A. Emergency Response Policy & NIMS Training0
CITY OF
CgANHASSEN
7700 Market Boulevard
PO Box 147
Chanhassen, MN 55317
Administration
Phone: 952.227.1100
Fax: 952.227.1110
Building Inspections
Phone: 952.227.1180
Fax: 952.227.1190
Engineering
Phone: 952.227.1160
Fax: 952.227.1170
Finance
Phone: 952.227.1140
Fax: 952.227.1110
Park & Recreation
Phone: 952.227.1120
Fax: 952.227.1110
Recreation Center
2310 Coulter Boulevard
Phone: 952.227.1400
Fax: 952.227.1404
Planning &
Natural Resources
Phone: 952.227.1130
Fax: 952.227.1110
Public Works
7901 Park Place
Phone: 952.227.1300
Fax: 952.227.1310
Senior Center
Phone: 952.227.1125
Fax: 952.227.1110
Web Site
www.ci.chanhassen.mn.us
MEMORANDUM
TO: Todd Gerhardt, City Manager
FROM: Ed Coppersmith, Emergency Manager
I t -
DATE: June 11, 2012
SUBJ: Emergency Response Plan
BACKGROUND
City of Chanhassen Emergency Response Plan: Emergency management
concerns both the preparation for and carrying out of emergency functions to
prevent, minimize, and repair injury and damage resulting from disasters.
Emergency management requires the coordination of officials across multiple
departments or services.
The City of Chanhassen utilizes an Emergency Response Plan based on Carver
County's Emergency Management Plan. The city has maintained a state of
readiness by training city departments in possible incidents that could affect the
day -to -day operations of city government.
The following is a list of past trainings conducted by the City of Chanhassen:
• 2008: Full scale drill simulating a tornado touchdown in the Chanhassen
Hills area. All city assets along with county resources were involved.
• 2009: Actual HazMat Incident — Ammonia release at the General Mills
plant which involved city and county assets.
• 2010: Spring Flooding Prep /Drill — Involved the City of Chanhassen along
with Carver and Scott County's Emergency Management agencies.
• 2011: City Emergency Operation Center Activation Drill — Unannounced
activation involved all city departments and city management.
• 2011: Tabletop Drill at General Mills — Mass casualty incident resulting
from ammonia release. Participants included City of Chanhassen
Emergency Management, Carver County Emergency Management, Carver
County Sheriff's Office, Chanhassen Fire Department, and Ridgeview
Medical.
Chanhassen is a Community for Life - Providing for Today and Planning for Tomorrow
A
Mr. Todd Gerhardt
June 11, 2012
Page 2
Emergency Procedure Guide (Internal): Each city employee has received an
Emergency Procedures Guide, which includes instructions on how to handle
incidents including accidents /medical emergencies, bomb threats /suspicious
packages, disturbances, evacuations, fire /smoke /explosion, severe weather, and
utility outages.
Emergency Notification Sirens: There are nine sirens strategically located
throughout the city for the purpose of notifying people who are outside of
emergency weather events. People inside of their homes/businesses should not
rely on the weather sirens, but on a NOAA approved weather radio. The city is
responsible for siren maintenance, but operation and testing is done by Carver
County. Alerts are issued by the county, typically at the direction of the National
Weather Service or the Sheriff's Office.
Designated Shelter Locations: Throughout the city, there are several designated
shelter areas. The lower level of City Hall, Fire Station #1, and the Chanhassen
Library are three such locations. All schools and major businesses also have
designated shelter locations.
National Incident Management System (NIMS) Training: The attached flyer
from the League is an outline of the National Incident Management System
(NIMS). This is a nationally recognized management system under which all
agencies (federal, state, and local) can work under using the same procedures and
terminology. Visit http://www.fema.gov/pdf/emergency/nims/NIMS core.pdf to
review a complete copy.
City management and city council members have completed the independent
study course "IS -700 NIMS An Introduction." available at
http://training.fema.gov/EMIWeb/is/is7OOa.asp
There are three state certified Emergency Managers on city staff — Deputy Fire
Marshal Ed Coppersmith and volunteer firefighters Joe Berg and Jeff Siems.
