Alberta wildfires create complex conditions for crisis communicators, experts say

Crisis communications professionals say the Alberta wildfires have created a complex, constantly changing environment for authorities trying to share information with the public. 

Evacuees have complained about communication — from the provincial and local governments — over the past week, mentioning information gaps, problems with the province's emergency alert system and conflicting information between sources.

At a town hall attended by hundreds of people in northwestern Alberta Monday night, communication emerged as a common theme, with residents questioning how information was distributed and asking for photographs of evacuated areas.

"There were definitely a lot of concerns around communication, around ensuring that we're providing frequent updates with information that they're looking for," said Trevor Grant, fire chief for the County of Grande Prairie and an emergency operations centre section chief, after the meeting.

Three Albertans with expertise in crisis and wildfire communications say this spring's wildfires present unique challenges for those in charge of disseminating information. 

They say many people sharing information with the public are likely members of the communities under evacuation, working long hours and under tough conditions.

"It's really important to recognize the stressors that they're feeling and the choices that they've made consciously to help the community, often at the expense of their own homes and their families," said Daryl Black, an Edmonton resident who has worked in crisis leadership and emergency management for more than 30 years.

Black said many people who worked in emergency coordination centres during the pandemic are now working on the wildfire response, likely still experiencing fatigue and burnout as they try to make quick decisions.

"Each and every one of those individuals is doing the best they can," said Black, who was involved in responses to the Chuckegg Creek and Fort McMurray wildfires.

Matthew Lemon, an instructor for the disaster and emergency management program at NAIT, said communicating during a crisis is always challenging, but even more so now with so many fires burning.

"Wildfire behaviours change rapidly, it really depends on weather shifts and environmental conditions, and although we would like all the information we can possibly get right now, that's not always possible," he said. 

Lemon said evacuees are understandably concerned about the state of their homes, but accessing some areas and conducting damage assessments might not yet be safe for first responders.

Stephen Lacroix, managing director of the Alberta Emergency Management Agency, said on Saturday that smoke was so thick, observers survey areas by plane could not see properties.

Lemon said crisis communicators are well-trained and they focus on sharing what they know, what authorities are currently doing and what others can do in response.