Hazard Release Emergency Preparedness for the Oil and Gas Industry

Editor's Notes

• #3: will provide participants with a proven strategy for establishing, implementing and executing a crisis communication plan. She will share what is critical for effective communication during a hazard release or emergency—and, importantly, what needs to be avoided.  

You and your colleagues will learn: 

•    Why it’s so important to understand the “life cycle” of an emergency response and to have a crisis communication plan in place prior to event
•    Essential components of a comprehensive crisis communication plan 
•    A discussion of key techniques, such as table top exercises, mock scenarios, and spokesperson dry runs
•    How to determine who should represent your organization as the lead communicator including using both internal and external resources
•    How to identify—and why this is important in preparing—the most likely scenarios that could occur for your organization such as train derailment, tank release, line rupture, air emission from equipment, and fire/explosion events
•    Why it’s important to have detailed and clear information readily available for the materials that could be involved in an event
•    What type of processes should you establish for communicating during an event
•    The importance of maintaining an ongoing level of credibility and transparency, and why taking a “no comment” approach can be a really bad idea 
•    What you need to know and do after the event has subsided 
•    Strategies for identifying and evaluating third party resources to help in developing and implementing and effective crisis communication program 

• #4: Why it’s so important to understand the “life cycle” of an emergency response and to have a crisis communication plan in place prior to event
• #5: Emergency Management and Emergency Response for all industries can relate back to 5 phases: prevention, mitigation, preparedness, response and recovery. Prevention mainly refers to the human element of an amergency, and how to prevent the human hazard. This is a new part of the usual 4 phases of emergency management. The human element has been added to address acts of terrorism and violence – things that could involve perosnal risk factors. Not all disasters, especially natural disasters can be prevented, but the risk of loss of life and injury can be mitigated with goo dplanning like evacuation plans, and other planning elements. Mitigation includes avoiding unecessary risks and looking at how you can best manage the risks that are inherent or unavaoidable to your business. Mitigation includes actibities that eithe rprevent the occurrence or reduce the effects of a hazard. Preparedness is the focus on what to do WHEN a disaster occurs. Thisis the process of building your emergency management function and capabilities to respond or to recover from any hazard. Response includes activities that address the immeiate effects of the onset of an emergency and help to both reduce casualties and damage and to speed recovery. Recovery is the process of getting back to normal.
• #6: An example of incident stages and timeline
• #7: For the purposes of this prsentation, we will mainly focus on activities that could be categorized as mitigation and parepredness.
• #8: Essential components of a comprehensive crisis communication plan marcus evans invites you to attend our Oil & Gas Crisis Communications Conference, geared towards Vice Presidents, Directors, Advisors and Executives from the Oil and Gas Industry. Hear from leading executives within the industry on how to create an up-to-date crisis communication plan to ensure confidence in the company from customers, investors and stakeholders.Attending this premier conference will give you the opportunity to discuss critical issues, such as implementing crisis communication plans, while examining the essential role that social media plays in your industry. You will also have the opportunity to discuss how to navigate reporters and environmental groups demanding answers and action. Attendees will gain insight on how to best communicate with employees following a crisis and how to offer mutual aid to other companies.Attending this conference will allow you to:Develop and implement internal controls to better prepare for a crisisAddress different stakeholder groups involved or impacted by crisisCreate trust relationships with the media to endsure correct information is communicated and reputation damage is preventedImplement company policies to prepare for media inquiries and ensure an instant responseIdentify the impact of a crisis on key stakeholders to maintain their confidence in the company According to Mickey Driver, External Relations Advisor, Cheveron USA Inc, if a company values its reputation, it is extremely important to pre-empt potential disasters. Driver is a speaker at the marcus evans Crisis Communications in Oil and Gas event taking place on May 18-19, in Houston.“The news media more often than not likes to point out what is wrong with our industry. To them, an incident is just another proof point that the oil and gas industry doesn’t care about the environment or anything except making money. “Having a communications response plan in place allows quick and focused communications to try and shape the story, no matter what has happened. There is a need to quickly get your messages on being responsible and proactive to the media, and thus to your key audiences. A well developed and tested communication response plan helps you achieve that goal,” he explains.New challenges are presented in the advent of 24/7 media and the need for an instant response, he adds.“The big challenge is to stay ahead of the news with key messages on your response and actions. Anyone with a cell phone camera can post pictures, audio, video and comments on the web. Monitoring what is being said about you, and challenging it if it is wrong helps keep the story balanced. “Reporters today are assigned to instantly post stories or comments to their online venues. Your response plans should include the ability to quickly get your message out. This is important because you don’t want the story to get away from you. Even when you don’t have all the details, you should talk about what you do know, and that is you work for a responsible company that is responding and working on the incident.”
