Risk Communication Preparedness & Planning Module Four Risk Communication Preparedness & Planning...

Module Four

Risk Risk CommunicatioCommunicatio

n n Preparedness Preparedness

& Planning& Planning

National Center for Food Protection & Defense

Risk Communicator

Training

2

module fourRisk Communication Risk Communication

Preparedness and Preparedness and PlanningPlanning

Topic 1

Preparedness Begins with Pre-crisis Planning Topic 2

Risk Communication Team: Roles, Responsibilities & Response

Topic 3

Key Audiences: Publics, Partners & Stakeholders

Topic 4

Crisis Communication: The First 48 Hours

3

module four Module Four

Learner OutcomesLearner Outcomes Outline the main components of a risk

communication plan

Begin an organizational audit to assess rapid response capabilities of your organization during a foodborne outbreak

Describe the individual roles & responsibilities of each risk communication team member before, during and following a food-related crisis

4

module four Learner Outcomes Learner Outcomes - continued

Create strategies to expand external networks and build partnerships with key audiences

Describe strategies and resources needed to “be first, be right, and be credible” during the first 48 hours of a foodborne outbreak

module four

Risk CommunicationRisk Communication

Preparedness & PlanningPreparedness & Planning

topic one

Preparedness Preparedness Begins Begins

with Pre-crisis with Pre-crisis PlanningPlanning

6

module four

No time to plan now?No time to plan now?

Environment is high stress, emotional Staff feels overwhelmed, tired, prone to

“meltdowns” Full of unknowns Public & media demanding information - NOW Decisions are made without having all the

information desired Leadership is not available for approvals

Would you rather plan when…

7

module four

It takes a Risk It takes a Risk Communication Plan Communication Plan

to…to…

Be firstBe first

Be rightBe right

Be credibleBe credible

8

module four

A Risk Communication A Risk Communication plan is more plan is more

than an emergency than an emergency response planresponse plan

Pre-crisis Action NOW!

Initial phase the critical first 48 hrs

Maintenance expansion of response

Resolution recovery & evaluation

9

module four

AA Risk Communication Risk Communication planplan

addresses addresses all 4 Stagesall 4 Stages of of a Crisisa Crisis

Pre-crisis Action NOW!

Initial phase the critical first 48 hrs

Maintenance expansion of response

Resolution recovery & evaluation

10

module fourRisk Communication Risk Communication componentscomponents

Logistics Metamessaging Listening Self-assessment Evaluation

Audience Assessment

Audience Involvement

Message

Which components require actions before or after the crisis?

11

module fourPre-event preparedness Pre-event preparedness activitiesactivities

Involving key audiences

Publics

Partners

Stakeholders

Relationship-building with media

Message development & testing

Train & practice with staff

12

module fourComponents of a Risk Components of a Risk Comm Plan Comm Plan Risk Communication team

Organizational audit or assessment

Key audiences: publics, partners, stakeholders

Risk communication goals

Resources: messages & vehicles

Media relations

Emergency response strategies

Post event recovery & evaluation strategies

13

module four

Key features of the planKey features of the plan Organizational audit

Addresses relationship building, trust & credibility, transparency & openness

Risk Communication team

Equal emphasis on planning & response

Key audiences Strategies to “listen” to audience Building trust and credibility Factors in emotional response to event

14

module four

Plan features Plan features - continued- continued Risk communication goals

Pre- and post- event goals as well as emergency response goals

Media relations Working relationship with the press prior to

an event Emergency response

Be first, right & credible Recovery & evaluation

Key audiences involved in evaluation process

15

module four Completion of the plan… is Completion of the plan… is just the beginning!just the beginning!

Is a living document, integral to your organization’s SOP

Launches a series of pre-crisis activities for building relationships, trust, partnerships, etc.