RECOMMENDATION
No action is requested on this item.
ATTACHMENTS
1. National Incident Management System by Ellen Longfellow, LMC
2. City of Chanhassen Emergency Procedures Guide
3. Map of Warning Siren Locations
\ \cfs5 \cfs5 \shared_data \admin \Ih \tire department \emergency management \council memo june H, 2012.doc
National Incident Management System
By Ellen Longfellow
ears ago, four people (including
two police officers) were shot in
a small town in New Hampshire.
The shooter fled to Vermont and
was pursued by police officers
from both states.The police
radios were not compatible and
the different jurisdictions could
not communicate with each other, which
made it difficult to coordinate efforts
and put many officers at risk.The
National Incident Management
System (NIMS) is designed to limit
these kinds of problems.
NIMS is a consistent, nationwide
system that enables all levels of govern-
ment, private sector, and nongovern-
mental organizations to work together
during emergencies. It includes coordi-
nating communication systems, training
and planning standards, and standardized
organizational structures and procedures.
On Feb. 9, 2005, Gov. Pawlenty issued
an executive order that established NIMS
as the state standard for incident man -
agement.The Minnesota Homeland
Security and Emergency Management
Division (www hsem.state.mn.us)
of the Department of Public Safety is
helping to coordinate the state's com-
pliance with NIMS requirements.
Minnesota's well- established incident
command system will make it easier
for the state to comply with the new
federal NIMS program.
To implement the NIMS system,
Minnesota cities must take the following
steps. (If a city decides not to participate,
it will not be eligible for federal funding.)
Resolution. By Sept. 30, 2005, the city
must pass a resolution to formally adopt
NIMS as its emergency management
system. Sample resolutions are located
online at: http:/ /minnesotafireservice.
com /whatsnewnimsmenu.
Assessment. Review the city's current
emergency system to determine which
NIMS policies you already follow (for
assistance, see the NIMS Capability
Assessment Support Tool (NIMCAST)
at: www.fema.gov /nimcast).To
coordinate with the state's compliance
with NIMS, cities should obtain a
NIMCAST account from the Minne-
sota's Homeland Security NIMCAST
Coordination Team (download the reg-
istration form at: www.dps.state.mn.
us/Asern/docurnents/NIMICAST
Guidance_Registration.pdf) .
Implementation plan. By Oct. 1,
2006, the city must develop a NIMS
implementation plan. Access the sample
plan at: hup:/ /minnesotafireservice.
corn/pub_nims_implementation_
plan _mn_ template. do c.
Awareness course. City staff and
officials that deal with emergencies
should take the online NIMS awareness
course at: http: / /training.fema.gov/
EMIWeb /IS /is700.asp.The course,
which takes approximately three hours
to complete, introduces NIMS and
addresses the system's purpose, principles,
key components, and benefits.
Another key component of the
NIMS system is promotion of intrastate
mutual aid. Minnesota Statute 12.331
authorizes statewide mutual aid, and
provides a system for handling damages
or liability related to the mutual aid ser-
vices either through written agreements
or by statute.
To address how the Federal Emer-
gency Management Agency (FEMA)
will deal with mutual aid reimburse-
ment as part of an emergency situation,
FEMA developed the Mutual Aid
Agreements for Public Assistance pol-
icy in September 2004. Policy 9523.6
develops standard criteria for FEMA
reimbursement for mutual aid services
that include:
■ Assistance must have been requested
by the requesting entity; be related to
a presidentially- declared emergency,
disaster or fire; used in performance
of eligible work; and involve reason-
able costs.
• FEMA will recognize written mutual
aid agreements between requesting
and providing entities, and encour-
ages cities to establish written mutual
aid agreements prior to emergencies.
FEMA will also recognize post -event
mutual aid agreements. For both
types of agreements, FEMA wants
cities to determine reimbursement
and it will honor those provisions.
