Author: Utah PIO Admin

This account represents the elected executive leadership of the Utah PIO Association.

From Utah to Emmitsburg: My Journey Through FEMA’s Advanced PIO Course

By Rachael Van Cleave, Communications Manager/PIO | City of South Jordan

I’ve wanted to attend the Advanced PIO course at FEMA’s National Emergency Training Center (NETC) in Emmitsburg, Maryland for years. I first took the Basic PIO course (G290) back in 2019, fully intending to get the Advanced PIO Certification shortly after. Like many plans for 2020, mine got completely derailed by the pandemic. Every in-person FEMA course was canceled, and once things started opening back up, FEMA updated the Basic PIO course—which meant I had to take it again to qualify.

So in fall of 2024, I signed up as soon as the course registration opened, and retook Basic PIO (this time with the designation L105). The reason I say I signed up as soon as it opened is that L105 is offered occasionally in Utah, but often books up quickly. You may need to be willing to take the 3-day, in-person course in a neighboring state. L105 is now part of the Emergency Management Basic Academy, which means you’re competing with a much larger pool of applicants.

As soon as I finished the course, I applied for the next Advanced PIO course that was offered in Emmitsburg, MD, in April of 2025.

What You Need to Know to Apply to Advanced PIO

You must have at least 2 years of PIO experience and complete a list of prerequisite courses.

Also, see Tina Brown’s “How to Become An Advanced Public Information Officer Through FEMA” blog for more about the program and other helpful links.

I got accepted into the April 2025 session in Emmitsburg… but then, just weeks before, it was canceled, along with all other courses on campus, due to federal funding uncertainty. I was offered a spot in a May course virtually, but I held out. Everyone had told me that you have to go to Emmitsburg. It’s not just about the course—it’s the full experience. I was able to quickly transfer to the July course.

Spoiler: It was worth every bit of the wait.

What It’s Like at NETC

When you arrive in Emmitsburg, it feels a bit like stepping back in time—but in the best way. The campus is beautiful and historic, surrounded by rolling green hills, and dotted with red brick buildings that look straight out of a movie. It’s also humid—with a capital H—so plan accordingly if you’re going in summer because you walk everywhere.

You stay in what’s essentially a government dorm room, complete with 90s furniture and government-style efficiency. I found it charming in a nostalgic, “I can survive anything for a week” kind of way. Meals are served cafeteria-style, three times a day, and the food is WAY better than you’d expect and buffet style, so watch how much you load on your plate!

Evenings were one of my favorite parts of the week. Some of us walked into town to check out the Ott House Pub (yes, the legendary one), others hung out at the on-campus pub and rec center (ping pong, pool, bar popcorn…what more do you need?). One evening, a few of us drove to Gettysburg, which I highly recommend. We also walked from campus to the nearby St. Ann Seton Shrine, which is peaceful and absolutely beautiful.

Rachael (far right) poses with her State JIC simulation group.
The State JIC simulation group working through the scenario.
The State JIC Liaison answering phone calls.

The Course: Intense, Real, and Unforgettable

Before the course even begins, you’ll get homework—about a week out. You’ll need to block out at least six hours to get it done. It’s not busywork either—it sets the stage for what’s to come.

The course itself is intense. It’s designed to simulate real-world disasters, complete with press conferences, joint information centers, and situations that unfold minute by minute. You’ll write, speak, plan, and respond under pressure, and you’ll do it all alongside other PIOs from across the country.

It’s not easy, but it’s incredibly rewarding. The instructors are some of the best I’ve worked with, and the feedback you receive is direct, insightful, and meant to push you further. I walked away with stronger skills, more confidence, and a new group of PIO friends I’ll stay connected with for years to come.

