FEMA

Emergency Management Institute (EMI)

Emergency Management Higher Education Project

Development of an Instructor Guide
For a Course Entitled:

Crisis and Risk

Communication

COURSE SYLLABUS

Bullock & Haddow, LLC

April 2011
 Emergency Management Institute (EMI)
Emergency Management Higher Education Project
Course Syllabus

April, 2011

Course Title: Crisis and Risk Communication

Preface

The purpose of the higher-education course Crisis and Risk Communication is to present to
participants, who include students enrolled in emergency management programs at universities,
colleges, and community colleges throughout the country, the different forms of communication
proficiencies that are likely to be expected of a practicing emergency manager or
department/office of emergency management employee during the course of their duties.

The emergency manager typically relies upon two very distinct yet highly interrelated types of
communication that together represent the transfer of information required prior to a disaster
event, when an emergency is impending, during the emergency phase of an event, and in the
aftermath of and recovery from an event. In addition to a general overview of communication
theory and scope, this course will address the various interactions that may be required between
the emergency management official and a full spectrum of relevant stakeholders, including the
emergency services and other responding or responsible agencies, the general and disaster
impacted public, the private and NGO sectors, mutual aid partners and other neighboring
jurisdictions, the media, and many others.

The course material will look at risk communication, which is communication that seeks to
inform different audiences of particular hazards to which they are exposed and the source of their
vulnerability, as well as the methods for identifying and communicating appropriate solutions to
the target audience(s). Students will explore the planning and conduct of effective preparedness
campaigns, as well as the psychology and sociology of risk communication, and will explore
general communication practices mastered in the public health field. Sessions will focus on such
things as how campaigns are planned from concept to completion, including the forming of a
communication team, the selection and profiling of target audiences (as determined by risk
analysis), the use of various communication channels, settings, and methods, selection of
communicators, the development of messages, the creation of materials, conducting the actual
campaign, and measuring the effectiveness both during and after the campaign is conducted.

Participants will also learn about crisis communication, both internally to the management of the
incident, as well as to and between the public and other audiences. Content will explain why
emergency managers need to communicate with the public just prior to an impending disaster
event, as the event is occurring, and in its aftermath, and what information is contained in those
messages. Instruction materials will apply the principles of emergency management to disaster
communications, and explain to the students how such communication is conducted, as well as
the skills and processes involved. Participants will become aware of the communication

Crisis and Risk Communication Course Syllabus

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requirements required in response to a full range of incidents, including natural, technological,
and intentional disasters, and describe the various audiences that emergency managers
communicated with in the course of these efforts (including the public, the media, donors,
victims, elected officials, mutual assistance partners, and others). Participants will also examine
the various channels by which the practice is currently conducted, including the ongoing
evolutionary move towards new media (e.g., social networking sites, via handheld devices and
email, and other methods). Materials will address the differences between communicating in the
response and the recovery phases of a crisis, and will explain within each of these contexts the
development of messages and selection of communicators to relay information on such things as
warnings, evacuation notices, disaster declarations, mass care and shelter operations, and
individual assistance, for instance.

Course Purpose

To present the different forms of communication proficiencies that are likely to be

expected of a practicing emergency manager or department/office of emergency
management employee during the course of their duties.

Course Goals

 To empower participants with the knowledge required to effectively plan and perform a
disaster preparedness campaign, and to understand the additional sources of technical
assistance and guidance that exist to help them to perform this task.
 To provide participants with a functional knowledge of the various forms of
communication required in crisis and emergency situations, and an understanding of the
skills, resources, and other requirements they will encounter in managing the
communication needs of the event.

Course Objectives

Upon completion of this course, participants should be able to:

 Define communication in the emergency management context, and explain the pre- and
post-disaster communication requirements of the emergency management organization
 Identify and explain the three goals of risk communication
 Explain how risk communication positively impacts community risk and vulnerability
 Identify and describe the steps involved in planning and conducting public disaster
preparedness campaign
 Develop a risk communication strategy, and explain how a risk communication effort is
evaluated
 Explain the principles of a successful crisis communication strategy
 Describe each of the different crisis communication audiences
 Explain how an emergency management organization can work with the media, and how
such a relationship can benefit both parties
 Describe the steps involved in building an organizational crisis communication capability

Crisis and Risk Communication Course Syllabus

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  Explain how new media and other communication technologies have changed and
otherwise improved risk and crisis communication

Course Structure

The course treatment will employ the standard FEMA EMI course development format found in
several existing courses, including Hazards Risk Management
(http://www.training.fema.gov/EMIWeb/edu/cem.asp) and National Incident Management
Systems (http://www.training.fema.gov/EMIWeb/edu/docs/nimsc2/index.asp). The course
material will be illustrated with examples and case studies as appropriate. The course material
will also include prompts to drive class discussions, and question and answer sessions. Midterm
and Final exam questions will be included.

Course Textbook(s)

The course will be developed according to, and be taught accompanied by, two professional
textbooks:

 Communicating Emergency Preparedness (Taylor & Francis, ISBN 978-1420065107)

 Disaster Communications (Butterworth Heinemann, ISBN 978-185615548)

These texts are each considered comprehensive resources on the topics addressed in this course,
and they together provide a vast majority of the reading material to support the course
instructional material. Substantial supplemental course material will be drawn from online
publications, municipal websites, and many other sources as required, and as described at the end
of this syllabus in the section entitled Course Background and Research Resources.

