Session D Building a Pre-Pandemic Communication Plan.

Session DBuilding a Pre-Pandemic

Communication Plan

Session ObjectivesSession Objectives

Identify audiences within the “general public” for Identify audiences within the “general public” for pandemic communication activities pandemic communication activities

Identify knowledge, attitudes, and behaviors that Identify knowledge, attitudes, and behaviors that health officials want to influence through health officials want to influence through communication efforts communication efforts

Develop strategy for impacting communication Develop strategy for impacting communication goalsgoals

List existing resources/messages/tools for List existing resources/messages/tools for impacting communication goalsimpacting communication goals

Identify audiences within the “general public” for Identify audiences within the “general public” for pandemic communication activities pandemic communication activities

Identify knowledge, attitudes, and behaviors that Identify knowledge, attitudes, and behaviors that health officials want to influence through health officials want to influence through communication efforts communication efforts

Develop strategy for impacting communication Develop strategy for impacting communication goalsgoals

List existing resources/messages/tools for List existing resources/messages/tools for impacting communication goalsimpacting communication goals

Emergency Preparedness PlanningEmergency Preparedness Planning

Is integral in the management of disasters, outbreaks, or other crises

It can:help the public cope with an eventhelp the public make risk/benefit decisionshelp the public begin to return their lives to normal.

Is integral in the management of disasters, outbreaks, or other crises

It can:help the public cope with an eventhelp the public make risk/benefit decisionshelp the public begin to return their lives to normal.

Pandemic Communication PlanningPandemic Communication Planning

Can fall into one of three phases:Can fall into one of three phases:

Pre-event Event Post-event

Workshop FocusWorkshop Focus

Pre-EventPandemicPlanning

Pre-event Pandemic Communication Planning

Pre-event Pandemic Communication Planning

Key activities during this phase include:Planning, research, training, and evaluationIdentification of target audiencesMessage content (development)Identification of channels for disseminationStaffing/resource needs

Key activities during this phase include:Planning, research, training, and evaluationIdentification of target audiencesMessage content (development)Identification of channels for disseminationStaffing/resource needs

Audience IdentificationAudience Identification

Planning Question: Within the “general

public” who do you want to or need to reach with pre-event pandemic communication?

Planning Question: Within the “general

public” who do you want to or need to reach with pre-event pandemic communication?

Team Action: List all potential target

audiences within the general public:

1. [insert segment 1]2. [insert segment 2]3. [insert segment 3]4. [insert segment 4]

Team Action: List all potential target

audiences within the general public:

1. [insert segment 1]2. [insert segment 2]3. [insert segment 3]4. [insert segment 4]

Focus Groups by Audience and AgentFocus Groups by Audience and Agent

Target Audience Botulism Plague Radiological Chemical Total

Urban African Americans 1 2 2 2 7

Rural African Americans 1 1 1 1 4

Urban Hispanics 1 2 2 2 7

Rural Hispanics 1 1 1 1 4

Urban Caucasians 1 2 2 2 7

Rural Caucasians 1 1 1 1 4

Urban Asians 1 1 1 1 4

English as second lang. 1 1 1 1 4

Native American 1 1 1 1 4

First Responder 1 1 2 1 5

Public Health 1 1 2 1 5

Total 11 14 16 14 55

Setting Communication Goals Setting Communication Goals

Question: What is the intent of the

message you wish to communicate?– What do you want people

to know, think about, or do?

Question: What is the intent of the

message you wish to communicate?– What do you want people

to know, think about, or do?

Informational

Attitudinal

Behavioral

Communication GoalsCommunication Goals

Team Action:A. Informational goals for [insert target audience of

the general public]– What do you want this audience to know?– What kind of information do they want to know [list]?

Team Action:A. Informational goals for [insert target audience of

the general public]– What do you want this audience to know?– What kind of information do they want to know [list]?

Informational Goals for: [insert target audience]Informational Goals for: [insert target audience]

Target Audience: Audience information needs and wants [list]:

1.[insert] 1.

2.

3.

Communication GoalsCommunication Goals

Team Action:B. Attitudinal goals for [insert target audience of

the general public]– What do you want the audience to believe? [list]– What are their current attitudes and beliefs? [list]– What are the barriers to instilling those attitudes?

