A NEW PLAYER IN CRISIS MANAGEMENT:
The Internet

By Brian L. Mackay

The Internet has grown enormously over the past few years. It seems like only yesterday we were hearing about a huge global network able to link thousands of computers and millions of users into a single"Information Super Highway. The hype of the Internet has more than lived up to its early promises and it is redefining the parameters of crisis management.

The Internet lends itself incredibly well to crisis and event management in both the private and public sectors. The Internet was primarily designed as a disaster recovery methodology for the United States government's telecommunications infrastructure. The methodology made use of a country wide communications network which would remain operational during and after a nuclear war. In terms of reliability, the Internet is probably one of the most redundant networks in the world.

THE INTERNET MADE A DIFFERENCE

• During the Northridge earthquake in California, the Internet was used extensively for emergency communications by the California Office of Emergency Services.

• The Internet was again used during the Kobe earthquake in Japan. The Net was often the only link victims had with the outside world. The Internet was used to direct humanitarian aid and rescue crews, and also to post messages from survivors to families living outside of the region.

• The site that was established during the Oklahoma bombing response and investigation received over 27,000 visits or hits in the first 48 hours that it was on-line. These disasters primarily made use of the Internet by opening a communications channel that could reach thousands of resources throughout the world with literally a touch of a finger. Many of the organizations that responded to these incidents utilized the Internet.

• To coordinate a response to the event.

• To communicate to employees.

• To disseminate information to the public.

In some cases maps and building plans were Emailed to crews in the field when access to on site copies was impossible. In all of these incidents the Internet became a valuable tool in crisis management. These are only some examples of the evolution of the Internet in terms of Crisis Management. The next step of the evolution is to integrate the Internet as a tool in crisis management.

INTERNET POSSIBILITIES

The possibilities for utilization of this tool range from simple Email capabilities to full blown dedicated crisis management web pages with press releases, pictures, situation reports, weather maps and real time video/audio conferencing which are"turned on" when there is an active event. The possibilities are almost unlimited.

The most basic element that can be built into your command center is the ability to utilize Email through the Internet. Access to Email means that important information can be sent and received from the command center. Messages can be quickly scanned and responded to, printed out as required and forwarded if necessary to the correct individual. E-mail also opens up an avenue to issue press releases, situation reports and general information to the public and your employees. One feature of Email that is especially useful is the ability to become a file transfer resource. This would be useful in providing electronic copies of building floor plans, maps, employee listings or any other electronic file quickly and efficiently where required.

Another useful tool on the Internet for use in crisis management is the World Wide Web (WWW). The WWW allows users to receive images, sound, and other text and non-text based data on millions of subjects and services with new pages and services appearing every day. A web page is usually accessed by dialing into an ISP using a modem and a web browser product such as Netscape. This allows the user to view graphics, listen to audio and even view video or access applications on the web site. The contingency planner can make use of the various news services, weather sites, vendor resources, and emergency management organizations in actual crisis management.

Being able to access current and advanced information during a crisis or incident allows for the planner to be in a proactive role rather than reacting to the situation as it unfolds. The WWW provides access to numerous local, national and international organizations. These organizations include both private and public sector agencies such as the Federal Emergency Management Agency (FEMA), Crisis and Trauma Counseling, the Red Cross, National Weather Service, National Fire Protection Agency (NFPA) and local and state governmental agenciesÑall useful during crisis management.

If you or your company maintain a Web site, a portion of the site can be designated for crisis manage- ment. This area can be"turned on" or made permanently available through a password during an event. Information available on the crisis management Web page can be made as detailed as you like. This information can range from simple call trees and announcements to detailed plans, pictures of facilities and structures and detailed instructions for event management. A Disaster Press Kit can be made available that includes statements from management, status reports, press conference schedules, digital photos of the event, company histories and product information sheets. One of the newest tools on the Internet is fast becoming one of the most popular, that is real time video and audio conferencing. Using multimedia packages, users can now video and audio conference through the Internet. This tool allows for interactive meetings and opens new possibilities for remote command center management.

These are just a few of the possibilities for Crisis Management to make use of the Internet in the command center and in the field. As new products and technologies become available, the Internet will fast become a valuable member of the crisis management team.

About the author:
Brian L. Mackay, FBCI, is Business Continuity Consultant for PNC BANK, Pittsburgh, PA. For more information, e-mail him at business.continuity@pncbank.com