• #10: (read Janine Reid handout info)
• #11: Print entire article and highlight points for this part of presentation. http://info.drillinginfo.com/why-oil-and-gas-companies-must-master-social-media/
• #13: •    A discussion of key techniques, such as table top exercises, mock scenarios, and spokesperson dry runs

• #14: Industry research shows that fire, police and other response agencies that regularly conduct pipeline emergency drills and practice exercises are significantly more likely to say that they are prepared to respond to emergencies than agencies that don’t. Tabletop drills are a quick, effective and low-cost way to practice strategic and tactical decision-making, communication and execution of pipeline emergency response procedures. Drills supplement written, class-based and online training programs and can be included in regular department training meetings.
• #15: It can be a full-scale production that involves local first responders and professional moderators. Or it can be a simple affair conducted by in-house disaster planners. The idea is to have an escalating scenario that unfolds in several segments. After each segment, small working groups discuss how they would respond, then report back to each other before hearing from moderators about what happens next.
• #16: A crisis situation is always difficult when dealing with the media. Therefore, tough questions and rehearsals are necessary to help the spokesperson prepare. It is important, at the onset of the crisis, that the spokesperson, backup and advisors spend some time rehearsing prepared statements and answers to possible "tough" questions that may be asked by reporters. If possible, similar rehearsals should be conducted prior to each media interview, briefing or news conference. It is also important to anticipate and practice new questions as the story evolves. It is better to over-prepare than to be surprised by the depth of questioning by the media. Be tough and be prepared. The Communications/Public Relations staff should prepare questions and answers for the practice sessions. These questions and answers should be for internal use only and not for distribution outside the organization. Don't volunteer information unless it is a point the company wants to make and the question hasn't been asked. Don't talk off the record. A copy of the management recall roster should be attached and should include cellular phone numbers and beeper numbers if each team member has one (either one or the other should be issued to the primary team members at least). As you will find out a crisis is not always at the most convenient time and place. A complete management list is recommended as you never can tell who may be needed.
• #17: How to determine who should represent your organization as the lead communicator including using both internal and external resources. One individual should be designated as the primary spokesperson to represent the Company, make official statements and answer media questions throughout the crisis. A back-up to the designated spokesperson should also be identified to fill the position in the event that the primary spokesperson is unavailable. In addition to the primary spokesperson and the backup spokesperson, individuals who will serve as technical experts or advisors should be designated. These resources might include a financial expert, an engineer, a leader in the community or anyone your company deems necessary during a specific kind of crisis. This will take some brainstorming by the crisis communication team since what is needed may not always be apparent. There should be an authority or technical expert in their field and be available to supplement the knowledge of the spokesperson. Criteria for the spokesperson, backup spokesperson and crisis communication expert is: Comfortable in front of a TV camera and with reporters. Preferably, skilled in handling media, skilled in directing responses to another topic, skilled in identifying key points, able to speak without using jargon, respectful of the role of the reporter, knowledgeable about the organization and the crisis at hand Able to establish credibility with the media, able to project confidence to the audience, suitable in regard to diction, appearance and charisma, sincere, straightforward and believable, accessible to the media and to internal communications personnel who will facilitate media interviews, able to remain calm in stressful situations. In addition to the designated spokesperson and backup, it can be anticipated that other parties involved in the crisis; police, fire department, health officials, etc., will also have a spokesperson. It is important to obtain the identity of that individual as early as possible so all statements and contacts with the media can be coordinated between the two individuals and their organizations/interests whenever possible.
