By Rob Keller, Guest Contributor
In the realm of crisis management, having a well-thought-out plan is not just advisable—it's a crucial organizational priority, particularly for fire departments in North Dakota. If your department lacks a crisis communication plan, now is the time for fire chiefs to prioritize its development.
Small departments face an even greater risk. Beyond merely having plans in place, the emphasis should be on training staff to understand their roles within these plans, especially as roles may differ from their day-to-day responsibilities. Regular exercises and reviews, involving external stakeholders, are essential to identify and rectify any gaps or weaknesses in the communication plans.
The role of communication team members during a crisis cannot be overstated. When faced with an existential threat, the ability to counter rumors and disinformation becomes paramount. Communicators contribute by crafting key messages, guiding leadership on when and what to communicate, and preparing them for public engagements. Utilizing risk communication approaches during crises involving an angry or fearful public is deemed a best practice, focusing on building the “bank of community trust” and addressing emotional concerns rather than inundating the audience with excessive information.
A proactive crisis management strategy is imperative in the age of rapid information dissemination through social media and the looming threat of AI-driven deep-fake content. Rather than adopting a reactive stance, fire departments should consistently monitor social media and public feedback. Proactive strategies, coupled with vigilance, provide a head start on crisis recommunication response.
Choosing the right spokesperson during a crisis depends on the nature and size of the situation. Senior operational officials, subject matter experts, or top department leaders may be required. Communication experts play a pivotal role in preparing key talking points, practicing delivery with spokespersons, and monitoring public reactions.
In summary, fire departments in North Dakota should adhere to five crisis management tips: adopt a systems approach, conduct thorough risk assessments, understand their diverse audiences, prioritize continuous training, and establish robust backup plans. By embracing these principles, fire departments can enhance their crisis preparedness, communications and resilience, ensuring the safety and well-being of the communities they serve. I would also suggest attending a FEMA L0105 3-day course held a couple of times a year in ND that addresses the narrative above.
Rob Keller is the co-founder and president of the North Dakota Public Information Officers Association (NDPIO). He is a retired public affairs and crisis communications professional of over 40 years. He was a TV news reporter and anchor, a community relations officer for a police department, a television producer, conducted marketing and advertising for the U.S. Army, and worked multiple FEMA disasters in North Dakota to include floods, wildfires, snow storms and a Canadian Pacific railroad anhydrous ammonia spill. In addition, during his 26-year Army career, he was deployed on two public affairs missions to Iraq, five PIO missions to Ghana, Africa, and worked with twelve Killed In Action (KIA) soldiers and their families. He also helped lead the public information efforts during the Dakota Access Pipeline protest and the COVID-19 response.