Organizing for Risk Communication: Response Informs Preparation for Outbreaks Jana L. Telfer, MA Associate Director for Communication Science NCEH/ATSDR Centers for Disease Control and Prevention American Public Health Association November 6, 2007 Copyright 2007, Jana L. Telfer, [email protected]
20
Embed
e NCEH/ATSDR ntion alth Association - Confex · Title: Organizing for Risk Communication: Response Informs Preparation for Outbreaks Author: Jana L. Telfer Subject: 135th APHA Annual
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Organizing for Risk Communication:Response Informs Preparation for Outbreaks
Jana L. Telfer, MAAssociate Director for Communication Science
NCEH/ATSDRCenters for Disease Control and Prevention
American Public Health AssociationNovember 6, 2007
The findings and conclusions in this presentation have not been formally disseminated by the Centers for Disease Control and Prevention, nor any agency of any co-author, and should not be construed to represent any agency determination or policy.
This is an emergency!”Practical applications for risk communication theoryFactors contributing to effective communication in standard and catastrophic emergenciesOrganizing principles to transition communication organizations to emergency response statusMethods of influencing leaders’ communication responses during a crisis
What Your Publics ExpectFacts to protect them and their familiesAbility to make well-informed decisions with good informationActive, participatory role in response and recoveryGood stewardship of public resourcesReturn to normal
Negative Dominance Model:Negatives Outweigh PositivesMINSA news release, October 3, 2006:
Primarily affecting patients over age 60 who are diabetic or have renal problems15 people have died to dateIf you experience symptoms, go to the nearest health care centerDo not self-medicateIf you have a regular doctor’s appointment, keep it
Administrative unitsInformationPublic RelationsProtocolPublicity and MarketingProduction
Office objectivesDivulge relevant and significant actions related to providing health services in order to heighten public awareness of the work of the MinistryAssist other units in incorporating communication in health interventions to help achieve desired health outcomes
Acknowledgment of emotional toll“Sé que hay mucha ansiedad, muchas dudas, mucha confusión y falta de credibilidad (…) Estoy consciente de esa angustia de los familiares y de los panameños, pero le pedimos que crean que este es el procedimiento usual.”Añadió que espera qu se pueda terminar esto“ojalá que esta semana,” pero que no quiereser irresponsable en dar una fecha “y que no cumplamos con la misma.”
Include principle communicator in all phases of strategy developmentLet go of non-emergency communication functionsCross-train communication staff before the eventElevate media monitoring and message correlation Establish a theoretical basis that can be explained simply and quickly