Importance of Communication in Disaster Management

Clear and consistent messages are vital after a community disaster.

When disaster strikes, botched communication can cause even more damage than an act of God. A smart emergency response team should have a public information officer with a plan in place to manage the flow of key information among public safety agencies and the public.

Why It’s Important

In the chaos that follows a disaster, rumors and confusion may run rampant. Disaster victims need clear, timely, consistent and accurate information to find help and resources, avoid hazards and to minimize additional injuries or damage. As the National Incident Management System says, “Effective and accurate communication can save lives and property, as well as help ensure public trust and credibility.”

Planning

To be able to respond quickly, have a crisis communications plan in place and designate an emergency operations center equipped with a phone line and other essentials. NIMS recommends stocking the EOC with your communications plan, office supplies, a fax machine, a laptop computer and alternate power source, maps, a TV and radio, camera, agency letterhead and press release templates.

One Clear Voice

The team should appoint one lead public information officer who responds directly to the incident commander. This person will be the main point of contact for media and the public. Verify that all emergency response team members know how to contact the PIO, night or day. Team members should also have the EOC phone number and fax number as well as other team members’ home phone numbers and e-mail addresses.

Public Statements

The Public Forum Institute asserts that your agency can earn credibility and trust by consistently showing empathy, competence, honesty and commitment. If you're acting as PIO, verify all information, communicate proactively, issue frequent updates and be available to the media at all times. Prepare key points ahead of time. In your messages, always place people first, never lie or speculate, stay calm under aggressive questioning and always be brief and precise. Take time to explain tough issues, and if you don’t know an answer, find it.

Communication Methods

A press conference for the mass media is just one way to reach disaster victims. Consider your audience and use any other avenue that might reach them more directly. This may include everything from old-fashioned press kits, flyers, public meetings and bulletin board posts at community centers to web sites, text messages, e-mail updates, CD-ROMs, audio conferencing, webcasts and blogs. Don’t forget employees of your organization who work on the front lines, and pay attention to community members with special needs, such as seniors, residents with disabilities or those who speak languages other than English.

Measure Performance

Once the crisis subsides, work with the emergency response team to analyze your communication efforts and make note of needed improvements. Identify your objectives and consider whether they were met. Compile news clippings, track the number of hits to your organization’s web site, and gather ideas from the public with focus groups, web or e-mail surveys, business reply cards or phone surveys.

References

• National Incident Management System: Basic Guidance for Public Information Officers
• American Red Cross: Talking About Disaster: Guide for Standard Messages
• Public Forum Institute: Communicators Guide