PIO 101 CLASS
The Essentials of Crisis Communications
Created by: Lisa Allen & Kirsten Clemens
WHY ARE WE HERE?
 To
understand the role of the PIO
 To
work together better as a team
 To
learn to act as the on-scene PIO
PIO ROLES & RESPONSIBILITIES




Provide accurate, timely information to the
public and mass media outlets
Create a positive image of the fire department to
the public
Ensure the public receives directions for desired
action (evacuation, shelter-in-place, etc.)
In a disaster scenario, to provide field command
and ECC support
PIO RESPONSE/ EXPECTATIONS

Range of responses
On-duty response
 Off-duty response
 Primary PIO vs. Back-up PIO


Call our procedure
Dispatch
 Contact us at home

YOUR PUBLIC EDUCATION DIVISION
SERVICES
Emergency vs. non-emergency
 Emergency



On scene vs. not on scene response
Non-emergency
CMW, website, monthly reports, events
 New: survey, newsletter


Emergency Communications Center (ECC) support in
large-scale emergencies
RESOURCE
RESOURCE
PRESS RELEASE PROCEDURES

What is the purpose of a press release

Who can press release

What approvals are needed to press release

Where to find press release template

G Drive – Groups - Fire -Forms – PIO – Press Release
Templates & Resources
TOOLS FOR COMMUNICATION

Emergency Update Hotline

BCTV


RPIN (national PIO website for mass
communications)
City Website
TOP 10 TECHNIQUES FOR
DEALING WITH MEDIA IN A CRISIS
Know the facts – don’t guess
 Rehearse your message
 Say it in 12 seconds
 Humanize yourself and the Department
 Have positive body language
 Stick to the subject – don’t ramble
 Never go “off the record”
 Never say “no comment”
 Maintain strong eye contact
 Only speak on behalf our your own Department

FIRST MESSAGE IN A CRISIS

SPEED = AUTHORITY

First message to public should include:
Empathy
 Confirmed facts
 Statement of commitment to helping people
 Where people can get more information


Have a key message



Ease public concern
Give guidance how to respond
Build trust
BRIDGE YOUR MESSAGE
Bridge Reporters
Name
Answer
Question
4 sec.
8 sec
Total Sound Bite Running Time: 12 sec.
MOST COMMONLY ASKED
MEDIA QUESTIONS – THE 5 W’S

WHO


WHAT


What time was the call dispatched? What time did crews
arrive?
WHERE


What happened? Structure fire? Car accident?
WHEN


Who responded to the fire? Who lives here?
What is the address? What part of the structure is
damaged?
WHY

Why did this happen? Is there damage cost estimate?
THE ON-CAMERA INTERVIEW…
THE ON-CAMERA INTERVIEW

You’ll do GREAT!
If you mess up, just start over… it’s not LIVE!
(ask them what they are going to ask ahead)
 Look at the interviewer, not the camera


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Try to find the camera crew a safe place with a
good back drop (they like action).
REVIEW



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The media is a valuable resource
Public information can be communicated in
multiple ways, not every call requires an oncamera interview
Your Public Educators are here to assist you, we
are a team
If you have to give an interview, follow the tips
we provided and you’ll do GREAT!
QUESTIONS?