• Most mutual aid agreements antici-
pate a period of assistance where
reimbursement is not expected.
FEMA has now established a mini-
mum for its policies at eight hours
for this unpaid period; it will not
provide any reimbursement for ser-
vices for that time period.This is true
whether the mutual aid agreement
discusses reimbursement or not, or
if it was written before or after the
emergency.
The rules also define eligible costs
and eligible emergency work. Providing
entities must submit their claims for
assistance to the requesting entityThe
mutual aid agreement (specifically, the
reimbursement provisions) must apply
to all events, not just when there is a
federally- declared emergency.All entities
must keep detailed records of the services.
Cities should review their mutual
aid agreements to clarify how they will
reimburse each other for services pro-
vided. By thinking about it ahead of
time, the cities providing services will
know they will be reimbursed by the
other entity or by FEMA if the need
goes beyond the initial unpaid period.
Based on this policy, FEMA will defer to
your provisions when it decides reim-
bursement as long as they are reasonable
and meet the other FEMA criteria. r
Ellen Longfellow is loss control attorney
with the League of Minnesota Cities
Insurance Trust. Phone: (651) 281 -1269.
E -mail: elongfel @lmnc.org.
J U N E - J U L Y 2 0 0 5 M INN E S O T A C IT I E S 1
CITY OF CHANHASSEN
EMERGENCY PROCEDURES
Cl1 i1.11-5
The Emergency Procedures Guide is designed
to provide at- a- glance instruction to employees
in the event of an emergency.
In addition to the guide, all employees are
strongly encouraged to become familiar with
the building, the corridors, exits and parking
areas. Doing so may help employee's better
handle emergency situations.
Emergency procedures are designed to provide
guidance to those having responsibility for the
safety of City employees and users of our
facilities. Department heads and supervisors
have responsibility for dissemination of
emergency procedures to their staff. Each
department should tailor the guide for their
own use. In addition, they must set up a
clearly defined chain of command so the safety
procedures are carried out in case of their
absence from the building.
CONTENTS
Responsibilities ......... ..............................2
Accidents /Medical Emergencies ..............3
Bomb Threats/ Suspicious Packages........4
Disturbances ............. ...............................
7
Evacuation................. ..............................8
Fire / Smoke / Explosion ............................11
Severe Weather/ Shelter ..........................12
Utility Outage ............ .............................14
Media Relations ........ .............................15
USE the City of Chanhassen Phone Book
For Individuals Numbers
Emergency Procedures Guide
Page 1
RESPONSIBILITIES OF KEY
PERSONNEL
DEPARTMENT HEAD
/SUPERVISOR
• Responds to emergency and initiates
appropriate course of action such as
partial or complete evacuation and
isolation of area.
• Notifies Law Enforcement
/Fire /EMS if not already done.
CALL 9 -1 -1.
• Responds to departmental assembly
area and await report of "all clear"
indicates that all personnel assigned in
this area have been accounted for.
• Develop a list of employees who
respond to his/her assembly area.
• Maintain order in assigned assembly
area.
• Maintains current departmental
emergency procedures and organization
roster.
• Conducts periodic meetings to
maintain continuity of program.
AREA SWEEPERS
These individuals would be appointed by a
department to assist in area evacuation, etc.
• Ensures departmental leader or
alternate has responded to the
emergency.
• Upon notification of emergency, move
through assigned area making sure all
occupants and visitors have evacuated
the area.
• Close, but do not lock, doors as sweep
is completed. Do not enter locked
areas.
• Sweep must include rest rooms,
conference rooms, copier rooms, and
storage areas.
• Report successful evacuation to the
departmental leader or alternate at the
assembly area.
Emergency Procedures Guide
Page 2
ACCIDENTS/MEDICAL EMERGENCIES D
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In the event of an accident or illness involving an m
employee or visitor, the following steps should be rt
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• Call 9 -1 -1 for help.
• Tell the dispatcher the location and nature
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of the emergency.
