Challenges and Pain Points for Today’s Emergency Managers

Challenges and Pain Points for Today’s Emergency Managers

Today’s emergency managers are tasked with navigating an ever-increasing array of threats, from natural disasters to technological hazards, while coordinating response efforts across multiple agencies and stakeholders. Here, we delve into some of the most pressing pain points that these professionals face in their mission to safeguard communities. 

Resource Constraints

Whether it’s a lack of funding, insufficient staffing, or inadequate equipment, emergency managers often find themselves trying to do more with less. Resource constraints can severely hamper the ability to plan effectively, respond swiftly, and recover efficiently from disasters. 

Funding Shortfalls

Emergency management departments frequently struggle with budget cuts and limited financial resources. These shortfalls can impact everything from preparedness initiatives to disaster response capabilities. Without adequate funding, it becomes challenging to invest in essential training, acquire necessary technology, or even maintain basic operational readiness.

Staffing Issues 

It can also be challenging to attract and retain skilled personnel. The demanding nature of the job, coupled with often modest compensation, can lead to high turnover rates and a shortage of qualified emergency management professionals, this affects day-to-day operations and the overall resilience of the community.

Complex Coordination 

Effective emergency management requires seamless collaboration between local, state, federal, and sometimes international entities. However, differing priorities, communication barriers, and jurisdictional disputes can complicate these efforts. 

During a crisis, clear and timely communication is vital, yet interoperability between various agencies’ communication systems can be lacking. This can lead to delays in response, misallocation of resources, and ultimately, a less effective disaster management effort. 

Furthermore, confusion over roles and responsibilities can lead to inefficiencies and even conflicts that impede the overall response effort. Establishing clear protocols and agreements before a disaster strike is crucial. 

Technological Challenges 

While technology has the potential to revolutionize emergency management, it also presents its own set of difficulties.  

Data Overload 

In today’s data-driven world, emergency managers have access to vast amounts of information which can be both valuable and overwhelming. Sifting through and analyzing large datasets to make informed decisions in real-time is difficult, particularly during a rapidly unfolding crisis. 

Cybersecurity Threats 

As reliance on digital systems grows, so does the risk of cyber-attacks. Emergency management infrastructure, including communication networks and data storage systems, can be vulnerable to cyber threats. Protecting these systems is critical to ensuring that emergency responses are not disrupted by malicious actors.

Community Engagement 

Engaging the community is a cornerstone of effective emergency management, yet it remains a challenging task. Building trust, raising awareness, and encouraging preparedness among the public requires ongoing effort and innovative strategies. 

Despite efforts to educate communities, many individuals remain unaware of potential hazards or unprepared to respond effectively when disaster strikes. Overcoming this requires targeted outreach and education programs that resonate with diverse audiences. 

Simultaneously, emergency managers must work diligently to build and maintain strong relationships with community members. 

Learn how applying the IDEA Model to you communications can help improve community engagement.  

The IDEA Model for crisis and risk communication shown as a triangle that cycles between internalization (I), distribution (D), explanation (E), and action (A).

The Path Forward 

Despite these challenges, the future of emergency management holds promise. Investing in robust training programs, fostering collaboration across agencies, leveraging new technologies, and engaging communities more effectively can all contribute to overcoming obstacles in the field. By addressing these issues head-on, emergency managers can enhance their ability to protect and serve their communities in times of crisis. 

SummitET®, A Preparedness Solutions Company®

SummitET can relieve some of the burdens your emergency management team may face. We specialize in designing, developing, conducting, and evaluating preparedness training courses, exercises, and senior-level workshops for government and private organizations. Our greatest strength is the experience and qualifications of our HSEEP Trained team. Nearly all of our subject matter experts are former members of federal or state/local agencies with crisis management experience.

Contact us to learn more.

Join us at IAEM 2024

IAEM Annual Conference 2024 Colorado Springs

As part of our commitment to promoting emergency preparedness, we are attending the upcoming International Association of Emergency Managers (IAEM) Annual Conference in Colorado Springs, CO. Join us at our booth to meet our experts and learn more about our innovative preparedness solutions.

Illustration of wildfire with text overlay Emergency Management Practices: Insights from Recent Colorado Wildfires

Emergency Management Practices: Insights from Recent Colorado Wildfires

Recent wildfires in Colorado brought to the forefront the critical importance of effective emergency management practices. Explore the role of strategic communications and technological tools in wildfire preparedness, response, recovery, and mitigation.

Bridging the Gap episode Preparing Organizations for Natural Disasters

Bridging the Gap Episode 6: Preparing Organizations for Natural Disasters

In this episode of the “Bridging the Gap” podcast, disaster preparedness experts discuss business continuity planning for natural disasters, emphasizing the importance of including all stakeholders, from employees to the CEO, as well as local and federal government.

Bridging the Gap podcast, episode 5

Bridging the Gap Episode 5: Crises Create Crises: Applying the IDEA Model to Crisis Communication at Higher Education Institutions

In this podcast episode, SummitET Strategic Communications experts sit down with the creators of the IDEA Model for Effective Risk and Crisis Communication and discuss how communicators and decision-makers at higher education institutions can apply the the model when addressing sensitive and controversial issues on their campuses.

