Lesson 2: Public Information Roles and Responsibilities
This Lesson will take a look at the PIO’s role and the qualities and skills that contribute to success.
Lesson Objectives

At the end of this Lesson, you will be able to:

  • Define the role and functions of the Public Information Officer (PIO)
  • Identify the qualities and skills that contribute to a PIO’s effectiveness
Emergency Management Knowledge

The PIO must know:

  • Basic emergency management concepts
  • Incident Command System (ICS)
  • National Incident Management System (NIMS)

The PIO should understand basic emergency management concepts, including the role of local, tribal, state and federal levels of government. Local government is always first to respond to a disaster. The state provides support as needed, and the governor requests assistance from the federal government if the event exceeds the local and state capacity to respond.

The PIO should be familiar with the local Emergency Operations Plan and his or her organization’s role in an emergency.

The Incident Command System (ICS) originated in the 1970s during massive wildfire-fighting efforts in California. ICS is a standardized, on-scene, all-hazard approach to incident management. It provides a common framework within which people can work together effectively, even when they are drawn from multiple agencies that do not routinely work together. ICS has been called a "first-on-scene" structure, where the first responder on the scene has charge of the scene until the incident has been declared resolved, a superior-ranking responder arrives on scene and seizes command, or the Incident Commander appoints another individual Incident Commander.

The National Incident Management System (NIMS) provides a systematic, proactive approach to guide departments and agencies at all levels of government, nongovernmental organizations, and the private sector to work seamlessly to prevent, protect against, respond to, recover from, and mitigate the effects of incidents, regardless of cause, size, location or complexity, in order to reduce the loss of life and property and harm to the environment.

ICS and NIMS Training Resources:

Joint Information System (JIS) Purpose

The Joint Information System (JIS) is the fourth NIMS Command and Coordination structure.

JIS integrates incident information and public affairs into a unified organization that provides consistent, coordinated, accurate, accessible, timely and complete information to the public and stakeholders during incident operations.

JIS operates across and supports the other NIMS Command and Coordination structures: ICS, EOC and MAC Group.

JIS activities include:

  • Developing and delivering coordinated interagency messages
  • Developing, recommending and executing public information plans and strategies
  • Advise on public affairs issues that could affect the incident management effort
  • Addressing and managing rumors and inaccurate information that could undermine public confidence

The JIS performs these activities in support of the Incident Commander or Unified Command, the EOC Director, and the MAC Group.

JIS Description and Components: PIO and JIC

The Public Information Officer (PIO) and Joint Information Center (JIC) are two supporting elements of the JIS.

The PIO is a key member of ICS and EOC organizations, though they might go by a different title in EOCs. PIO functions include:

  • Advising the Incident Commander, Unified Command or EOC director on public information matters
  • Gathering, verifying, coordinating, and disseminating accurate, accessible, and timely information
  • Handling inquiries from the media, public and elected officials
  • Providing emergency public information and warnings
  • Conducting rumor monitoring and response

The JIC is a central location that houses JIS operations and where public information staff perform essential information and public affairs functions.

Normally, an incident should have a single JIC, but the JIS is flexible and can accommodate multiple JICs if necessary.

Informing the Public and Stakeholders

In some cases, lives will depend on getting information to the public quickly and those responsible take necessary steps to alert the public.

Getting information to the public and stakeholders during an incident requires an ongoing information cycle:

  • Gathering complete information for the public and other stakeholders
  • Verifying information to ensure accuracy
  • Coordinating information with other public information personnel who are part of the JIS to ensure consistency
  • Disseminating consistent, coordinated, accurate, accessible, timely and complete information to the public and stakeholders
Joint Information Center
What is the Incident Command System?

The Incident Command System (ICS) is a standardized approach to incident management that:

  • Is used for all kinds of incidents by all types of organizations and at all levels of government; ICS is applicable to small incidents as well as large and complex ones.
  • Can be used not only for emergencies, but also for planned events.
  • Enables a coordinated response among various jurisdictions and agencies.
  • Establishes common processes for incident-level planning and resource management.
  • Allows for the integration of resources (such as facilities, equipment, personnel) within a common organizational structure.
When is ICS Used?

