U.S. National Guard

2012 Public Relations Plan

Disasters: Geology vs Hollywood

Kristin Turner

12.13.11

Final Project

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2012 PR PLAN

SITUATIONAL ASSESSMENT

The National Guard is an American institution that has repetitively been in the forefront

of aiding American citizens since the 17th century. Domestically, the organization has helped

with defense and disaster relief efforts; most notably with the September 11th attacks and

Hurricane Katrina. Although the National Guard has a longstanding history with this country,

it is observed that the direct relationship with American citizens can be improved.

Currently, the National Guard wants to increase awareness of the relief efforts implemented

in times of regional natural disasters while engagingin times of regional natural disasters while engaging American citizens. By far, hurricanes

contribute to some of America’s most expensive disasters;1therefore, The National Guard

seeks to inform citizens about hurricanes, safety, and how the National Guard helps. This

campaign will target the American citizens residing in the states along the eastern coast of

the country, as well as the Gulf of Mexico.

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2012 PR PLAN

BACKGROUND INFORMATION

Hurricane: a tropical cyclone with winds of 74 miles (119 kilometers) per hour or greater that occurs especially in the western Atlantic, that is usually accompanied by rain, thunder, andlightning, and that sometimes moves into temperate latitudes2

Hurricane Formation

The main energy source that fuels a hurricane engine, is warm water an air. The warm air rises creating an area of low pressure. High-pressure air then pushes to the low-pressure area, heats up and rises again. This processes cycles several times until clouds and wind form. This cycle continues as the hurricane forms and gains strength over the ocean. The point when the swirling winds reach 39mph, the storm becomes a tropical storm.Then when the winds reach 74mph it becomes classified as a tropical cyclone or hurricane. Then when the winds reach 74mph it becomes classified as a tropical cyclone or hurricane. The hurricanes that usually hit the eastern coast of the country spin counter-clockwise due to the rotation of the earth, and the country’s position north of the equator. Usually upon reaching land, the hurricane weakens in force because the warm water and air is no longer present to fuel the hurricane’s engine. Although the strength of the hurricaneitself may weaken, there is still wind, and storm surges that threaten coastal cities.3

Hurricane Anatomy

• Hurricanes average about 300 miles in diameter • Eye: calm area of the storm that averages between 20-40 miles in diameter • Eyewall: area bordering the eye of the storm that hold the highest wind intensity • Outer Rainbands: outer rings of the storm that feature intense thunderstorms

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2012 PR PLAN

BACKGROUND INFORMATION

Hurricane Measurement

The National Weather Service measures hurricanes in a variety of different ways.

While hurricanes are forming in the ocean, the main tools used are satellites that provide ballpark

measurements. Simultaneously, ships and buoys are also used and are placed in the ocean.

When hurricanes travel closer to land, more accurate measurements can be recorded using

radiosondes, observing stations, and radars. 4

Today, hurricanes are measured using the Saffir-Simpson Wind Scale. This scale uses

various levels of categorizations to measure a hurricane’s intensity at a specific time. The

descriptions of each category alerts people of the possible destruction of which the hurricane is

capable. According to the National Hurricane Center, each category level a hurricane rises, the

possible damage and impact increases by a factor of four. A noted fault of the Saffir-Simpson

scale is that it does not account for possible destruction caused by other factors relating to

hurricanes such as, storm surges, flooding, and tornadoes.5

Hurricane Consequences

High Winds:

• Winds can exceed 150mph

• Potential to cause damage to buildings, trees, cable lines and debris.

Tornadoes:

• Usually accompany land falling hurricanes

• Intensity is measured by the Fujita scale

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2012 PR PLAN

BACKGROUND INFORMATION

Storm Surges

• “Abnormal rise of water generated by a storm, over and above the predicted

astronomical tides”

• Caused by a fusion of water and wind being pushed towards the coast

• Storm surge potential is caused by speed, storm intensity, size, and characteristics

of the coast

• Surges can reach up to 20 feet

Inland Floods

• Caused by high amounts of rainfall from a hurricane

• Leading cause of hurricane related deaths

• Threaten residential areas located hundreds of miles inland 6

Nor’easter vs. Hurricanes and the East Coast

Common storms that threaten the east coast are Nor’easters. Nor’easters tend to

threaten Mid-Atlantic and New England states with their high wind gusts and heavy

precipitation. The diameter of Nor’easters span up to thousands of miles and the typical storm

lasts longer and has the potential to stay around for days rather than a few hours. The

Nor’easter season spans from October to April; while the Atlantic hurricane season spans from

June 1 to November 30.June 1 to November 30. Although Nor’easters occur more frequently, about 20-40 annual

storms, they still cause the Mid-Atlantic and New England state cumulatively more damage

than hurricanes in that region of the country.

Based on this information and the figure below, it is recommended that the public

relations plan focuses on southern coastal areas of the country, since those regions are more

susceptible to hurricanes; whereas, the northeast encounters more threatening nor’easters

than hurricanes on an annual basis.