Tips & Tricks for Future Attendees

If you’re thinking about applying, here are a few things I wish I’d known sooner:

Timing & Process

  • First, you apply online for L0388: Advanced Public Information Officer.
  • Applications are processed in batches, so if you apply early (like I did), you may not hear back for months.
  • After I applied, I got an email confirming that I provided all of the required information, then I received an email saying the “head of your sponsoring organization has endorsed your application,” which is generally a contact in the state.
  • I got my acceptance email about 2 months before your course starts, which included:
    • A welcome packet with dress code, behavior expectations, and campus info.
    • A link to reserve your free airport shuttle from BWI (do this 7+ days in advance).
    • A link to buy meal tickets (do this 14+ days in advance, ~$270).

Travel & Logistics

  • Everyone in my cohort flew into BWI (Baltimore/Washington International), which was the only option for those wanting to use the free shuttle.
  • FEMA books your room automatically.
  • When you get to NETC they give you the form you need to fill out to get the reimbursement for your flight. Please note that FEMA reimburses you as an individual, not your employer. If your employer paid for your flight, you’ll have to figure out how to get that money back to them.

While You’re There

  • Do your homework before you arrive so you can enjoy the campus when you get there and not lock yourself in your room to get it done before the lecture part of the course begins on Monday.
  • Pack business casual clothes, a light jacket for over-air-conditioned buildings, and shoes you can walk in.
  • Make time to socialize and explore, your classmates will be some of the best people you’ll meet in this field.
  • Bring cash to get your membership card ($2) and for the pub. The card lets you buy drinks at the on-campus Command Post pub and also gives you access to the recreation center, basketball gym and pool. You also need cash for drinks. They do have an ATM at the pub.

Other Tips

Group of Advanced PIO classmates walking back to the NETC campus after visiting the Ott House Pub.

Acronym Overload? Here’s a Cheat Sheet:

  • PIO – Public Information Officer
  • L105 – Basic PIO Course
  • IS – Independent Study (FEMA’s free online courses)
  • NETC – National Emergency Training Center (Emmitsburg, MD campus)
  • EMI – Emergency Management Institute (now called NDEMU)
  • NFA – National Fire Academy (also at NETC)
  • NDEMU – National Disaster and Emergency Management University (new name for EMI)

Final Thoughts

If you’re on the fence about applying, just do it. And if you can, hold out for the Emmitsburg experience. This course is more than just another bullet point on your resume. It’s a test of everything you’ve learned, a chance to build your skills in a real-world setting, and a week where you’ll walk away feeling re-energized about the role we play as communicators in emergencies.

I’m incredibly grateful I had the chance to go, and I won’t soon forget the people I met, the lessons I learned, or the history-steeped campus I got to call home for a week.

Got questions about applying or what it’s really like? Reach out, I’m happy to share what I can.

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How to Become an Advanced Public Information Officer Through FEMA

By Tina Brown, PIO/Joint Information Center Manager | Salt Lake County Emergency Management

Public Information Officers (PIOs) are essential to emergency response and recovery—serving as the bridge between government agencies and the public. While many begin their careers in this field with general communications experience, becoming an AdvancedPIO requires training, real-world application, and a deep understanding of the Joint Information System (JIS) and Joint Information Center (JIC) framework.

FEMA offers a structured path to help PIOs grow from foundational roles into advanced positions capable of leading communications in high-pressure, multi-agency incidents. Here’s how:

Step 1: Meet the Prerequisites

Before enrolling in the Advanced Public Information Officer Course (E/L0388), you must have a minimum of two years of public information experience and complete several prerequisites:

FEMA Independent Study Courses:

  • IS-29.a: Public Information Officer Awareness
  • IS-100.c: Introduction to the Incident Command System
  • IS-200.c: Basic Incident Command System
  • IS42.a: Social Media in Emergency Management
  • IS247.b: Integrated Public Alert and Warning System (IPAWS) for Alert Originators or IS251.a: Integrated Public Alert and Warning System (IPAWS) for Alerting Administrators
  • IS-201: Forms Used for the Development of the Incident Action Plan (waived if ICS-300 is completed)
  • IS-700.b: National Incident Management System (NIMS)
  • IS-800.d: National Response Framework (NRF)

Prerequisites:

  • E/L/K0105: Public Information Basic

These courses are available at training.fema.gov.

