10. Communications during an Oil Supply Disruption
10.1 This section outlines the high-level objectives and broad approach to communications in the event of an oil supply disruption.
10.2 There are a number of possible measures to respond to an emergency oil supply disruption, as set out in section 5 of this document. Regardless of the response, timely and accurate communication will be important throughout an oil supply disruption to ensure that all stakeholders have accurate information on the situation and understand what the government is doing to mange it. However, measures focusing on restraining demand will necessarily require more intensive communication to the public because they rely on changing behaviour to be successful.
10.3 Therefore, this section differentiates between communications if demand restraint is part of the emergency response, and communications if demand restraint is not part of the emergency response.
Emergency Response Not Including Demand Restraint Measures
10.4 The objectives of communication during the emergency response would be to:
- build an accurate understanding about the size and nature of the oil supply disruption, its likely implications, and the government's response to it; and
- to reassure the public that there is a plan in place to manage the situation, and to discourage panic buying or hoarding.
10.5 To achieve these objectives, the overall approach would be to provide timely, accurate information to the media, local authorities, and other key stakeholders abut the situation, any changes, and the government's response.
Emergency Response Including Demand Restraint Measures
Voluntary Demand Restraint Measures
10.6 The objectives of communications during implementation of voluntary reduction measures would be:
- to encourage oil users to make voluntary savings; and
- to reassure the public that there is a plan in place to manage the situation, and to discourage panic buying or hoarding.
10.7 To achieve these objectives, the overall approach is likely to include:
- running an integrated advertising and public relations campaign to encourage the public to reduce their fuel consumption, and give them specific information on how to do this. The Energy Efficiency and Conservation Authority would be responsible for overseeing this campaign;
- identifying key spokespeople, and working closely with media, oil companies, local authorities, and other key stakeholders to make sure that information flows to the public are accurate and consistent;
- building awareness and understanding of the oil emergency response strategy, especially the likely government responses if the situation should worsen; and
- giving timely updates on the situation, and as early a warning as possible of any need to move to mandatory measures.
Mandatory Demand Restraint Measures
10.8 The objectives of communications during implementation of mandatory measures would be:
- to continue to encourage oil users to reduce fuel consumption as far possible;
- to build awareness and understanding of the measures taken by the government to restrain fuel demand; and
- to reassure the public that there is a plan to manage the situation in place, and to minimise public anxiety.
10.9 To achieve these objectives, the overall approach is likely to include:
- focusing on explaining the rationale for the move to mandatory measures, and giving clear information on the implications for the public;
- undertaking specific public information "drives" on each new measure, to ensure that the public are fully informed on what it involves, and what it requires from them;
- continuing communications on ways to save fuel and reduce car use;
- continuing to provide the media with accurate, up-to-date information on the situation via specific spokespeople; and
- continuing to work closely with key stakeholders, including local authorities, to ensure accurate and coordinated information flows to the public.
Areas for Feedback
This section outlines the high-level objectives and broad approach to communications in the event of an oil supply disruption. The Ministry of Economic Development welcomes feedback on this broad approach.
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