How to manage emergency communication

Emergency communication is a crucial discipline that comes into play in situations of catastrophe, accidents, or unforeseen events. Although it is often confused with crisis communication, the two concepts are distinct: while crisis communication focuses on protecting the image and reputation of an organization or institution in the event of incidents affecting it, emergency communication focuses on informing and coordinating the citizens and institutions involved to facilitate decision-making and ensure public safety.

In order to design a good communication strategy for emergency situations, we need to differentiate between three different scenarios, and specific actions will be developed in each of them:

1. Pre-emergency planning and prevention.

Effective emergency communication can and should be planned in advance, something that is rarely given enough attention or time because in everyday life we ​​never seem to have time for this type of thing. However, planning and prevention, when it comes to emergency situations, save lives, as we saw in Valencia during the floods caused by the DANA.

Planning for an emergency often means facing situations you can’t even imagine and that, in the best-case scenario, may never occur. But the fact that these are unlikely events doesn’t exempt us from being prepared for any contingency, and the more we plan and prevent ahead of time, the more resources we can dedicate to managing the emergency when it occurs.

When planning emergency communications, it is key to have clear and defined protocols that include:

• Emergency management committees: These groups should include those responsible for each area, and while it’s true that they’re already highly standardized, we must ensure that the person in charge of communications is part of these committees. The failure to include a communications expert from the outset is a common mistake, as it limits the ability to provide accurate and effective information. Just as security or health experts participate, communications professionals are essential for structuring and delivering appropriate messages, advising citizens from the outset on what should be communicated and the best way to do so.
• Use of effective communication channels: WhatsApp groups, for example, have proven to be fast and effective in coordinating emergency teams. However, the possibility of communications disruptions (such as in natural disasters) must always be anticipated. It’s important to have alternative communication plans tailored to the local situation and available resources. This includes using channels for communication between those responsible for emergency communications, as well as having planned channels and formats for communicating with the public, whether through social media, radio, television, or even using outdoor megaphones or ringing bells. Everything helps communicate. Let’s not lose sight of the fact that a catastrophe could render digital communications unusable, which will pose an added challenge.
• Preparing materials for dissemination. When an emergency occurs, we can’t just think about what kind of messages to write or how to design an infographic. That has to be done in advance, and we have to have a draft prepared in Canva or whatever program we use to simply enter the necessary data. Visual tools like infographics are useful because they allow us to share information quickly and easily via mobile devices, as well as having recorded videos with instructions for the public. In 2020, when I was working at Calpe City Hall, we experienced several episodes of DANA, and that taught me the importance of having infographics designed, draft messages, the colors to be used, and so we can quickly use them in case of need. Here is the link to the article I wrote on how to use infographics in these situations. When preparing materials, it is also important to take into account people with special needs and plan for this, as well as the specificities that may arise in our specific area. For example, in the Barcelona attacks, given the large number of foreigners in the city, the Mossos d’Esquadra decided that the messages, in addition to being in Catalan and Spanish, would also be disseminated in English to make it easier for them to reach the foreign population.
• Emergency communication drills. Most of us have participated in some drill at work or school, but communication is rarely included as part of the drill. Some public administrations have already done so, and we’ve seen them even publish news articles in X, albeit with a warning that it was part of an emergency drill.
• Training for those responsible for communications. It is important that those designated to appear before the media in an emergency situation, especially technical personnel who are not usually familiar with this, receive training on how to speak publicly in these situations, for example.
• Training for communications professionals in this type of communication. There are courses and conferences specifically addressing emergency communications. Three years ago, I attended a conference where I learned from the emergency communications teams of the UME (Mechanical Emergency Unit), the Civil Guard, the Police, and 112 centers throughout Spain how they have managed communications in emergency situations such as the La Palma volcano or disasters abroad. It is essential to understand how specialized organizations and their teams of professionals specialized in emergency communications are working so that the rest of the public administrations can learn. This is especially important for small local entities with fewer human and material resources. Some of these conferences include:
  • III Emergency Communication Seminar
  • II Conference on Communicating Emergencies
  • IV Conference on Emergency Communications on Social Networks
  • Communications managers’ conference at 112 centers in Spain
  • Conference on public information as an element of risk and emergency management
• Development of an emergency communications plan. It is important to prepare a document that includes and explains all the planned actions, as well as the protocols required for their implementation. This communications plan must also be updated periodically, introducing any necessary changes and improvements.

2. Constant and proactive communication during the emergency.

Once the emergency has been triggered, communication to the public must be continuous and proactive:

• Permanent updates: It’s crucial to maintain constant communication with citizens. A lack of information opens the door to misinformation and rumors. Even if there’s no major news, communicating that more information will be released soon will help reduce anxiety among citizens.
• Active listening and debunking hoaxes: Constantly monitoring what is being said on social media and in the media allows us to detect and counter rumors or hoaxes. In cases where the public expresses concern about a particular issue, this is a good opportunity to offer official responses.
• Clear and direct messages: Emergency communications should avoid technical terms and complicated jargon. Messages should be simple and action-oriented (calls to action) so that citizens clearly understand what to do and what not to do. Here, the use of infographics or explanatory videos is essential.
• Intervention by the highest authority: The highest authority should address the public periodically, but always with the support of technical personnel and experts in the field. Allowing technical personnel to be the main spokespersons improves the credibility of the information, as they provide an expert and objective perspective.
• Freedom to ask questions to journalists: The media represents the voice of the public. It is vital that authorities allow and respond to journalists’ questions, otherwise there is a risk that information will be distorted through unofficial channels or unverified sources. The media helps amplify official information and curb the spread of rumors.

3. Closing of emergency communication and final evaluation.

The final phase of emergency communication occurs at the end of the emergency. An important and often overlooked step is informing the public that the emergency situation is over and that there is no risk to the population.

It is at that moment that we must do;

1. Evaluation and analysis: At the end of the emergency, a comprehensive report should be prepared detailing the successes and areas for improvement. This report is key to updating and strengthening communication plans for future emergencies. Surveys can also be conducted among the population to gather their opinions on the emergency management or to open a period for proposals for improvements. This work can also be carried out with entities, groups, or associations that may have been involved, depending on the type of emergency.
2. Improvement planning: Based on the conclusions obtained, the emergency communication plan is adjusted. This evaluation exercise is the final step that closes the cycle and allows for continuous improvement in the response to future emergencies.

If you’re interested in this area of ​​communication, there are projects underway, such as the one from Pompeu Fabra University entitled “Communicating in Emergency Situations: 2.0 Tools and New Protocols for Efficient Emergency Management,” coordinated by Carles Pont Arribes. This project is generating highly interesting content on this topic, which you can access here.

In conclusion, we can point out that emergency communication requires planning, adaptation, and constant updating. Involving the right professionals from the outset, anticipating different scenarios, and maintaining clear and direct communication with citizens are essential aspects for effectively managing an emergency situation.

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