[list] Why is that the case? Customs etc.? [list]

Team Action:B. Attitudinal goals for [insert target audience of

the general public]– What do you want the audience to believe? [list]– What are their current attitudes and beliefs? [list]– What are the barriers to instilling those attitudes?

[list] Why is that the case? Customs etc.? [list]

Attitudinal Goals for: [insert target audience]Attitudinal Goals for: [insert target audience]

Want them to believe: 2. Currently believe/feel (because):

3. Barriers to overcoming those beliefs:

1. 1. 1.

2. 2. 2.

3. 3. 3.

Communication GoalsCommunication Goals

Team Action:C. Behavioral goals for [insert target audience of

the general public]– What behaviors do you want the audience to do?

[list]– What negative behaviors does the audience

currently do (barriers to change you need to overcome)? [list] Why do you think they do that? [list]

Team Action:C. Behavioral goals for [insert target audience of

the general public]– What behaviors do you want the audience to do?

[list]– What negative behaviors does the audience

currently do (barriers to change you need to overcome)? [list] Why do you think they do that? [list]

Behavioral Goals for: [insert target audience]Behavioral Goals for: [insert target audience]

Want them to do: 2. Currently do (why): 3. Barriers to behavior change:

1. 1. 1.

2. 2. 2.

3. 3. 3.

Building Communication Strategy Building Communication Strategy

For each goal consider: What kind of arguments or counterarguments might be

made to motivate this target audience? What research needs do you have?

– What capacity (human resources/financial resources) do you have to elicit feedback from your target audience?

What opinion leaders or advocates might serve as champions of this message?

What channels might you use to disseminate this message?

For each goal consider: What kind of arguments or counterarguments might be

made to motivate this target audience? What research needs do you have?

– What capacity (human resources/financial resources) do you have to elicit feedback from your target audience?

What opinion leaders or advocates might serve as champions of this message?

What channels might you use to disseminate this message?

Building Communication StrategyBuilding Communication Strategy

Attitudes you want to instill or change (from previous slide):

Motivational strategy (ideas):

Advocate, partners or opinion leaders:

Information dissemination channels:

Research needs (conducted by whom):

1. 1. 1. 1.

2. 2. 2. 2.

3. 3. 3. 3.

Building Communication StrategyBuilding Communication Strategy

Behaviors you want to instill or change:(from previous slide)

Motivational strategy (ideas):

Advocate, partners or opinion leaders:

Information dissemination channels:

Research needs (conducted by whom):

1. 1. 1. 1.

2. 2. 2. 2.

3. 3. 3. 3.

Building Communication StrategyBuilding Communication Strategy

Informational content you wish to disseminate:(from previous slide)

Advocate, partners or opinion leaders:

Information dissemination channels:

Research needs (conducted by whom):

1. 1. 1.

2. 2. 2.

3. 3. 3.

Building Communication Strategy:Gap Analysis

Building Communication Strategy:Gap Analysis

Existing Tools/Resources/Materials: [list] Gaps to be filled: [list]

1. 1.2. 2.3. 3.

Building communication strategy:Next Steps

Building communication strategy:Next Steps

Identify target audiences large enough and unique enough to justify pre-event pandemic communication

Revise pre-event pandemic communication goals and write objectives– Clear, time-specific, and measurable objectives

Consider budgetary and other human resource issues

Identify target audiences large enough and unique enough to justify pre-event pandemic communication

Revise pre-event pandemic communication goals and write objectives– Clear, time-specific, and measurable objectives

Consider budgetary and other human resource issues

Building communication strategy:Next Steps

Building communication strategy:Next Steps

Conduct any necessary formative research Develop and test messages with intended

audiences Identify roles and responsibilities among staff Finalize and summarize the plan for putting these

activities into action Share plans with staff and stakeholders

Conduct any necessary formative research Develop and test messages with intended

audiences Identify roles and responsibilities among staff Finalize and summarize the plan for putting these

activities into action Share plans with staff and stakeholders

Building communication strategy:Summary plan for developing and testing communication mix

Building communication strategy:Summary plan for developing and testing communication mix

Activity Cost Completed by (Staff) By (Date)

1. Communication Activities

2. Hiring personnel

3. Obtaining resources