ETM494 --- Crisis Communications Analysis

Governor Schwarzenegger Announces Additional Assistance for Fire Victims

From: The Office of the Governor

Released: October 27, 2007

http://gov.ca.gov/press-release/7946

The 2007 California Wildfires ignited in Southern California after strong Santa Ana wind currents that contributed to the torching and devastation of the communities stretching from Malibu to San Diego County. The fires took ten lives, injured 292 people, burned approximately 522,398 acres of land and destroyed roughly 3,290 buildings.

Despite major calamities to the ecosystem, public and private lands and infrastructure due to the fires, the recorded disaster estimates provide evidence of preparedness and situational awareness; in a press-release initiated by California's Governor Arnold Schwarzenegger on October 27, 2007, just a few days after the initial wildfires. Fortunately, the number of casualties and injuries documented were significantly trivial in comparison to the environmental crisis they had faced. Inevitably, the strategies and functions of California's emergency management team effectively provided the public with accurate information, evacuation efforts and aide to prevent the loss of human lives and reduce the amount of injuries.

In specific, Governor Schwarzenegger exemplified leadership commitment throughout the mishaps of the disaster by prioritizing customer focus, stimulating mitigation and having an adequate emergency response plan. His press-releases in response to the events were concise, empathetic and informative. He also appeared and attended news conferences and interviews in order to alleviate statewide panic and passionately kept the citizens of California thoroughly informed. There was one thing the wildfires couldn't turn to ashes: hope and a sense of optimism.

The Federal Emergency Management Agency (FEMA) also played a vital role in the recovery process from the incident by awarding grants and funds of up to $10,000 for all victims that had damage to household property, transportation and health care as a direct result of the fires. Opportunities on obtaining governmental resources were clearly outlined in the press-release for the public to take advantage of.

Overall, the press-release was helpful, believably credible and successful in the effort to detain the fires along with eliminating any potential or proceeding risks associated with the disaster. In order to sustain awareness and execute emergency operations, the key is to be educated and willing to promote education throughout society in general.

“California stands ready to provide victims all the assistance they need to get their lives back on track. Even after the fires are extinguished, we will still be here to help fire victims in need.”

-Governor Arnold Schwarzenegger