The Incident Command System (ICS) can be used to manage any type of incident, including a planned event (e.g., the Olympics, the Governor's inauguration, state fairs, a local parade, etc.). The use of ICS is applicable to all types of incidents, regardless of their size or cause.

As a system, ICS is extremely useful. Not only does it provide an organizational structure for incident management, but it also guides the process for planning, building, and adapting that structure.

Using ICS for every incident or planned event provides the practice that will help to maintain and improve skills needed to effectively coordinate larger or more complex efforts.

Benefits of ICS

The Incident Command System (ICS) has positively impacted incident management efforts by:

  • Clarifying chain of command and supervision responsibilities to improve accountability.
  • Leveraging interoperable communications systems and plain language to improve communications.
  • Providing an orderly, systematic planning process.
  • Implementing a common, flexible, predesigned management structure.
  • Fostering cooperation between diverse disciplines and agencies.
ICS: Built on Best Practices

The Incident Command System (ICS) has been tested for more than 40 years of emergency and nonemergency applications by all levels of government; and in nongovernmental and private–sector organizations.

ICS helps to ensure:

  • The safety of responders, community members, and others.
  • The achievement of incident objectives.
  • The efficient use of resources.
ICS Functional Areas and Command Staff Roles

Every incident requires that certain functional areas be implemented. The problem must be identified and assessed, a plan to deal with it must be developed and implemented, and the necessary resources must be procured and paid for.

Regardless of the size of the incident, these functional areas are all required.

In case you ever need to assist with an incident, you should understand how the management structure is constructed using the Incident Command System (ICS). This will help you understand your role in the structure and how you may receive information and assignments.

This lesson focuses on the five major functional areas and the Command Staff roles. The General Staff roles will be discussed in the next lesson.

Incident Commander
Let’s begin by taking a closer look at the Incident Commander. The Incident Commander is responsible for the overall management of the incident. Overall management includes Command Staff assignments required to support the incident command function. The Incident Commander is the only position that is always staffed in ICS applications. On small incidents and events, one person—the Incident Commander—may accomplish all management functions.
Qualities of an Effective PIO
  • Analytical
  • Strategic
  • Proactive
  • Knowledgeable
  • Assertive
  • Credible/trusted
  • Flexible
  • Able to perform under pressure
  • Accessible!
Rounded rectangle with the statement that the effective PIO builds successful internal and external relationships by demonstrating all of these qualities.

 

  • The PIO needs to analyze what’s going on and make strategic decisions in order to operate in a proactive manner. For example, imagine that a PIO for a local emergency management office reads in the paper and hears at town council meetings that the jurisdiction is in a budget crisis. He or she might develop strategies to build community understanding and support of the department by arranging media interviews, partnering with a school to promote emergency preparedness, or arranging tours of the Emergency Operations Center.
  • Knowledgeable: Can speak with authority and credibility on all facets of the organization’s operations. Knows where the organization fits in the bigger picture.
  • Assertive: Can effectively navigate in dynamic situations to seek out important information and provide solid, thoughtful advice to leadership. Is able to redirect negative questions and turn them around.
  • Credible/trusted: Has proven himself or herself to be knowledgeable and someone who will deliver what is promised. Returns calls and answers e-mails from the media. Also is trusted by those in the organization.
  • Flexible: Can adjust plans and priorities as the situation requires.
  • Able to perform under pressure: Can meet the demands of the situation without losing his or her cool and without sacrificing good decision making; has good public-speaking skills.
  • Accessible: None of these other qualities will matter if you aren’t accessible to the news media.
Other qualities you may have suggested

Possible answers:

  • Be objective.
  • Be an advocate — for the public, for your organization, and for the media. PIOs work with the media — not deal with the media.
  • Be an educator. Media often covers many things and there are often new reporters, so you need to educate them. Building those relationships during steady-state is crucial to your success.
External Target Audiences
Chart showing EA with an arrow pointing to Public and other audiences, PIO (PIO speaking to a man) with an arrow pointing to Media. Then there is an arrow with heads on both sides pointing between Public and other audiences & Media.