Train Utah – Public Health Training Resources

Step 2: Enroll in the Advanced PIO Course (E/L0388)

Once you’ve completed the prerequisites, you can apply for the Advanced PIO Course:

  • FEMA’s Emergency Management Institute (EMI) in Emmitsburg, MD (Course Code: E0388)
  • Regional delivery through state or local agencies (rarely offered), (Course Code: L0388)

What You’ll Learn:

  • Crisis and risk communication strategies
  • Building and managing a Joint Information Center (JIC)
  • Social media integration in emergency response
  • Handling high-profile incidents and media scrutiny
  • Developing messaging in rapidly evolving scenarios

The course emphasizes hands-on exercises, simulations, and peer collaboration, preparing you to lead public information efforts during complex disasters.

Advanced Public Information Officer Flyer 2025

Step 3: Maintain Skills and Network

Becoming an advanced PIO is not a one-time certification—it’s an ongoing commitment to professional development.

Ways to stay sharp:

  • Participate in real-world incidents and exercises
  • Join PIO working groups or associations (like the National Information Officer Association or local PIO networks)
  • Stay updated on emerging technologies and platforms
  • Mentor new PIOs and share best practices

Bonus: Consider FEMA’s Executive PIO Program

Formerly known as FEMA’s Master Public Information Officer Program, now the Executive Public Information Program, the EPIOP is the final component of the PIO training series. This program consists of three separate course series and a final EPIO Paper.  https://www.napsgfoundation.org/wp-content/uploads/2021/04/MPIOP-Brochure.pdf

Learn more about FEMA’s Public Information Officer (PIO) Program

Whether you serve in government, public health, emergency management, or law enforcement, becoming an Advanced PIO through FEMA positions you to lead with clarity, calm, and credibility when it matters most.

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Meeting summary for Utah PIO Association Quarterly Luncheon – 07/09/2025

View Video Recording Here

Quick recap

The meeting began with administrative matters including introductions and technical setup for a presentation, followed by an overview of the Utah PIO Association’s activities and upcoming events. The main focus was a detailed discussion of a complex incident that occurred in South Salt Lake in April, involving multiple challenges and requiring coordinated emergency response efforts.

The session concluded with lessons learned from the incident, emphasizing the importance of effective communication, preparedness, and the need for clear protocols during emergencies.

Association Announcements

  • Utah PIO Association members to sign up for the upcoming conference in September.
  • The Utah PIO Association held a meeting in South Salt Lake, welcoming members and introducing their board members. Laura Magness, PIO Association President, encouraged attendees to join the association online at utapio.org and attend the upcoming September conference, which costs $300 and plus hotel accommodations.

Summary of South Salt Lake Incident Review

Crisis Communication and Team Advocacy

Julie discussed a complex incident on April 27 that involved multiple challenges, including fire, storm drains, power outages, and gas leaks, but fortunate circumstances, such as the incident occurring on a Sunday afternoon with no active businesses, minimized casualties and evacuations.

She emphasized the importance of communication during crises and shared her journey advocating for effective communication within her organization, highlighting the need for smaller entities to prioritize and fight for communication resources despite the challenges. Julie also introduced her team and other departmental supports, including the police department’s communication outreach function and media relations, and expressed hope for sharing lessons learned and fostering growth through collective experiences.

South Salt Lake Emergency Response

Julie provided an overview of South Salt Lake’s history, services, and current developments, emphasizing its status as a fully functioning city with a strong sense of local control.

She then detailed a significant incident on April 27th involving a vehicle fire that led to gas leaks and evacuations, describing the complex response involving multiple stakeholders including fire departments, police, gas companies, and public works.

The event highlighted the challenges of managing utilities in a small city with shared infrastructure, and the successful coordination of emergency services to contain the situation and provide shelter for affected residents.

