Community Resilience Toolbox Training Series: Low-Investment Strategies for Flood Risk Communication Thursday, October 3, :00–1:00 p.m. Jennifer Kellar, APR, RAMPP Bruce Bender, CFM, Bender Consulting Services

2 Before We Get Started  Phone lines will be muted until the Question/Answer section at the end of the presentation  Following the webinar, please fill out our short webinar evaluation form at  To receive Certified Floodplain Manager Continuing Education Credit, please complete the evaluation form  Maine-based participants: Please complete the evaluation form to get credit for state Land Use certification  Presentations will be made available at

3 Community Resilience Toolbox Overview  This is the second session in a three-part series focusing on Steps 2 through 4 of the Risk MAP Program cycle  The goal of the series is to empower community officials taking action to reduce flood risk by providing tools and examples to improve the resilience of their communities

4 Series Overview  Session 1 (September 26 – Webinar Recording Available) Leveraging Public and Community Data to Assess Local Flood Risk  Session 2 (Today) Low-Investment Strategies for Flood Risk Communication  Session 3 (October 9) Reducing Flood Risk Through Mitigation Strategies

5 Overview of Today’s Training  Discuss how to develop a communications plan for effective stakeholder engagement  Describe low-investment flood risk communication options such as: Word-of-mouth outreach and stakeholder engagement Social media Public meetings and how to maximize this experience  Provide guidance to help you get the right messages to the right people at the right time

6 Learning Objectives  After participating in this session, audience members will be able to: Recognize low-investment tactics for conducting risk communications at the local level Identify ways to apply these tactics in their own community outreach efforts to improve community resilience to flood risk

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8 A Solid Plan is Crucial  An effective Communications Plan: Serves as a road map for outreach activities Identifies stakeholders and innovative ways for communicating with them Establishes a schedule Moves your community toward stronger resilience May qualify your community for CRS credit

9 Four-Step Process Research Assess needs Identify stakeholders Planning Develop strategy Establish measurable objectives Develop schedule Execution Carry out strategy Implement tools and tactics Interact with stakeholders Evaluation Measure outcomes against objectives Determine return on investment Adjust as needed

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11 Why Messages Matter  People believe it will not happen (or that it won’t happen again)  They think it will happen to someone else  People do not perceive “risk” associated with high- consequence/low-probability events  There is confusion about what the “100-year flood” actually means  People feel they are personally safe from nature’s wrath

12 Describe important facts, features and benefits. Why should recipients care? What is in it for them? Tell the recipients what to do. Use short sentences, the way people actually talk. Know what you want to say, what they need to hear. Direct and easy to understand. What? So What? Now What? Recipient Oriented Simple Everyday Language Key Message Development Process

13 Risk Communications Messages  Example messages: Know your risk, know your role, take action  Establish clear calls to action, such as: Take personal responsibility for your own safety through:  Mitigation measures (will be covered in Session 3)  Flood insurance  Preparedness activities Support regulatory measures that reduce flood risk (freeboard, zoning restrictions, building codes, etc.) Play a part in building a stronger and more resilient community

14 Delivering the Message  Use several different channels and sources  Repeat the message often; keep it consistent  Explain the consequences  Give them action – what to do; where to get more information  Milling is a key factor in getting public to take action Dennis Mileti, 2009

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16 People Like to Talk!  Affords you unpaid, third-party endorsement  Extends a community’s messaging reach  Creates grassroots community engagement opportunities  Low-investment, potentially high return

17 Opportunities in the Community  Special events are an ideal forum for word-of-mouth communication  Establish a presence at high-traffic locations your stakeholders frequent  Present at meetings for relevant organizations

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20 Social Media Overview  Allows for instant dissemination of messages  Creates a forum for two-way conversation  Has become the primary way many citizens get their news and information

21 Good forum for reaching out to community members and on-on-one contact with stakeholders Social Media #effective Increases awareness and connecting multiple generation Ideal for forming discussion groups and keeping interested members of your network informed and engaged Great multimedia option for providing short informational pieces and highlights of events Perfect for sharing current pictures of events and encouraging others to do the same

22 Social Media Explained

23 Social Media Explained  Why it works: Reach – wide variety of stakeholders Accessibility – free to anyone with a computer and/or a smartphone Usability – not complex to use Immediacy – information can reach stakeholders in seconds rather than days or weeks Ease – can be updated almost instantaneously by comments or editing

24 Social Media Explained  When to use it: Important information needs to be disseminated  Meeting dates  New public documents, including flood maps  Community updates Information from other organizations or agencies, such as FEMA, should be shared  Safety tips  Status updates In an emergency or disaster situation

25 Managing Social Media  Who should manage within your organization? Ideally the Public Affairs/Communications department If there is no such department, assign someone with an interest in social media  Updating your feed Facebook – update your status at least once per week Twitter – update or retweet 2 or 3 times per day LinkedIn – check it at least weekly YouTube – when you have multimedia content available Instagram – up to once a day, as little as once a week But don’t overdo it

26 Promoting Your Social Media Presence  Reciprocally link your website to Facebook and Twitter  Use hashtags, retweet, and comment often  Join LinkedIn; link it to your website and other social media accounts  Add information to business cards, letterhead, and any other printed material and your signature  Use it in bios and PowerPoint presentations at speaking engagements

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29 Maximizing Public Meetings  Plan ahead  Location and times are important  Advertise Promote on different sources including social media  Consider an Open House format

30 Flood Risk Open House Example Flood Insurance Property Location Identification Welcome/Check In Mitigation/EM Appeals/Comments Community Map Review Property Location Identification Flood Insurance Open Table

31 Flood Risk Open House Tips  Set up early  Have back-up plans and hardware  Brief all Open House staff  Avoid set presentations during Open House  Hold a pre-meeting with stakeholders

32 Key Takeaways  Develop and execute a communications plan  Communicate consistent messages via various sources to create a “surround sound” effect  Lean on vocal, well-connected contacts in your community and your personal network to carry your messages forward by word of mouth  Explore the many social media options out there—posting messages is quick and easy  Establish a presence at community events and hold public meetings—face time is still king

33 Resources Working the Network: A Manager’s Guide for Using Twitter in Government 20Guide%20for%20Using%20Twitter%20in%20Government.pdf Risk Communications Guidebook for Local Officials (FEMA Region 6) Tools & Resources for Community Officials

34 Flood Risk Scenarios Levee Simulator Cost of Flooding Templated Toolkits FloodSmart.gov/Partners Flood Risk Scenarios Testimonial Videos Seasonal Widgets Twitter Feeds/Facebook Posts

35 Save the Date Upcoming Training: Reducing Flood Risk Through Mitigation Strategies October 9, :00 p.m. Eastern 11:00 a.m. Central 9:00 a.m. Pacific

36 Contacts Paul Huang, FEMA Jennifer Kellar, APR Bruce Bender, CFM Bender Consulting Services, Inc.

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