Transcript Presentation Title

Building a Joint Information
System (JIS)
Changing the paradigm: New communication
and emergency response strategies for today’s
environment
Why Change?
The current standard for
emergency communications
during a declared emergency is
antiquated
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What is a JIS?
• A JIS is a holistic approach to emergency
communications. It provides an important
framework for reaching out to the public to provide
accurate, timely information, as well as to protect
and maintain company trust and credibility
• A JIS allows flexible, scalable and portable
communications to meet the demands of real world
reporting
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Components
• Pre-event planning
• Virtual Joint Information Center (V-JIC)
• Social media & emergency response
• Message management during an event
• JIC operations
• Realistic drills and exercises
• Protocol for response to an event of public
interest
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Guidance for Pre-Event Planning
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Effective Partnership
Corporate communications and emergency
preparedness must partner for success.
• Communications/EP working group
• Outline communications support
• Determine shared responsibilities
• Review OE, procedural changes, etc
• Joint Information Center “Guidebook”
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Normal Communications 
Event Communications
• Utilize the resources and processes already in
place
• Do not need to “reinvent the wheel”
• Communications takes the lead
• Emergency Preparedness supports
Communications
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Public Education and Outreach
Program
An effective public education program includes
both public education material and
community outreach.
• Benefits of effective communication
• Public education examples
• Leverage state-wide or national events
• National preparedness month
• People will respond appropriately
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Establish a Group of Spokespersons
• Spokesperson - public face of organization
• Should be skilled at delivering messages
• Proven leaders, organized, good listeners
• Training – media training and drills
• Mock media
• Surrogates lead to negative training
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Develop Relationships with Stakeholder
Public Information Officers
• Annual meeting with key PIOs
• Conduct media training for off-site PIOs
• Review pre-approved templates/messages
• Understanding of NIMS/ICS
• Plant emergency communications manual
• Press conference specifics
• Conduct video interviews with PIOs
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Develop Working Relationships with
Local Media
Good relationships during normal operations will
result in more balanced reporting during a
declared emergency or unexpected event.
• Periodic meetings with the news managers
• Invite the media to the plant
• Provide media with contact information
• Review and update all contact lists
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Cultivate Third-Party Experts
The general public places a high level of trust in
third-party experts.
• Provide them information
• Grassroots efforts
• Outreach to different groups
• Social networks
• Media training for identified experts
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Develop a Group of Simple, EasilyUnderstood Templates/Graphics
Develop graphics and other collateral before an
emergency occurs.
• Fukushima - need for technical data, plant
information and key facts, quickly
• Materials should not be complicated - hard
copy and electronic
• Examples of materials
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Develop Emergency Message Mapping
From NUREG/CR-7033 Ideally, each nuclear
plant should:…
• Develop a message map briefing book for
different scenarios.
• Develop a comprehensive risk and crisis
communication plan.
• Conduct regular message mapping practice
sessions, drills, and exercises.
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Prepare for Hostile Action Events
• Understanding the challenges
• Identifying gaps in public information
processes
• The need for public information personnel at an
incident command point (ICP)
• Strong communications - ICP and JIC
• National Response Framework (NRF) and ESF
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Establish a Dark Website
• Invisible site that can be activated quickly
and made visible in a declared emergency
• Important crisis communications tool
• Recommended items to include on a dark
site
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Virtual Joint Information Center (VJIC), Social Media and Realistic Drill
and Exercises
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Virtual Joint Information Center
V-JIC
• NUREG/CR-7032
• A public communication system
• Relies on technology, not a “building”
– Immediate interface
– Inclusive/scalable
– Infrastructure
– Information integration
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Recommendations for a V-JIC
• Information to share
– Plant status
– Fact sheets
– Links to participating/relevant agencies, videos,
social media
• Infrastructure
– Conference bridge lines
– Email distributions
– Video conferencing-”Skype”
– Share drives and software
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The Ultimate Goal
• Validate and share information
early, quickly and continually
• Coordinate/integrate information across
affected jurisdictions and organizations – no
boundaries
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Integrating Social Media
into Communications
• Develop a social media strategy
• Join social media communities – watch,
share, then engage
• Prepare materials ahead of time
• Monitor/plan for social media
interaction:
– Day to day
– 24x7
– Extended events
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Incorporating Social Media into
Emergency Planning/JIC Operations
• Formalize social media roles within ERO
– Social media manager
– Social media monitor
– Social media/admin assistants
• Develop processes for incorporating social
media information
• Drill social media
– Use instant messaging/emails
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Guidance for Twitter Use
• As soon as possible, state that event has
occurred and you will provide updates
• Share information from generic fact
sheets/pre-approved content to keep
information flowing
• Include links - let media know where to
download content
• Update Google AdWords to direct people to
your site
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Guidance for Twitter Use (cont’d)
• Post spokesperson quotes and links to video
• Look for ways to quell rumors through blog
postings or follow up tweets
• Continually monitor news monitoring tools
• Promote/retweet Twitter handles of
reputable organizations/individuals
• Reach out to NEI for help
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Social Media Lessons Learned
• OK to post raw/unedited video/photos
(discuss approach with legal PRIOR to events)
• Speed important but consistency, clarity and
veracity MORE important
– Resist urge to share information until details and
messaging are established
– Don’t respond to every tweet – look for repeated
questions or major concerns
• Become the credible source via your web
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Social Media Lessons Learned (cont’d)
• Look for influencers (those with large
followings) - work with them to quickly
disseminate info
• Own the messaging for your plant –
background info, basics about nuclear power,
etc.
