Rate Card

NEW TOOLS FOR PUBLIC

INFORMATION OFFICERS

By Cmdr. Dave Pettinari and

James Onder, Ph.D.

 In a crisis, information (even more in demand) must flow more quickly. During these times, how does one PIO, or even a handful of PIOs, meet this increased workload and pressure and still keep everyone happy?

Technology is starting to become a major part of the equation, a force multiplier for that one individual or the small team charged with getting, distilling and releasing cogent, well worded information, even while mobile and in the midst of a crisis.

The Basic Tools

Obviously, a cell phone and pager are “must have” items, not only for fielding news media calls, but also for keeping in touch with the boss and key decision-makers at the command post. A laptop is a critical tool for writing releases and updates, then faxing and E-mailing a large contact base in a short period of time from the field. It will also facilitate posting news releases and information for the public on the agency’s Web site. The Web site can also be used creatively to post media kits for an upcoming event or news conference, and to post crisis information.

But, there are many more technologically smart tools the PIO can employ to enhance communication and cut the workload.

Present Technology

Thinking “outside the box,” the PIO could also use the agency’s Web site to post “B-roll” (video footage shot to give to news media reps who did not make it to the scene); video and audio news releases; maps and digital photos using GIS (Global Information System) technology which provides exact locations, streets, buildings, real-time pictures from the scene; and long, “backgrounder” reports – all the “context” media reps could use if they wish to enhance their coverage.

The truly technology savvy PIO can also employ satellite communications which extends agency outreach around the country and even around the world. One system, called a VSAT (Very Small Aperture Terminal), is an unrestricted and completely independent device which uses a 1.2 meter motorized satellite antenna with a transceiver and modem which can supply up to 24 lines of voice communications, as well as fax and data, simultaneously.

For a very low cost, satellites can be used to air news conferences for media tours and for two-way, interactive communications; for teleconferencing among news people and distant news sources – even to feed PSAs (Public Service Announcements) to a larger, more far-flung audience. To get “hooked up,” all a PIO needs to do is contact a satellite broker in the local area.   A wireless PDA (Personal Data Assistant) would not only provide capability to word process and transmit electronically, but also could double as the cell phone and pager, saving space and prevent “juggling” several electronic devices.

One caveat for the use of the wireless PDA: Just like a regular cell phone, it could become useless if cell channels become oversaturated during a crisis. Some larger jurisdictions are getting around this limitation by bringing COWS (Cell Towers on Wheels) to the scene to bring in more channels for better incident coverage. Even so, the PDA would provide alternate modes of communication – E-mail, chat, Web downloading, etc.

JICs

Joint Information Centers (JICs) can be located closer to the incident by using Wireless Fidelity (Wi-Fi) to set up computers and communications systems in the field without having to hardwire them together. This portable, JIC-in-a-box solution is a low cost alternative because there is little infrastructure to set up.

Whether the JIC uses the standard 801.11b, or emerging 802.11, 801.11a or 801.11g standards, this could provide effective connectivity. However, security concerns must be dealt with so information is not “leaked” prematurely to those who know how to snag information “on the fly” from unsecured wireless networks.

How about using something as minute and portable as a Bluetooth® device to set up a field JIC? Not only does it receive information, but it can also use a short-range wireless connection between devices (about 20 feet) to link PDAs, cell phones, headsets, printers and other peripheral devices together. About one fifth the range of Wi-Fi, it would still be an effective tool in close quarters when congestion might make hardwired communications setup difficult and time-consuming.

PDAs

The handheld PDA would streamline sharing of data, plans, schedules and facts with agency staff, other PIOs, department leaders, the media and the public via the agency’s Web site. The PDA would be capable of E-mail, Instant Messaging, shooting and transmitting photos, and updating databases which could easily be saved to the information Web site. It could also be used for real-time chats with the same group of people who need timely information or those charged with providing the information to others.

       The PIO could easily plug into larger on-line meetings to prevent having to travel to a central meeting place, and could upload or download files (documents, diagrams, maps and pictures) in any format, even if they are large attachments. Smaller hotline chats for coordination between smaller groups could be held between the larger scale, decision-making meetings.

Writers located back at the agency’s headquarters could quickly interject updates and releases by messaging the PIO in several different ways, as outlined above.

The toughest thing to keep up with in a crisis situation is the information coming into the joint information center itself. In the past, updates have been posted on walls with butcher paper and a Magic Marker®, E-mailed to all electronically, or “posted” in a virtual sense in a “sitrep” (situation report) document available to all on-line. But, with a handheld device, even from the field, access and input to a Web-based JIC status board with hyperlinks to more detailed, yet constantly updated, information would expedite this communication process immeasurably.

In effect, the whole JIC itself would become a “cyber” organization which feeds into a virtual group comprised of decision-makers with the various responding agencies.

Maps

Mapping programs and GIS (Geographic Information Systems), resident on PDAs and tablet PCs, could provide all with an enhanced view of the entire emergency response environment. With this innovation, the agency PIO could help to articulate the layering of cumulative information continually updated on a map of the area of interest. While many people use (free) MapQuest® and Yahoo!® programs to quickly draw maps, a program called Keyhole® ($100) and others on the market can provide simple, low cost solutions. Organizations such as ESRI (Environmental Systems Research Institute), a “maps for your apps” outlet, can provide geographical information systems with satellite images, roads, demographic information, sensors and other modeling features portray any feature on the Earth’s surface.

In addition, other relevant sociological and economic information can be superimposed over the crisis, such as population, water, terrain contours, congestion, air quality, direction of a toxic plume, and the like which will further paint a picture for the media and the public.

On the horizon is a new software application from Microsoft® which will provide simple ways to add geographical and data information into localized emergency preparedness software applications.

Summary

While brushing up on spelling, syntax, grammar, writing style and source relations are lifelong endeavors of the professional PIO, technology looms as the new challenge – with plenty of payback for investing in the equipment and training to learn to use them with full effect in a crisis. There is no time like the present to learn how they work and incorporate them into routines so that one is fluent in their use when the “ball” drops.n

About the Authors: Cmdr. Dave Pettinari, a 17 year veteran of the Pueblo County, CO, Sheriff’s Office, is a former Air Force public affairs officer and a law enforcement PIO with the sheriff’s office. He has taught numerous national and state level seminars on the use of the Internet for law enforcement intelligence, investigations, and community policing.

James J. Onder is an instructor at the U.S. Government Graduate School in Washington, DC, where he teaches a course in media relations to law enforcement and other government administrators around the country. He also provides technical assistance on public communications issues to states and national organizations. For more information, he can be reached at (202) 366-9785.