Bridging the Gap Episode 4: Crisis Communications for Universities

Bridging the Gap Episode 4: Strategic Communications for Higher Education: Sensitive and Controversial Issues

In this podcast episode, SummitET’s team of Strategic Communications experts discuss crisis communications fundamentals that higher education institutions can incorporate when addressing controversial and sensitive issues with their stakeholders.

Emergency Management Practices: Insights from Recent Colorado Wildfires

Emergency Management Practices: Insights from Recent Colorado Wildfires

Leveraging Technology and Strategic Communications

This summer’s wildfires in Colorado brought to the forefront the critical importance of effective emergency management practices. As these natural disasters become more frequent and intense, it is imperative communities, local governments, and emergency response teams adopt comprehensive strategies to mitigate risks and ensure swift and efficient responses. Explore the role of strategic communications and technological tools such as the FEMA app, county-specific alerts, and other resources which can prove indispensable in these challenging times.

Colorado Wildfires: A Current Overview

Colorado experienced another summer of destructive wildfires, exacerbated by prolonged drought conditions, elevated temperatures, and high winds. These fires, including the Alexander Mountain fire, the Quarry fire, and the Stone Canyon fire, have resulted in significant loss of property, displacement of residents, and adverse health effects due to poor air quality. Firefighters and emergency response worked tirelessly to contain the blazes and protect lives and property. The scale and frequency of these wildfires is increasing, with the 20 largest Colorado wildfires occurring between 2001 and 2020, and the five most destructive fires in terms of homes lost occurring just since 2012. This upward trend underscores the necessity for robust emergency management and strategic communication practices.

Emergency Management Practices

Effective emergency management involves a multi-faceted approach that includes preparedness, response, recovery, and mitigation. Here are some key practices:

Preparedness: This phase involves educating the public about wildfire risks, creating evacuation plans, and conducting regular drills. Communities are encouraged to sign up for county-specific alert systems, develop emergency kits and prepare their homes for wildfires.

Response: During an active wildfire, clear communication channels are essential. Emergency services coordinate with local authorities to issue timely alerts and evacuation orders. The deployment of firefighting resources is strategically managed to contain the fire and protect critical infrastructure.

Recovery: Post-fire recovery includes damage assessment, providing aid to affected individuals, and initiating rebuilding efforts. Mental health support is also crucial as communities cope with the aftermath of a disaster.

Mitigation: Long-term strategies focus on reducing the likelihood of future wildfires. This includes controlled burns, forest management, and adopting building codes that enhance the fire resistance of structures. Training and exercising your emergency management and strategic communication teams will also help ensure the safety of lives and property in your area.

Create Your Own Tabletop Exercise with Our Design Checklist

Strategic Communications: Keeping the Public Informed

In the age of digital technology, strategic communication is more critical than ever for emergency management.

FEMA App

The Federal Emergency Management Agency (FEMA) app is an invaluable tool for both residents and emergency managers. It provides real-time alerts about disasters, safety tips, and information on emergency shelters. The app’s features include:

Weather Alerts: Users receive notifications about severe weather conditions, including wildfires, which can help them take timely action.

Preparedness Information: The app offers guidance on how to prepare for various emergencies, helping individuals create emergency plans and kits.

Disaster Resources: In the event of a disaster, the app provides information on where to find shelters, food, water, and medical assistance.

Other Strategic Communication Tools

In addition to the FEMA app, several other tools and platforms are integral to effective emergency management:

Social Media: Platforms like Twitter, Facebook, and Instagram are used by emergency services to disseminate information quickly. Hashtags related to specific wildfires can help users find updates easily.

Emergency Alert Systems (EAS): These systems broadcast urgent messages via television, radio, and mobile phones to inform the public about imminent threats and necessary actions.

Community-based Networks: Local community groups, neighborhood associations, and volunteer organizations play a crucial role in spreading information and assisting with evacuation efforts.

Challenges and Future Directions

While technological tools and strategic communications have significantly improved emergency management practices, challenges remain. Ensuring that all residents, particularly those in remote or underserved areas, have access to these resources is critical. Language barriers, technological literacy, and access to digital devices can hinder the effectiveness of emergency communication.

To overcome these challenges, emergency management agencies are exploring innovative approaches, such as:

Inclusive Communication: Providing information in multiple languages and accessible formats to reach diverse populations.

Public Education Campaigns: Increasing awareness about the availability and use of emergency apps and resources through community outreach and education programs.

Partnerships: Collaborating with private sector companies, non-profits, and community organizations to enhance resource distribution and information dissemination.

The recent Colorado wildfires have highlighted the critical importance of effective emergency management practices and strategic communications. By leveraging technological tools such as the FEMA app, SMS/text alerts, and social media, emergency responders and the public can stay informed and make timely decisions. As we move forward, it is essential to continue improving these practices and addressing the challenges to ensure the safety and resilience of our communities.

Join us at IAEM 2024

IAEM Annual Conference 2024 Colorado Springs

As part of our commitment to promoting emergency preparedness, we are attending the upcoming International Association of Emergency Managers (IAEM) Annual Conference in Colorado Springs, CO. Join us at our booth to meet our experts and learn more about our innovative preparedness solutions.

Illustration of wildfire with text overlay Emergency Management Practices: Insights from Recent Colorado Wildfires

Emergency Management Practices: Insights from Recent Colorado Wildfires

Recent wildfires in Colorado brought to the forefront the critical importance of effective emergency management practices. Explore the role of strategic communications and technological tools in wildfire preparedness, response, recovery, and mitigation.

