September is National Preparedness Month, a reminder that readiness is not just for the public, first responders, emergency managers, or frontline staff. It’s just as critical for communicators. Public Information Officers (PIOs) play a vital role in every incident response, ensuring the right messages reach the right people at the right time. Yet, too often, preparedness for communicators is overshadowed by day-to-day demands.

In FEMA PIO courses, we emphasize the 95/5 rule:

• 95% of a communicator’s time is done during non-emergency times—managing social media, drafting preparedness news releases, relationship building, writing newsletters, and highlighting agency successes.
• 5% of the time involves true crisis communication—breaking news, emergencies, and high-stakes incidents where every second counts.

That 5% may be small, but it defines careers, reputations, and community trust. Which is why National Preparedness Month is the perfect time for communicators to ask: Am I ready for the 5%?

Why Preparedness Matters for PIOs

When crisis strikes, information becomes a lifeline. Inconsistent messaging, delayed updates, or poor coordination can compound the emergency itself leading to damaged public trust, confused internal staff, and misinformation.

Being prepared isn’t just about having a plan. It’s about building muscle memory, relationships, and resources before the crisis hits. The time to learn how to operate in a Joint Information Center (JIC), draft a victim statement, or correct misinformation is not in the middle of the emergency—it’s now.

Five Steps Communicators Can Take This Month

1. Review and Update Your Crisis Communication Plan
   Dust off your plan and test it against today’s realities. Does it still account for the latest social media platforms, alerting tools, or internal communication channels? Are your templates updated? Are your media contact lists current?
2. Strengthen Relationships
   Reach out to your local partners, neighboring agencies, and media outlets. Strong pre-crisis relationships pay dividends in speed and trust during emergencies. If you’re in corrections, schools, or healthcare, this may also mean establishing direct connections with law enforcement PIOs, emergency managers, and public health communicators.
3. Practice the Basics
   Run a drill or tabletop exercise, even if it’s just with your internal team. Assign roles: Who drafts? Who approves? Who posts? Who talks to the media? Repetition builds confidence.
4. Refresh Your Tools
   Check your “go kit.” Do you have ready-to-go templates for news releases, social posts, and holding statements? Is your JIC binder updated? Is your laptop charged, hotspot working, and password list secure but accessible?
5. Invest in Professional Growth
   Use this month to sign up for a FEMA PIO course, join a professional association, or download new resources. Preparedness isn’t static—it’s a continuous process of sharpening your skills and learning from others.

Preparedness is a Culture, Not a Checklist

Preparedness isn’t something we “do” once a year. It’s a mindset woven into daily work. Every news release is a chance to refine clarity. Every media call is a chance to strengthen relationships. Every routine update is an opportunity to build public trust, so when the 5% comes, your community already sees you as a credible, steady source of truth.

How PDR Strategies Can Help

At PDR Strategies, we specialize in helping communicators and agencies get ready for that critical 5%. From developing or updating crisis communication plans, to creating custom message templates, to facilitating tabletop exercises and training, we provide practical tools that help you lead with confidence when it matters most.

This National Preparedness Month, don’t just check the box—strengthen your ability to respond when the stakes are highest.

👉 Ready to sharpen your crisis communication plan? Contact PDR Strategies