In the realm of crisis communication, the role of a Public Information Officer (PIO) is
pivotal. With the advent of digital tools and social media, the landscape of crisis
management has evolved significantly. One of the most effective strategies in this new
landscape is the use of a Virtual Operations Support Team (VOST). This article aims to
provide an in-depth understanding of VOST, its setup, coordination, benefits, and
challenges, with a focus on natural disasters.
Understanding VOST
A Virtual Operations Support Team (VOST) is a group of trained volunteers who assist
emergency management agencies by monitoring and analyzing social media and other
online information during a crisis. The primary goal of a VOST is to enhance situational
awareness and improve the dissemination of accurate information.
Key Components and Structure:
- Team Composition: Typically includes social media analysts, data specialists, and communication experts.
- Roles and Responsibilities: Monitoring social media, verifying information, providing real-time updates, and supporting the PIO in managing public communication.
Setting Up a VOST
Initial Planning and Resource Allocation:
- Identify Needs: Assess the specific needs of your agency and the types of crises you are likely to encounter.
- Resource Allocation: Allocate resources for training, tools, and technology.
Recruiting and Training Volunteers:
- Recruitment: Look for volunteers with expertise in social media, data analysis, and crisis communication.
- Training: Provide comprehensive training on tools, protocols, and the specific needs of your agency.
Tools and Technologies:
Using a Virtual Operations Support Team (VOST) During a Crisis: A Guide for Public Safety PIOs
- Social Media Monitoring Tools: Tools like Hootsuite, Sprout Social, and Mention help monitor social media activity.
- Data Analysis Tools: Use tools like Tableau or Power BI for data visualization and analysis.
- Communication Platforms: Platforms like Slack or Microsoft Teams facilitate internal communication and coordination.
Integration with Emergency Operations Centers (EOCs):
- Coordination: Ensure seamless integration with EOCs to facilitate real-time nformation sharing and decision-making.
Coordination During a Crisis
Activation Protocols:
- Trigger Points: Define clear trigger points for VOST activation based on theseverity and type of crisis.
- Notification: Establish a notification system to alert VOST members promptly.
Communication Channels and Workflows:
- Internal Communication: Use dedicated channels for internal communication to
ensure clarity and efficiency.’ - External Communication: Coordinate with the PIO to manage public
communication and media relations.
Real-Time Data Collection and Analysis:
- Monitoring: Continuously monitor social media and other online platforms for relevant information.
- Verification: Verify the accuracy of information before dissemination.
Collaboration with Other Agencies and Stakeholders:
- Inter-Agency Collaboration: Work closely with other agencies and stakeholders to ensure a unified response.
Benefits of Using VOST
Enhanced Situational Awareness:
- Real-Time Updates: Provides real-time updates and insights, enhancing the overall situational awareness of the crisis.
Improved Information Dissemination:
- Accurate Information: Ensures the dissemination of accurate and verified information to the public.
Increased Community Engagement:
- Two-Way Communication: Facilitates two-way communication with the community, addressing concerns and dispelling rumors.
Cost-Effectiveness and Resource Optimization
- Volunteer-Based: Utilizes volunteers, reducing the overall cost and optimizing resource allocation.
Challenges and Solutions
Managing Information Overload:
- Prioritization: Implement strategies to prioritize information based on relevance and urgency.
Ensuring Data Accuracy and Verification:
- Verification Protocols: Establish robust verification protocols to ensure theaccuracy of information.
Addressing Privacy and Security Concerns:
- Data Protection: Implement measures to protect the privacy and security of data.
Overcoming Technical and Logistical Barriers:
- Technical Support: Provide ongoing technical support and training to VOST
members.
Case Studies
2021 Flood in Wuppertal, Germany:
During the 2021 flood in Wuppertal, Germany, a VOST was activated to monitor social
media for real-time updates and to assist in coordinating rescue efforts. The team
provided crucial information that helped in the timely evacuation of affected areas¹².
- Wildfires in California: VOSTs have been instrumental in monitoring wildfire activity and providing real-time updates to the public.
- Hurricanes in the Gulf Coast: VOSTs have supported emergency management agencies by disseminating accurate information and coordinating relief efforts.
Conclusion
The use of a Virtual Operations Support Team (VOST) can significantly enhance the
effectiveness of crisis communication for public safety PIOs. By leveraging the power of
social media and digital tools, VOSTs provide real-time situational awareness, improve
information dissemination, and increase community engagement. While there are
challenges to overcome, the benefits of using a VOST far outweigh the drawbacks.
Public safety PIOs are encouraged to consider implementing a VOST as part of their
crisis communication strategy.
Sources:
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