tm centers for disease control and prevention planning principles: oc 2 marsha l. vanderford phd...
TRANSCRIPT
TM
Centers for Disease Control and Prevention Centers for Disease Control and Prevention
PlanningPrinciples: OC 2
Marsha L. Vanderford PhD
Director, Emergency Communication SystemCenters for Disease Control and Prevention
PlanningPrinciples: OC 2
Marsha L. Vanderford PhD
Director, Emergency Communication SystemCenters for Disease Control and Prevention
If I had all day to cut a large tree,
I would spend most of the
day sharpening my axe. Abraham Lincoln
Source: The Chicago Historical Society
The Importance of Planning
Case StudyAnthrax Outbreak 2001
Case StudyAnthrax Outbreak 2001
Caused by Bacillus anthracis Skin infection Inhalation infection Digestive infection
Autumn 2001
U.S. experiencedmultiple cases ofintentional Inhalational anthrax
Anthrax Cases 2001Anthrax Cases 2001
5 letters 22 cases 5 deaths
Florida
WashingtonDC
New York City
This is an official CDC HEALTH UPDATE
This is an official CDC HEALTH UPDATE
Distributed via Health Alert Network Saturday, October 27, 2001, 21:30 EDT (9:30 PM EDT)CDCHAN-00048-2001-10-27-UPD-N
CDC Statement Regarding Postal and Other Mailroom Facilities in the Metropolitan Washington DC Area
Who should receive medications? When? Where? How much? How long? What medications?
Prophylactic Antibiotics Prophylactic Antibiotics
Ciproflaxin – Congressional Staff– Media Celebrities – Brand name antibiotic
Doxycyline– Postal Workers– Generic Drug
Discussion QuestionsDiscussion Questions
What happened?
What should have happened?
What OC 1 Principle(s) were violated?
Trust?
Transparency?
Early Announcement?
Understanding Audience?
Planning ahead?
OC 1 Best PracticesWhich Were Violated in Anthrax Case?
OC 1 Best PracticesWhich Were Violated in Anthrax Case?
Trust
Between health authorities and the public– Compassion/empathy/concern– Expertise (includes consistency) – Honesty (Transparency) – Power– Identification
What can be done before an outbreak occurs to develop and maintain the public’s trust during an emergency?
CDC Communications Leadership Team
Information Management Team (IMT)
Web Team (WT)
Communication Monitoring and Research Team
(CMRT)
EMERGENCY COMMUNICATION SYSTEM
Department of Health and Human Services
Assistant Secretary for Public Affairs
Hotline Team (HT)
Health Education
Team (HET)
Public Health Communications
Team (PHCT)
Media Team (MT)
Clinicians Communications
Team (CCT)
Federal Governmental
Communications Team (FGCT)
Sept. 2003
Director’s Emergency Operations Center
(DEOC)
Emergency Communication
Coordination Center (EC3)
OC 1 Best PracticesWhich Were Violated in Anthrax Case?
OC 1 Best PracticesWhich Were Violated in Anthrax Case?
Transparency– Easily understood– Includes communicating
What is known What is not known What is being done to answer questions
– Disclosing bases of decision-making – Explaining limits of disclosure
What can be done before an emergency to increase your ability to communicate transparency?
OC 1 Best PracticesWhich Were Violated in Anthrax Case?
OC 1 Best PracticesWhich Were Violated in Anthrax Case?
Understanding the Public – Two-way communication– Find out public knowledge, opinions, beliefs– Respect public concerns (even when they
conflict with experts’ assessments)– Increase public perceptions of control
Include personal protection actions
What can be done ahead of time to learn what the public knows and believes about potential outbreaks?
What can be done ahead of time to increase your ability to determine what the public is thinking about health threats and protection during an outbreak?
Case Study: Hurricane Katrina
Hurricane Readiness & Recovery
Drowning Prevention
Carbon Monoxide Poisoning Prevention
Food & Water Safety
Electric Hazards
Vector Borne Diseases
Wound Care
Hurricane Katrina Hurricane Katrina
80% of New Orleans evacuated
1200 deaths
1,700,000 homes without electricity
Coast Guard RequestCoast Guard Request
Request for workers safety guidance
No electronic channels
No overnight delivery
No transportation into the site
Delayed Message DisseminationDelayed Message Dissemination
Delayed CommunicationIncreased
Health problems
Discussion QuestionsDiscussion Questions
What happened?
What should have happened?
What OC 1 Principle(s) were violated?
Trust?
Transparency?
Early Announcement?
Understanding Audience?
Planning ahead?
Announcing EarlyAnnouncing Early
Reduces rumors and misinformation Delay causes distrust Delay causes over estimation of risk First messages provide the frame or context
that subsequent messages must fit The earlier the risk is known the earlier
prevention steps can mitigate harm Set expectations that information may change
What can be done ahead of an outbreak to increase your ability to announce information about health risks early?
A Template for Communicating Early
What can be done ahead of time to increase the speed of message dissemination?
Develop the Trust TriangleDevelop the Trust Triangle
Communi-cation
Scientist
Policy Staff
Source Message Encoding/Language Channel(s) Audience Meaning
3 Elements of Messages 3 Elements of Messages
Content Element– Explicit information
Relational Element– Caring– Respect– Power
Contextual Elements– Beliefs and information held by the
audience that will shape understanding of health messages
What can be done ahead of time to build trust and closer working relationships between scientists, policy staff, and communication staff (public affairs, health educators/communicators, social mobilization)?
What can be done ahead of time to get communication staff involved early in discussions with policy staff and scientists so communication mistakes are less likely?
Cross Cutting and OverarchingPlanning Principles
Cross Cutting and OverarchingPlanning Principles
Establish and strengthen relationships Develop and implement protocols Begin with the end in mind Plan for just-in-time public attention Plan for most-likely scenarios Use existing mechanisms and channels Others?
What Formats From Examples Work Best for Tools?
What Formats From Examples Work Best for Tools?
Checklists Charts Flowcharts Templates Examples Others?