• #18: The Crisis Communication Team This team is essential to identify what actions should be taken. the team should be comprised of individuals who are key to the situation. They should include as a minimum the CEO, the chief of Public Relations, the Vice President, the Senior manager from the division in charge of the area that was involved in the situation that has brought about the crisis, the safety and/or security officer, the organization Lawyer, and anyone else who might be able to shed some light on the situation such as eye witnesses. The job of this team is to come up with a plan of action and decide who the spokesperson should be. If you don't communicate immediately, you lose your greatest opportunity to control events. (Attached is a fill-in the blanks news release that can be used with little or no preparation as your first news release). Your first news release should include at a minimum the who, what, when and where of the situation. You must give the facts that have been gathered from reliable sources and confirmed. Don't over reach and don't speculated. There is a limit to your role. To exceed that limit is a mistake. If you do nothing more than show concern for the public and for your employees in your first press interaction, you are already on the right track. The corollary of expressing concern and generating good will at the consumer level is securing the loyalty of your customers and employees by taking the initiative to share information with them. If your employees and customers don't feel like insiders, they are going to act like outsiders. You must have a prepared statement on hand that can be used to make an initial general response to the media when knowledge about the crisis first becomes known on a widespread basis or by reporters. As the crisis progresses and new information and facts become available, it is also advisable to develop prepared statements to be made by the spokesperson at the onset of any media interview, briefing or news conference. These prepared statements also can be read over the telephone to reporters who call to request information but are not represented at news conferences or briefings. The statement can also be sent by FAX or e-mail upon request.
• #19: CHECKLIST OF DO'S AND DON'TS The Do's When preparing to give a speech, - Use a full script with LARGE TYPE for easy reading. - Leave wide margin for notes to yourself. - Leave pages unstapled for easier handling at podium. - Highlight and mark your script to guide your delivery. - Time your presentation to fit the program schedule of the group you will address. - Practice: Read it aloud using a mirror and tape recorder until it sounds like you are talking, not reading. - Be sure you have the facts about your audience-size, contact person's name, facility, etc. - Based on your audience and your presentation, determine what, if any, equipment you will use. If you are not familiar with the equipment, contact the Communications Department to arrange a briefing on how to use slide projectors, video players, or overhead equipment. When you arrive at your engagement, - Be at least 15 minutes early. - Check equipment in advance if possible. Slides: - Be sure slides are in correct order and clearly focused. - Be sure slide advance mechanism is convenient to you where you are speaking, or arrange for someone else to advance the slides. - Check the lighting in the room to be sure the slides will be visible to the audience. - Check microphone (whether it is free standing or lavaliere) before beginning- "Can you hear me?" - Check lighting to podium to be sure you can read. Overhead Transparencies: -Be sure the type of room and size of crowd are appropriate for the use of overhead equipment. -Be sure the words/graphics are large enough for people to read. - Check to be sure you are situated correctly in the room with the overhead projector, screen, microphone and audience. When you are speaking, - Stand erect and direct voice toward audience. - Speak loudly, slowly and distinctly. - Establish eye contact (or appear to do so) with audience from time to time. - Stay within the allotted presentation time. When you are answering questions, - Remain friendly, cool-headed and confident. - Answer only the questions asked and do so as succinctly and clearly as possible. - Remember that you do not always have to know everything. You can say "I will have to check that out for you--please see me after the meeting. - Avoid allowing one person to dominate the questions by moving on: "Thank you for your interest. I'll be glad to talk to you about your concerns after the meeting. Right now let's see if anyone else has questions for the group. When you are finished with your presentation, - Remain long enough to give individuals an opportunity to talk with you. - See to it that arrangements are made for distributing information materials to the group, if requested/appropriate.