• Ensure graphics and videos are available and
Nuclear Fuel
easily downloaded
CONTROL
ROD
REACTOR VESSEL
FUEL ROD
FUEL ASSEMBLY
FUEL PELLET
44´- 6´´
12´- 0´´
FUEL
CORE
FUEL ROD
FUEL ASSEMBLY
FUEL CORE
contains
193 fuel assemblies
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Message Management during an Event
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Initial Emergency Message
Coordination
• Vital to speak with one voice to maintain
credibility, prior to, and after JIC activation
• Ability to provide near immediate information
via a press release, Twitter and company
website is a priority
• Initial tweet acknowledges event and
indicate where information will be posted
• Once the JIC is activated, all communications
and messaging should be coordinated from
the JIC.
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Message Management Prior to JIC
Activation
Emergency Declared
Within the first minutes of
notification, nuclear
leadership and corporate
communications discuss
event and initial messaging.
Messages Drafted
Initial press release and
Twitter message drafted and
sent to nuclear leadership for
approval (templates may be
vetted and pre-approved prior
to an event).
Messages Approved
Distribute press release to
media, corporate
communications, company
phone operators, customer
service, governmental affairs,
NRC region, media
representatives,
spokesperson, etc.
Tweet message, monitor
Twitter and post initial press
release to company website.
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Media Management at the Plant Site
• Plan for managing media at the plant and
corporate offices.
• Cover the time period prior to JIC activation,
(90 to 120 minutes), and for events where the
media may not go to the JIC, or the JIC may
not be activated.
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Media Management at the Plant Site
• Two scenarios to consider:
– Some media outlets will dispatch crews to
the plant site and to the corporate office.
– If the emergency has a newsworthy
component, such as a fire that is visible
from a distance or a hostile action against
the plant, assume media outlets will
remain at the plant site.
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Media Management at the Plant Site
• Develop a kit of information and equipment.
The kit may include:
– laptop computer with internet/email connections,
USB drives
– satellite phone, pager, PDA w/wireless capability,
equipment chargers
– digital camera/flip cams
– B-Roll/plant fact sheets/press kits
– press kits
– personal protective equipment
– business cards, bios
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Message Management Following JIC
Activation
• Speaking with one voice is vital to success.
The JIC facilitates communications between
the site and corporate offices. The
corporation should communicate with others,
such as:
– company crisis councils
– executives
– governmental affairs / investor relations
– customer service / external customers
– employees and retirees
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Message Management Following JIC
Activation
• Provide journalists
who may report to
the plant site with
first public messages
Plant Media
Team
Joint Information
Center
• Control company
messages
• Guide press release
process
• Interface with plant
media team and
corporate office
• Coordinate with
PIOs
• Coordinate the flow
of emergency
information to other
business units
• Coordinate press
conference at HQ as
needed
Corporate Office
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Realistic Drills and Exercises
• Each organization supporting
nuclear should participate
• Realistic goals/objectives must
include communications
• Partnership between corporate
communications and emergency
planning a MUST for effective
JIS/JIC Operations
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Integrating the Communications
Point of View
• Include communications
representative on scenario
development team
• Include meaningful
• communications elements
in scenario: audible, visible, offsite
response
• Prepare/drill for all types of media –
radio, TV, social media, calls,
interviews, etc.
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Test the Communication Links
• “Mock media” simulate real world inquiries
• Inquiries from customers, media, investors,
social media, etc.
• Press conferences
• Tweets and blogs to social media
• NUREG/CR-7033 – example questions the
public may ask
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Rumor Control –
Key Evaluation Element
• Ability to identify, track and address rumors
and inaccurate information
• Important to monitor and coordinate ALL
avenues of information
• We are only as good as the information we
provide
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Exercise Evaluation
• NUREG 0654 - basis for JIC exercise
objectives
• Must broaden to address paradigm shift of
technology and JIS communications
• In addition to “standards” of timely,
accurate information and adequate
facilities, include ability to use social
media and perform elements of a JIS
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Questions?
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