Slide 1 Developing and Promoting Mitigation Best Practices and Case Studies and Communication Strategy FEMA Slide 2 Principle in Practice: Effective mitigation is Effective mitigation is at the heart of success in better at the heart of success in better protecting lives and property protecting lives and property from the adverse impacts from the adverse impacts of disaster of disaster Slide 3 Why Document Mitigation Best Practices? Motivate by example Motivate by example Instill public confidence Instill public confidence Give hope Give hope Encourage community to practice mitigation Encourage community to practice mitigation Support economic development Support economic development Demonstrate value for the dollar Demonstrate value for the dollar Provide opportunities for positive media coverage Provide opportunities for positive media coverage NOTES: * Provides an opportunity to change the way disasters impact us nationwide. * How? * Gives others ideas of what they can do before disaster strikes * When political leaders help build a safer community, it builds confidence in government. * Helps disaster victims know there IS something THEY can do to minimize or avoid pain and suffering another time. * Showing what has been done in your community or others, spurs additional projects. * Disasters are often seen as a negative. * Promoting disaster resistance demonstrates vision and responsibility on the part of government-ultimately better protecting citizens and businesses. * Promoting projects show that what's been spent has value and is making a difference. * Can generate additional funding. * Show triumph-over-tragedy * Show hope. * Illustrate benefits of smart choices. * Provide opportunities for community or state to accentuate the positive. Slide 4 FEMA Communication Strategy September 2004 NOTES For mitigation to be effective we have to do three things: 1. Do the projects, either privately funded or grant funded 2. Document the efforts 3. Promote what has been done 4. Demonstrate cost avoidance or cost benefit Slide 5 Best Practices Tell a story Generally use a human-interest approach Document a variety of mitigation Document a variety of mitigation ideas/techniques that will reduce ideas/techniques that will reduce adverse disaster impacts adverse disaster impacts NOTES: By definition, Best Practices: * Tell a story * Generally use a human-interest approach * Document a variety of mitigation ideas/techniques that will reduce adverse disaster impacts. Slide 6 Case Studies Provide a greater in-depth, technical and/or statistical look at some statistical look at some of these same mitigation practices NOTES: By definition, Case Studies: * Provide greater in-depth, technical and/or statistical look at some of these same effective mitigation practices. Slide 7 Purpose Develop and Promote Mitigation Best Mitigation Best Practices and Case Studies and Case Studies Increase public awareness of effective mitigation strategies Compel communities, individuals and businesses to take action to take action NOTES: * Provides a formalized process for capturing and promoting mitigation stories * Using the stories to increase public awareness: * Telling what others have done to better protect themselves gives people the idea that something CAN be done to reduce or prevent damages before or after a disaster. * Best practice stories lead by example * By using other real-life examples of what has been done-especially if it's proven to be successful-we can spur action on the part of others. Slide 8 Benefits Better protect lives and property by promoting effective mitigation techniques Enhance national portfolio of "how-to information Build internal/external partnerships Provide framework for communication efforts NOTES: * "How-to" information: also known as Best Practices Database Web page www.fema.gov/fima/ * By documenting mitigation efforts, we can build collective resources that anyone can assess for ideas and effectiveness of mitigation techniques, available funding sources, creating partnerships, etc. * Internal: team effort of Public Affairs and Mitigation-other program areas can become involved by being the eyes and ears for story leads and providing documentation/technical information about potential stories * External: enhances the state/federal relationship; brings together public agencies and private organizations for the common goal of better protecting lives and property. * Sets forth both ideas and a process that can help guide promotion efforts for mitigation projects and activities. Slide 9 Strategy Partners Mitigation, Public Affairs, Recovery * Multi-Hazard Multi-Hazard * Utilizes Disaster Field Utilizes Disaster Field Office federal and state Office federal and state resources resources * Guides regional efforts Guides regional efforts Notes: * Joint effort of program areas provides additional resources for developing Best Practices and Case Studies Slide 10 Strategy Formalizes process of documenting mitigation Provides objectives, criteria, key messages, delivery plan, resources, Standard Operating Procedures Education component for federal/state staff NOTES: * PowerPoint overview of Communication Strategy developed (and part of CD Toolkit) to raise awareness of and interest among state/federal disaster staff in identifying and promoting for Best Practices. Slide 11 CD-ROM Toolkit Provides essentials for developing and promoting Mitigation Best Practices and Case Studies CD Content: * Communication Strategy * Operational Procedures * "Telling the Tale of Disaster Resistance ..." guidebook * Informational tools and materials NOTES: * Sample PowerPoint Sample PowerPoint¨ presentations presentations * User friendly information * Facilitates orientation of staff to Communication Strategy * Furthers the understanding of the importance of documentation Slide 12 How Strategy Works Begins in predeclaration stage Information gathering about mitigation Form Best Practices * Mitigation * Public Affairs * State counterparts NOTES: * Mitigation and Public Affairs staff begin initial legwork to document Best Practices. * Data collection for story leads of potential Best Practices initiated by Mitigation. * Media outreach on past Best Practices in affected area initiated by Public Affairs. Photo documentation of current disaster is initiated. * State counterparts for both Mitigation and Public Affairs are involved in process. Slide 13 How Strategy Works Story Leads identified Transition to disaster field operation NOTES: * Team establishes leads based on all input-data collection, guidance from state counterparts. Sets forth what Best Practices stories will be pursued first. * Initial work is transferred to the disaster field location and to appropriate staff for followup. Note: This takes into account that the original Mitigation/Public Affairs staffers may not actually end up being