• #20: The Don'ts: When preparing to give a speech, - Assume that you can "wing it"-- almost no one can. - Decide you are better "off the cuff"--almost no one is. - Use type that is too small to read with a dim light and margins too narrow for notes. - Leave too little time to practice adequately. When you arrive at your engagement, - Be late. - Forget the group's contact person's name. - Fail to check your equipment. When you are speaking - Mumble your remarks to the podium. - Speak to loudly into the microphone. - Allow yourself to wander away from your prepared text. - Tell an unprepared anecdote or joke, or make "top of mind" remarks. - Speak longer than time allotted. When you are answering questions, - Become defensive or emotional. - Assume that tough questions are personal. - Answer more than the question itself. - Allow one person to dominate the question period.
• #21:  How to identify—and why this is important in preparing—the most likely scenarios that could occur for your organization such as train derailment, tank release, line rupture, air emission from equipment, and fire/explosion events
•    Why it’s important to have detailed and clear information readily available for the materials that could be involved in an event
• #23: Information brochures or fact sheets about the company or the area in which the crisis has occurred are helpful in informing the reporters or anyone else seeking information about the company. In some cases it might be necessary to create materials that explain technical systems or in-house procedures. If we explain how a technical system or in-house procedure works and point out where a breakdown occurred, there is less chance of a reporter interpreting the situation erroneously. If one is not already in place a generic fact sheet about the company should be created and made available. Always do what you can to make a complicated issue as simple as you can for reporters. If the crisis was caused by a piece of equipment consider bringing in a similar piece of equipment to show reporters. At the very least provide a schematic or drawing. If you give them a visual that may keep them from seeking one out themselves. Try not to use the actual piece of equipment that failed since that is morbid and allows an opportunity to an over zealous reporter to do some yellow journalism. It may also me traumatic to the relatives of victims.
• #24: What type of processes should you establish for communicating during an event
•    The importance of maintaining an ongoing level of credibility and transparency, and why taking a “no comment” approach can be a really bad idea
• #25: Select a place to be used as a media center. It should be some distance from offices of the crisis communication team, spokesperson and emergency operations center to ensure that media are not in the middle of the action if they happen to take the wrong turn or have to pass by those offices or areas on the way to the restrooms. If there is a visual (a fire or rescue operation) don't make the media center in such a remote site that they can't see what is going on because they may not show up and if they do you will loose their confidence and it may appear that you are hiding something. Locations for interviews and press briefings will be decided by the crisis communications team. Don't change the rules that you already have established for the media. If the media are currently required to be escorted then during a crisis they should be required to be escorted. These things should be considered and preparations made now to find people who can escort media during a crisis. If they are not required to be escorted now then don't require them to be in a crisis. If there are special circumstances that would require them to be escorted such as a safety hazard, they should be advised of this up front. Any change in the way the media is dealt with during a crisis may change the views of the reporter. It is important that they feel that you aren't trying to hide anything. Reporters may ask to speak to staff or at a school, faculty or students who are involved with or have been affected by the crisis. It is best to restrict all interviews to the primary spokesperson, back-up spokesperson or technical expert. Controlling the interview process is key to managing the crisis. However, remember that reporters have the right to interview anyone they want to and if they don't get the answers they want from you they will get them somewhere. They are all after the scoop. They all want a different angle than the reporter standing next to them. They will try for that scoop with you. If the possibility is there to provide them with what they want, consider it very carefully. All media should be treated equally. What is given to one (such as access to an area effected by the crisis) should be available to all media.
• #26: Give specific location address and full company name and secondary location information if applicable. You could put down a definitive time for the next news conference or release of information if you know it but it is not necessary. This will not solve your problems, but may buy you enough time to prepare for the next news conference or release. You could also add information if it is available such as how many casualty's there are known up to this point or any other pertinent information available. Once again, this information should be definitive and not speculative, verify everything you say. This will help your credibility in the long run.
