Public information Officer (PIO) is at the forefront of managing the inflow and
outflow of communication, especially in the wake of an emergency situation.
According to Gluckman et al (2015), the PIO oversees the generation and
dissemination of crucial information related to the incident. He/she coordinates the
other groups to ensure that all the messages are accurate and prompt to avoid potential
breakdown. As such, their role is central to the entire response process as it facilitates
critical decision-making that determines the outcomes of the exercise.
Public Information Officers rely heavily on the media to execute their mandate
effectively. The media is a vital platform through which the organization reaches out
to the public and other stakeholders affected by the crisis (Gluckman et al. 2015).
When it comes to risk communication activities, PIOs utilize the media in various
ways. First, PIO should inform the media of the organization’s awareness of the crisis.
This message should also indicate the agency is actively involved in the response
process (DeVine Jr, 2008). Additionally, the PIO should monitor the media to ensure
that all the information relayed to the public is accurate and in tandem with the
proceedings on the ground. Lastly, providing regular updates will ease the tension and
erase any prospective misconceptions.
Even before the actual incident, the PIO should establish and maintain a
positive relationship with the media(DeVine Jr, 2008). The primary way through
which this can be achieved is becoming a resource for local media outlets. In this
context, regular press releases highlighting the agency’s undertakings can increase
visibility. Similarly, inviting the media to provide coverage for organizational events
will boost the collaboration. Lastly, corporate partnerships can also enhance the
relationship. For example, coming together in corporate social responsibility activities
meant for benefiting the community can foster the chemistry between the two parties
and ease cooperation when an emergency arises.
References
DeVine Jr, J. C. (2008, July). The Nuclear Accident at Three Mile Island a Practical
Lesson in the Fundamental Importance of Effective Communications. WM
Symposia, 1628 E. Southern Avenue, Suite 9-332, Tempe, AZ 85282 (United
States).
Gluckman, W. A., Weinstein, E. S., Dilling, S., & Paul, J. S. (2015). Public
information management. In Ciottone’s Disaster Medicine (pp. 143–148).
The role of PIOs ( Public Information Officers ) is to be able to collect, assess, and
share verified information with the public and the media via press briefings, website
management, and social media coordination. As such, PIOs must develop procedures
and protocols for the release of warnings, incident notifications, public
communications, and other critical information through a defined combination of
networks used by the emergency operations center. The PIO is a valuable part of a
community’s emergency management team. The information provided by the PIO
sets the tone of the response and recovery story and may provide critical information
to save lives and protect those in harm’s way.
In times of disaster, PIOs need to create strategic plans to collect, verify, and
disseminate information to the community to warn the public of the crisis and to
direct evacuation and other protective measures. Before any incident, there is a role
for the PIO to assist with outreach activities such as programs designed to educate the
public about local threats and hazards, and potential mitigation techniques. In
addition, a PIO could develop outreach materials that promote family or business
preparedness and mitigation strategies that are targeted to the community based on the
community makeup to include various cultures and languages, and to aid people with
special needs.
The PIO must be sure to maintain the capability to communicate valuable information
about evacuation, sheltering, and other important disaster response and recovery
information to the entire community, including individuals with special needs.
Individuals with special needs include those with cognitive and functional needs, as
well as language barriers.
Reference:
Spokane Emergency Management Emergency Support Function #15. Retrieved from
https://www.spokanecounty.org/DocumentCenter/View/4758/ESF-15---PublicInformation-PDF
Purchase answer to see full
attachment