1. Can I quote you on that Francisco Sánchez, Jr. Liaison & Public Information Officer

2. Communication is the single most important factor in whether the response to disaster is a success or failure.

3. 1770 square miles 4.1 million residents 3 rd largest county by population 34 cities, including Houston Unincorporated – 5 th largest city 54 fire departments 125 law enforcement agencies 2,500 canals – 800 natural bayous 35 presidentially declared disasters

5. = From experience From research From people smarter than me

8. Trusted Partners Traditional Media Friends/Relatives/Rumors Emergency Notifications from Local Government Online Social Media

9. The public’s need for disaster information exceeds our ability to provide it “Need to know” is a constant issue Information must be analyzed and verified before it can be distributed The public is now a player in the game Risk of rumors becoming the accepted facts is high Little tolerance for error

10. Prompt and honest answers Access to the scene Access to decision makers, responders, victims Fair treatment Respect for deadlines Updates Corrections when necessary Honesty at all times

12. Use all forms of media to communicate Emergency Alerts Social Media Traditional Media Misc. Digital

13. Industrial

15. Everyone involved is present Share the same procedures Speak with a single voice Ensures all voices are heard

16. Reliant City Operation The world is watching

17. Consequences of our words and the previous disaster

18. Joint Information Center

19. Sago Mine Collapse - January 2, 2006 13 trapped, 1 survivor 12 reported to have survived

20. A myth exists when: Someone believes it’s true, but it’s not Thinks they have evidence, but they don’t Won’t stop believing it, no matter what Mileti

21. If you issue a warning people will panic.

22. People that are warned become “information starved.”

23. People don’t respond after false alarms. Exception: sirens and sound alarms Mileti

24. Number of channels Type of channels Frequency

25. 35% think firefighters are the most credible source of information during emergencies.

26. People respond to visual cues. Helps interpret the meaning of what is actually being said.

28. Be short, concise, focused Relevant information only Give action steps in positives Repeat the message

29. Avoid technical jargon Don’t be afraid of plain language People may suffer morbidity and mortality = people may become sick or die

30. Crisis is dynamic Don’t over reassure Acknowledge uncertainty “I wish I had answers…” Acknowledge fears Give people things to do

31. To be the first and most accurate source of information.

32. Likes patterns

33. Spends much time gathering situational awareness, thus delaying the initiation of a response.

34. Denial Deliberation Delay Decisive Action

35. Indonesia Indian Ocean Tsunami 2004

36. Hurricane Rita Texas 2004

37. Hurricane Ike Galveston 2008

38. Timeline Be ahead of the curve.

39. 1- The Message 2-Cues 3-Statuses 4-Roles

40. 5- Experience 6- Belief 7- Knowledge 8 – Perceived Risk 9 - Milling

41. Message label Who’s speaking Who message is for (location) What they should do by when (who shouldn’t) Why the should do it (risk/consequences) Repeat (who message is for, what they should do by when) End: message label and pending information

42. ….is not what you say, it’s what they hear.

43. If you see this man……

44. Francisco.Sanchez@oem.hctx.net @DisasterPIO