Incident Response and Public Safety

Julie discussed the immediate impacts of a recent incident, including a hard closure on West Temple and some lane restrictions. She emphasized the importance of direct communication and being late but correct rather than hurried and wrong. Julie highlighted the teamwork and quick response of all involved in keeping the public safe. She also mentioned the use of IPAWS for alerts and the need for detailed evacuation instructions.

Emergency Communication and Shelter Planning

Julie discussed the importance of careful communication when referring to shelters, emphasizing that they should be specifically designated for evacuation zones. She highlighted the need to build networks and relationships before emergencies occur, suggesting that having an emergency manager or trained staff can be beneficial. Rachael also stressed the importance of having a designated communication channel for crises and encouraged attendees to reach out to colleagues and organizations for support.

Emergency Preparedness and Communication Strategies

Julie shared lessons learned from a recent incident, emphasizing the importance of selecting a primary channel for information updates and being concise in messaging. She advised using a group text or a dedicated tool like Titan HST for internal communications.

Julie also stressed the need to prepare a “go bag” with essentials like food, water, and warm clothing, and to organize contacts and logins for emergencies. She recommended having a prearranged contract with a boarding company like UDK for business board-ups and suggested setting up a shelter with the American Red Cross if evacuation is expected to last more than two hours.

Emergency Communication Strategy Discussion

Julie discussed the challenges and wins of setting up a JIC/JIS, highlighting the rapid information flow and the advantage of having all necessary stakeholders present. She explained her strategy for managing media and public communication during an incident, emphasizing the importance of being slow and correct to avoid releasing inaccurate information.

Julie also touched on the use of emergency alert systems and the need for direct communication with residents, mentioning the development of a new software for utility account holders. The conversation ended with a brief discussion about a bomb threat incident in another city, reinforcing the value of slow and accurate communication.

South Salt Lake Presentation Recommendations/Takeaways

  • Create an emergency go-bag with essentials like warm clothing, food, water, pen, paper, and charging equipment.
  • Organize and update contact lists and login information for various platforms.
  • Establish relationships with the American Red Cross and complete necessary paperwork for potential shelter setups.
  • Consider implementing a single internal communication channel strategy for emergencies.
  • Practice using alternative devices (e.g. phones) for website updates during emergencies.
  • Update your media staging procedures for evolving emergency situations.
  • Establish predictable update schedules with media during emergencies.

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communications strategy with bullet pointed lists that align with the list in this article.

How I Build a Strategic Communication Plan That Actually Works

Written by: Rachael Van Cleave, South Jordan City Public Information Officer

It’s the beginning of a new fiscal year, and around here, that means one thing—it’s planning season. Time to pause the daily scramble and zoom out a little.

Strategic planning doesn’t have to be overwhelming. In fact, I’ve come to really enjoy the process. It’s our opportunity to reset, realign, and build a roadmap that makes all the daily work feel more intentional. And whether you’re a solo PIO or working with a full team, the process I use can scale.

Here’s a look at how we do it in South Jordan—and how you can use the same approach wherever you are.

Step 1: R is for Research (and Reflection)

We start by gathering the team for a look-back. What did we accomplish last year? What went well? What didn’t? Did we meet our objectives—or did we even have clear ones to begin with?

We pull engagement data, web traffic, media coverage, and campaign outcomes to see what worked and where we stumbled. Sometimes our biggest lessons come from what didn’t go quite right.

We also talk about trends—both local and industry-wide. Are there changes in public behavior, platform algorithms, legislation, or technology that might affect how we reach people this year?

At the same time, I reach out to department heads. I just ask—what’s coming up this year? Any big initiatives, shifts, or potential communication challenges? These early conversations help us anticipate, instead of react.

👉 Quick win: Don’t have time for a full survey? We’ve done fast sentiment analysis by pulling social media comments on a specific issue and pasting them into ChatGPT for a quick read on public perception. It’s not scientific, but it’s fast, free, and often surprisingly accurate.

Step 2: P is for Planning (This Is the Fun Part)

Once we’ve gathered our intel, we get into the big-picture questions:

  • Where do we want to go this year?
  • What should we be known for?
  • What are we trying to move the needle on?