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• Utilize first aid kits located throughout the
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City facilities for assistance. First Aid kits
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are located near front desks in the buildings.
• Utilize appropriate personal protective
equipment.
• Arrange to have someone meet emergency
responders and direct them to the scene.
• Protect the privacy and dignity of the
individual.
• If an employee, notify the employee's
supervisor with as many details as possible.
• If a visitor, offer assistance to person,
gather information on person and incident
with as many details as possible.
• Complete an Incident /Injury /Accident
Report form and route to supervisor.
Completed form is routed to Finance.
Emergency Procedures Guide
Page 3
BOMB THREATS
Use the form attached in this section for documentation of a
BOMB THREAT
The person receiving the phone threat call should:
• Ask what time and date the bomb is set to explode.
• Size of bomb.
• Location(s), specific area, and why it was put there.
• Is there more than one bomb?
• Do not hang up - call 911 on another line or have
someone else do it. Law enforcement will be responsible
for setting up a trace on the call if the caller is still on the
line.
• The decision of whether to evacuate the building will be
made in the normal chain of command
• Portable radio and base stations use should be minimized
until the area is secured.
• Note characteristics of caller:
• Voice /accent.
• Gender.
• Young or old.
• Background noise, music, automobiles, trains,
people,
etc.
In the event an actual bomb is discovered in the building or on
the immediate grounds, do the followin&
• Notify law enforcement and fire on the emergency
9 -1 -1 number.
• Clear area immediately to at least 500 feet of the
building. Use established accountability when leaving
building. See Evacuation section.
• Do not move, touch, or handle the bomb.
• Do not transmit or receive on portable radios in the area.
• Notify persons in the emergency operations chain of
command in charge of the situation.
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Emergency Procedures Guide
Page 4
BOMB THREAT RESPONSE FORM
To be completed immediately by person receiving the threat.
Your Name Dept,
Time call received:
Telephone number call came in on:
Call received by:
Questions to ask the caller:
When will the bomb explode ?_
Where is it now?
What does it look like?
What will cause it to explode?
Why was the bomb put there?
Who are you?
Exact wording of the threat
Description of the caller:
❑ Male ❑ Female ❑ Young ❑ Old ❑ Middle -Age ❑ Other
Voice:
❑ Deep ❑ Soft ❑ Raspy ❑ Accent ❑ Nervous ❑ Normal
If voice is familiar, who did it sound like?
Background noise:
❑ None ❑ Traffic ❑ Noise ❑ Long Distances ❑ Music
❑ Office Machines ❑ Voices ❑ P.A. System
❑ Factory Machines ❑ Animal Noises ❑ Static
❑ Other Sounds
Threat Language:
❑ Well Spoken ❑ Foul ❑ Irrational
❑ Message read by caller ❑ Taped ❑ Incoherent
x Completed form given to Law Enforcement or Risk/Emergency Management x
❑Am ❑Pm Date
Emergency Procedures Guide
Page 5
SUSPICIOUS PACKAGES
Package Identification
• Package has excessive Postage
• Strange or No Return address
• Messy handwriting
• Oily stains or powdery substance observed.
• Postmark does not match the return address
• Threatening language
DO NOT OPEN PACKAGE!!
Response
✓ ISOLATE the package
✓ Double bag the envelope
✓ Wash hands with warm soapy
water.
✓ Notify supervisor
✓ Notify Fire and or Law Enforcement
if deemed necessary.
No Evacuation is needed unless the package has spilled the
unknown material. Then evacuate the immediate area and isolate
until cleared by the supervisor or other authorities.
For more information go to:
www.gsa.gov/mailpolicy
www.cdc.gov
Emergency Procedures Guide
Page 6
DISTURBANCES
The following procedures should be considered only when the
situation becomes so serious as to be assessed as a threat to the
safety and well being of City employees and /or visitors to the
City of Chanhassen.
• Notify law enforcement on 9 -1 -1.
• Responsible authority (emergency operations chain of
command) should contact and inform the City
Administration/ Council.
• Normal City operations should be maintained if possible.