Course Outline

Session 1: Course Introduction (1 hour)

 Instructor and student introductions
 Overall goal and objectives of the course
 Student requirements, responsibilities, and course assignments
 Course evaluation criteria
 Course instructional methodologies, and justification for using them

Session 2: Introduction to Communication in the Emergency Management Context (2

hours)
 What is ‘communication’? A Primer
 Communication in the Emergency Management Context
 The Emergency Manager as a Communicator
 Who in the organization must communicate?
 Key terms defined

PART I: RISK COMMUNICATION

Crisis and Risk Communication Course Syllabus

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Session 3: Risk Communication Overview (3 hours)
 Risk Communication Theory
 History of Risk Communication in the United States
 The Public Health Sector Experience
 Social Marketing
 The Three Goals of Risk Communication
 Priorities and Goals of Risk Communication Recipients
 The Advantage of a Disaster Prepared Public

Session 4: Risk Communication Structures by Social Sector (1 hour)

 Local, State, and Federal Government
 Nongovernmental Organizations
 The Private Sector
 The Media
 Interpersonal Communication and Social Media
 Defining Responsibility

Session 5: Overview of Public Disaster Preparedness Campaigns (2 hours)

 The Public Disaster Preparedness Process
 Risk Communication as a Component of a Larger Solution
 Requirements of a Public Education Campaign

Session 6: Understanding Risk Perception (2 hours)

 Risk Perception Defined
 Factors Influencing Perception of Risk
 Heuristics
 The Impact of Misaligned Perceptions of Risk

Session 7: Understanding the Need for Risk Communication (2 hours)

 Identifying and Measuring Risk
 Measuring Vulnerability
 Defining the Problem
 Defining a Target Population
 Identifying Appropriate Solutions

Session 8: Early Risk Communication Campaign Planning (2 hours)

 Performing Market Research
 Existing Program Research (The Gap Analysis)
 Establishing Goals and Objectives
 Determining Campaign Feasibility
 Establishing Campaign Management
 Establishing a Project Strategy
 Getting the Project Started Right

Crisis and Risk Communication Course Syllabus

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Session 9: Communication Partnerships (1 hour)
 Who are the Communication Partners?
 Why are Communication Partners Important?
 Forming a Planning Team and/or Planning Coalition

Session 10: Risk Communication Strategies (3 hours)

 Developing a Campaign Strategy
 Campaign Settings
 Communication Channels
 Communication Methods
 Communicators
 The Comprehensive Communication Plan

Session 11: Risk Communication Messages and Materials (2 hours)

 Design and Develop Message Content
 Creating Targeted Materials
 Understanding Social Norms
 Planning Events and Activities
 Pre-Testing and Adjusting

Session 12: Implementing and Evaluating the Campaign (1 hour)

 Campaign Launch
 Different Forms of Campaign Evaluation

Session 13: Different Methods for Gaining Risk Communication Campaign Support (1
hour)
 Types of Support
 Sources of Support
 Fundraising Strategies

Session 14: Risk Communication Case Studies (1 hour)

 Case Study 1
 Case Study 2
 Case Study 3

PART II: CRISIS COMMUNICATION

Session 15: Crisis Communications in a Changing Media World (3 hours)

 Historical use of media
 New (Social) Media
 Evolution of New (Social) Media use in Disasters

Session 16: Principles of a Successful Crisis Communications Strategy (3 hours)

 Customer focus
 Transparency

Crisis and Risk Communication Course Syllabus

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  Accuracy
 Timely information
 Access and available
 Media partnership

Session 17: Application of Communications Principles to Four Phases of Emergency

Management (2.5 hours)
 Mitigation
 Preparedness
 Response
 Recovery

Session 18: Crisis Communications Audiences (2.5 hours)

 General Public
 Elected officials
 Community officials
 Partners and Stakeholders
 Media

Session 19: Working with the News Media (3 hours)

 News operations
 Who’s who in a TV newsroom
 Building relations with reporters
 Keys to successful media outreach

Session 20: Building New Crisis Communications Capabilities (3 hours)

 Citizen journalism and the traditional media
 New media sites and mechanisms
 New partnerships
 Replacing traditional media with online news sites
 New media and government

Session 21: Building an Effective Crisis Communications Capability in a Changing Media

World (3 hours)
 Communications planning
 Information coming in and going out
 Messengers
 Staffing, training and exercises
 Monitor, update and adapt

Session XX: Midterm Exam (2 hours)

Session XX: Final Exam (3 hours)

Work Plan

Crisis and Risk Communication Course Syllabus

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Task Due On or Before
1 – Course Development/Focus Group Teleconference 3/29/11
2 – Development of a Course Syllabus 4/29/11
3.1 – Development of Draft Course Material (first 6 hours 7/1/11
of instructional material)
3.2 – Development of Draft Course Material (hours 7 – 12 9/1/11
of instructional material)
3.3 – Development of Draft Course Material (hours 13– 11/1/11
18 of instructional material)
3.4 – Development of Draft Course Material (hours 19 – 1/1/12
24 of instructional material)
3.5 – Development of Draft Course Material (hours 25 – 3/1/12
30 of instructional material)
3.6 – Development of Draft Course Material (hours 31 – 5/1/12
36 of instructional material)
3.7 – Development of Draft Course Material (hours 37 – 7/1/12
42 of instructional material)
3.8 – Development of Draft Course Material (hours 43 – 9/1/12
48 of instructional material)
4 – Development of 1st Draft of Complete Course; Peer 11/1/12
Review Period; Comments Review Virtual Meeting
5 – Final Course Submitted 12/31/13

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