Risk Communication Preparedness & Planning Module Four Risk Communication Preparedness & Planning...
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Transcript of Risk Communication Preparedness & Planning Module Four Risk Communication Preparedness & Planning...
Module Four
Risk Risk CommunicatioCommunicatio
n n Preparedness Preparedness
& Planning& Planning
National Center for Food Protection & Defense
Risk Communicator
Training
2
module fourRisk Communication Risk Communication
Preparedness and Preparedness and PlanningPlanning
Topic 1
Preparedness Begins with Pre-crisis Planning Topic 2
Risk Communication Team: Roles, Responsibilities & Response
Topic 3
Key Audiences: Publics, Partners & Stakeholders
Topic 4
Crisis Communication: The First 48 Hours
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module four Module Four
Learner OutcomesLearner Outcomes Outline the main components of a risk
communication plan
Begin an organizational audit to assess rapid response capabilities of your organization during a foodborne outbreak
Describe the individual roles & responsibilities of each risk communication team member before, during and following a food-related crisis
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module four Learner Outcomes Learner Outcomes - continued
Create strategies to expand external networks and build partnerships with key audiences
Describe strategies and resources needed to “be first, be right, and be credible” during the first 48 hours of a foodborne outbreak
module four
Risk CommunicationRisk Communication
Preparedness & PlanningPreparedness & Planning
topic one
Preparedness Preparedness Begins Begins
with Pre-crisis with Pre-crisis PlanningPlanning
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module four
No time to plan now?No time to plan now?
Environment is high stress, emotional Staff feels overwhelmed, tired, prone to
“meltdowns” Full of unknowns Public & media demanding information - NOW Decisions are made without having all the
information desired Leadership is not available for approvals
Would you rather plan when…
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module four
It takes a Risk It takes a Risk Communication Plan Communication Plan
to…to…
Be firstBe first
Be rightBe right
Be credibleBe credible
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module four
A Risk Communication A Risk Communication plan is more plan is more
than an emergency than an emergency response planresponse plan
Pre-crisis Action NOW!
Initial phase the critical first 48 hrs
Maintenance expansion of response
Resolution recovery & evaluation
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module four
AA Risk Communication Risk Communication planplan
addresses addresses all 4 Stagesall 4 Stages of of a Crisisa Crisis
Pre-crisis Action NOW!
Initial phase the critical first 48 hrs
Maintenance expansion of response
Resolution recovery & evaluation
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module fourRisk Communication Risk Communication componentscomponents
Logistics Metamessaging Listening Self-assessment Evaluation
Audience Assessment
Audience Involvement
Message
Which components require actions before or after the crisis?
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module fourPre-event preparedness Pre-event preparedness activitiesactivities
Involving key audiences
Publics
Partners
Stakeholders
Relationship-building with media
Message development & testing
Train & practice with staff
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module fourComponents of a Risk Components of a Risk Comm Plan Comm Plan Risk Communication team
Organizational audit or assessment
Key audiences: publics, partners, stakeholders
Risk communication goals
Resources: messages & vehicles
Media relations
Emergency response strategies
Post event recovery & evaluation strategies
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module four
Key features of the planKey features of the plan Organizational audit
Addresses relationship building, trust & credibility, transparency & openness
Risk Communication team
Equal emphasis on planning & response
Key audiences Strategies to “listen” to audience Building trust and credibility Factors in emotional response to event
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module four
Plan features Plan features - continued- continued Risk communication goals
Pre- and post- event goals as well as emergency response goals
Media relations Working relationship with the press prior to
an event Emergency response
Be first, right & credible Recovery & evaluation
Key audiences involved in evaluation process
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module four Completion of the plan… is Completion of the plan… is just the beginning!just the beginning!
Is a living document, integral to your organization’s SOP
Launches a series of pre-crisis activities for building relationships, trust, partnerships, etc.