• Consider utilizing other community organizations and
leaders in quelling the disturbance.
• The City Manager and The Mayor, or their designee, will
act as a media contact. See media section. (Media
contact will work as a team, and /or designate
spokesperson depending on the type of incident).
• Media Contact will establish a location for media
personnel.
• Only the City Manager or designee can close City
facilities.
• Keep employees informed as much as possible.
• Employees who witness disorderly events should record
the facts as soon as possible. All documentation should
be coordinated through the Emergency Operations Chain
of Command.
• Good judgement and common sense will minimize the
disturbance.
• Phone lines should be kept clear for normal business
and emergency calls.
• Consider videotaping event.
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Emergency Procedures Guide
Page 7
BUILDING EVACUATION
GENERAL EVACUATION INFORMATION
Building evacuation may need to be performed for different public
safety reasons such as hazardous materials, disturbance, or fire
incidents.
When evacuating a building DO NOT use the elevators.
Evacuate using the designated routes listed below. If your
designated route is unobtainable, exit the building using the closest
exit and meet in your designated area.
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Please be sure all public /visitors are escorted from the building and
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brought to your evacuation areas as you evacuate the building.
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When you leave the building it is important that all employees be
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accounted for. Accountability is important from an employer
perspective as well as for emergency response personnel. A department
head or designee may choose to be the last one out to assure that
everyone is out. If everyone is not accounted for, then the emergency
response agency would have a better knowledge of where to begin their
interior search and rescue.
One way to account for all employees at any of the City facilities during
any incident is for all employees to meet at a designated area. Below is
a list of critical actions in the event of an evacuation.
1. Each department will exit out of the building in the most
appropriate area and meet in the designated evacuation location.
2. Once you reach the outside, meet approximately 100 yds from
the building and determine if all of your department personnel
are accounted for.
3. The following are the designated evacuation route locations for
some of the City facilities:
Emergency Procedures Guide
Page 8
City Hall Evacuation Routes
ALL City Hall employees will evacuate to the North open park
space.
Alternate location is the Fire Station
City Shops
Evacuate to the South parking lot.
Alternate location is the Park building
Park Building
Evacuation is to the East grass area across Lake Ann Dr.
Alternate location is the City Shops
Recreation Center
Evacuation is to the East side of the parking lot.
Alternate location is Public Works
After reporting to your area, each department head or designee needs to gather a
department employee count. Once this count is obtained please report this to the
administration representative. The administrative representative would just like to
know if your department is accounted for. Specific employee names are only
needed if there is question of accountability.
If no administration representative is available, report the information to the
emergency response personnel upon their arrival.
Knowledge that departments are completely evacuated is important to the
responding emergency personnel as well as administration to assist with incident
management. _
Evacuate using a predetermined designated route. If your designated route is
unobtainable, exit the building using the closest exit and meet in your
designated area.
2. Please be sure all public /visitors are escorted from the building and brought
to your evacuation areas as you evacuate the building.
3. One way to account for all employees at any facility during any incident is
for all employees to meet at a designated area. Select a designated meeting
area.
Emergency Procedures Guide
Page 9
4. After reporting to your area, each department head or designee needs to
gather a department employee count. Once this count is obtained please
report this to the emergency response agency at the scene.
Knowledge that departments are completely evacuated is important to the
responding emergency personnel as well as City Administration to assist with
incident management of any incident.
Once the building has been evacuated you are not to re -enter until the emergency
response personnel declare the building safe.
Emergency Procedures Guide
Page 10
FIRE /SMOKE /EXPLOSION /GAS EMERGENCIES
• Notify employees in area of emergency, evacuate if necessary.
• Call 9 -1 -1 to notify fire department.
• Activate alarm system at nearest exit.
• Public address system to be used where applicable in facilities.
• Employees should walk to their designated assembly area.
• Refer to the Evacuation section for specific assembly and evacuation
information.
• Locate and inform emergency responders /appropriate chain of command of
the situation.