We usually land on 3–5 big goals. These are high-level and values-based. For example:

“To be set apart as a proactive, transparent city that connects with residents through timely, meaningful communication.”

From there, we set three core priorities for the year. These are more focused—things like increasing public engagement with safety messaging or improving internal communication workflows.

Each priority gets at least one SMART objective—that’s Specific, Measurable, Achievable, Relevant, and Time-bound. A good one sounds like this:

“Increase average engagement rate on traffic safety videos by 25% by the end of Q2.”

This is where the clarity happens. Vague intentions become trackable outcomes.

Here’s a SMART objective formula you can use with a breakdown:

To [desired response type] among [specific audience] by [specific measurable amount or result] by [deadline].

Formula Breakdown:

  • To → action-oriented verb tied to the response type (e.g., increase, drive, reduce, improve)
  • [desired response type] → awareness, engagement, behavior change, etc.
  • [specific audience] → who you’re targeting (e.g., residents ages 25–45, business owners, parents of school-aged children, legislators, residents, etc.)
  • [specific measurable amount or result] → % increase, total clicks, form completions, event attendance, etc.
  • [deadline] → quarter, specific date, or fiscal year end

Step 3: I is for Implementation (Time to Get Tactical)

Now we build out our campaigns and plans that will help us hit those SMART objectives.

Each plan includes:

  • Who the audience is
  • What action or change we want from them (awareness, participation, opt-in, etc.)
  • Key messages and creative approach
  • Channels we’ll use (email, social, video, media, etc.)
  • Who’s responsible and when it’s due

Then we operationalize it.

We use Smartsheet to assign tasks, attach deadlines, and map each campaign to the objective it supports. If something’s got lots of moving parts or involves multiple departments, we’ll back that up with Outlook calendar reminders to keep everyone on track.

For example:

  • For Pure SoJo, we developed a comprehensive campaign to educate the public about advanced water purification. The goal? Shift perception from fear or skepticism to curiosity and trust.
  • For the Bees Ballpark, we realized many residents didn’t know it was actually in South Jordan. We adjusted quickly, built an awareness campaign, and tracked what changed in sentiment and engagement from there.

Step 4: E is for Evaluation (Don’t Skip This!)

Every quarter, we revisit our objectives and see how we’re doing. Did we meet the benchmarks? Are we trending in the right direction? What’s working and what needs to be retooled?

This is where we learn fast and adjust. Sometimes, our research didn’t uncover something important. Sometimes the campaign just didn’t hit. But this step keeps us nimble and focused on outcomes, not just outputs.

We also document everything—so next year’s planning process is informed by real data, not just gut feelings.

Tools We Use

These don’t have to break the bank:

  • ChatGPT – for brainstorming, sentiment analysis, summaries, and even drafting first versions
  • Smartsheet – project management and campaign tracking
  • Outlook – deadlines, reminders, meeting scheduling
  • Canva Pro, Adobe Express – creative tools for campaign materials
  • Native analytics tools on platforms like Meta, YouTube, Constant Contact, etc.
  • Google Forms or Microsoft Forms – quick surveys or feedback forms

Try This Today

If you’re looking to get started (or just reset mid-year), here are some steps you can take right now:

✅ Schedule a planning session—even a one-hour one—with yourself or your team
✅ Write down your top 3 accomplishments and 3 lessons learned from the past year
✅ Reach out to 2–3 internal departments and ask: “What’s coming up that may need communications support?”
✅ Pick one goal and write a SMART objective for it
✅ Identify one piece of low-cost or free research you can do this week
✅ Choose one priority project and start a basic plan (audience, outcome, channels)
✅ Put it all on a calendar and check back quarterly

Strategic communication isn’t about being reactive—it’s about being ready. The RPIE process keeps us grounded and adaptable, and it reminds us that good communication is never accidental.

Here’s to a new year of thoughtful, impactful work. Let’s plan like we mean it.

*ChatGPT was used to assist with this blog.

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