Part 4 - Communications during a supply disruption
11. Introduction
11.1 This part outlines the high-level objectives and broad approach to communications in the event of an oil supply disruption.
11.2 Regardless of the response, timely and accurate communication will be important throughout the disruption to ensure that all stakeholders have accurate information on the situation and understand what the government and industry is doing to manage it. However, measures focusing on restraining demand will necessarily require more intensive communication to the public as this will require behavioural change to be successful.
11.3 Accordingly, this part differentiates between communications when demand restraint options are and are not part of the oil emergency response.
12. Oil emergency response including demand restraint measures
Voluntary demand restraint measures
12.1 The communications objectives during implementation of voluntary reduction measures would be:
- to encourage oil users to make voluntary savings; and
- to discourage panic buying or hoarding and to reassure the public that there is a plan in place to manage the situation.
12.2 To achieve these objectives, the overall approach is likely to include:
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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. EECA would most likely be the government agency responsible for delivering this campaign;
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identifying key spokespeople, and working closely with media, oil companies, local authorities to make sure that information flows are accurate and consistent;
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building awareness and understanding of the oil supply disruption response strategy, especially the likely government responses if the situation should worsen; and
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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
12.3 The communications objectives during the implementation of mandatory measures would be:
- to continue to encourage oil users to reduce fuel consumption as far as 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 concerns.
12.4 To achieve these objectives, the overall approach is likely to include:
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explaining the rationale for the move to mandatory measures, and giving clear information on the implications for the public;
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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;
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continuing communications on ways to save fuel and reduce car use;
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continuing to provide the media with accurate, up-to-date information on the situation via specific spokespeople; and
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continuing to work closely with key stakeholders, including local authorities, to ensure accurate and coordinated information flows to the public.
13. Oil emergency response not including demand restraint measures
13.1 Where no demand restraint measures are required, the communications objectives during the oil emergency response would be to:
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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
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discourage panic buying or hoarding and to reassure the public that there is a plan in place to manage the situation.
13.2 To achieve these objectives, the overall approach would be to provide timely, accurate information to the media, local authorities, industry, and other key stakeholders about the situation, any changes, and the government's response.
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