Trained communicators are essential in a crisis
Recently, I had the privilege of participating in an advanced Public Information Officer (PIO) class through FEMA. Despite having fulfilled the role of a PIO numerous times in my career, this experience served as a reminder of the pivotal role we play in times of crisis.
Surrounded by 25 fellow PIOs from across Florida, Georgia and North Carolina, the week-long program highlighted how our communication during emergencies can profoundly impact lives. It can literally mean the difference between safety and uncertainty.
It is important to craft messages that are not only accurate and transparent, but also delivered with empathy and understanding. In a crisis, effective communication isn’t just about disseminating information; it’s about connecting with people, providing reassurance, and guiding them through.
The course also served as a reminder to adopt a more strategic approach to communication, utilizing frameworks like the 8-step communication model and SMART objectives. These tools can help us to deliver timely and relevant information to those who need it most.
Why does this matter so much?
Because I have seen firsthand how critical it is for organizations to have well-trained communicators who can navigate the complexities of crisis communication. Whether it’s facing the media or reaching out to communities directly, the ability to convey accurate information can impact the outcome of any emergency.
I am thankful to the instructors who shared their expertise and experiences with us. Their guidance was invaluable in shaping our understanding of effective PIO practices.
As I reflect on the connections made with fellow PIOs during this course, I’m reminded of the strength that lies in our network—a network that is ready to support each other in times of crisis.
To all my fellow PIOs who completed the APIO course, congratulations on your achievement!
Our collective knowledge and preparedness will be invaluable in helping our communities in the future.
If you find yourself needing assistance with public information strategies or simply want to discuss effective communication practices, please don’t hesitate to reach out to me at michelle@irispublicrelations.com.
