Strategic Thinking... Strategic Speaking PIO Pre-season Webinar April
Strategic Thinking... Strategic Speaking PIO Pre-season Webinar April 25, 2012 Roberta DAmico Moderator Communication Director, NPS Fire and Aviation, NIFC Webinar Topics
Themes and Messages Social Media, Lessons Learned from the 2011 Fire Season Predictive Services, Making It Work Teachable Moments Quick Hitters Question and Answers GoToWebinar Control Panel AUDIO Dan Smith NWCG Vice Chair;
Fire Director, National Association of State Foresters NWCG Executive Board Left to Right: John Segar, Lyle Carlile, John Gould, Dan Smith, Bill Kaage, Jim Erickson, Karyn Wood, Bonnie Bradshaw, Aitor Bidaburu Jennifer Jones Jennifer Jones Public Affairs Specialist
U.S. Forest Service, Washington Office Fire and Aviation Management National Interagency Fire Center National Fire Season Themes for 2012 Using Them To Think and Speak Strategically Available online at: www.nifc.gov/PIO_bb/pio_main.html 1. Keeping the public and firefighters
safe is always our first concern. Our commitment to safety is reflected in every fire management activity. No structure, or natural or cultural resource, is worth the loss of a human life. 2. Fire is an essential ecological process and a natural change agent.
Many landscapes are out of ecological balance. Fire is one way of helping to restore that balance and help landscapes to become more resilient to threats. Our focus is on minimizing damage and maximizing the benefits of wildland fire. 3. Teamwork and cooperation are essential in managing wildfire. Wildfires know no boundaries. The response to wildfire will be coordinated among all affected agencies and landowners.
Pooling our resources helps keep costs down and effectiveness up. 4. Fires are managed in different ways. The same fire may have several objectives, which can change as the fire spreads. Our response to wildfire is based on its potential
ecological, social and legal consequences. Fires that threaten life, property and important natural and cultural resources will be put out as safely and quickly as possible. 5. Fire seasons are influenced by several factors including weather, the amount and
condition of fuels and sources of ignition. This year s fire sea son is especiall y challen ging to forecast. Condition s have not been typical. W e expect
above-av erage acti vity in some are as, but it s too ear to determ ly ine exact ly where . http://www.predictiveservices.nifc.gov/outlooks/outlooks.htm
6. Firefighters count on the public to help reduce risk. When residents of a fire-prone community clear brush, trees and other flammable materials away from their home, it helps keep residents and firefighters safe. A community that has adapted to fire is a better-protected community. Firefighters appreciate the help given to them by people who are willing to do their part to reduce risk prior to a fire incident.
How you can use the themes to think and speak strategically: Develop tiered messages for your unit and/or incident. Deliver tiered messages when you are speaking to key external audiences. Thank You Thank you for all the great work that you do in wildfire communications! We are here to help! [email protected]
(208) 387-5437 Michelle Fidler NPS Fire Communication and Education Specialist A SIMPLE Approach to Social Media S trategize I mplement M onitor P lan
L everage E valuate Strategize Social media tools are tactics as part of the overall information strategy Reasons to use social media To reach online / mobile audiences
Evacuees and their friends and family Absentee homeowners Residents that are out of town Tourists & Recreationists Elected officials Incident personnel Ability to meet audience needs High resolution maps and images for media use
Backup sources of info when one system crashes 2012 PIO Incident Organizer p. 10 Case Study The E-Trapline Unit on the 2011 Wallow Fire Lead PIO Community Media
E-Trapline Info Center Call Center E-Trapline E-mail Inciweb
Twitter Flickr Internal Texts to PIOs Media Monitoring Photo by Kari Greer Implement
Social media tactics after host unit and IC have approved their use Use existing resources Host unit accounts IMT accounts Interagency accounts Built-in Inciweb Tools Twitter Video (Coming Soon!) Built in sharing tools Monitor
Social media to identify rumors, track trends, and document public sentiment Monitor key sites Partner agencies Local media Elected officials Community leaders
Wildland fire sites General monitoring Google.com/Alerts SocialMention.com Icerocket.com Addictomatic.com
Plan Ahead and Be Flexible Got a Contingency Plan? Ask partner agencies for help getting the word out Send a PIO off-site where power/internet is available What about Transition? Coordinate with other teams / area command
