Snowy Owl
Retired in 2010, In Memoriam
Re: CDC offers pandemic communication guidance
In a serious crisis, all affected people . . .
Be first, be right, be credible
5 public concerns. . .
All risks are not accepted equally
Must
Take your organization from an "it" to a "we"
Build trust and credibility for the organization
Remove the psychological barriers within the audience
Gain support for the public health response
Ultimately, reduce the incidence of illness, injury, and death by getting it right
Communication Principles
<DIR><DIR>Existing protective qualities and vulnerabilities </DIR></DIR>
<DIR></DIR><DIR></DIR>Recent examples
1997 strawberries and hepatitis A in U.S.
1997 H5N1 outbreak in Hong Kong
1999 West Nile virus outbreak in New York
2003 SARS outbreak in China and Canada
Why people stigmatize
This is from the CDC, complementary to post 1 of this thread.
Please excuse the format, it is a .ppt and that is the best I could do.
Snowy
Snowy
Crisis & Emergency
Risk Communication
Pandemic Influenza
Risk Communication
Pandemic Influenza
In a serious crisis, all affected people . . .
- Take in information differently
- Process information differently
- Act on information differently
Be first, be right, be credible
What the public seeks from your communication
5 public concerns. . .
- Gain wanted facts
- Empower decisionmaking
- Involved as a participant, not spectator
- Provide watchguard over resource allocation
- Recover or preserve well-being and normalc
Crisis and Emergency Risk
Communication impacts
5 organizational concerns -- you need to. . .
- Execute response and recovery efforts
- Decrease illness, injury, and deaths
- Avoid misallocation of limited resources
- Reduce rumors surrounding recovery
- Avoid wasting resources
5 communication failures that
kill operational success
<DIR>
5 communication steps that boost operational success
<DIR>
- Mixed messages from multiple experts
- Information released late
- Paternalistic attitudes
- Not countering rumors and myths in real-time
- Public power struggles and confusion
-
5 communication steps that boost operational success
- Execute a solid communication plan
- Be the first source for information
- Express empathy early
- Show competence and expertise
- Remain honest and open
What Do People Feel Inside When
a Disaster Looms or Occurs?
Psychological barriers:
- Fear, anxiety, confusion, dread
- Hopelessness or helplessness
- Seldom panic
- Fight or flight
How Do We Communicate About Risk in an Emergency?
All risks are not accepted equally
- Voluntary vs. involuntary
- Controlled personally vs. controlled by others
- Familiar vs. exotic
- Natural vs. manmade
- Reversible vs. permanent
- Statistical vs. anecdotal
- Fairly vs. unfairly distributed
- Affecting adults vs. affecting children
5 Key Elements To Build Trust
- Expressed empathy
- Competence
- Honesty
- Commitment
- Accountability
Initial Message
Must
- Be short
- Be relevant
- Give positive action steps
- Be repeated
- Use jargon
- Be judgmental
- Make promises that can?t be kept
- Include humor
Media and Crisis Coverage
- Evidence strongly suggests that coverage is
-
- more factual when reporters have more information.
- They become more interpretative when they have less information.
What should we conclude?
Role of a Spokesperson
in an Emergency
Take your organization from an "it" to a "we"
Build trust and credibility for the organization
Remove the psychological barriers within the audience
Gain support for the public health response
Ultimately, reduce the incidence of illness, injury, and death by getting it right
Emergency Risk
Communication Principles
- Don?t overreassure
- Acknowledge that there is a process in place
- Express wishes
- Give people things to do
- Ask more of people
What is different? National Strategy
- Stop, slow, limit spread of pandemic to the U.S.
- Limit domestic spread of pandemic?mitigate
- disease, suffering, and death
[*]Sustain infrastructure/economy and functioning of society
What is different? Biological
- Little or no immunity worldwide
- More people at higher risk
- Evolves in waves
- 2-3 waves, last 6-8 weeks, in 12-18 months
What is different?