Is evaluated & updated regularly Is shared with partners & stakeholders Requires ongoing monitoring with new & revised
messages & vehicles Requires ongoing training & drills
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module four
Part I:Part I:Risk CommunicationRisk Communication
GoalsGoals
Part I:Part I:Risk CommunicationRisk Communication
GoalsGoals
Applying the conceptsApplying the concepts
module four
Risk CommunicationRisk Communication
Preparedness & PlanningPreparedness & Planning
topic two
The Risk The Risk Communication Communication
Team:Team:Roles, Roles,
Responsibilities & Responsibilities & ResponseResponse
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module four
Purpose of Risk and Crisis Purpose of Risk and Crisis
Communication teamsCommunication teams
Provide broad input to identify issues
Develop & maintain trust-based relationships
Create effective communication plans and processes
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module four
Potential team membersPotential team members
LeadershipLeadership
MarketingMarketing
GovtRelations
GovtRelations
CommunityOutreach/Education
CommunityOutreach/Education
TechnicalSMEs
TechnicalSMEs
LegalLegal
CommunicationCommunication
RISKRISKCOMMUNICATIONCOMMUNICATION
TEAMTEAM
RISKRISKCOMMUNICATIONCOMMUNICATION
TEAMTEAM
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module four Team preparedness Team preparedness activitiesactivities
Pre-crisis communication assessment and planning
Relationship-building – publics, partners, stakeholders, media
Monitor emerging issues
Prep spokesperson, train staff
Test, practice, evaluate and modify, update
PRE-
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module fourTeam response Team response
activitiesactivities
Verify situation
Conduct notifications
Assess level of crisis
Issue assignments
Prepare information & obtain approvals
FIRST
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module four Team response Team response activitiesactivities
Release information to public
Remain accessible to media
Revise and update messages
Communicate and coordinate with external partners and networks
Monitor, maintain, and make adjustments for the remaining life of the crisis
NEXT
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module fourTeam recovery Team recovery
activitiesactivities
Determine if goals were met
Listen to the public
Coordinate with partners & stakeholders
Conduct public education as needed
Post -
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module four
Part II:Part II:Risk CommunicationRisk Communication
TeamTeam
Part II:Part II:Risk CommunicationRisk Communication
TeamTeam
Applying the conceptsApplying the concepts
module four
Risk CommunicationRisk Communication
Preparedness & PlanningPreparedness & Planning
topic three
Key Audiences:Key Audiences:Publics, Partners & Publics, Partners &
StakeholdersStakeholders
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module four Key audiences & Key audiences & preparednesspreparedness
PublicS – unlimited subsets Education, knowledge of event or issue, age,
language, cultural orientation, geographic Employees – overlooked “public” – should be
included in plan Partners – formal & informal relationships Stakeholders – Groups or individuals who have
influence or are involved in the decision-making process
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module four
PublicS
StakeholdersPartners
health care consumers
industrylocal
government
emergencyresponders
USDA
Key audiencesKey audiences
employees
trade
organizations
universities
professional
organizationsFDA
electedofficials
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module four
Audiences in a crisisAudiences in a crisis
Source: CDCynergy
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module fourNCFPD Research NCFPD Research
on Under-represented on Under-represented CommunitiesCommunities
Value of multicultural research teams
Building relationships takes time
Proprietary issues & the need to communicate results
How research will benefit the community
Religion and culture
Considerations when conducting communication research with Native & New Americans:
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module fourPreliminary Focus Group FindingsPreliminary Focus Group FindingsNative & New AmericansNative & New Americans
More likely to pay attention & react to a crisis event that is closest to their family & personal interests
Preferred crisis messages that were simple, answered the 5 W’s & offered self-efficacy steps
Credible spokespeople is preferably from the community or pair agency spokesperson with respected person from the cultural community
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module four
Stakeholder theoryStakeholder theory Stakeholders
Groups or individuals who have influence or are involved in the decision-making process
Stakeholder Theory
Encourages organization to expand critical relationships to include other groups from:
• Community• Industry • Government
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module fourWhy stakeholder Why stakeholder relations?relations?
They may know what you need to know
They provide external points of view
They help communicate key messages
Increases their buy-in
Common ground between your organization and stakeholders helps assure food supply is safe.
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module four
Stakeholders in a crisisStakeholders in a crisis
Stakeholders with a vested interest in the success of the organization are likely to be supportive during a crisis
Stakeholders that are not involved are more likely to withdraw organizational support in the face of a crisis
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module four
Stakeholder relations &Stakeholder relations &
effective Risk effective Risk CommunicationCommunication
Increases your credibility
Crisis communication plan factors in roles & responsibilities of other partners
Promotes information sharing and communication pre- and during a crisis
Promotes message consistency or clearer acknowledgement of differences
Builds sense of shared responsibility for preparedness and response
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module four
Community stakeholdersCommunity stakeholders
Health care organizations (hospitals, clinics, health plans, professional associations etc.)
Preparedness organizations (Red Cross, etc.)
Advocacy, neighborhood organizations, cultural agents
Consumer and “watchdog” groups, lobbyists
USDA
CREES
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module fourGovernment Government stakeholdersstakeholders Municipal or county: food
inspectors, public health, first responders, law enforcement
State: health, agriculture, environmental, transportation, public safety
Federal: DHS, HHS (CDC, FDA), USDA (FSIS), FBI
Elected officials Schools & other educational
institutions Extension specialists
CREES
FEMA
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module four
Industry StakeholdersIndustry Stakeholders
Growers, producers, processors, transportation, retail
Business and trade associations
Unions and co-ops
Industry lobbyists and consultants
USDA
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module fourSubject Matter Experts Subject Matter Experts (SMEs)(SMEs)
Epidemiologists, risk assessment experts, academics, health educators, risk comm experts, etc.