Document how-to protocols, passwords, etc. Provide a link to new source for info / home unit Leverage Existing Resources State/local interagency County Emergency Mgmt Sheriffs Dept Local Fire Dept Volunteers
Case Study The Deployment of Trusted Digital Volunteers in the 2011 Shadow Lake Fire Hand-picked group of trusted remote volunteers with social media skills Volunteers only posted content approved by lead PIO Volunteers monitored rumors and maintained
documentation Evaluate Site stats from Twitter, Flickr, etc. @AS_NF reached 24,632 people with 50 most recent tweets (as of 6/15) 675 new @AS_NF Twitter followers in
<8 days AS-NF photos viewed 672,673 times in 10 days In a single day (June 9th), Flickr photos were viewed over 144,477 times
Flicker images that were tweeted were viewed nearly 2x as many times Evaluate Trends with analytic tools like Socialmention.com 1,000 mentions of #WallowFire 800 mentions of #Azfire 400 mentions of #Wallow
2011 Fire Season Lessons Learned Social media tools are essential tactics on large incidents You cant control social media; Learn how to harness it to work for you If you dont engage, others will fill the void Case Study 2011 Las Conchas Fire Twitter List
@RedCrossNM @BLMNIFC NEW! Official Fire Information Logo Logo available on NIFC PIO Bulletin Board http://www.nifc.gov/PIO_bb/ social_media.html Use it to brand official information sites in a nonagency logo, interagency way
Social Media Resources http://www.nifc.gov/PIO_bb/social_media.html Ed Delgado Predictive Services, Program Manager Predictive Services Who and where we are
Interagency decision support unit. Meteorologists, Intelligence Coordinators, Fire Analysts National program manager at NICC Units at each Geographic Area Coordination Center Predictive Services What we do Support for operational management of and strategic planning for wildland firefighting resources. Three primary functions: Fire weather and climate.
Fuels and fire danger. Fire activity and resources intelligence. Predictive Services What we do Products and services: Weekly, monthly and seasonal outlooks. Daily assessments of critical fire conditions. Briefings for multi-level decision support. Fuels and fire behavior advisories. Research and development.
Predictive Services Products 7-day (Weekly) Outlook Assesses potential for significant fire based on fuels condition and weather. Identifies high risk events such as lightning, strong winds, low relative humidity, etc. National and regional outlooks produced daily. Predictive Services
Products Monthly Outlook Assesses potential for significant fire based on medium to long term climate and fuels trends. National and regional outlooks released first business day of month. Predictive Services How these can help you
Briefing/talking points. Executive summary for monthly. Local and regional emphasis. Consistent message throughout fire organization. Routinely updated. Predictive Services Where you can find http://www.nifc.gov/nicc/ Predictive Services To contact
To contact national or regional Predictive Services units: NIFC Fire Information Hotline 208-387-5050 Kris Eriksen National Incident Management Organization Portland Team Public Information Officer
OST Virtual Operations Support Team SMEM Landscape Social Media in emergencies IMTs and other emergency managers have started to realize the critical role social media can play in communicating with their community and the rest of the world in an emergency or disaster.
Communities have higher expectations around official emergency information being available and provided in a timely manner. The public expects official use of social media streams, and they expect emergency managers to monitor and respond to requests for information over these streams as well.
However, few emergency management organizations including IMTs are equipped to do this kind of social media monitoring and communication at scale. What is a VOST? Trusted agents, with significant and proven social media skills, that are organized and under the direction of incident personnel. VOST
can help expand an IMTs ability to engage with the public during emergencies, and as part of the recovery phase. Emergency Management Agency or IMT +
= Engaged Community Resources Using additional trained resources is NOT a new idea! Amateur Radio volunteers continue to support communication for the emergency operations
center (EOC) in the US. In conjunction with the Digital Operations Center, the Red Cross also announced the creation of a Digital Volunteer Program. Your Incident Management Team How can a VOST assist your IMT?
