Emergency Risk Communication Principles and Applied Practices ....ppt

emergencyriskcommunicationprinciplesandappliedpractices melindafrost ma mphhealthcommunicationsofficerusembassy beijing presentationoutline emergencyandriskcommunicationdefinitionsemergencyriskcommunicationprinciplesemergencyriskcommunicationinchinadevelopinganemergencyriskcommunicationplan definitions riskcommunication communicationaboutpotential uncertain healthriskstosupportinformeddecisionsemergency ahealththreatinwhichurgentresponseisrequired why emergencyriskcommunication toprovideaccurateandtimelyinformationaswellasessentialcoordinationduringanemergency why emergencyriskcommunication toinformthepublicofpotentialrisksandstepsbeingtakenduringanemergency why emergencyriskcommunication toaidindividuals stakeholders orcommunitiestoaccepttheimperfectnatureofchoicesandtomakebestpossibledecisionsduringanemergency emergencycommunicationchallenges uncertaintyhighpotentialforalteredorconflictingrecommendationspeoplearelookingatmultiplechannelstocheckonrumors thecertaintiesofcommunicatinguncertainty youwillbetemptedtosuppressyouruncertaintyandsoundconfident it shumannaturethingswillturnoutbetterifyouresistthattemptation thecertaintiesofcommunicatinguncertainty over confidenceringsfalse underminingeveryoneelse sconfidenceevenifyouturnoutrightover confidenceprovokesacrimony especiallyamongyourcriticsover confidencedevastatesyourcredibilityandyourabilitytoleadifyouturnoutwrong emergencyriskcommunicationprinciples whooutbreakcommunication emergencyrisk principles trustannounceearlytransparencylistentoandinvolvethepublicplanning accuracyofinformation speedofrelease empathy openness credibility trust successfulcommunication componentsoftrust thepublicperceptionof motives arerespondersactingtoprotectmyhealthandthehealthofmyfamily honesty aretherespondersholdingbackinformation competence aretheresponderscapableofcontrollingtheoutbreak trustmustcomebeforethecrisis announceearly firstannouncementthemostcriticalofalloutbreakcommunicationmessagesmustbeearlylikelytobewrong transparency barrierstotransparency realorperceivedcompetinginterest economicvs publichealth spokespersonsuncomfortablewithdeliveringbadnews transparency barrierstotransparency fearthemediawillmisrepresentbadoruncertainnewsconcernthepubliccan ttolerateuncertaintyorwill panic officialbeliefthatifyousaynothing nothingwillhappen listentoandinvolvethepublic statecontinuedconcernbeforestatingupdatesacknowledgeuncertaintyemphasizeaprocessinplacetellpeoplewhattoexpectgivepeoplethingstodoletpeoplechoosetheirownactionsaskmoreofpeople listentoandinvolvethepublic don ttrytoallaypanicacknowledgepeople sfearsineverymessage trytouseempathyactionrespect influenzaah1n1communicationresponseannounceearly transparency trust firstcaseslaboratoryconfirmed4 15 174 22activationofemergencyoperationscenter http www cdc gov h1n1flu 4 23dailypressbriefings http www cdc gov h1n1flu press riskcommunicationprinciplesprojectbackground publichealthemergencyriskcommunicationdraftguidelinesandhandbook riskcommunicationprinciplesprojectbackground october06 november07draftguidelines dalianworkshop reviewofriskcommunicationprinciples nov06 jan07 2007 08trainingofdraftguidelines march09preliminaryhandbooktabletop 2009 10re draftofriskcommunicationhandbook sept 10finalhandbooktabletop riskcommunicationprinciples pilottrainingandtesting january07march08 fujianprovinceguizhouprovincejiangsuprovince pilottrainingandtestingprovincesfujianguizhoujiangsutrainingcompletedin2007anhuichongqingguanxihubeiliaoningshanghaiyunnantrainingscheduledfor2010 11beijinghebeiheilongjiang zhejiang sichuanqinghai chinamoh uscdcemergencyriskcommunicationactivities 2006 2008 testingandtrainingofeffectiveriskcommunicationprinciples infujianprovince jan2007 guizhouandjiangsu mar2008 activitiesintotestwastrainingontheriskcommunicationprincipleseffective areriskcommunicationprincipleseffectiveforchinesepublic riskcommunicationprinciplesprojectprotocol step1 