CONSIDERATIONS
• Close, but do not lock your door.
• Do not use elevators during a building evacuation.
• Department heads /alternates are responsible to ensure a complete evacuation
of their area and that an "all clear" is issued.
• Consider use of cars in parking lot for temporary shelter from rain or cold;
however, be sure staff are aware where you are.
• Depending upon where the emergency exists, the following facilities may be
utilized for sheltering areas; Fire Station, City Hall, Public Works,
Recreation Center.
• Do not re -enter the facility until permission is granted from the law
enforcement, fire, or your supervisor.
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Emergency Procedures Guide
Page 11
SEVERE WEATHER
SEVERE THUNDERSTORM WATCH
• A WATCH means... weather conditions are favorable for severe thunderstorms
including high winds, hail, heavy rain, lightning, and tornado formation. Be alert
and stay informed of changing weather conditions.
SEVERE THUNDERSTORM WARNING
A WARNING means... severe thunderstorms have been sighted or indicated on
radar. Stay tuned to radio, network e -mail, or television for the latest advisory
information. Be prepared to seek shelter. Tornadoes may accompany severe
thunderstorms. Heavy rains causing flash flooding, large hail, high damaging winds
and lightning may accompany severe thunderstorms.
Updated information will be provided by WCCO 830 AM radio and the public
safety communications network.
Upon receiving notification, if time permits, City Administration will advise
departments to go to shelter areas if the situation warrants. Departments should be
monitoring the situation from any previous notifications.
TORNADO WATCH
A WATCH means.... conditions are present for severe weather, such as a tornado,
to occur.
Continue normal routine, be alert for changing weather conditions, tune into
commercial radio or television for updates.
TORNADO WARNING
• A WARNING means... A funnel cloud has been spotted, or a tornado has touched
the ground, or winds in excess of 70 mph have been recorded. Outdoor warning
sirens may be sounded.
• Updated information will be provided by media sources throughout the metropolitan
area and the public safety communications network.
• Public Safety spotters will be deployed.
• Upon receiving notification, if time permits, City Administration will notify departments
to go to shelter areas if the situation warrants. Departments should be monitoring the
situation from any previous notifications. The designated shelters are open for employees
and visitors.
BLIZZARDS
• In the event that blizzard conditions occur prior to the normal start time of City
employees, listen to your radio prior to leaving home. (WCCO 830 am radio is the
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Emergency Procedures Guide
Page 12
recommended station). The severe weather policy should be followed.
The City Manager or, or authorized designee, is the responsible authority to cancel all or
part of a normal work day.
During the appropriate seasons of the year, severe weather information shall be provided to all
employees as a refresher on terms and procedures. Severe weather safety requires knowing in
advance where the safest shelter area is located in a home or other building. Employee and visitor
shelter areas in the City buildings are:
City Hall- Hallway around the Council Chambers, hallway outside large storage
area by elevator.
Public Works- Interior hallways by offices.
Parks Building- Small shop area and Bathroom.
Recreation Center- Bathrooms
In the event that sheltering is necessary for City employees, department heads or designee will be
responsible for clearing their respective area of assigned personnel. The following key factors
will help you select the best area in your building.
SHELTER AREAS:
• Go to the lowest level, most interior areas such as a stairwell, inner hallway, or small
interior rooms.
• Stay away from windows.
• Avoid upper levels and outside walls with windows.
• Stay away from building entrances.
• City offices on the lower level, away from outside walls and windows, are good shelter
areas.
• For immediate shelter, take cover under a sturdy table or workbench in a protected area
away from doors and windows.
• Remember, most building shelters are much safer than being in a car, a mobile home, or
outside.
Emergency Procedures Guide
Page 13
UTILITY EMERGENCY
The following list is a reference list in the event of a utility emergency.
ELECTRIC POWER OUTAGE
Notify Building Maintenance, and or notify Sheriff's Communications Center, 952 -361-
1231.
Building Maintenance or Sheriff's Communications will notify the following:
• Xcel Energy 800 - 895 -1999
GAS LINE BREAK
• Evacuate building
• Do not use any electrical switches.
