Communication during a disaster or incident is critical not just for the responding units but also for the public. After all, they are the people directly affected and they can help or hinder our response depending upon how much they know, when they learn the details and especially how the message is delivered. If the message isn’t clear, timely, focused and understandable, your incident can quickly unravel. This is why the Public Information Officer is a member of the Command Staff in the Incident Command System…to control the message and make it work!

This section on the NWTEMC/NTEMC website is focused on the PIO or anyone who has to fill the position and it provides some insight into the position as well as the responsibilities that come with the title.

Keep in mind that first and foremost, the mission of the Public Information Office(r) is to, “Get the right information to the right people at the right time so that they can make the right decisions.”

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So, just what does the PIO do? Here’s a quick list of some of their duties. Keep in mind these will vary depending upon the situation, command personality and training/ability of the PIO:

·         Write Press Releases

·         Organize Press Briefings

·         Be a spokesperson

·         Guide (or steer) the media

·         Assist in crafting the message

·         Understand  public communication structure

·         Tailor messages for specific audiences

·         Be able to monitor/analyze relevant outside information

The PIO does not make command decisions but contributes information to those that do have to make these critical decisions and then they handle the information distribution. The PIO can also provide valuable ‘intelligence’ to the command authority gathered from their network of contacts and information sources. Leadership should depend upon their PIO for information and observation that impacts the decisions that need to be made. The PIO needs to be factual, truthful and insightful.

That’s a quick overview of where a PIO fits in the Incident Command Structure and what they need to understand and be able to do when a disaster or incident occurs within their area.