Psychological/Spiritual
- Uncertainty
- Increases anxiety?people seek information
- Greatest uncertainty early in pandemic
- Community hardiness/personal resilience
- Number of deaths "out of time"
What is different? Sociological
Behaviors impact infection rates?less control
-
- Denial (it won?t happen to me)
- High-risk (Russian roulette coughing)
- Can?t be burdened (let someone else do it)
- Wants to but believes can not (I need to work)
Inadequate vaccines/antivirals
- Primary communication steps
- Be 100% accountable
<DIR><DIR>Existing protective qualities and vulnerabilities </DIR></DIR>
that will determine the community?s ability to take deliberate, meaningful, and collective action against a public health threat
- Protective qualities:
- robustness, redundancy, resourcefulness, & rapidity
[*]Vulnerabilities: susceptibility related tosense of community, shelter, sustenance, security,
Community hardiness: Factors
- Socioeconomic status
- Community-based organizations
- Health care capacity
- Social stressors (racial, economic, political strife)
- Political and civic perspectives
- Community cohesion and group self-efficacy
Personal resilience: Factors
- Mental toughness more important than physical
- strength
[*]A purpose for going on: "help my family"[*]Self-efficacy: "I think I can"[*]Prior experience[*]Good coping strategies (repress negative and take action)
Stigmatization
Can affect product, industry, animal, place, people
Four characteristics to stigmatization
- Problem stigmatizer believes he can control
- Must be distinguishable
- Stigma associated with the party
- Reaction that distances
<DIR></DIR><DIR></DIR>Recent examples
1997 strawberries and hepatitis A in U.S.
1997 H5N1 outbreak in Hong Kong
1999 West Nile virus outbreak in New York
2003 SARS outbreak in China and Canada
Why people stigmatize
- Shortcut when uncertainty and threat are both
- present to protect against physical and emotional harm
[*]Occurs in a social context
[*]Expect it early in a severe influenza pandemic unless dominant group first to become ill
Steps before, during & after
- Avoid geographic links if not necessary (e.g.,
- Spanish pandemic versus 1918 pandemic)
[*]Avoid visuals that link group to threat--watch out for subconscious links: Avian Influenza H5N1
[*]Teach response professionals about stigma[*]Share with media the concern[*]Scan for stigma and confront quickly
loss and bereavement
Watch out when creating historical products
Watch out when creating historical products
Deaths in the U.S.
vs Pandemic
- About 2.5 million annually
- Seasonal influenza 36,000 deaths/95% ->65 yrs
- In 12-18 months add 2 million
- Deaths "out of time" (healthy adults/children)
Severe pandemic and loss
- Multiple deaths in families
- Truncated bereavement rituals
- Potential for kinship from shared misery
- Responders could feel guilt
Cultural differences?
- Have you been to a funeral outside your own
- culture? What is the color of mourning?
[*]What matters matters a lot
[*]Acculturation attenuates differences?don?t stereotype
[*]Religious difference are cultural differences
[*]Bereavement ignored will cost in personal/community resilience
Compassion in communication
- People will expect demographic details of first
- deaths ("How do I compare?")
[*]Look of official reports must be respectful (web)
[*]Responders may be losing members too
[*]People mourn financial loss too
Information Technology
in Pandemic Influenza Communications
The Internet as a Communication
Channel during an Emergency
- 97% of all internet users and 64% of
- non-users expect to be able to find important information online
[*]The internet as an information source grew 8% in the two weeks after September 11th
[*]The 2001 anthrax attacks highlight the desire for any information, the prevalence of false information, and the willingness to "buy in" to panic-baiting
The Blogosphere as Community
Number of internet users who read blogs jumped 11 to 39% from 2003 to 2005
Number of internet users who read blogs jumped 11 to 39% from 2003 to 2005
During a pandemic, blogs:- Allow for news missing from mainstream media and discussions of sensitive information or issues
- May appeal to individuals and communities coping with crisis, illness or death
-
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