A key component of any communication is identification of the target audience.

Target audiences may be external or internal.

External target audiences include the general public and the news media that can be described as the conduit to the public.

Internal Target Audiences
A PIO w/ arrows pointing to Advises Leadership Prepares Speakers & Informs & educates. The arrow for each point to a picture as follows: PIO informing police about a flood, a woman speaking at a microphone & a woman giving an interview.

The second target audience for PIOs is the internal audience, which includes:

  • Organizational leadership. The PIO assesses every situation and advises leadership on public information implications. The PIO also looks for opportunities to advance the organization’s goals and facilitates leadership’s participation — for example, by setting up interviews with the news media and preparing talking points.
  • Communications advisor. The PIO prepares others to speak to the public through the media, community organizations or during public events. The workforce.
  • The workforce is a key player in any organization’s public information efforts. The PIO trains, informs and educates the workforce so they can support and participate in public information activities — for example, “Shop with a Cop” to buy holiday gifts for needy children.

Tell internal audiences what you are telling the media, and also let them know what the media is saying.

Internal communication provides the workforce with information that they can relay directly to the public when asked by citizens. Uniformed personnel and first responders are the main point of public contact and need to know the information their organization is putting out.

Whole Community Awareness

The PIO must know the:

The whole community approach ensures solutions that serve the entire community are implemented, while simultaneously making sure that the resources the different members of the community bring to the table are used efficiently. These members include those in all levels of government as well as those in non-governmental and private-sector organizations in fields such as transportation, health care, schools, public works, communications, agriculture, chemical/nuclear, and more.

Public Information Officer Skills
What follows are some baseline skills needed by a PIO. Continuous practice of all of these skills should be part of your regular 95% time plan.
Media Relations Skills

The successful PIO develops credibility and builds relationships with the media by consistently:

  • Providing information and access to newsmakers
  • Demonstrating an understanding of media needs and operations
  • Respecting media deadlines
  • Maintaining open dialogue

It is important to understand media. For example, if you were a firefighter, would you ever leave a fire before it has been put out? You wouldn’t, right? Similarly, reporters don’t leave a scene until they get the information they need.

PIOs should have a policy on working with the media. Consider holding quarterly meetings with media representatives. Allow them to ask questions and provide feedback. Some states meet every other month with media and government PIOs.

Writing for the public is different than writing reports. The writing style will be dependent upon the channel being used to deliver the message. Make sure to use the Associated Press Stylebook, available in print or online. Well written products assist the media in a number of ways. Some may choose to use the material as is. Well-written products will direct media to the most important information when deadlines are tight.
When speaking to the media, think in terms of sound bites. A sound bite is a short, catchy statement often quoted or replayed by the media.
It is important for the PIO to have tools and resources available for utilization during an incident. Although this is not a complete list, a Go Kit might include:
  • Office supplies such as pens, paper, stapler, tape, etc
  • Laptop computer, tablet, smartphone and portable printer with an alternate power source(s), including accessories (e.g., memory stick, CDs, mouse, etc.);
  • Maps
  • Television, radio, and/or broadcast recording equipment
  • Cell phone with extra batteries
  • Fax machine
  • Agency or IMT letterhead
  • Camera with extra batteries
  • Battery powered radio
  • Pre-scripted messages and template releases
Prior to an incident or planned event, establish agreements with businesses or agencies that can assist with the operations. Examples would be contracts with: translation services; printing companies (in order to publish brochures, fact sheets, or other emergency documents); and communication companies to install WiFi, cell, or hard-line telephones.
Lesson Summary

You should now be able to:

  • Define the role and functions of the Public Information Officer (PIO)
  • Identify the qualities and skills that contribute to a PIO’s effectiveness