Provides independent credible” statements, facts, images, etc.
Presents scientific data, statistics, up-to-date knowledge, background
From research institutions, community, government & industry
CDC
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module fourStakeholders Stakeholders breakdownsbreakdowns
Inadequate access – they can’t reach you
Deafness – you don’t list to their concerns
Impersonality – you don’t empathize…
Perception of arrogance – input not valued
Lack of clarity – they can’t understand you
Dullness, lack of energy for response
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module four
More mistakesMore mistakes
Timeliness - too little, too late
Minimize the negative by emphasizing factors that inspire trust
Failure to identify relevant stakeholders
Failure to ask for their opinion
Failure to provide information
Being perceived as an advocate “marketing” to them rather than dialoguing with them
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module four
Part III:Part III:Key AudiencesKey Audiences
Part III:Part III:Key AudiencesKey Audiences
Applying the conceptsApplying the concepts
module four
Risk CommunicationRisk Communication
Preparedness & PlanningPreparedness & Planning
topic four
Crisis Crisis Communication:Communication:The First 48 HoursThe First 48 Hours
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module four
CRISISCRISIS
COMMUNICATION
COMMUNICATION
Review of concepts that serve as a foundation for your response capacity in the first 48 hours of crisis
Preparedness = Preparedness = Concepts & SkillsConcepts & Skills
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Hazard (danger)
High
Outrage(fear,anger)
Low High
Outrage Management
Public Relations
PrecautionAdvocacy
Crisis /
Emergency
Communication
Goal: Acknowledge hazard, validate concern, give people ways to act
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module four FEAR as a FEAR as a adjustment reactionadjustment reaction
Fear is our natural reaction in a crisis. It is automatic It comes early It is temporary It is a small over-reaction It may need guidance It serves as a rehearsal It reduces later over-reaction
Fear is a useful
response.
Let it happen!
Fear is a useful
response.
Let it happen!
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module four Reactions to Reactions to perceived riskperceived risk
Over-reaction is our initial reaction to a new, potentially serious risk.
We pause We become hyper-vigilant We personalize the risk We take extra precautions that are probably
unnecessary, or at least premature
SOURCE: Peter Sandman
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module four Trust Factors in Trust Factors in HIGH stress situationsHIGH stress situations
All other factors15-20%
Honesty &Openness
15-20%
Competence & Expertise
15-20%
Listening,Caring & Empathy
50%
SOURCE: Vincent Covello
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module four Impact on Impact on communicationcommunication
Sender – perceived trust & credibility critical
Receiver – reduced ability to process complex information
Message – needs to be simplified
Feedback – what is receiver hearing, feeling?
Mental noise – harder to hear, understand, remember
SOURCE: Vincent Covello
HIGH
HIGH
STRESTRE
SSSS
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module fourCommunication Shifts inCommunication Shifts in
LOW to HIGH Stress SituationsLOW to HIGH Stress Situations
LOW Stress HIGH StressProcess avg of 7 messages Process avg of 3 messages
Info processed in linear order (1,2,3)
Info processed in primacy (1,3,2) or recency order (3,2,1)
Info processed at avg grade level
Info processed atminus 4 grade levels
Focus on competence,expertise, knowledge
Focus on listening, caring, empathy, compassion
SOURCE: Vincent Covello
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Based on Rule of Three
• Present 33 key messages
• Repeat key message 3 3 times
• Prepare 3 3 supporting messages for each key message
During high stress situations:
During “normal” situations, we can process up to 7 information bits.
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module fourInitial response/1Initial response/1stst 48 hours 48 hours
communication strategiescommunication strategies Be first, be right, be credible Acknowledge with empathy Explain & inform about risk Describe what you know,
don’t know, & doing about it Commit to continued
communication Keep communication
channels open
Preparedness
Response Maintenance
Recovery
Initial Response
First 48 hrs
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module four
Response toolsResponse tools
Checklists Contact lists Message maps Pre-scripted
Message maps Messages Fact sheets/Q&As Webpages
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module four
SummarySummary
Be firstBe first
Be rightBe right
Be credibleBe credibleIf a food defense event occurred tomorrow, would you & your organization be prepared to…
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module four
Part III:Part III:Message DevelopmentMessage Development
& Delivery& Delivery
Part III:Part III:Message DevelopmentMessage Development
& Delivery& Delivery
Applying the conceptsApplying the concepts
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• Conduct pre-crisis planning
• Foster partnerships with the public
• Collaborate & coordinate with
credible sources process
Risk CommunicationPreparedness & Planning
BestBest
Practices
PracticesBest
Best
Practices
Practices