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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Social media tips: A recap of the August 2019 quarterly meeting (Part 2 – Twitter)

By Joe Dougherty, PIO
Utah Division of Emergency Management

In case you missed it, Zach Whitney’s information about how pages can use Facebook Groups is in this post.

Maximizing Your Twitter Game

Many people are not aware of the usefulness of some of Twitter’s functions. Here’s how to do it better:

Lists

Group the accounts you follow into lists so you can just watch their content when you need to filter out the noise of Twitter. You can create lists based on geography, discipline or any other grouping you desire. When you click on a list, you can view the tweets or the Twitter handles of the list members.

Example: In, addition to the examples in the image above, the Utah Division of Emergency Management (@UtahEmergency) Twitter account has lists for first responders in each county, the media in Utah, geology/earthquake gurus and more.

Pro tip 1: Don’t want to build the list yourself? You can just subscribe to another Twitter user’s list and watch the content like you own it.
Pro tip 2: You can add users to a list, even if you don’t follow them.

Bookmarks

Want to remember that Tweet that you just need to hang onto? Just click or tap the little “send” icon below any tweet, such as this one with raspberry ice cream (yum!) and select “Add Tweet to Bookmarks.”

Then, (see the image on the right) when you click on your bookmarks, you have easy access to those tweets. In my case, I am constantly referring back to a tweet thread I wrote in February. I just appreciate that Twitter makes that tweet easy to find in my bookmarks.

Media Studio

Last year, Twitter launched Media Studio. You don’t automatically get access to it. You have to request it for your government page by emailing gov@twitter.com.

Media studio allows you to have easy access to your entire library of images and video that you have shared previously on Twitter. Select the image, compose your text and either schedule or post your tweet from one window. Media studio allows you to post up to a 10-minute video instead of the 2:20 limit you have from posting within the regular app or desktop site. Here’s a short demo of the workflow:

Threads

Ever have more than one tweet you’d like to keep together, either for updates, context or because you have more information than will fit in 280 characters?

Consider writing tweets as a thread. Simply press or click the “plus” button in the tweet composer and Twitter will link your next tweet as a reply to the previous one. You then have the option to publish all tweets at once.

Twitter lets you thread up to 25 tweets to post at once. But you can expand that by simply replying to the last tweet in a thread if you need to keep that going.

Here’s an example of tweets 5, 6, and 7 in a thread I wrote following the earthquake sequence that happened in the south part of Salt Lake County in February. People wanted to know how bad would an earthquake be at their home. That requires an answer that is more complicated than “it depends.”

This information translated well into a longer Facebook post and was picked up by local media here and here.

Dark Mode

You may have noticed that all of my Twitter screen shots have a dark background. In your Twitter settings now, you have the option of the default (white) background, dim (gray) or lights out (black). I chose lights out for @UtahEmergency.

Missed Part 1 of our recap of the August quarterly meeting in Park City? A post about Zach Whitney’s information on Facebook Groups is here.

Joe Dougherty is the public information officer for the Utah Division of Emergency Management. jdougherty@utah.gov

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Social media tips: Recap of the August quarterly meeting (Part 1 – Facebook groups)

By Joe Dougherty, PIO
Utah Division of Emergency Management

When it comes to social media, there are two platforms that are essential: Twitter and Facebook. Do both well, and you establish your organization as a credible source of information with those who are consuming your content digitally.

Zach Whitney from UDOT discusses Facebook groups for government pages.

During our quarterly training luncheon in Park City on August 15, Zach Whitney from UDOT (@zachwhitneynews) and I (@PIO_Joe) shared some tips about using those two platforms more effectively to reach people who care about your message and to filter out the noise.

Zach’s presentation information is here and mine is in the next post, Part 2 – Maximizing Your Twitter Game.

Facebook Groups for Government Agencies

If you are going to do social media, and among the platforms you are using is Facebook, then Zach Whitney says that it’s important that you give people information that they actually want.

Facebook’s recent emphasis on giving users the chance to make more meaningful connections brought about the ability for pages to create and join community pages.

Zach’s slides are here, and you can see his takeaways below.

Join community groups

Let’s take it for a spin. Find a group you would like to join as a page. In this case, I am requesting to join a group called Utah Emergency Preparedness. Then, I select that I want to join as my page for the Utah Division of Emergency Management instead of as myself.

Group administrators have the ability in their group settings to decide whether to allow pages to join or not. I tried joining a Herriman emergency preparedness group, but it would only allow me to join from my profile.

There are various groups you could consider joining as your page.

  • Community 411/rumor groups (They go by different names in each county.)
  • County “yard sale” groups
  • Groups organized by topic (such as emergency preparedness)

Here are examples of groups UDOT has joined

a screen shot of the facebook groups U-DOT has created, including the U.S. 89 Farmington to interstate 84 project and an environmental study for state route 73

Create your own group

UDOT has created community groups (make sure you’re logged into Facebook to use that link) for specific construction projects and environmental studies and statements.

Here’s how you do it:

This is NOT an actual group we’re creating. This is just for demonstration purposes today. But who knows? Someday, we could create this group.

As a page manager, go to your page and click groups on the left-hand side.
Click “create group.” Name it, select administrators and a privacy setting and begin posting. Make sure to invite some people to your group. And spend some time in the various group settings.

Remember, the goal is engagement. How can you help foster conversations among group members so they have meaningful interactions? What will be most valuable to them?

This is what UDOT knows about its followers in the group. They want information when it’s relevant to them. Zach said they tried having some fun with some posts, but people were more interested in the relevant information. Their point? Just get us the information we came here to get.

This chart displays survey results from the question "how often would you like to see U-DOT post in the group: The lowest recorded responses were a few times a week, daily and monthly. The highest responses were for once a week and whenever there is relevant information

Join some groups

If you haven’t joined any groups, either as a person or a page, consider searching for something you are passionate about in Facebook’s search bar and then refine your search by groups.

If you haven’t yet, consider joining the Utah PIO Association on Facebook. Come in, ask a question, and watch the PIOs come up with responses.

Don’t forget email

If you’re doing social media, do it the best you can. Though it’s tempting to put all of our eggs in the basket of social media, it can’t be the only way we reach people. Check out these stats from UDOT’s survey to its stakeholders.

A well-written, well-timed email will still do wonders to get people the information they want.

This pie chart shows that 46 percent of U-DOT's stakeholders prefer to receive information via email. compared to 22 percent who prefer social media, 16 percent in open houses, 9 percent with mailed flyers and 5 percent through traditional media.

Want to see part 2 of our recap of the quarterly meeting? My info about Twitter is here.

Zach Whitney is a digital communications specialist for the Utah Department of Transportation. zachwhitney@utah.gov.

Joe Dougherty is the public information officer for the Utah Division of Emergency Management. jdougherty@utah.gov

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