CBRN Crisis Communications
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Transcript of CBRN Crisis Communications
CBRN Crisis CommunicationsCBRN Crisis Communications
Doug Sider, MD, FRCPC
Public Health CBRN course
OutlineOutline Introduction PH Program Standards Key Considerations Crisis Communication Team Key Steps in Crisis Communication Resources
IntroductionIntroduction Crisis communication plan/infrastructure is an integral
part of PH emergency preparedness. Helps ensure public trust and credibility in the
emergency response system Support efforts to protect the public in emergency
events Impact on media, public and emergency/health care
communities reactions Helps foster appropriate behaviours and levels of
concern
Public Health Emergency Preparedness and Public Health Emergency Preparedness and Response Program Standard Health Protection: Response Program Standard Health Protection:
Risk Communication and Public AwarenessRisk Communication and Public Awareness
“The board of health shall develop, implement and document 24/7notification protocols for communications with internal board ofhealth staff and external stakeholders…”
“The board of health shall participate in public awareness activitieson emergency preparedness and response”
Key Considerations (1)Key Considerations (1) Requires extensive pre-event preparation Anchors on HIRA-prioritized CBRN events Emphasizes factual information on CBRN event Increases local readiness/knowledge levels re:
CBRN events Environment of intense and sustained demand
for information
Key Considerations (2)Key Considerations (2)
• Details accounts of what is being done• Must address needs of multiple audiences – local,
regional, provincial• Track effectiveness of communication approaches• Need for regular updates/meetings between
public/private partners• Prior discussion of possible measures, e.g
isolation/quarantine
Crisis Communication TeamCrisis Communication Team
Form in advance!!!
Necessary skills and experience
Small/nimble with ability to add resources
Designated back-ups
Liaison OrganizationsLiaison Organizations
Designate in advance Conduit for other organizations in their
sector Two-way Responsibilities
Crisis Communication Team – Key RolesCrisis Communication Team – Key Roles
1. With senior leadership/EOC connects with the liaison organizations
2. Develops key messages/statements3. Develops content for internal
communications4. Distributes organization’s materials and
other information (e.g. MOHLTC)
Crisis Communication Team – Key Roles (2)Crisis Communication Team – Key Roles (2)
• Communicates with media• Identifies and helps prepare primary and
back-up spokespeople• Determines third-party contacts to use as
spokespeople• Ensures media monitoring is in place• Updates senior leadership/EOC
Communication/Public Communication/Public Information Officer (1)Information Officer (1)
Ensure all information is clear, confirmed and approved
Ensure unconfirmed information is not released Monitor news programs/reviewing news articles for
accuracy Correct serious misinformation when possible Establish the 24 hour call-centre, provide sufficient
staffing and training
Communication/Public Communication/Public Information Officer (2)Information Officer (2) Ensure official spokespersons are briefed Keep key PHU officials informed of all media actions
taken or planned Keep PIOs in other jurisdictions informed of
information released Maintain a log and file of all information Release emergency instructions/information to public
as necessary Release prevention, treatment and control information
as appropriate
Communication/Public Communication/Public Information Officer (3)Information Officer (3) Respond to media calls Attend briefings and planning sessions Consider additional methods of distributing
emergency instructions Arrange daily, or as needed, media briefings Prepare news releases, as required Provide information in foreign languages, as required
Key StepsKey Steps
ID info pathways, expectations and reporting mechanisms in advance.
Establish/convene crisis communications team ASAP
Get in Front
Key StepsKey Steps
1. Plan according to an EOC-established information cycle
2. Carry out routine situation scans3. Incorporate inputs from liaison organizations,
especially to EOC4. Use New Information Report to record
decisions/assess status of actions5. Use previously developed communication materials
Manage (1)
Key StepsKey Steps
Manage (2)
Determine key audiences ID Crisis team member communicating
with each audience (what methods? When?)
Enable systems required to communicate, e.g. email distributions lists
Key StepsKey Steps
Develop and communicate key messages that should:
Describe details of current situation Describe impacts on stakeholder audiences Describes actions being taken to
mitigate/prevent/treat Provide contact details for more
information/answers to questions
Manage (3)
Key StepsKey Steps
Identify spokespeople (primary & backup):– Knowledge and experience– Ability to connect with the intended audience– Ability to deliver information in a clear and direct way– Calm and reassuring while educating audiences
Manage (4)
Person in “command” role is often spokesperson. Another member may be better suited to the task
Key StepsKey StepsCommunicate (1)Use Content Checklist to ensure materials address all info needed.
Communicate details of the situation with employees!!
Work with JH&S Committees re: OH&S precautions
Use different methods to communicate with employees
Key StepsKey StepsCommunicate (2)
Ensure external stakeholders can contact the crisis team through:•Dedicated phone lines•Email addresses•Website•Teleconferences
Sequence outgoing/incoming communication with information cycle
Use Communication Logs for stakeholder contacts
Act immediately on stakeholder/employee requests for information
Key StepsKey Steps
Communicate with the media, key to crisis communication
Be aware of/plan for needs of different media Ensure physician locale of media briefings can
address these needs Be attentive to such issues as filing deadlines Plan communications with EOC information cycle
in mind Refer to Incoming Media Call Log
Communicate (3)
Key StepsKey StepsCommunicate (4)Provide additional communication to public/risk populations (e.g schools)
• in-store public address systems
• posters and pamphlets
• site-specific meetings
• use of existing mailings of newsletters or statements
Update communications with new information when relevant and appropriate. Keep community and decision-makers aware of developments
Key StepsKey StepsEvaluate Progress
Evaluate information delivery, media coverage and stakeholder response
Scan daily media for coverage related to event
Analyze news coverage for content/distribution:key message used and understood
quotes/pictures from your/other organization
content placement – page # or time of day
number/location of outlets that print/broadcast stories
Evaluate quickly type of requests, their tone and responses required -> to identify issues to be addressed
SummarySummary
Communication is a key role of public health in any disaster
Need to plan and train ahead of timeIdentify Communications Team and
plan for your local audienceKnow who your key liaison
organizations are