NATIONAL SHERIFFS’ ASSOCIATION 2-Day Oregon Emergency Management Assessment & Training Course – Nov. 2018 The National Sheriffs’ Association (NSA) will perform a two-day assessment and training course for Oregon emergency management officials, staff and affiliates to help them successfully prepare for future crisis management situations. Assessment: Before the training, NSA will conduct a survey to assess the current standing of 1) skillsets, 2) materiel/equipment and 3) personnel currently in the community available to lead and participate in a potential protest response’s joint information effort. The survey determines gaps and opportunities to help optimize the training regime. The first morning includes a discussion of the survey results. Training: NSA will present a series of training modules including slides and facilitator notes based on global best practices for disaster and crisis strategy aimed at an intermediate level audience of government communicators and emergency managers. Each module is approximately one-hour with additional time for questions and answer periods to encourage discussion. Each will also have follow on activities for the participants. This includes approximately six training modules with short breaks between the modules as well as introductory and closing sessions. Training Modules: The modules below will train these concepts: 1) Overview and Implementation of Disaster/Crisis Event planning: The law enforcement incident commander for Dakota Assess Pipeline - Cass County (N.D.) Sheriff Paul Laney - will review “DAPL Lessons Learned” and provide firsthand experience and feedback to prepare for future crisis events. 2) Crafting Key Messages and Identifying Key Channels for Disaster and Crisis Communications 3) Utilizing Social Media and Video During Protest Scenario: Social media strategies and video production/publishing are based on having a voice early on. Learning how to engage with the public, track protest leaders and groups, and what to not do on social media to take charge of the message early on, earn public trust and ensure that messages are factual and stand out above fake news. 4) External Communications: Identifying Key Stakeholders and Providing Information They Need: Successful strategies are based on engaging all key stakeholders, not just the media and includes talking to the public directly as well as keeping other important validators, influencers and internal audiences in the loop. Learning how to identify key stakeholders and what the best channels and methods to communicate with them messaging that address their specific concerns is a critical part of any strategy. This is all part of connecting, building and maintaining positive relationships with key stakeholder groups. 5) Research Planning & Monitoring to Improve Public Perception: Building out research and monitoring of activists provides the foundation on the network of protesters nationally and those specific to local opposition movement. Outlining and analyzing the tactics, messaging, and activities of line activists in real-time allows faster, accurate and sustained responses and pro-active messaging. 6) Strategy Synchronization: Just as important as developing messaging and products and lining up a robust list of action items, it’s important to ensure that all the moving parts of a communication strategy are coordinated, integrated and synchronized for maximum effect. Otherwise it might seem to the public and other stakeholders that the organization isn’t prepared or that various parts of the organization doesn’t know what the others are doing. In some cases, this will actually hinder or completely negate any desired communication outcomes. The module train to carefully synchronize the strategy to work hand-in-hand with all. Investment: $26,250 (Includes all Labor, Travel, Lodging, Meals & Training/Assessment Materials) Trainers and Assessor Biographies: Paul Laney: Cass County Sheriff Paul Laney was the incident commander for the law enforcement response to the protests in Morton County, N.D. in 2016-2017. He received the National Sheriffs’ Association’s President’s Award for his leadership during the protests. He enlisted in the United States Marine Corps in 1984 and served in a Communications Detachment with MSSG-13 of the 13th Marine Expeditionary Unit. Sheriff Laney was honorably discharged in October of 1988. He was hired by the Fargo Police Department in August of 1989. He served as a patrol officer, gang/narcotics investigator, field training officer and tactical team member. When Sheriff Laney retired from the Fargo Police Department in 2006, he was a lieutenant and commander of the Red River Valley SWAT Team. Sheriff Laney assumed duties for his third term as Cass County Sheriff on January 1, 2015. Mark Pfeifle: Mark was deputy assistant to the president and deputy national security advisor for strategic communication and global outreach at the White House, where his crisis management skills were honed leading the successful communication effort to promote the “surge” of U.S. forces into Iraq in 2007-08 and with innovative initiatives that de-legitimized al Qaeda. Mark was one of the first advisors sent by the White House to New York City after the 9-11 attacks. As the lead expert in crisis strategy as press secretary and communications director for at the U.S. Department of Interior and as a director of the U.S. Department of Treasury, he sharpened his expertise and deep experience with planning and successfully executing high-impact policies and strategies. He is a noted crisis strategist who has worked in the private sector for the past decade supporting clients, including: Department of Homeland Security, National Sheriffs’ Association, president of Colombia’s election campaign and Fortune 500 companies. Bob Jensen: With more than 35 years of experience, Bob led the U.S. government’s on-the-ground crisis communications efforts after the massive earthquake in Haiti, for the Deepwater Horizon oil spill and for more than 30 major U.S. disasters including Hurricane Sandy. He was a spokesman for the White House’s National Security Council and the U.S. Embassy in Baghdad, and led communication efforts in Saudi Arabia, Iraq and Afghanistan during four combat zone deployments. He held senior government positions at the US Departments of Defense, State and Homeland Security as well as with the Federal Emergency Management Agency. Currently, he consults globally with international organizations such as the World Bank, national and state governments and major corporations. Robert Rice: Robert is a technology and media strategist with more than 20 years of experience with tech startups and interactive media. Robert developed the social kinematics model for analyzing how information flows through social media networks based on multi-factor attributes and affinities. He specializes in persuasion influencing and changing narratives through counter-messaging. Robert has consulted for multiple Fortune 500 and global media and technology companies. Nate Johnson: Nate is a consultant who has worked on strategic social media and PR projects for several pipeline projects. He has worked with energy companies and corporations based in North Dakota, Pennsylvania, California and Louisiana. His specialty includes strategic social media monitoring and response and effective public relations and community management in times of crisis. Jeff Berkowitz: Recognized by Politico as “an opposition research and policy ace,” Jeff Berkowitz is CEO of Delve, a competitive intelligence firm providing breakthrough insights for winning causes in the political, policy, and business arenas. Prior to founding Delve and its predecessor firm, Berkowitz Public Affairs, Berkowitz led research and messaging operations for The White House, Mayor Rudy Giuliani’s presidential campaign, the U.S. Department of State, and several prominent private sector and non-profit organizations. His work as a well-regarded strategist led one prominent political reporter to declare, “Berkowitz plays chess while his opponents play checkers … his depth of political knowledge is rare, even in a town like Washington.” Patrick Royal: Pat is the public information officer at the National Sheriffs’ Association. Pat has helped clients navigate the media process by obtaining earned media opportunities, as well as guiding them through preparation, execution and follow-up. Placement includes television networks such as NBC News and CNN and major publications such as the New York Times, Washington Post and the Wall Street Journal. Throughout his career Pat has been called upon to spearhead media operations around large broadcast events. In 2013, he was responsible for the broadcast media operation for the George W. Bush Presidential Library dedication. For this effort, he booked more than 100 radio and television interviews over a two-day period surrounding the dedication. He has worked in the U.S. Senate; on statewide and presidential campaigns; in the press office at the White House Office of National Drug Control Policy; as well as with PR firms and a national trade organization. About the National Sheriff’s Association: The National Sheriffs’ Association is one of the largest associations of law enforcement professionals in the United States, representing more than 3,000 elected sheriffs across the nation, and a total membership of more than 20,000. NSA is a non-profit organization dedicated to raising the level of professionalism among sheriffs, their deputies, and others in the field of criminal justice and public safety. Throughout its 77-year history, NSA has served as an information clearinghouse for sheriffs, deputies, chiefs of police, other law enforcement professionals, state governments and the federal government.