Bridging the Gap episode Preparing Organizations for Natural Disasters

Bridging the Gap Episode 6: Preparing Organizations for Natural Disasters

In this episode of the “Bridging the Gap” podcast, disaster preparedness experts discuss business continuity planning for natural disasters, emphasizing the importance of including all stakeholders, from employees to the CEO, as well as local and federal government.

Bridging the Gap podcast, episode 5

Bridging the Gap Episode 5: Crises Create Crises: Applying the IDEA Model to Crisis Communication at Higher Education Institutions

In this podcast episode, SummitET Strategic Communications experts sit down with the creators of the IDEA Model for Effective Risk and Crisis Communication and discuss how communicators and decision-makers at higher education institutions can apply the the model when addressing sensitive and controversial issues on their campuses.

Bridging the Gap Episode 4: Crisis Communications for Universities

Bridging the Gap Episode 4: Strategic Communications for Higher Education: Sensitive and Controversial Issues

In this podcast episode, SummitET’s team of Strategic Communications experts discuss crisis communications fundamentals that higher education institutions can incorporate when addressing controversial and sensitive issues with their stakeholders.

Bridging the Gap Episode 6: Preparing Organizations for Natural Disasters

Bridging the Gap Episode 6: Preparing Organizations for Natural Disasters

SummitET Subject Matter Experts and Guest Dan Noah from the National Weather Service discuss business continuity as it relates to the emerging threat referenced in the news video:Hurricane Outlook Predicts An Explosive 2024 Atlantic Season.”

Weather.com, May 25, 2024

hurricane season stock image

In this episode of Bridging the Gap, disaster preparedness experts discuss business continuity planning for natural disasters, emphasizing the importance of including all stakeholders, from employees to the CEO, as well as local and federal government.

Business continuity helps businesses maintain operations during disruptions like natural disasters, cyber attacks, or power outages. It ensures minimal downtime and continued service delivery. Business continuity planning (BCP) is crucial and should cover all processes, assets, and personnel, with plans developed in advance involving key stakeholders.

National Weather Storm Predictions Increase

This year, Colorado State University (CSU) is forecasting 23 hurricanes originating from the Saraha Desert; the National Oceanic and Atmospheric Administration (NOAA) is forecasting 21. Not only are storm predictions higher than usual, but they are expected to push into the Gulf of Mexico and up the East Coast rather than out in the Atlantic Ocean.

Hurricane Outlook pie chart from NOAA

Many states have experienced severe storms with flooding, hail and wind damage over the winter and early spring months throughout the U.S. As of June 2024, there have been multiple confirmed natural disaster events. According to recent reports, global natural disasters caused an estimated $43 billion in economic loss in the first quarter of 2024.

With such major economic impacts, organizations that are prepared will be in a better position to handle the hazards, but what can be done to ensure the least possible capital and human loss?

What can companies do to ensure the least possible capital and human loss during a natural disaster?

Weather Notification System and Communication Channels

The wireless emergency alert system on modern cell phones is one of the most effective methods for delivering warnings. It can reach you anywhere, including at home or on the road. Having multiple ways to receive weather warnings is essential for ensuring safety, especially during severe weather events when technology can fail. Here are some methods you can use:

Wireless Emergency Alerts (WEA): These are emergency messages sent by authorized government alerting authorities through your mobile carrier. They include extreme weather warnings, local emergencies requiring evacuation or immediate action, AMBER alerts, and Presidential Alerts during a national emergency. You can learn about these alerts and more from the Department of Homeland Security.

Weather Apps and Websites: There are numerous weather apps and websites that provide real-time updates and alerts about severe weather conditions, and most of them allow users to customize alerts based on location.

NOAA Weather Radio: NOAA Weather Radio broadcasts 24/7 weather information directly from the nearest National Weather Service office.

Social Media or News Outlets: Following local news outlets and meteorologists on social media platforms like Twitter and Facebook can provide timely updates and warnings during severe weather events.

Sirens and Public Address Systems: These are especially important for people who are outdoors and do not have access to a cell phone or other warning methods.

Community Alert Systems: Some communities have their own alert systems that send notifications via various channels to residents in severe weather or other emergencies.

Organizational Preparedness for Natural Disasters

Despite the resources and infrastructure available to larger organizations, there are often still gaps in preparedness. Sometimes, larger companies may become complacent, especially if they haven’t experienced a significant emergency in a long time.

Other reasons for the lack of preparedness may include:

Complexity: Large companies often have complex organizational structures, which can make it challenging to ensure that all departments and employees are adequately trained and informed.

Resources: Emergency preparedness requires resources including time, money, and personnel. Companies may prioritize other areas of operation over emergency preparedness, leading to gaps in response capabilities.

Testing: Even if emergency plans exist, they must be regularly tested or updated to ensure employees know how to respond effectively during an actual emergency.

Communication: Some companies struggle with effective communication during emergencies, particularly if they have multiple locations or a dispersed workforce. Ensuring that communication systems are robust and reliable can be a significant challenge.

Regulatory Compliance: While there may be regulations in place requiring companies to have emergency plans, compliance doesn’t always guarantee effectiveness. Internal communications plans and involving everyone in the policy and procedures is necessary to ensure the safety of all team members.