healthofficialswrotepublichealthmessagesbasedonahypotheticalcasestudyinvolvinga3 stageh5n1scenario step2 trainedonriskcommunicationprinciplesandpracticestep3 messagerevisionbasedonprinciplesandtrainingstep4 messagetestingwithcitizengroups theriskcommunicationtrainingwaseffective post trainingmessagesmoreriskcommunicationprinciplesmoretypesofprinciplestoaddresspsychologicalfunctionsofriskcommunication decreasefeelingsofuncertaintyandfearincreasefeelingsofcontrolincreasedtrustinhealthauthorityaddresspublic scognitiveneeds guizhouhealthcareworkerswrotemessagesthatincludedthismanyriskcommunicationprinciples jiangsuhealthcareworkerswrotemessagesthatincludedthismanyriskcommunicationprinciples combinedprovincialhealthcareworkerswrotemessagesincludingthismanyriskcommunicationprinciples riskcommunicationprinciplesmessagetestingresults 184citizens riskcommunicationprinciplesmessagetestingresults whatthepublicwantstoknow topicsfromusaudienceswhatisthehealththreat howdoesitharmpeople howwilliknowifi vebeenexposed signsandsymptoms long shortterm howcaniprotectmyself myfamilyhowisittreated wherecanigetmoreinformation feedbackfromfujianprovinceaudienceshowcanipreventgettingthedisease howisthediseasetransmitted iswhati mhearingaboutthediseasetrue whatisthedisease andhowserious whatisthegovernmentdoingtopreventthespreadofdisease wherecanwegoformoreinformation isthereavaccineavailable wherearepeoplegoingforinformation televisionnewscctvnewspaperswebsitehealthbureau newswebsite s x msnbc com baidusearchenginelocalhealthbureaucommunityresidents committeetelephonelineforpublicinquiries hotline localhealthdepartment nationalhotlinecdclocalhospitalemergencycenterneighbors channelsusedbythepublictoseekemergencyinformation distantthreat passivechannelstvnews newspaperthreatiscloseby butnotinourcommunity moreactiveinformationseeking butimpersonalchannelsinternet website searchenginesthreatishere pro activesearchthroughinterpersonalchannelshotlinesvisitlocalhealthbureaucallhospitalvisitorcalllocalcommunityresidentscenterandcommitteecallcdc emergencyriskcommunicationlifecycle tofacilitateandanticipatetheneedsofthepublic themedia andpartnersatdifferentstageseachstagehasuniquecommunicationsandinformationrequirements maintenance resolution evaluation initial pre crisis pre crisiscommunication bepreparedfosteralliancesdeveloprecommendationsthroughconsensustestaudiencemessages pre crisis planning communicatorstechnicalstaffpolicymakers communicators techstaff policymakers ninestepsofcommunicationresponse 1 2 3 4 5 6 7 8 9 publicinformationrelease selecttheappropriatechannelsofcommunicationandapplythem simplytimelyaccuratelyrepeatedlycrediblyconsistently trustcasestudy measles mumpsrubellavaccine mmr unitedkingdom 2008 raithathan hollandr gerrards harveyi aqualitativeinvestigationofvaccineriskperceptionamongstparentswhoimmunizetheirchildren amatterofpublichealthconcern j ofpublichealthmedicine 25 2 2003 mmrvaccinationintheuk whathappened in1998 aresearchersuggestedthatthemmrvaccinemaycauseautismin2001 thesameresearcherdevelopedanotherpaperquestioningthesafetyofmmr mmrvaccinationintheuk whathappened themediareportedthepaperoutofproportionsubsequentpapersandstudieshavedisprovedthelinkbetweenmmrandautism contextintheunitedkingdominearly2000s parentsunderstoodtruebenefitsofvaccinationbutstillfelt dread atthoughtsoflong termdisabilitylackoftrustinrecentgovernmentreactiontobsecrisisslightlackoftrustinmotives andknowledgebaseofdoctors mmrvaccinationintheuktheresults mmrvaccinationratesdroppedfrom91 to80 between1998and20041 049casesofmeaslesbetweenjan oct 2008 theworstyearsince1995 55 000casesofmumpsbetween2004 06 audienceperceptionsandrumors arumorisaspecific ortopical propositionforbelief passedalongfrompersontoperson withoutsecurestandardsorevidencebeingpresent rumorsources blogospheresmstextmessaginginternetwordofmouthwhereelse audienceperceptions sourcesofinsight monitoringforrumors listeningtoyouraudience socialmedia websites blogosphereshotlines 12320 hospitals etc print broadcastmedia listeningtoyouraudiencef