swine flu pandemic?x(1)s(dzd034ywid1zpdw4t3... · risk communications the 3 r’s of h1n1 frank...
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Risk Communications
The 3 R’s of H1N1
Frank KwanDirector, Communications
Emergency Preparedness & Response
August 4, 2009
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Risk Communications -
Goals
• Do No Harm
• Inform & Educate
– Alert & Alarm
• Guidance on How to Respond to
Crisis
• Timely & Relevant
• Build Trust & Confidence
• Fear Management
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Risk Communications
Strategies
• Provide Specific Information To
Reduce Anxiety & Fear
• Help Audience Respond
Appropriately
• Prevent Damaging Responses
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Getting It Right
• Right Information
• Right People
• Right Time
3 Rs
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Novel H1N1 – Case Study
• World-wide Scale
• Many Unknowns
• New Courses of Action
• High Media Interest
• Constant Changes
• Working Style: Adaptable
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14
27
67
77
0
10
20
30
40
50
60
70
80
Shake Hands
No Travel /Public Places
Wash More
Follow Closely
H1N1 Impact / Harvard Survey
Harvard Public Health - May 2009
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Right Information: Crisis
• What Is Happening?
• How Does It Affect Me?
• What Is Being Done?
• Who Is To Blame?
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Right Information:
Messaging
• Say: What Know & Don’t Know
• Don’t Say: Don’t Worry/Don’t Panic
• Foreshadow – What Might Happen
• Be Honest
• Jargon Free
– Less Comprehension During
Crisis/Stress
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Media Relations
• Designate Trained Spokesperson
– Not Always Person w/Title
• Stay on Message
• Provide Context
• 24/7 Deadlines – Online Media
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Right Information
• Quality of Information
– Credible Sources
• CDC / WHO / US ED / DHS / HHS
• Can Result in Overload & Conflicts
• Local Health Agency
– Relationship Dependent
• Anticipate Increased Demand
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Right People
• Parents / Students
• Staff: Teachers / Aides /
Administrators / Support Staff
• Community
• Media
• Consistent Base Message
– Modify for Audience (If Needed)
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H1N1: Parents w/Children
• 48% Will Get Sick in 2 Years
• 50%
• Schools Provided NO
Information On Reducing
Spread
Harvard Public Health - May 2009
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Right Time
• Fast AND Accurate
• H1N1 Rapid Changes In:
– Numbers / Locations
– Diagnosis & Confirmation
– Treatment Methods
– School Closures
• News Media Driving Need
• Use Most Efficient Strategies
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Coverage – Sources Cited
17%
9%16%
32%
LOCAL
21%
NETWORK
Harvard Public Health - May 2009
TV
CABLE
INTERNET
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Strategies – Parents &
Students
• Letters – Multi-lingual
• Phone Messaging Systems
– Parents / Staff
• E-mail / Web Resources
• Hot Lines
• Parent Meetings
• Media Briefings
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Collaborations / Messaging
Webcast: Education
Homeland Security
Health Human
Services / Surgeon
General
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District & School Staff
• Authority: Superintendent
• Credible Materials
– Accessible
• Visible Actions
• In Person – Nurse
– Principals Meetings
• Central Reporting Point
• Consistent Communications
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Communications Plans
• Lead Contact
• Resources & Capacity
• Establish Protocols / Processes
• Set Information Systems
• Multi-lingual Capability
• Continuity of Operations
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Support School Districts
• Office of Education
Communications
• Daily e-mails
• Forwarded Health Information
– Keyed to News
• Briefings & News Conferences
• Conference Opportunities
– State Superintendent
– Public Health Officials
• Served As Central Contact Point
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Superintendents: Effective?
0
5
10
15
20
25
30
35
Useful Response Timely
Excellent
Good
Fair
69 69 80
Rating H1N1
Efforts by
Los Angeles
County Office of
Education
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Next?
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History Lessons
• 1918 Pandemic
– 2nd Wave
• 1976 Swine Flu - Warning
– New Vaccine Fast Tracked
– 450 Cases of Paralysis – Related?
• H1N1 Vaccine
– Field Testing Now
– Available Mid-October?
– School Begins - Earlier!
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Two Vaccination Campaigns
• Seasonal Influenza
• H1N1
– 2 Courses
– Key Populations
• Ages 6 Mos – 24 Yrs
– Schools
• Pneumovax?
• Complex Messaging
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H1N1 Lessons
• Learn from April Outbreak
• Review Relationships
• Risk Communications In Place
• Prevention
• Proactive Vaccination Planning
• Extended Closures
– Business & Instructional Continuity
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Pandemic Flu Toolkit /
Exercise
• Background on Multiple
Diseases
• Sample Letters
• Customizable
• Health Professionals
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Continuity of Instruction
• Keep Students Engaged
• Build Instructional Packets
• Web-based Instruction
• Public Radio
• Involve Teachers in Planning
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Sample School Flu Plans
• Planning Steps
• Severity Levels
• Incident Command System
• Resources
• Sample Letters
• Customizable / Word
document
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Sample Communications
Plan
• Planning Guidelines
• Specific Steps
• Protocols
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Resources
• flu.gov
• lacoe.edu/sirs (Los Angeles
County Office of Education)
• nspra.org (National School
Public Relations Association)
• http://emergency.cdc.gov/cerc/
• readycaschools.org
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Contributors
• US Department of Education
• Contra Costa County Office of Education
• Fresno Unified School District
• Kern County Office of Education
• Los Angeles Unified School District
• Palm Springs Unified School district
• Pleasanton Unified School District
• Santa Barbara School Districts Solano
County Office of Education
• Stanislaus County Office of Education
• William S. Hart Union High School District
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Thank You…
Frank KwanDirector, Communications
Emergency Preparedness & Response
562 922 6360