To address these challenges and avoid long-term economic impact of disasters, organizations should regularly review and update emergency plans.

Emergency Plans for Natural Disasters

When developing disaster plans, organizations should prepare for the worst-case scenario. Consider the most challenging disaster in terms of size, scope, time of year, and time of day, then plan for an even more severe event. These plans can be adapted and reused for diverse types of emergencies. For example, hurricane planning often prioritizes locating shelters to be used by the affected communities which can also be used for other types of disasters as well.

Here are some ways you can begin your organization’s disaster planning:

Risk Assessment: Identify the types of natural disasters most likely to affect your region(s) or industry. This could include hurricanes, earthquakes, floods, wildfires, tornadoes, etc. Assess the potential impact of each type of disaster on your organization’s operations, infrastructure, and personnel.

Emergency Response Plan: Create a detailed emergency response plan that outlines specific actions to be taken before, during, and after a natural disaster. This plan should include evacuation procedures, shelter-in-place protocols, communication strategies, and designated roles and responsibilities for employees.

We recommend you also collaborate with local emergency management like first responders, allowing your organization to create more realistic and effective response strategies. This collaboration can provide valuable resources and support during a natural disaster and help streamline response efforts.

Organizational Engagement: Having an emergency plan is great; however, it’s crucial to involve all levels of the organization in the planning process. This helps to ensure everyone is prepared for the disaster and allows for more insightful planning. For example, custodial and maintenance staff often have a deeper understanding of a building’s intricacies and potential issues than the CEO does, and they may provide valuable input for emergency planning procedures.

Communication Plans and Protocols: Build and implement robust communication protocols to ensure timely dissemination of information before, during, and after a natural disaster. This may involve setting up an emergency notification system, establishing communication chains, and providing employees with multiple channels for receiving updates and instructions.

Individual Family Plans: A thorough disaster plan should also include family disaster education for employees. Prioritizing the well-being and safety of staff and their families during a disaster will help ensure that they can continue their work for the organization. All disasters are local.

FEMA’s latest National Preparedness Report indicated that there are “ongoing individual and household preparedness gaps.” Only 42 percent of respondents plan to prepare for identified threats and hazards in the future but have not started, and the percentage of survey participants indicating they did not intend to prepare decreased from 17 percent in 2017 to 9 percent in 2020 but rebounded to 14 percent in 2022. People are experiencing fatigue from preparing for emergencies and disasters.

For more information on how to prepare yourself and your family visit https://ready.gov/be-informed.

Backup Systems and Redundancies: Invest in backup systems and redundancies to minimize the impact of natural disasters on critical operations. This could include backup power generators, redundant data storage systems, and alternative communication channels.

Supply Chain Management: Assess the vulnerability of your supply chain to natural disasters and develop contingency plans to mitigate risks. This could involve diversifying suppliers, stockpiling essential materials, and establishing alternative transportation routes.

Infrastructure Preparedness: Implement measures to enhance the resilience of your facilities to natural disasters. This could include retrofitting buildings to withstand high winds or earthquakes, installing flood barriers, and securing loose objects that could become projectiles in high winds.

Community Engagement: While we expect local and federal governments to maintain robust emergency operations centers, these often aren’t large enough to handle major disasters alone. Prioritizing community disaster education and collaborating with community partners during the planning process significantly enhances disaster response efforts. Many communities are now creating Business Emergency Operations Centers (BEOCs) which highlight the importance of private-public partnerships.

For example, following a disaster, grocery stores play a crucial role in helping the community return to normal. By quickly restoring essential services such as grocery, telecommunications, and banking, a community’s recovery time can be substantially reduced. ​When these businesses are included in disaster planning, they become integral to community preparedness efforts, allowing the government to be reimbursed for related planning expenses.

Review and Exercise Plans: Regularly review, update and exercise your emergency response plans based on lessons learned from drills, real-world incidents, and changes in your organization or operating environment.

The Importance of Experience: Experience plays a significant role in our preparedness activities. While preparedness is sometimes driven by organizational requirements or regulatory compliance, it is often shaped by past experiences. In hurricane-prone areas, small businesses near the water, which are susceptible to flooding, are typically well-versed in emergency preparations. They are usually the first to sandbag and shutter their windows. In contrast, businesses located further inland may not perceive the threat as urgent.

In some hurricanes, heavy rain and flooding cause more damage than the storm surge, even though the storm surge remains the primary risk. For example, 27 inches of rain fell in a short period during Hurricane Ian in Florida in 2023. Rivers rose 10 feet in just 8 hours, leaving people who planned to evacuate the next day unable to exit their homes due to the high water levels.

Start Your Organization’s Disaster Planning

Prepared individuals create more resilient communities. When each person takes responsibility for their own readiness, it strengthens the entire community’s ability to withstand and recover from disasters. Organizations and agencies play a critical role in this ecosystem and prioritizing the development and training of comprehensive preparedness will ensure long-term readiness. Additionally, seeking guidance from emergency management professionals and leveraging technological solutions can help improve overall preparedness.

For a free consultation or more information on how SummitET experts can help you begin your natural disaster planning, enter your information below.

