The emergency phase

Aim
The workshop is designed to facilitate the development of a media plan covering the multi-agency response to a major incident. Experienced crisis communications specialists from Escott Hunt provide media services staff and press officers from key responding agencies with the necessary knowledge to make informed decisions on all elements of the plan. They work through all aspects of the response systematically from policy to the detailed practicalities of handling the media so that all aspects of the plan are covered. All decisions are documented.

Audience
For the workshop to be successful it is vital that the communications/media services staff (the decision-makers) from all key responding agencies (the police, other emergency services, local authorities, health authorities) are present. However, wider representation is encouraged since this ensures that all elements are addressed from all perspectives.

It also results in strong ownership which is important to its overall effectiveness when it is implemented. Emergency planners may also wish to attend to ensure that the proposed communications arrangements dovetail with the wider response.

Format
This full-day’s programme takes the form of short, interactive presentations that provide guidance on best practice for each of the elements to be addressed. Presentations are followed by structured discussion to develop key concepts and/or break-out sessions when groups are invited to consider exam questions on the topic under discussion to ensure that each element of the response is thoroughly debated before a concensus is reached. Escott Hunt's facilitators provide guidance where necessary.

Output
Facilitators document decisions, outline procedures and systems. These provide the person responsible for developing the plan with the core material needed to prepare a robust first draft of a plan or update an existing document.

Programme

PART I – THE FIRST FEW HOURS

Warning and informing the public
Issuing timely, accurate, relevant, appropriate public protection advice is critical. It is a legal requirement under the Civil Contingencies Act.

Issues:

The difference between news and public information
The provision of emergency broadcasts – what goes wrong; how to get it right
Public demands and expectations

Outputs:

Review of any pre-scripted statements
Confirmation of clearance and release procedures

The initial response (before Strategic is established)
The impression created during this early phase of the response is long-lasting and so information released must be co-ordinated, consistent, timely and accurate – systems must be agreed to achieve this before Strategic is established.

Issues:

The challenges associated with providing a meaningful response in the first few hours
Recommended best practice at this stage in the response
Handling the media face-to-face
Dealing with the initial media inquiries
The beginnings of the multi-agency response

Outputs:

Procedures to be followed by each agency to ensure a co-ordinated, timely initial response
Agreement on the nature and extent of information that may be released by each agency at this stage

PART II – THE LONGER-TERM RESPONSE, STRUCTURE

The media cell and how it should operate within Strategic

The issues:

The media cell defined
Concept of operations including the role of the policy group
How to achieve a proactive rather than a reactive response – the need for an effective media strategy
Individual agencies’ responsibilities
Specific taskings

Outputs:

Organisational structure for the media cell
A breakdown of roles and responsibilities, reporting chains and communications channels
An information management system (the process for information gathering, handling, clearance and release)

PART III – THE LONGER-TERM RESPONSE, DELIVERY

An effective media programme

The issue:

How to ensure an effective media programme

Each of the following events presents its own particular challenges when delivered as part of a co-ordinated multi-agency response.

These potential pitfalls are highlighted and guidance on best practice offered:

News conferences
One-to-ones
Regular updates
Specialist/background briefings
Background material
News releases/media statements
Media inquiry lines
Information on websites
Photo-/filming opportunities
How the media briefing centre should operate
The role and responsibilities of spokespersons

Output:

Procedures for handling each of these elements of the response

This workshop has been run on at least 15 occasions in regions throughout England and Scotland.

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The emergency phase

Programme