• Notify the fire department by calling 9 -1 -1.
• Notify Reliant Energy 612- 372 -5050 (Communications Center duty)
• Notify Building Maintenance,
WATER MAIN BREAK
Notify Building Maintenance,
Notify Public Works- (952) 227 -1300
If you get no response from above and water is or is about to cause damage call 9 -1 -1.
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Emergency Procedures Guide
Page 14
MEDIA RELATIONS
Media contacts should be routed to the department head or designee for official information.
Employees should not release official information to the media unless instructed by the supervisor
or department head. City Administration will be notified in all cases.
CRISIS MEDIA RELATIONS
Crisis media relations will be coordinated through City Administration. All official public
information will be released through this office.
GENERAL MEDIA INFORMATION
DO's
♦ Treat all reporters equally, don't get them mad at you, what you give to one reporter (in
terms of information and photo opportunities) - give to all.
♦ Release only verified information, deal with here and now, don't speculate.
♦ Select credible spokes people, train them and make sure they are well informed.
♦ Be accessible to the media so they won't go to other sources for news.
♦ Tell your story quickly, openly, and honestly to allay suspicion and rumors.
♦ Record events as the crisis evolves.
DON'TS
♦ Avoid "No comment," as it leads to speculation.
♦ Don't debate the subject.
♦ Don't attempt to assess blame; rather, address and solve the problem at hand.
♦ Don't make "off the record" statement; there is no such thing.
♦ Don't speculate about:
dollar value of losses
resumption of normal operations
outside effects of the event
hypothetical questions
THE MEDIA INTERVIEW
♦ Take advantage of the media opportunity
Who has been or will be interviewed?
What did others say?
What is the reporter's deadline?
Establish the interview ground rules: When, where, length of time
♦ Alert City Administration for assistance with aspects of the story. 9
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Emergency Procedures Guide
Page 15
THE MEDIA INTERVIEW (Cont.)
♦ Prepare for the interview
Who is the audience (this is not the reporter!)
Determine communications objective and key messages; remember this is an
opportunity to get your message out to the public.
Keep your answers simple and to the point.
Stress the benefits; not features
♦ The interview
Be yourself
Stick to the subject agreed upon earlier
Only answer the questions in your area of expertise, it is acceptable to say you
don't know something; however, say you will find out. Follow through!
There is no such thing as "off the record "!
Repeat your key messages.
♦ After the interview
Evaluate whether or not you shared your key messages and achieved your
communications objective.
Evaluate whether the piece was generally accurate.
Address kudos or issues with the reporter.
ELEMENTS OF A NEWS RELEASE
The title: Title should tell the reader about the major benefit of the information contained in
the news release.
The Lead Paragraph: Make it interesting, factual, statistical, and intriguing as you remind the
readers of their problem.
The Second Paragraph: This paragraph should provide the answer to the problem. Readers
may only read up to the second paragraph before they decide
whether or not to continue reading.
Quotes: Quotes should be intelligent and knowledgeable so that the readers feel secure that
you are the expert and the one to call.
Transitions: Since each paragraph is a new thought, it's important for the reader to know where
they are headed as they read each new paragraph. Every paragraph should have its
own transition sentence, including one with a quote.
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ELEMENTS OF A NEWS RELEASE (Cont.)
The Last Paragraph: This is the place to use your advertising savvy to sell your readers and tell
them why they should use your product or service.
The End ( # # #): This is where you should be contacted for more information. Write the
information in bold and always list your business, the address and the
phone number or any other pertinent information such as business hours
and contact person.
Example Press Release
FOR IMMEDIATE RELEASE Contact: Name
Date 952 XXX -X XX
STATEMENT FROM THE CITY OF CHANHASSEN
The City of Chanhassen responded to a situation -- what -- where -- when (date, time).
Describe response. What other agencies were present? When did situation end? What
was the cause?
How many injured, dead, etc.. What hospitals did victims get sent to?
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