Natural Disaster Planning Consultation for Organizations

Meet the Experts Featured in This Podcast

Dan Noah

Dan Noah

Former Chief Meteorologist for the National Weather Service; Florida Professional Emergency Manager

Adam Montella, Senior Vice President

Adam Montella

Former GM of Emergency Management for the NY & NJ Port Authority; Disaster Management SME

Kevin Quigley, CBRN and WMD Subject Matter Expert at SummitET

Kevin Quigley

CBRNE Subject Matter Expert; Retired Marine Corps CBRNE Defense Officer

Illustration of wildfire with text overlay Emergency Management Practices: Insights from Recent Colorado Wildfires

Emergency Management Practices: Insights from Recent Colorado Wildfires

Recent wildfires in Colorado brought to the forefront the critical importance of effective emergency management practices. Explore the role of strategic communications and technological tools in wildfire preparedness, response, recovery, and mitigation.
Bridging the Gap episode Preparing Organizations for Natural Disasters

Bridging the Gap Episode 6: Preparing Organizations for Natural Disasters

In this episode of the “Bridging the Gap” podcast, disaster preparedness experts discuss business continuity planning for natural disasters, emphasizing the importance of including all stakeholders, from employees to the CEO, as well as local and federal government.

Bridging the Gap podcast, episode 5

Bridging the Gap Episode 5: Crises Create Crises: Applying the IDEA Model to Crisis Communication at Higher Education Institutions

In this podcast episode, SummitET Strategic Communications experts sit down with the creators of the IDEA Model for Effective Risk and Crisis Communication and discuss how communicators and decision-makers at higher education institutions can apply the the model when addressing sensitive and controversial issues on their campuses.

Bridging the Gap Episode 4: Crisis Communications for Universities

Bridging the Gap Episode 4: Strategic Communications for Higher Education: Sensitive and Controversial Issues

In this podcast episode, SummitET’s team of Strategic Communications experts discuss crisis communications fundamentals that higher education institutions can incorporate when addressing controversial and sensitive issues with their stakeholders.

Bridging the Gap Episode 5: Crises Create Crises: Applying the IDEA Model to Crisis Communication at Higher Education Institutions

Bridging the Gap Episode 5: Crises Create Crises: Applying the IDEA Model to Crisis Communication at Higher Education Institutions

In part two of this series focused on strategic communication for higher education, addressing sensitive and controversial issues, SummitET® Strategic Communications experts sit down with internationally recognized scholars of risk and crisis communication, Deanna Sellnow, Ph.D. and Tim Sellnow, Ph.D. to discuss how communicators and decisionmakers can integrate the IDEA Model for effective risk and crisis communication to address sensitive and controversial issues. Higher education institutions can use the IDEA Model to create their own communication framework which is easy to understand, remember, and employ during unprecedented crises experienced at their institutions. 

What is the IDEA Model?

The IDEA model for risk and crisis communication provides spokespersons with a framework for communicating sensitive and controversial issues during times of crisis.  Grounded firmly in theory and empirical research, IDEA uses four key components – Internalization (I), Distribution (D), Explanation (E), and Action (A) – to craft messages and communicate them effectively. 

The IDEA Model
Addressing Communication Gaps and Challenges

Many existing risk communication message templates have an overemphasis on explaining the science behind the risk, leaving the audience concerned but without recommended actions to protect themselves. In other words, the communication was sender-oriented, with an emphasis on information output and a lesser focus on the intended receiver and actionable outcomes. In many cases the communications trainings left lingering questions such as “Was the learning happening? Were people understanding what was going on, realizing its relevance, and taking the appropriate actions?”

The gap between information output and receiver input was in part due to the lack of readymade templates like the IDEA Model. This model was designed to help those who wanted to communicate effectively during a crisis event while ensuring their information was comprehensible to the receiver. 

    Applying the IDEA Model to Higher Education Institutions 

    Higher education is facing several different crises, many related to navigating world events such as the Palestinian-Israeli conflict and Ukraine-Russia conflict. These global, social issues are difficult to discuss and need to be analyzed and addressed in a multi-faceted way, and that is what the IDEA model helps to accomplish.

    Ensuring Stakeholders Understand the Potential Impact of the Crisis 

    Start by identifying the existing information stakeholders have received, then determine how they are interpreting the situation and the risk. Using that knowledge to enhance the messaging around the real (or perceived) risk to develop a more nuanced explanation from an understandable perspective.

    What Process Do Universities Use to Engage with and Understand Their Stakeholders?

    Internalization is not linear; it is very much fueled by dialogue. Higher education institutions can be good at stimulating dialogue and listening to student groups, but not always. As previously mentioned, it is important to start with where the listener is coming from, and then create a mutual understanding about a situation rather than dictating to others the impact and the relevance of a risk or crisis.

    Determine the Most Effective Channels of Communication

    Best practice is for university administrators to simply ask stakeholders what communication channels they use and then commit to effectively using those technologies and pathways. Listening is key. Twenty years ago, risk communication best practices recommended identifying a single best spokesperson and single best channel for delivering messaging. With the advent of 24/7 access to various social media channels, it is critical to have multiple spokespersons converging with a similar message across multiple platforms. Redundancy is not bad; consistency is good.

    “Redundancy is not bad; consistency is good.”

    How Do You Determine the Best Communicator for the Message?  

    It depends on the target audience. Universities have many different stakeholders, and they tend to hold credibility differently from various spokespersons, influencers, and sources. It is important to identify the opinion leaders for your intended audiences. Those opinion leaders are sometimes social media influencers who are needed for their credibility with the target audience that the scientist or academic researcher does not have.