Listen Filter Aggregate Questions/ Tasks Lead PIO or assigned web person VOST Answers/
Response Tasked Information finding Spot Trends Information dissemination Trusted Agents Autonomous Monitoring public voice Amplifying official message
Gathering How it works All information about the fire is generated by the IMT PIO's. Any changes made to that info by the VOST are submitted to IMT PIO for
approval. IMT PIO Skype Skype ,, Dropbox, Dropbox, Gmail, Gmail, Gdocs Gdocs PIOs push information for the
public to the VOST using a variety of methods & tools. VOST builds all social media sites, monitoring methods and communication
structures for the group. VOST converts info to lengths useable for various sites. Altered info is approved by IMT. VOST Members
Public VOST pushes information to the public. VOST captures concerns and issues from the public. VOST feeds back issues, questions and results of monitoring to the IMT PIO.
Shadow Lake Fire Organized group of Volunteers who: Set up Posted Updated Monitored Documented Tools used: Blog, Facebook, Twitter, Flicker
VOST Cycle Disaster occurs/event selected VOST communicates between activations to stay current on tools/platforms & protocols
Documentation is compiled, AAR done, VOST is demobed Inspired by think disaster Decision to activate VOST team VOST does a prelaunch sweep of incident area to
determine need. VOST functions under Incident command principles & works for the IMT PIO Set tasks, priorities, schedule, finalizes tools/platforms
Things to keep in mind A VOST should be organized pre-season to build relationships, determine structure and tools, and agree to protocols. No, there is no guarantee everyone will stay inside the protocols. Same as in your PIO shop. If you are the lead and you are Forest Service, you might have your VOST team fill out Volunteer Agreements, just to be safe. Things to keep in mind The Eriksen VOST, this year has added Pinterest
and crowdsourcing as tools we will be trying, along with Facebook, Twitter, Flickr and a Wordpress blog. Details about the Shadow Lake VOST are available on the PIO BB at www.nifc.gov, under Background Material, under Social Media. Things to keep in mind If you are interested in having a VOST to assist your team this summer, we can help you build one. Contact Kris Eriksen at: [email protected]
208-869-7685 Randy Eardley Randy Eardley Deputy Chief, External Affairs Bureau of Land Management, NIFC Quick Hitters Miscellaneous PIO Issues and Information
ICS Form 209 ICS Form 209 is changing to the NIMS Form 209. Existing 209 outdated, doesnt comply with NIMS standards, and doesnt meet IT security needs. Existing 209 does not facilitate info sharing and coordination between agencies and responders. Changes to 209 Slightly larger and more comprehensive
Will report all-hazard incident status information Will provide more info on incident threats to public Will allow more depth in reporting of resources assigned Changes to 209 Key Points 209 is going to look different 209 going to contain more information, especially in regard to non-fire incidents 209 will still remain the source of official information about an incident
Incident Management Situation Report The IMSR, or familiarly, the Sit Report is being improved. Confusion in understanding true scope of large fire activity in the multiple objectives era. Metrics like % contained are meaningless when a team is not trying to contain a fire. For past few years, number of large fires managed for multiple objectives was the only info on IMSR. Changes to IMSR New table this year Other Fires Summarize info about large fires managed for
multiple objectives. Aggregated by geographic area, not individual fire. Acres burned, crews/engines/helicopters, total personnel assigned. Other Fires table is updated every Friday in IMSR. Changes to IMSR Launch date depends on changes to 209, but should start seeing changes in IMSR in May. Key Points Accurate info about large fires managed for multiple objectives has been lacking
due to reporting system. New data table will help alleviate that and allow users to better grasp national picture of large fires. Election Year Large fires may attract more attention in 2012 Discuss treatment of VIP visitors with host agency during in-briefing. Be willing to equally inform candidates and incumbents about wildland fire.
PIO Qualifications Several NIMS I and IS courses now required for PIO qualifications at all levels Depending on your agency, some course are required now and some by October this year. Those already qualified do not need to go back and take courses; only to advance Need to stay on top of this; check with unit training Officer or IQCS lead. Plain Language A lot of external audiences dont understand jargon. Speak and write clearly.
Help IC and staff members do the same. www.plainlanguage.gov has a lot of resources. PIO Bulletin Board http://www.nifc.gov/PIO_bb/pio_main.html Lots of info there especially for you. Statistics Job aids Briefing materials Tool kits Well worth spending ten minutes exploring the site.
Let your agency contact know if there are things youd like to see on the PIO Bulletin Board! GoToWebinar Control Panel QUESTIONS If you have already queued up a question, great!
Or you can type in your question now. Please let us know what organization / agency you are with and if you would like a specific presenter to answer your question. Thank you! Visit us at: THANK YOU
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