During a crisis event, the speed and accuracy of communication is the key to maintaining a positive reputation with the community.  An organization viewed as “unresponsive” also becomes “irresponsible,” and its long-term reputation is compromised.  This is especially true in an environmental disaster.  A company that has always maintained an “environmentally friendly” reputation can quickly turn into a “villain.”  For many organizations that suddenly find themselves in an environmental nightmare, technology has helped meet the need for immediate public information.

More and more organizations facing risk of environmental "bad news" are turning to an advanced communication management system called PIER. This Public Information Emergency Response system is being used by the US Coast Guard to communicate about a variety of incidents including the Arctic Rose tragedy, and is being used by a number of refineries and pipeline companies to prepare for and respond to environmental emergencies.

One recent incident in which the PIER system was used involved an east coast refinery which experienced a major accident. PIER, an Internet-based system allowed the communication and response team to quickly launch an incident specific website, develop full and accurate information, distribute it instantly via the website and through email and fax. The system enabled visitors to the site to add themselves to the email list to receive continuous updates and helped manage the numerous media, government and public inquiries coming in to the Joint Information Center set up to manage the communication tasks. Local newspapers reporting on the event listed the company's website in their stories further enabling the company to communicate directly with the public on their response and the clean up progress.

Because the system is completely Internet based, a communication team around the country and including a legal team, could participate in drafting, editing and approving all information to be distributed. The company had just completed the task of setting up basic databases of media reporters, government leaders, community officials, etc., so they were fully prepared to communicate directly to key stakeholders with remarkable speed.

Other companies and organizations are using the same PIER technology to build public support for projects. A New Mexico pipeline company is providing extensive information to their community about their proposed project and using the data management tools to build supporter lists and manage inquiries. Similarly, a Pacific Northwest power generation company is using PIER to effectively counter strong opposition to a project sited on the US/Canada border. It's extensive interactive tools allow supporters to not simply get information but get actively involved through directing emails to government officials, the newspapers, etc.

In a breaking news story, not only do newsmakers need to contend with a crushing load of media reporters, they also need to keep family members, employees, elected officials and responding agencies all fully informed. The speed and accuracy of the information provided may have more to do with the long-term reputation of the company or organization than the response itself.

While most newsmakers instinctively know that getting the right information to the right people right now is critically important, it’s easier said than done.  Often there is lack of adequately trained staff, lack of organized systems, unavailability of key people at the right time.  In addition, the increasing frequency of legal counsel involvement in the public communication process helps give you a very good explanation why it is so difficult to get information out quickly.

Any emergency is overwhelming, but the Internet is making the situation even more complicated.  Activists and opponents can quickly spread false accusations that can damage community relations.  Stakeholders and the general public expect a company to immediately post all the information about the incident onto their website. 

People used to wait for the broadcasters or print journalists to give them the story.  Now they retrieve the story for themselves.  After a spill, community members expect the newsmakers to provide the information directly and immediately. 

Environmental disasters are difficult to explain and communicate about, especially in an organized, timely manner.  Simply throwing more people into the communication process is not the answer. In emergency situations, there is a great need for simplifying structures and streamlining processes. An integrated infrastructure is needed, one that will facilitate the management of the complicated process of preparing, approving and distributing public information.

Technological solutions such as PIER allow the newsmaker to retain its "Voice" in the story.  If the media and public are continually being fed the right facts, the organization will remain a valued information source.