    “We need to be vigilant during the quiet times.”

    To remain adaptive to shifting opinion leaders, we need to be vigilant during the quiet times. When a crisis erupts, it is too late to identify who the influencers are. It is important to have identified multiple stakeholders with diverse perspectives during the quiet periods to create a network that can easily be tapped when needed. If you leave out an influencer in your planning phase, they will have ample opportunity to reach a broad audience on their own, with a message which may not be accurate or reflect your intended message.

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    Putting the IDEA Model into Action 

    Surprisingly, the action element was missing from risk communication previously. The audience received the message of risk but were not given concrete actions they could take to protect themselves. Without action, the credibility of the message deteriorates quickly. The cultural norm of the United States is self-efficacy, what can individuals do to protect themselves and those they care about. Cross-cultural research has shown collective efficacy and community effort is critical to reducing harm and mitigating risk.

    As crisis communicators, we should provide stakeholders with an action plan which includes what they can do, what they should do, and what they must do depending on where you are on the crisis timeline. Furthermore, for the plan to be effective, it must be clearly communicated and feasible, so the intended audience can take action without getting bogged down in details.  

    Future Applications of the IDEA Model 

    There is potential for the IDEA Model and the dialogue that comes with it to help expose middle ground on polarizing issues. It works by requiring communicators to listen and internalize the thoughts and feelings of those affected by an issue before moving forward. Surveys have increasingly shown individuals on both sides of any given political spectrum value the middle ground, especially when they believe they are moving toward it. 

    For the past three years, Dr. Deanna Sellnow and Dr. Tim Sellnow have worked with the DECIPHER Project, a multi-country research collaborative of crisis communication scholars. They studied how authorities and the media in seven different countries affected people’s ability to protect themselves against COVID-19 and be better prepared for the next crisis. This collaborative research looked at government communication, citizen responses, and media coverage and focused on the nuanced differences across the seven represented countries. Understanding these cultural nuances is a critical lesson for crisis communication in the globalized society we live in. 

    Final Takeaway of the IDEA Model 

    As communicators go forward with the application of the IDEA Model, we need to remember to capitalize on the quiet times and build relationships and networks across cultures and other barriers of difference. We should stay vigilant between crises so when they do erupt, we will already have a Community of Practice in place to be able to disseminate a redundant, consistent message. Strategic communication is ongoing and social capital can and should be built during those quiet times. 

    To further engage with Dr. Deanna Sellnow’s and Dr. Tim Sellnow’s work: 

    • Check out their new book: Before Crisis: The Practice of Effective Risk Communication 

    The IDEA model offers a simple and user-friendly approach to crisis communication. Its application highlights the shortcomings of poorly coordinated and poorly executed risk and crisis communications during a crisis event. Adopting the principles of IDEA offers organizations and media outlets the chance to greatly improve disaster communication. 

    Meet the Experts Featured in This Podcast

    Deanna Sellnow, PhD

    Deanna Sellnow, Ph.D.

    Professor of Strategic Communication &
    Co-creator of the IDEA Model

    Tim Sellnow

    Tim Sellnow, Ph.D.

    Professor of Strategic Communication &
    Co-creator of the IDEA Model

    Holly Hardin

    Holly Hardin

    Former Comms Analyst for DOE/ NNSA Enterprise & Emergency Management Lead at ORISE

    Ron Edmond, Crisis Communications Subject Matter Expert

    Ron Edmond, Ed.D.

    Former Acting Director of ORISE Emergency Management Lab & Crisis Communication SME

    Illustration of wildfire with text overlay Emergency Management Practices: Insights from Recent Colorado Wildfires

    Emergency Management Practices: Insights from Recent Colorado Wildfires

    Recent wildfires in Colorado brought to the forefront the critical importance of effective emergency management practices. Explore the role of strategic communications and technological tools in wildfire preparedness, response, recovery, and mitigation.

    Bridging the Gap episode Preparing Organizations for Natural Disasters

    Bridging the Gap Episode 6: Preparing Organizations for Natural Disasters

    In this episode of the “Bridging the Gap” podcast, disaster preparedness experts discuss business continuity planning for natural disasters, emphasizing the importance of including all stakeholders, from employees to the CEO, as well as local and federal government.

    Bridging the Gap podcast, episode 5

    Bridging the Gap Episode 5: Crises Create Crises: Applying the IDEA Model to Crisis Communication at Higher Education Institutions

    In this podcast episode, SummitET Strategic Communications experts sit down with the creators of the IDEA Model for Effective Risk and Crisis Communication and discuss how communicators and decision-makers at higher education institutions can apply the the model when addressing sensitive and controversial issues on their campuses.

    Bridging the Gap Episode 4: Crisis Communications for Universities

    Bridging the Gap Episode 4: Strategic Communications for Higher Education: Sensitive and Controversial Issues

    In this podcast episode, SummitET’s team of Strategic Communications experts discuss crisis communications fundamentals that higher education institutions can incorporate when addressing controversial and sensitive issues with their stakeholders.

