repeat. As I type this, the headline is: "At least 6 people unaccounted for after cargo ship crash levels Baltimore bridge." How would you prioritize? How often do you think the prioritization has changed over the last several hours during this disaster? Today is not theoretical, today the unthinkable has happened.

Public Information Officers (PIO) are worth their weight in gold when the news media wants answers during a crisis. Not only will that person act as the central conduit for any and all information, but he/she can also control where the information is coming from and prevent "Whisper Down the Lane" issues with any updates. Whether your PIO is a chief officer, the incident commander, or a seasoned senior member of your staff, that person should be able to navigate whatever questions the news media may throw at him/her, be able to think on their feet quickly with their responses, and are not prone to "deer in headlights" moments when faced with a question that he/she may not know the answer for at that time.

Identify experienced speakers capable of communicating clearly and persuasively. Establish clear guidelines for information release to maintain a consistent message. Provide regular training to speakers to ensure they are familiar with the latest developments.

In times of emergency, assigning designated spokespeople to manage media relations is crucial. These individuals should possess a comprehensive understanding of the situation and be adept at communicating information clearly and calmly. Centralizing communication through selected representatives ensures consistency in messaging and helps mitigate the risk of misinformation. Providing thorough training to these spokespeople, including effective media engagement techniques and maintaining message consistency under pressure, is essential for effective crisis communication management.

A designated spokesperson must adequately coordinate media and public communication during emergencies to ensure effective flow of information and avoid conflicting messages.

Public Information Officers (PIO) are critical to any emergency events. They are vital to ensure facts and truths about the situation are properly communicated to the public while controlling and eliminating false rumors.

To alleviate the burden of media inquiries, implementing streamlined communication channels is key. Designate a single point of contact or a dedicated hotline for press inquiries to centralize information requests and ensure consistent responses. Incorporating automated responses or frequently asked questions (FAQs) can further expedite the process by addressing common concerns, thus freeing up time to focus on more intricate queries. This approach enhances efficiency and organization in managing media interactions during high-pressure situations.

Use simple and understandable language to make complex information accessible to the general public. Be transparent and acknowledge mistakes to strengthen trust and credibility. Ensure communication is consistent across all channels to avoid confusion.

Whether you like it or not, social media has ingrained itself as a part of our lives. Your organization should embrace this fact and view social media as a tool instead of a hinderance to your operations. Facebook, X (formerly known as Twitter), Instagram, and even Reddit can be used to ascertain what the public is thinking about an active incident, and can also provide the public's perspective about an emergency. Your Public Information Staff can also issue information and updates via these platforms, as many people get their information from social media first versus the news. This is because information about an incident often can be posted online in real time before the news media is able to start reporting about it.

Employ social media to disseminate rapid updates and critical information. Actively engage to address questions and concerns, maintaining a positive relationship with the public. Continuously monitor sentiment and feedback on social media to promptly respond to trends or concerns.

Social media has become an essential tool for communication. Therefore, utilizing different social media platforms to reach out to the public cannot be overemphasized.

J’ai notamment constaté que l’usage de visuels en lien avec la situation de crise permet aux personnes ciblées par l’information de mieux l’appréhender et ainsi mieux la diffuser à son tour. Cela limite les interprétations personnelles qui nuisent a l’information pure.

Offer regular updates to keep the public informed about the current situation. Utilize various channels such as press releases, social media posts, and press conferences to ensure broad coverage. Be proactive in anticipating potential questions or concerns to minimize uncertainties.

Provide scripted message templates for your agency that would be simple to fill out the pertinent information for the current incident. Have an available spreadsheet that contains any local news media outlets contact information and when they call simply enter the date and time that they made a request so you can pass it on to the PIO. Set a schedule for news briefings that can be shared with the contacts on that spreadsheet and create a call line with a recorded message for those who are not.

An informed media and the public are important. It allows them to understand the ongoing situation with consistent situation reports and briefings. This will also relieve public call centers so that they are not overburdened with unnecessary calls, and allow staff to answer calls from people who need answers for critical/urgent matters.

Preparedness is the key. The only way to manage the high tempo cadence of traditional and social media in a crisis or emergency, is to prepare in advance. Everything from templates for your media products, up to date lists, pre-selected locations for media briefings, and a way to triage media calls needs to be at your fingertips. Build your team from within or from external resources to give you the bench strength needed to respond to media’s needs. (And don’t underestimate how many folks will be needed!) Key takeaway - media will always want more. Share new info when you have it, set the timings for briefings in advance, use your phone VM to give callers the latest updates on when you will be giving another update. Be proactive.

Keep track of media requests by using a simple log that others in your organization can see & use. Respond to media requests quickly, in the order they were received. Prioritize your tasks. If you receive more than three similar media requests in rapid succession, consider organizing a media availability. Alternatively, issue an official statement via news release & then post it on your organization’s website. Finally, ensure everyone on the team is familiar with the templates you use, knows where your communications products are stored, and understands the processes your organization follows.

As a former crisis communication instructor at the Canadian Emergency Management College in Ottawa, I would see 10 new crisis comms team candidates every 2 months. My opening words to every one of them was “if you think you have become an expert in Crisis Comms after 5 days with me, you better think again”. We live in a world where it is almost impossible to get ahead of any story during a crisis situation. Social media has created an environment at which the crisis communications practitioner is literally inundated with significant pressure from all critical angles. If they do not train in chaotic environments of media management and consistently focus and hone their media management skills, they will face certain disruption.

Conduct regular crisis communication training to ensure staff are familiar with relevant protocols. Simulate different scenarios to enhance responsiveness and skills in handling media inquiries. Regularly update the crisis communication plan to be prepared for new challenges or developments.

Great preparation in media training will go a long way in real-life situations. Media and public information officer (PIO) training can be incorporated as a part of an agency's exercise and/or workshop. Whether or not the personnel is designated as a media liaison or PIO, teaching them basic or introductory PIO skills can prepare them for situations in dealing with the media and knowing what and what not to say so that it does not create panic or false rumors about the event.

Watch out for mental health! Working in high risk and emergency situations can be emotionally exhausting. Bonding, respect and emphaty are important values you should aim to among your team.

It is also important to get a clear picture of the subject matter what when who where and how should be your focal point before you allow assigned or select persons speak to the media

Carefully document all media inquiries and responses for comprehensive tracking. Maintain close relationships with other authorities and organizations to ensure coordinated and effective communication. Consult with experts for additional insights and advice, especially in complex or unforeseen situations.

During overwhelming situations, it's crucial to prioritize communication channels and streamline responses. Delegate tasks within your team, establish clear protocols for media inquiries, and focus on providing accurate and timely information to the public. Additionally, consider appointing a spokesperson to handle media requests, allowing others to focus on managing the emergency itself.