garrett simonsen advanced practice center for emergency preparedness risk commun i cating ) ) ) ) )
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GARRETT SIMONSENADVANCED PRACTICE CENTER FOR EMERGENCY PREPAREDNESS
RiskCommunicating
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Session Overview
• Fundamentals of risk communication
• Vulnerable or at-risk populations
• Universal Design
• Promoting personal preparedness
• Communicating in presence of risk
• Practice, practice, practice
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Cambridge Health Department
City of Cambridge• 101,000 residents• 250,000 on work days• Higher Ed & Biotech• Diverse population
with diverse needs
Public Health• Cambridge Health
Alliance• 70 staff
– Public Health Nursing– Health Promotion– Environmental Health– Emergency
Preparedness
i) ) ) ) )
Regional Planning
i) ) ) ) )
Risk Communication
Be First. Be Right. Be Credible.
• Before, during, and after emergency
• Trusted sources of information
• Positive, reassuring, factual
• Supports coping
• Reestablishes sense of order
i) ) ) ) )
Risk Messaging
Know your audience
• Internal communication
• External communication
• Communication styles & preferences
• Modalities & redundancies
i) ) ) ) )
Communication Barriers
Reaching Vulnerable Populations
• Communicating risk– Those vulnerable to the hazard– Those with increased vulnerability
• Communication in the presence of risk– Increased anxiety– Impaired perception
i) ) ) ) )
Universal Design
• Considers needs of wide array of users
• Improves access to physical space
• Improves access to messaging through:– Simply-stated messages– Use of visual images– Use of language translation– Distribution through trusted sources
i) ) ) ) )
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Personal Preparedness
i) ) ) ) )
Communicating Preparedness
• Overcome barriers to planning
• Understand perception of risk
• Consider presentation of message– Hazards– Response options
• Validate personal experience
i) ) ) ) )
All-Hazard Planning
• Applies to a range of emergencies
• Identifies common tools & resources
• Efficient & effective• Response options
– Shelter-in-place– Evacuate
i) ) ) ) )
Motivators
• Actual Events– Katrina– Floods in Massachusetts– House fire
• Public Information– National Preparedness Month– Preparedness campaigns– Media coverage
i) ) ) ) )
31%Percentage of Americans with a basic family emergency plan.
Source: Columbia University Annual Preparedness Survey, July 2007
Personal Experience
i) ) ) ) )
47%Percentage of Americans who believe they will experience major disaster in next 5 years.
Source: Columbia University Annual Preparedness Survey, July 2007
Perception of Risk
i) ) ) ) )
43%Percentage of Americans not planning to do anything to prepare.
Source: Columbia University Annual Preparedness Survey, July 2007
Perception of Risk
i) ) ) ) )
92%Percentage of Americans who wouldn’t evacuate (most common reason: care of a dependent)
Source: Columbia University Annual Preparedness Survey, August 2006
Vulnerable Populations
i) ) ) ) )
26%“I haven’t had time to do it.”
Barriers to Planning
21%“I’m not sure where to begin.”
Source: Columbia University Annual Preparedness Survey, July 2007
i) ) ) ) )
ActivityPersonal Preparedness as a Health Intervention
i) ) ) ) )
Shelter-in-Place
i) ) ) ) )
Evacuation & Communication
i) ) ) ) )
Review & Support Others
i) ) ) ) )
Dissemination
Improve Response Capacity
• City Hall & Hospital Employees
• MRC Volunteers
Reach Vulnerable Populations
• Social Service Providers (Workshop)
• Media
i) ) ) ) )
In the Presence of Risk
i) ) ) ) )
Buffalo, February 2008
i) ) ) ) )
Emergency Mass Dispensing
• 100% of population in 48 hours (Anthrax)
• Flu clinics; Hep A in food handler
• Emergency Dispensing Sites (EDS)
• Points of Dispensing (POD)
• Staffing– Clerical & Clinical– Professional & Volunteer
i) ) ) ) )
ActivityCommunicating with clients
in an Emergency Dispensing Site
i) ) ) ) )
Activity – Background
Setting
• Seasonal flu clinic
• School cafeteria
Situation
• 1st clinic of season
• High turnout
i) ) ) ) )
Activity – Roles
Client
• Obtain flu shot
• Running late to pick up kids
i) ) ) ) )
Activity – Roles
Greeter
• Welcome clients to clinic
• Instruct clients to:– Remove their coats– Complete the registration form– Present their form to the registration desk for
review
i) ) ) ) )
ActivityCommunicating with clients
in an Emergency Dispensing Site
i) ) ) ) )
Communicating Through Signage
• Outlines service & process information
• Identifies station purpose
• Improves efficiency
• Decreases anxiety
• Expands usability
• Increases access to service
i) ) ) ) )
Universal De-SIGN
Communicate through trusted sources
Identify station purpose with a picture
Simple one-wordstation description
Provide language translation
i) ) ) ) )
Interpersonal Communication
Worker to client Internal
communication tool Clerical & clinical
functions Does not replace
other forms of communication
i) ) ) ) )
Service Barriers
Language Needs
• Identifies barriers early
• Provides client with visual reassurance
Translation supports
• Translators
• Written materials
• Pictograms
i) ) ) ) )
Service Barriers
Behavioral Health
• Addresses increased anxiety levels
• Refocuses impaired perceptions
• Removes anxious clients from the main service area
i) ) ) ) )
Navigation of Service
“Please go to the blue Children area.”
i) ) ) ) )
Key Concepts
i) ) ) ) )
Bi-directional Communication
I need water
i) ) ) ) )
Dissemination
Emergency Response Community
• Massachusetts Dept of Public Health
• NACCHO/CDC
Lower-Risk Events
• Flu clinics
• Household hazardous waste
Practice Communicating Risk
• Use lower risk incidents– Forecasted events (heat wave, blizzard)– Consumer alerts
• Enhance relationships with vulnerable population groups
• Establish credibility with media & public• Identifies issues & solutions• Increases credibility• Improves response time
i) ) ) ) )
i) ) ) ) )
ActivityFood Recall Alert
Toothpaste Recall
i) ) ) ) )
Universal Design
Pictures of key concepts
Simply-stated means more easily and quickly translated
Distribution through trusted sources
Veggie Booty
i) ) ) ) )
i) ) ) ) )
Dissemination
Media
• General & specialized
• Blogs
Vulnerable Persons thru Service Providers
• Frequent & direct interactions
• Trusted sources
GARRETT SIMONSENADVANCED PRACTICE CENTER FOR EMERGENCY PREPAREDNESS
Questions) ) ) ) )
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