    Bridging the Gap Episode 4: Strategic Communications for Higher Education: Sensitive and Controversial Issues

    Bridging the Gap Episode 4: Strategic Communications for Higher Education: Sensitive and Controversial Issues

    SummitET® Strategic Communications experts discuss crisis communications fundamentals that higher education institutions can incorporate when addressing controversial and sensitive issues with their stakeholders.

    There has been quite a bit of groundswell on university campuses and social media about sensitive and controversial topics. The pace at which issues emerge and make headlines is increasing rapidly, and they seem to have a significant lifespan.

    In today’s episode of Bridging the Gap, SummitET Senior Vice President Adam Montella speaks with our team of Strategic Communications experts about crisis communications fundamentals that higher education institutions can incorporate when addressing these challenging issues with their stakeholders.

    What are some sensitive and/or controversial communication issues facing university campuses right now? 
    • Antitrust scrutiny with college athletics 
    • Proliferation of artificial intelligence 
    • Plagiarism and research integrity 
    • Diversity, equity and inclusion (DEI) and race relations 
    • Free speech, safe space, and first amendment 
    • Domestic and international political environments 
    • Natural, manmade, and technical disasters 
    • Campus protests 
    • Active shooter incidents 
    • Sexual harassment and exploitation
    • Reputation management

    Note: SummitET exercises and trainings do not cover each of these topics individually; rather, they utilize proven crisis communication strategies to address a broad spectrum of controversial and sensitive issues.

    Footprint of Influence 

    The challenges these issues cause go beyond the boundaries of the campus. They have local, regional, and national effects. They can impact university funding, athletics recruitment, and campus operations. We’ve also witnessed how the response to the issues holds the potential to damage the personal and professional reputation of individuals as well as the brand of higher education institutions.

    The data backs this up. A June 2023 Gallup poll indicated that Americans’ confidence in higher education institutions has declined to its lowest point.  

      Gallup Poll 2023

      A 2022 George Washington University Government Communications and Public Affairs study was conducted to assess public trust in messaging as well as to identify areas for improving communications between government and private sector practitioners. It found that the lack of public trust in government is largely due to a few external factors, including a rise in disinformation, views that the government is politically-motivated, and the hyperpolarization in politics. The study also found that these external factors are often caused by internal communication challenges within the organizations such as an outdated onesizefitsall approach and excessive bureaucracy which lead to inefficiency, disorganization, and slow sharing of information.

      Credibility and Trust 

      Reputations are won or lost in a crisis. Universities are well-versed in handling the everyday crisis; however, new and emerging communication issues present unprecedented challenges which may require additional training and exercises in order for university leaders to be prepared to respond effectively. 

      In order for a stakeholder audience to accept a university’s messaging, the spokesperson must be perceived as being a trustworthy and credible source of information. They should also be able to shoulder the university or organization during a crisis. Credibility can be shared by association; the trustworthiness of a spokesperson can be used to amplify the trustworthiness of the university.

      Key Characteristics of a Trustworthy Spokesperson 

      If these characteristics can be demonstrated during a crisis, it is more likely that the audience will be able to internalize the message and see how it affects them and their belief systems. 

      Key Characteristics of a Trustworthy Spokesperson
      Effective Crisis Communications Response 

      Effective crisis response is comprised of two simple things: what we do and what we say.  

      Every stakeholder in a crisis expects you to care; a foundational strategy in crisis communications is thus a timely demonstration to the stakeholder that you care and will continue to care as long as that expectation exists. 

      Statements and actions that are stakeholder-centric should be at the core of your communication response strategy. Develop communications strategies and messaging for each stakeholder audience (e.g. students, parents, teachers) to really instill confidence in the university’s ability to manage sensitive and controversial issues. 

      You have three seconds to make your first impression as you get your message across virtually, in-person, or in writing. It is important that in these three seconds you are perceived in a positive manner. 

      Five Components of the Crisis Communication Continuum 

      Furthermore, there are five components of the Crisis Communication Continuum that should be considered as you develop your communication strategy for the higher education community.

      5 Basic Criteria for the Crisis Communication Continuum
      The Golden Hour  

      Incremental delays in showing that we care can have a greater than incremental impact on trust. We can operationalize the Golden Hour – the first hour following a crisis – in ways that are both explanatory of the past and predictive of the future. The cycle of human interaction through digital technology largely dictates the Golden Hour; we therefore must forecast and be proactive in developing messages to successfully establish credibility and build trust.

      The Golden Hour
      The Rule of 45 minutes-6 hours-3 days-2 weeks 

      If you can demonstrate that you care within the first 45 minutes, you can mitigate fear and build trust. If you can consistently show that you care thereafter, you can maintain that trust. 

      If you can’t show that you care within six hours, the narrative will largely be overtaken by other sources, such as influences with louder voices or more clout. 

      If you can’t show that you care within three days, then you will likely face at least two weeks of negative media and a complete loss of trust. 

      The Rule of 45min, 6hr, 3days
      Build a Communications Plan 

      Start from and commit to your institution’s core values and develop all strategies from there. 

      Build your crisis communications team to include leadership, communicators, and other appropriate staff. 

      Develop prescripted messages that are tailored to possible crises. You can adjust those messages later with your communications team if you have a strong core. 

      Don’t be silent. Silence says something, and allows time and space for critics, adversaries, or the media to set another narrative.