• #27: Key Audiences Below is a list of publics served by many public affairs or communications departments. When you are working on a crisis consider what the most effective method of communication would be for each group. Ensure that you communicate with each group that is part of your audience. Employees: management, hourly/prospective/salaried employees, families, Union members, and Retirees Community where employees live, neighborhood coalitions, community organizations, plant locations, Chambers of Commerce Customer: Geographical Local, regional, national, and international Functional: Distributors, jobbers, wholesalers, retailers, and consumers Industrial/Business Suppliers, teaming partners, competitors, professional societies, subcontractors, joint ventures, and trade associations Media: General, local national and international; foreign trade; specialized Academia Trustees, regents, directors, financial supporters, students, prospects, administration, faculty and staff, alumni Investment/Financial: Analysts - buy and sell side, institutional holders, shareholders, bankers - commercial and investment, stock brokers, portfolio managers, potential investors Governmental: Geographical Local, state, regional, national, international Functional Legislative, regulatory, executive, and judicial Special Interests Environmental, safety, handicapped/disabled, minority, think tanks, consumer, health, senior citizens, and religious.
• #28: A log should be established to record all telephone calls from the media or other parties inquiring about the crisis. This will help to ensure that the many callbacks required are not overlooked. It will also assist in the post-crisis analysis. The contact log should contain the following information: Date | Name of caller | Questions(s) asked | Telephone number 
Person responsible for response | Additional follow-up needs
• #29: How To prepare for Broadcast Interviews - Prepare "talking paper" on primary points you want to make. - Anticipate questions--prepare responses. - Practice answering questions. - Cover controversial areas ahead of time. - Know who will be interviewing you, if possible. - Determine how much time is available. - Audiences often remember impressions, not facts.
• #30: - Don't fall for that "A or B" dilemma. - Don't accept "what if" questions. - Don't accept "laundry list" questions. - Don't go off the record. - Don't think you have to answer every question. - Don't speak for someone else --beware of the absent-party trap. How To Handle Yourself During A TV Talk Show Interview - Talk "over " lavaliere mike. - Audio check-- use regular voice. - If makeup is offered, use it. - Sit far back in the chair, back erect...but lean forward to appear enthusiastic and force yourself to use hands. - Remember... TV will frame your face--be calm, use high hand gestures, if possible. - Keep eyes on interviewer-- not on camera. - Smile, be friendly. Tips On Appearance - Avoid wearing pronounced strips, checks or small patterns. - Grey, brown, blue or mixed colored suits/dressed are best. - Grey, light-blue, off-white or pastel shirts or blouses are best. - Avoid having hair cut right before interview.
• #31: How To Respond During A Newspaper Interview - Obtain advanced knowledge of interview topics. - Make sure you are prepared in detail; print reporters are often more knowledgeable than broadcast reporters and my ask more detailed questions. - Begin the interview by making your point in statement by making your major points in statement form. - Try to maintain control of the interview . - Don't let reporter wear you down. - Set a time limit in advance. - Don't let so relaxed that you say something you wish you hadn't. - Avoid jargon or professional expressions. - Reporter may repeat self in different ways to gain information you may no want to give. - Don't answer inappropriate questions; simply say it is "not an appropriate topic for you to address at this time," or "it's proprietary" for example. - Be prepared for interruptions with questions...it is legitimate for reporters to do that. - Do not speak "off the record." - Remember, the interview lasts as long as a reporter is there. After The Interview - You can ask to check technical points, but do not ask to see advance copy of the story. - Never try to go over reporter's head to stop a story. - Do not send gifts to reporters--it is considered unethical for them to accept them.
• #32: •    What you need to know and do after the event has subsided 

• #34: •    Strategies for identifying and evaluating third party resources to help in developing and implementing and effective crisis communication program