Crafting the Perfect Crisis Response: Tips from Top PIOs
The role of the Public Information Officer is vitally essential when it comes to crisis communications. How PIOs respond during a crisis can have a significant and lasting effect on public perception and trust. We turned to top experts from the field of communications to dive into what makes a strong and effective PIO and to unpack some key strategies for response during an unpredictable and escalating crisis. They shared insights into why PIOs are so crucial to the overall command structure of public safety agencies. And why the most effective PIOs are well-prepared for a crisis and agile enough to handle curveballs that can come up during the response.
One needs a good plan and the skills to respond when circumstances change to manage a crisis. In this article, veterans in crisis management share their understanding of what it means to be prepared for an event that one hopes never happens. They highlight the apparent necessity of having a strategic plan that is clear and well-communicated to all who need to know. But then they also talk about some not-so-obvious things that all PIOs should keep in the back of their heads during a crisis: what role a PIO does not play, how to maintain trust, and why it is so essential to give timely—and preferably non-stop—updates to stakeholders, including the media.
When it counts, and even when it doesn't, PIOs want their messages to be heard and trusted. The best way to achieve that is through relationship building. The PIO and the public must have a solid reason to listen to each other. And the reason that public information is listened to is because it is trusted. So how do you achieve that? You achieve it by way of trust through the process of building relationships.
It is also worth noting that this "trust process" is achieved in active and engaged ways. A PIO cannot authentically "build trust" in information or relationships without being involved in a trust act. PIOs are not "building trust" in a brusque or predatory way that law enforcement might do when it is also necessary for "trust" to be established to have "public safety."
Training and Preparedness: The Foundation of Effective Crisis Response
Chief of Police Christopher Cook emphasizes the importance of rigorous training in communications, akin to the training law enforcement undergoes for operational tasks. He points out the irony that while law enforcement agencies train extensively for various scenarios, they often neglect communications training. Cook advocates for intentional training on critical and controversial incidents, such as vehicle chases resulting in fatalities, officer misconduct, and school lockdowns.
Key Takeaway: Regular, scenario-based communications training is essential. Incorporate diverse crisis scenarios into your training regimen to ensure emergency preparedness.
Strategic Planning: Beyond Hope
Cook also underscores the necessity of having a strategic crisis and communications plan. He warns against relying on hope, stressing that crisis management requires intentionality, planning, and execution. In his book, Cook introduces the ACE acronym: Assess the crisis, Choose a plan, Execute and evaluate the plan. This structured approach ensures that leaders and communications advisors are well-prepared to handle crises.
Key Takeaway: Develop a comprehensive crisis communications plan using the ACE framework. Review and update the plan regularly to address emerging threats and challenges.
Simplicity Amid Complexity
Tamrin Olden highlights the importance of simplicity in crisis communications. Amid the chaos of a crisis, clear, timely, and consistent messaging is crucial. Olden notes that while this approach is practical, getting everyone on board with executing the strategy is the challenge.
Key Takeaway: Focus on delivering simple, clear messages. Ensure all team members understand and adhere to the communication strategy to maintain consistency.
Reaching the Entire Community
Sarah Lux, Lead Public Information Officer for Lake County, stresses the importance of reaching the entire community during a crisis. She advocates for using a variety of platforms, from social media to faith-based organizations and flyers, to ensure that information reaches everyone. Lux points out that not everyone accesses information the same way, speaks the same language, or has the same access to online tools.
Key Takeaway: Implement a multi-platform communication strategy to reach diverse community members. Tailor your messages to different languages and accessibility needs to ensure inclusivity.
Honesty and Authenticity: The Core of Effective Messaging
Sarah Lux also emphasizes the importance of honesty and authenticity in crisis communications. She advises PIOs to start with genuine concerns and questions that real people might have. Lux suggests considering what your grandmother would be anxious about, what your coworker would want to know before picking up their child from school, or what might prevent your neighbor from believing the forecasts. By starting with real people and working your messaging out from there, you can ensure your communication is genuine and resonates with the community.
Key Takeaway: Be honest and genuine in your messaging. Start with real concerns and questions from your community to ensure your communication is relatable and practical.
Additional Tips for Effective Crisis Response
Build Relationships with Media: Establish strong relationships with local media before a crisis occurs. Strong relationships can facilitate smoother communication and more accurate reporting during a crisis.
Monitor Social Media: Use monitoring tools to track public sentiment and misinformation. Respond promptly to correct inaccuracies and provide updates.
Engage with the Community: Foster trust by engaging with the community regularly, not just during crises. Transparency and openness can build a reservoir of goodwill that can be invaluable during a crisis.
Evaluate and Learn: After a crisis, thoroughly evaluate your response. Identify what worked well and areas for improvement. Use these insights to refine your crisis communications plan.
Conclusion
Effective crisis response hinges on preparation, strategic planning, and clear communication. PIOs can enhance their crisis communications efforts by incorporating the insights of Chief Christopher Cook, Tamrin Olden, and Sarah Lux and implementing additional strategies. Remember, the goal is to maintain trust, ensure public safety, and navigate a crisis transparently and efficiently.
In times of crisis, the community looks to its leaders for guidance and reassurance. A well-prepared PIO can positively impact how a situation is perceived and managed. PIOs can manage the most challenging situations by investing in regular training, developing a robust crisis communications plan, and ensuring clear and consistent messaging. Moreover, the PIO must balance the importance of reaching the entire community. A multi-platform approach ensures that the public is informed, fostering a sense of inclusivity and trust. Regularly engaging with the community, not just during crises, builds a foundation of goodwill that can be invaluable when a situation occurs. Finally, continuous evaluation and learning are crucial. Each crisis presents an opportunity to refine and improve your response strategies. PIOs can continually enhance their effectiveness by learning from past experiences and staying adaptable.
In summary, the perfect crisis response is about more than perfection: preparedness, strategic planning, and effective execution. By following the expert tips shared by top PIOs and incorporating additional best practices, you can navigate crises with confidence and competence, ensuring the safety and trust of your community. Additionally, it is essential to focus on communication and engaging with the community. Strong communication will help to build trust and engagement, which is necessary for a successful crisis response. Finally, it is essential to have a plan in place that is regularly reviewed and updated.