      Meet the Experts Featured in This Podcast

      Mark Basnight VP | Strategic Communications

      Mark Basnight

      Former Comms Analyst for DOE/NNSA Enterprise & Public Information Officer (MPIO)

      Holly Hardin Director of Strategic Communications

      Holly Hardin

      Former Comms Analyst for DOE/ NNSA Enterprise & Emergency Management Lead at ORISE

      Ron Edmond, Crisis Communications Subject Matter Expert

      Ron Edmond, Ed.D.

      Former Acting Director of ORISE Emergency Management Lab & Crisis Communication SME

      Adam Montella, Senior Vice President at SummitET

      Adam Montella

      Former GM of Emergency Management for the NY & NJ Port Authority & Disaster Management SME

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      Bridging the Gap Episode 6: Preparing Organizations for Natural Disasters

      In this episode of the “Bridging the Gap” podcast, disaster preparedness experts discuss business continuity planning for natural disasters, emphasizing the importance of including all stakeholders, from employees to the CEO, as well as local and federal government.

      Bridging the Gap podcast, episode 5

      Bridging the Gap Episode 5: Crises Create Crises: Applying the IDEA Model to Crisis Communication at Higher Education Institutions

      In this podcast episode, SummitET Strategic Communications experts sit down with the creators of the IDEA Model for Effective Risk and Crisis Communication and discuss how communicators and decision-makers at higher education institutions can apply the the model when addressing sensitive and controversial issues on their campuses.

      Bridging the Gap Episode 4: Crisis Communications for Universities

      Bridging the Gap Episode 4: Strategic Communications for Higher Education: Sensitive and Controversial Issues

      In this podcast episode, SummitET’s team of Strategic Communications experts discuss crisis communications fundamentals that higher education institutions can incorporate when addressing controversial and sensitive issues with their stakeholders.

      Bridging the Gap Episode 3, Part 1: Improving Exercise Design and Evaluation; the XF Score

      Bridging the Gap Episode 3, Part 1: Improving Exercise Design and Evaluation; the XF Score

      SummitET preparedness experts and guest discuss the XF ScoreTM, a rubric for analyzing the effectiveness of tabletop exercises and trainings for crises.

      Read more about the XF ScoreTM in the following article:

      Creating a New Standard for Evaluating Tabletop Exercises” by John Duda and Scott Glick

      Domestic Preparedness Journal, July 25, 2023 

      Tabletop exercise design checklist

      Is your organization better prepared today after completing a tabletop exercise or training? How did the experience better position you to face a threat or hazard? If it is difficult to answer these questions, how do you know the exercise was an effective use of time and resources?

      In Part 1 of Episode 3 of Bridging the Gap, preparedness experts introduce you to the XF ScoreTM, a rubric for analyzing the effectiveness of tabletop exercises and trainings for crises.

      The creators of the XF ScoreTM speak with Pete Gaynor, former DHS Acting Secretary and former FEMA Administrator, about how this new evaluation tool allows for a better outcome than the Homeland Security Exercise and Evaluation Program, or HSEEP. Created by FEMA, HSEEP provides a set of principles for evaluating exercise programs. The XF ScoreTM helps to prove whether your agency is more prepared because of the training and allows you to address weaknesses in a revised training plan.

      Stay tuned for Part 2 of this podcast episode: once you’ve collected data from your training or exercise evaluation, how do you interpret and utilize it to strengthen future plans?

      Contributors:

      Pete Gaynor

      Pete Gaynor

      Former DHS Acting Secretary; Former FEMA Administrator

      John Duda, Chief Executive Officer and founding partner at SummitET

      John Duda

      Co-creator of the XF ScoreTM; Chairman and CEO of SummitET®

      Scott Glick VP and General Counsel

      Scott Glick

      Co-creator of the XF ScoreTM; Former US DOJ Director, Preparedness & Response
      Adam Montella, Senior Vice President at SummitET

      Adam Montella

      Senior Vice President of SummitET®

      Illustration of wildfire with text overlay Emergency Management Practices: Insights from Recent Colorado Wildfires

      Emergency Management Practices: Insights from Recent Colorado Wildfires

      Recent wildfires in Colorado brought to the forefront the critical importance of effective emergency management practices. Explore the role of strategic communications and technological tools in wildfire preparedness, response, recovery, and mitigation.

      Bridging the Gap episode Preparing Organizations for Natural Disasters

      Bridging the Gap Episode 6: Preparing Organizations for Natural Disasters

      In this episode of the “Bridging the Gap” podcast, disaster preparedness experts discuss business continuity planning for natural disasters, emphasizing the importance of including all stakeholders, from employees to the CEO, as well as local and federal government.

      Bridging the Gap podcast, episode 5

      Bridging the Gap Episode 5: Crises Create Crises: Applying the IDEA Model to Crisis Communication at Higher Education Institutions

      In this podcast episode, SummitET Strategic Communications experts sit down with the creators of the IDEA Model for Effective Risk and Crisis Communication and discuss how communicators and decision-makers at higher education institutions can apply the the model when addressing sensitive and controversial issues on their campuses.

      Bridging the Gap Episode 4: Crisis Communications for Universities

      Bridging the Gap Episode 4: Strategic Communications for Higher Education: Sensitive and Controversial Issues

      In this podcast episode, SummitET’s team of Strategic Communications experts discuss crisis communications fundamentals that higher education institutions can incorporate when addressing controversial and sensitive issues with their stakeholders.