FEMA Region VIII Leadership - Media Relations Training
Services Provided: Media relations training, spokesperson training and evaluation
Challenges
The Federal Emergency Management Agency (FEMA) is a high-visibility organization frequently in headlines. During natural disasters, FEMA -- and in particular FEMA’s coordination of the federal response -- is subject to public scrutiny. FEMA leaders often find themselves in front of the media, public meetings and elected officials.
Historically FEMA has been scrutinized for and accused of ineffective response. In almost every scenario, there will be someone who will target FEMA for not supporting them or supporting them enough. That is the nature of the organization and the issues FEMA is involved in.
The agency is preparing for a large exercise, which will test federal, state and local governments in the state of Utah as the train for a potential earthquake along the Wasatch fault in Utah. FEMA views public communication in complex scenarios like this to be a tremendous challenge.
Solutions
Vox Optima lead media relations trainer developed a media relations and crisis communication curriculum customized for the type of public communication FEMA will face in an emergency management scenario.
Using its considerable experience and expertise, Vox Optima developed situation-based scenarios and realistic media relations situations for the key leaders of FEMA Region VIII including the regional director and several on-site team leaders for emergencies. The Vox Optima training team included an Emmy Award-winning former NBC national news correspondent and several young media professionals who served as reporters during a press conference and in a variety of media interview formats.
The Vox Optima training team’s tailored program not only provided classroom theory and hands-on training, but also provided FEMA Region VIII the opportunity to examine their public communication processes and techniques including their methodology for preparing for a crisis communication scenario.
Outcomes
The FEMA Region VIII leadership team identified key people who they can use as “go-to” spokespeople and subject matter experts. The regional director and her key on-site team leaders who had some media relations experience enhanced their media relations skills, and those who had minimal experience developed skills that will be tested in the future. As an additional benefit FEMA Region VIII leaders said the training was valuable in bringing key FEMA Region VIII leaders together to examine their communication processes. They were also pleased that the training structure allowed for team members to bond and learn more about each other, especially their media relations and communication capabilities.
Media relations and communication skills enhanced, the FEMA Region VIII leadership is better prepared to communicate with the American public when faced with their next emergency management scenario.