Mastering Crisis Communication: The Evolving Role of Public Information Officers in Emergencies
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| Image created by chatGPT |
by John Fisher, PhD, assisted by chatGPT
Note: UVU students in a class about public information and disasters were asked to summarize what they learned from five videos about the role of public information officers. This is what they discovered.
The role of a Public Information Officer (PIO) is both dynamic and essential, especially in emergency management and routine communications. PIOs are responsible for managing public relations, ensuring accurate and timely dissemination of information, and maintaining transparency across different platforms, including press briefings and social media. Key traits for PIOs include strong communication skills, composure under pressure, empathy, and adaptability, whether they are addressing routine operations or responding to emergencies. The videos further highlight the evolving nature of the role, showcasing the PIO's importance not only during disasters like Hurricane Sandy but also in day-to-day public safety and information management. Each PIO’s connection to their organization plays a vital role in ensuring trust and effective messaging, as seen in the example of Eric Hurst at South Metro Fire Rescue.
Role of a Public Information Officer (PIO):
Manages public communications during emergencies and day-to-day operations:
PIOs are responsible for ensuring that the public receives timely and accurate information during both crises and routine operations. In emergencies, this includes communicating essential safety information, updates on response efforts, and evacuation notices. In day-to-day operations, PIOs handle general public relations, such as promoting community events, sharing policy updates, and maintaining an ongoing flow of information from their organization to the public.Coordinates press briefings, social media updates, and media requests:
A PIO serves as the main point of contact for the media, arranging press conferences and interviews while managing the flow of information across platforms. In the age of social media, they also ensure that the organization’s social channels are updated with accurate, real-time information to address public concerns and clarify facts during an event.Ensures accurate, timely information dissemination:
It is crucial for PIOs to verify information before it is shared with the public to prevent the spread of misinformation. Their role includes working quickly to get verified information out to the public to avoid panic and confusion.Acts as the link between first responders, government agencies, and the public:
PIOs bridge communication between emergency responders and the community, interpreting technical jargon into language the public can understand. They collaborate with government officials, emergency management teams, and local authorities to ensure that the public is informed of necessary actions, such as evacuations or safety protocols.
Key Responsibilities:
During Disasters:
Provides clear, accurate updates to prevent panic and misinformation:
During a disaster, the PIO's top priority is to ensure that the public receives factual information quickly. This includes real-time updates about the disaster's impact, instructions for safety, and what the public should do next.Coordinates evacuation notices, safety protocols, and emergency responses:
PIOs play a key role in communicating evacuation orders, shelter locations, and health advisories. They work alongside first responders and emergency management teams to relay critical instructions to the public.Maintains calm and composure under pressure:
In high-pressure environments, especially during disasters, the PIO must remain calm to effectively manage and disseminate information. This requires a high level of emotional control and the ability to communicate clearly, even in chaotic situations.
Outside of Disasters:
Manages routine public relations, media events, and press releases:
Outside of emergencies, PIOs handle public relations for their organization. This includes organizing media events, writing press releases, and engaging in routine communication efforts to keep the public informed about initiatives, policy changes, or community programs.Engages in preparedness efforts and public education:
PIOs often participate in creating awareness campaigns to prepare the public for potential emergencies. They might organize drills, develop educational materials, or conduct outreach programs to teach the community about emergency preparedness and response.Ensures transparent communication, building trust with the public:
Consistent, transparent communication helps build and maintain public trust. By keeping the public informed about the organization’s work, whether during crises or regular operations, PIOs foster trust and ensure the public knows where to turn for reliable information.
Skills and Traits:
Strong verbal and written communication skills:
PIOs must convey complex or sensitive information in clear, accessible language. Whether through speeches, press releases, or social media posts, their ability to communicate effectively is central to their role.Ability to stay calm under pressure and make quick decisions:
Disasters and emergencies often require fast, decisive action. PIOs must remain composed, assess situations quickly, and decide the best way to communicate with the public to ensure safety and minimize confusion.Empathy when interacting with victims and the public:
Empathy is crucial when PIOs interact with victims or their families during disasters. They must convey not only information but also sensitivity, ensuring they handle each situation with care, especially when dealing with loss or trauma.Adaptability to various situations and changing information:
Disasters are fluid, and information can change rapidly. PIOs must be adaptable, ready to shift communication strategies and respond to new developments on the fly.Training in crisis management, media relations, and public speaking:
PIOs often undergo specialized training to manage media relations and speak confidently in front of large audiences. Crisis management training ensures they can respond effectively in high-pressure situations.
Examples from Videos:
Ashley Hulsey (Perspectiv, Inc. video):
In this video, Ashley Hulsey discusses the importance of handling all press releases and social media for her office, showing how integral social media has become in modern PIO work. Her emphasis on honesty and passion for public service demonstrates the values that guide a successful PIO.Hurricane Sandy PIO:
This video showcases the vital role a PIO plays during a major natural disaster. The PIO coordinated timely communication about evacuation notices, emergency protocols, and media inquiries, showing the importance of quick, clear communication to maintain public order and trust.Eric Hurst (South Metro Fire Rescue):
In this video, Eric Hurst manages media requests during high-risk fire emergencies. It demonstrates the multifaceted responsibilities of a PIO, from responding to fires to managing public communication and interacting with the media.EMS PIO:
This video focuses on the importance of maintaining a unified story for EMS. The PIO discusses how they protect EMS messaging, educate the public, and influence public behaviors while avoiding information that might damage the agency’s reputation.
Challenges:
Managing high-pressure situations during disasters:
PIOs must handle significant pressure during crises, as they are responsible for communicating critical information that could impact public safety. Managing high volumes of inquiries and disseminating accurate information in a short time can be particularly challenging.Balancing transparency with sensitive or withheld information:
PIOs often walk a fine line between sharing enough information to keep the public informed and protecting details that could compromise safety or privacy. They must ensure transparency without revealing sensitive operational details.Adapting communication styles to reach diverse audiences effectively:
Public audiences vary in terms of education, language, and access to technology. PIOs must be skilled in adapting their messages so they are understood by a broad range of people, often across multiple platforms, such as social media, television, and print media.
Video Links:
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