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2012 PR PLAN

HURRICANE PREPAREDNESS

According to Ready, a national public service campaign striving to inform Americans how to prepare for national disasters, there is a 3-step plan detailing appropriate hurricane preparedness. Before a Hurricane:

• Determine the risks associated with your particular residential area (elevation level, flood prone, levees and dams, location of higher ground) • Research community emergency evacuation routes • Plan to secure property (windows, roof, trees/shrubs, rain gutters, garage doors, outdoor furniture) • Install emergency generators • Build an emergency kit (food, water, warm blanket, clothing, first aid, important family documents, money, flashlight, chargers, and supplies should last at least 72 hours) During a Hurricane:

• Maintain engagement with forecasts to be updated on hurricane progression • Ensure a supply of water for sanitary purposes • Secure your home • Evacuate if, you live in a high rise building, live on the coast or near body of water, live in a temporary structure, and follow authority’s instructions • Stay indoors away from windows, take refuge in small interior room at the lowest level After a Hurricane:

• Continue contact with news media for local weather updates • Stay alert for subsequent rainfall and flooding • Drive only if necessary • If evacuated, use appropriate communication plan to contact authorities for help • Check for loose power lines and damage cables in your house • Assess damage and ensure safety in house 7

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2012 PR PLAN

THREATENING HURRICANES

The southeastern region of America is no doubt one of the most vulnerable regions to hurricanes. Below are three most costly hurricanes to hit the United States 8

Hurricane Katrina (August 2005) Category 3 hurricane that is titled the most destructive hurricane to hit the US, that caused between $100-$200 billion in destruction and killed approximately 1,800 people. Hurricane Katrina affected areas of southern Louisiana, particularly New Orleans, and areas of Mississippi. Additionally, hurricane Katrina displaced over a half million inhabitants.9

Hurricane Andrew (August 1992) Category 4 hurricane when it hit Florida, and Category 3 when it hit Louisiana. Hurricane Andrew caused an estimated $43 billion in damages and killed over 6,000 people. Hurricane Ike (September 2008) Category 2 hurricane that struck Texas and Louisiana, which caused an estimated $29.5 billion in property damage. Casualties amount to over 50. Hurricane Ike was the largest evacuation in the state of Texas and was the largest search-and-rescue operation in American history.10

Due to the high amounts of property damage, casualties and number of people displaced from American hurricanes, Americans need to be aware of the threats of hurricanes, and beneficial preparedness techniques to avoid such casualties and be prepared for the potential amounts of property damage.

2012 PR PLAN

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THE NATIONAL GUARD AND HURRICANE RELIEF The National Guard hosts a program, Emergency Management Assistance Compact (EMAC),

which allows state-to-state assistance during times of natural disaster. It is implemented

across all 50 states, two territories and the District of Columbia. It ensures that during state

declared emergencies, those specific states receive aid and unaffected states provide resources

as necessary. Hurricane Katrina and hurricane Rita proved EMAC’s effectiveness by successfully

providing aid to the devastated areas by deploying a total of 65,919 people to those areas.providing aid to the devastated areas by deploying a total of 65,919 people to those areas. This

figure includes 46,488 members of the National Guard who helped in the disaster relief efforts.11

The National Guard provides aid to disaster-affected areas in the following ways:

• Clean up debris

• Distribute food and water and ice

• Provide medical support

• Restore any lost services

• Damage assessment

• Provide shelter

• Search and rescue missions

2012 PR PLAN

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THE NATIONAL GUARD AND HURRICANE RELIEF

Hurricane Katrina

Hurricane Katrina is one of the National Guard’s most notable rescue

events to date. During the aftermath of the hurricane, the National Guard set its personal

record for the largest and fastest disaster response since the beginning of its existence.

Within 4 hours of the storm’s exit, National Guard troops were saving lives being “the

most organized, well-prepared agency responding to the disaster”.most organized, well-prepared agency responding to the disaster”. An article written by

the National Guard Bureau states, “Those troops rescued more than 17,000 people and

evacuated 70,000. The Air National Guard evacuated more than 2,500 people with medical

needs, treated more than 8,000 patients in expeditionary medical support facilities and flew

3,350 sorties”.12

2012 PR PLAN

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THE NATIONAL GUARD AND HURRICANE RELIEF

Hurricane Ike

In the aftermath of Hurricane Ike, the National Guard implemented search and

rescue missions to attempt to find anyone in danger of the floods that displaced Americans

in Louisiana and Texas. Two days later, they began their recovery operations, which is

possibly the most dangerous part of a hurricane disaster. In Texas and Louisiana, members of

the National Guard warned residents of destructed power lines, and fallen trees.the National Guard warned residents of destructed power lines, and fallen trees. Those

evacuated were still strongly urged not to return to their homes until the areas have been properly

assessed. In Louisiana, the National Guard “patrolled southwest parishes, providing food, water

and ice at 17 points of distribution and 38 food stamp distribution sites; and manning 26 shelters

with more than 3,500 occupants”. While in Texas, over 200 shelters were opened to

accommodate displaced citizens. Additionally, a spokesperson for the National Guard

mentioned, “For those who are displaced, we hope to provide a level of comfort during their

shelter stashelter stay, and for those cleaning up after the storm, we will help to get your community

back on its feet.” 13

Hurricane Katrina and Hurricane Ike are only two examples of how the National Guard helps

during hurricane relief efforts. There are accounts of the National Guard helping during other

hurricane disasters such as hurricanes, Gustav, Irene, and Rita.

“Very simple commodities like ice and clean water quickly become essentials during a natural disaster. When the power fails and the food runs out, our Soldiers and Airmen will be there to provide the basics and aid in the recovery efforts.” Airmen will be there to provide the basics and aid in the recovery efforts.” – Chief Master Sargent Gonda Moncada