the key team members for the disaster operation. Slide 14 How Strategy Works Documentation efforts begin * Background material * Interviews * Photos * Site visits NOTES: * ALL information and documentation related to a story. BE THOROUGH! * Ex: FEMA mitigation data; info from government agencies, news media organizations (video, photo, clippings), weather service offices, public libraries, etc. * Things you want to know: - How did project come about, i.e. result of a disaster? How many times? - How was mitigation measure chosen? - What work was done? - What agencies are involved? - What was the cost? - How was it funded? - What is the expected benefit? Interviews * Talk to anyone and everyone connected with the project. You want to know both the good and the bad about the project. * Keep an open mind during interviews - let the facts guide the story. * Be thorough! Photos * Obtain proper authorizations (interview & photo releases). * Show something that matters. * Put a person in it. Don't just take one or two photos of a structure or a mitigation technique. Show us WHO that work benefits. * Capture action. * Take plenty of photos so you know you have enough good shots. Site visits * Provides an important first-hand look at whatever you're documenting. * It's very important that you visually see the site/work. * Help ensure the project is what you think it is and that there's not something there you can't explain. * Help you provide an accurate and engaging description of work done. * Help you discover pertinent material you didn't get from background material and/or interviews. Slide 15 How Strategy Works Choose Best Practices based on research Write drafts Submit for technical review Slide 16 How Strategy Works Establish communication strategy Develop key messages Create and reproduce final products Promote Best Practices Post DFO - Transition to Regional Office NOTES: * Provides consistency Slide 17 Building a Best Practice Three Fundamental Elements: * Identify Action * Determine Impact _ Measure Benefit NOTES: * Who * What * When * Where * How * Why Slide 18 Identifying Actions Public Infrastructure Residences Businesses Environment Insurance Codes and Ordinances Emergency Operations Plans Public-private partnerships that foster disaster resistance that foster disaster resistance NOTES: * Mitigation actions may also be referenced as structural or non-structural. * Structural would be mitigation such as elevation, seismic retrofitting, hurricane clips, defensible space, etc. * Non-structural would be legislation, code development or enforcement, educational programs, etc. Slide 19 Determining Impact Injury or death Structural damage Failure of critical facilities or infrastructure Repetitive loss Financial losses - citizens, businesses, government Loss of jobs/tax revenues NOTES: * How did impact of past or present event motivate action? * What was the result of past mitigation action? Slide 20 Measuring Benefit Fewer injuries and deaths Less damage to homes and businesses and businesses Reduced costs - emergency protective measures Continued operation of critical facilities Preservation of historic structures NOTES: * Include benefit cost as often as possible. * Costs avoided are also acceptable. * Intangible benefits or costs such as reduced emotional stress is an important factor. * Other cost benefits to consider are cost of displaced families, job losses, increased transportation costs Slide 21 Story Leads Guides to a specific story vs. generic type of action Provides basic information needed to pursue a story NOTES: Guides to a specific story versus a generic type of action * Ex: A community builds a bridge to eliminate flooding. That new bridge in that community is your story lead because it represents a specific case where action was taken, rather than the fact that building a higher bridge is a way to reduce flooding. Provides basic information needed to pursue a story * Go to key people or places that could be involved in disaster resistance- related projects. * Look beyond your own borders ( Handout: Common Sources for Story Leads) Note: Track all story possibilities * Keep a list of your leads - Helps to keep track of projects, contact people, etc. until someone has time to do the story. Slide 22 Story Considerations Consider objective, audience, message Show a measurable benefit A "face" A unique theme Strong visual support Interest to the audience Lessons Learned NOTES: * What do you see in this photo? * Elevation * Happiness * Security * Etc. Slide 23 Setting a Game Plan Choose finished product Print Photo Audio/Video Identify distribution Methods, cost Promotion Strategy Choose finished product NOTES: * Print - one-pager, booklet, CD * Photo - photo display, posters * Audio/Video - Web page w/audio soundbites, video Identify distribution * Methods - how will you get it out? Fax? Mail? * Cost - Reproduction, distribution, personnel to handle distribution Promotion Strategy * Sets forth how you'll get the word out Slide 24 Key Steps Story development Technical Review Approval Process Finalize Promote NOTES: Draft Story * Be factual but strive to make it interesting as well. * Be sure you cover the bases. You don't ever want a media outlet to follow you and come up with a substantially different story. Editing * Have both content and grammar editing done - if possible use at least 2 different people for this stage. * Content - someone reads the story to ensure it makes sense and covers the salient points. * Grammar/Punctuation - someone reads the story for spelling, sentence structure, punctuation, etc. Reviews * Start with local sources for your story. Have it read by everyone who contributed information to the story. Approval/sign offs * Follow established DFO procedures for review of material prior to public release. * Again, must be verified by mitigation technical experts prior to public release to ensure the project is properly done and is something that FEMA wants to promote * Use story sign-off sheet to track reviews, approvals, edits. Finalize * Incorporate needed edits, revisions into a final version ready for public release. * Prepare piece for reproduction - i.e. graphic enhancements, final photo sizes, etc. Reproduce * Make copies of final version in accordance with promotion strategy and distribution plan. Slide25 Getting the Word Out Strategy Key Messages Promotional Products Media Pitching NOTES: Getting the Word Out Strategy * A plan to promote Mitigation Best Practice stories. Key Messages * To develop key messages, ask these questions: WHO is my target audience? WHAT do I want people to know? WHY should they take this action? Promotional Products * News release, feature story, brochures, posters, booklets, photo collages, etc. Media Pitching * Selling the media on the idea that THEY should help you tell the story of effective mitigation.