In my eleven issues for 2011 post, one of the items referred to what I see as the inevitable coming together of external communication and operational response. This triggered this thoughtful blog from James Garrow, who until today I only knew as “Jimmy Jazz.” Have greatly enjoyed the interaction with “Jimmy” on this blog and appreciate his insight on these issues of real importance to the future of NIMS, ICS and response management.
For those not jumping to his blog post (which you should), here is a relevant comment:
I advance the idea that today’s media environment is completely different than the media environment that ICS was developed in. Aside from increasing capacity (see: incorporation of the Joint Information Center, media center and ESF 15), there has been no fundamental change in how PIOs act within the ICS structure. I wonder if the change in how the world interacts with the public information component of modern organized response should necessitate changes in how modern organized response creates and disseminates public information. Has public information become part of operational response?
I’ve talked with colleagues at the local and federal level about this idea, (start ICS) about moving public information out of the Command staff and placing them under the Operations Chief (end ICS). No one thought it was a good idea. They felt that the direct relationship between the Incident Commander (IC) and PIO was vital to speed information releases. But I find that there is already talk in social media circles about how getting social media messages approved by the IC is too slow, so I don’t see how that relationship will continue to be sacred.
For my part I tend to agree with Patrice Cloutier who commented on Garrow’s post that the fear would be loss of PIO influence over Command decisions. If anything, that influence is almost certain to expand. However, I completely agree with James’ observation that the world in which ICS was created does not resemble the world we currently live in regarding public information. Public and political sentiment already is substantially impacting response decisions and will only grow in the future. Communication in this world is not one way linear flow of bare facts. It is a complex interaction, a conversation occurring at multiple levels. That conversation needs to become embedded not just in Command or Operations, but in every element of the response. How to do that will be the big challenge for influential response professionals and policy makers.