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Planning for the Unthinkable: CDC’s Smallpox Communication Crisis Plan

Planning for the Unthinkable: CDC’s Smallpox Communication Crisis Plan. Heather Goodman. At a Glance. What is risk communication? How does it differ from crisis communication? Why is it important in the CDC Smallpox case? How are its elements illustrated in the case?.

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Planning for the Unthinkable: CDC’s Smallpox Communication Crisis Plan

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  1. Planning for the Unthinkable: CDC’s Smallpox Communication Crisis Plan • Heather Goodman

  2. At a Glance • What is risk communication? • How does it differ from crisis communication? • Why is it important in the CDC Smallpox case? • How are its elements illustrated in the case?

  3. What is risk communication? • An exchange of information about the likelihood and consequences of adverse events • Helps public respond to a potential crisis • Reduces rumors and incorrect information • Provides awareness • Demonstrates good leadership

  4. 7 Cardinal Rules • 1. Accept and involve the public as a legitimate partner • 2. Plan carefully and evaluate your efforts • 3. Listen to the public’s specific concerns • 4. Be honest and open • 5. Coordinate and collaborate with other credible sources • 6. Meet the needs of the media • 7. Speak clearly and with compassion - U.S. Environmental Protection Agency

  5. Know the public Questions to Ask:-Why are we communicating?-Who is our audience?-What do our audiences want to know?-How will we communicate?-How will we carry out the plans? When?

  6. Risk v. Crisis Communication “Risk communication happens prior to crisis communication. Risk communication is designed to prevent or ward off a potential crisis. The best way to do crisis communication is to prevent the crisis in the first place.” -Professor Cabot Therefore, crisis management takes place when risk management fails.

  7. Background on the Case CDC’s Smallpox Communication Crisis Plan • The Centers for Disease Control and Prevention (CDC): the lead federal agency for protecting the health and safety of Americans • The CDC has ramped up its planning for a bioterror attack involving smallpox

  8. Elements in the Case • Start with a plan • Reduce uncertainty • Increase feelings of control • Build trust and credibility • Communicate transparently • Meet the cognitive needs of people under stress

  9. The CDC makes a national response plan The CDC: • begun forming relationships • educating key groups about its plan • targeting organizations within the media, the general public, public health workforce, and policymakers

  10. Smallpox Strikes! Send out a Public Announcement stating: • What has happened • There is a plan. Fed/State/local working together • How it is commonly spread • Smallpox infectious symptoms. • Whom to call if you have smallpox • Vaccination is a high priority for people who have been exposed to smallpox • Where to go for more info

  11. References • Wilcox, Dennis L., and Glen T. Cameron. "Chapter 10: Conflict Management." Public Relations: Strategies and Tactics. Boston: Allyn & Bacon, 2010. 254-63. Print. • Ferrante, Pamela. "Risk and Crisis Communication." Professional Safety 55.6 (Jun 2010): 38-45. Print. • "Risk Communication - Training - Johns Hopkins Public Health Preparedness Programs - Johns Hopkins Bloomberg School of Public Health." School of Public Health at Johns Hopkins - Home. Web. 23 Sept. 2010. <http://www.jhsph.edu/preparedness/training/online/riskcomm.html>. • "CDC Risk Communicator | RC Newsletter Issue 2 - Elements of a Successful Exercise: Functional vs Tabletop and Beyond." CDC Emergency Preparedness & Response Site. Dec. 2008. Web. 23 Sept. 2010. <http://www.bt.cdc.gov/ercn/02/rcn05.asp>. • Morgan, M. Granger. Risk Communication: a Mental Models Approach. Cambridge: Cambridge UP, 2002. Print.

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