Is evaluated & updated regularly Is shared with partners & stakeholders Requires ongoing monitoring with new & revised

messages & vehicles Requires ongoing training & drills

16

module four

Part I:Part I:Risk CommunicationRisk Communication

GoalsGoals

Part I:Part I:Risk CommunicationRisk Communication

GoalsGoals

Applying the conceptsApplying the concepts

module four



topic two

The Risk The Risk Communication Communication

Team:Team:Roles, Roles,

Responsibilities & Responsibilities & ResponseResponse

18

module four

Purpose of Risk and Crisis Purpose of Risk and Crisis

Communication teamsCommunication teams

Provide broad input to identify issues

Develop & maintain trust-based relationships

Create effective communication plans and processes

19

module four

Potential team membersPotential team members

LeadershipLeadership

MarketingMarketing

GovtRelations

GovtRelations

CommunityOutreach/Education

CommunityOutreach/Education

TechnicalSMEs

TechnicalSMEs

LegalLegal

CommunicationCommunication

RISKRISKCOMMUNICATIONCOMMUNICATION

TEAMTEAM

RISKRISKCOMMUNICATIONCOMMUNICATION

TEAMTEAM

20

module four Team preparedness Team preparedness activitiesactivities

Pre-crisis communication assessment and planning

Relationship-building – publics, partners, stakeholders, media

Monitor emerging issues

Prep spokesperson, train staff

Test, practice, evaluate and modify, update

PRE-

21

module fourTeam response Team response

activitiesactivities

Verify situation

Conduct notifications

Assess level of crisis

Issue assignments

Prepare information & obtain approvals

FIRST

22

module four Team response Team response activitiesactivities

Release information to public

Remain accessible to media

Revise and update messages

Communicate and coordinate with external partners and networks

Monitor, maintain, and make adjustments for the remaining life of the crisis

NEXT

23

module fourTeam recovery Team recovery

activitiesactivities

Determine if goals were met

Listen to the public

Coordinate with partners & stakeholders

Conduct public education as needed

Post -

24

module four

Part II:Part II:Risk CommunicationRisk Communication

TeamTeam

Part II:Part II:Risk CommunicationRisk Communication

TeamTeam


module four



topic three

Key Audiences:Key Audiences:Publics, Partners & Publics, Partners &

StakeholdersStakeholders

26

module four Key audiences & Key audiences & preparednesspreparedness

PublicS – unlimited subsets Education, knowledge of event or issue, age,

language, cultural orientation, geographic Employees – overlooked “public” – should be

included in plan Partners – formal & informal relationships Stakeholders – Groups or individuals who have

influence or are involved in the decision-making process

27

module four

PublicS

StakeholdersPartners

health care consumers

industrylocal

government

emergencyresponders

USDA

Key audiencesKey audiences

employees

trade

organizations

universities

professional

organizationsFDA

electedofficials

28

module four

Audiences in a crisisAudiences in a crisis

Source: CDCynergy

29

module fourNCFPD Research NCFPD Research

on Under-represented on Under-represented CommunitiesCommunities

Value of multicultural research teams

Building relationships takes time

Proprietary issues & the need to communicate results

How research will benefit the community

Religion and culture

Considerations when conducting communication research with Native & New Americans:

30

module fourPreliminary Focus Group FindingsPreliminary Focus Group FindingsNative & New AmericansNative & New Americans

More likely to pay attention & react to a crisis event that is closest to their family & personal interests

Preferred crisis messages that were simple, answered the 5 W’s & offered self-efficacy steps

Credible spokespeople is preferably from the community or pair agency spokesperson with respected person from the cultural community

31

module four

Stakeholder theoryStakeholder theory Stakeholders

Groups or individuals who have influence or are involved in the decision-making process

Stakeholder Theory

Encourages organization to expand critical relationships to include other groups from:

• Community• Industry • Government

32

module fourWhy stakeholder Why stakeholder relations?relations?

They may know what you need to know

They provide external points of view

They help communicate key messages

Increases their buy-in

Common ground between your organization and stakeholders helps assure food supply is safe.

33

module four

Stakeholders in a crisisStakeholders in a crisis

Stakeholders with a vested interest in the success of the organization are likely to be supportive during a crisis

Stakeholders that are not involved are more likely to withdraw organizational support in the face of a crisis

34

module four

Stakeholder relations &Stakeholder relations &

effective Risk effective Risk CommunicationCommunication

Increases your credibility

Crisis communication plan factors in roles & responsibilities of other partners

Promotes information sharing and communication pre- and during a crisis

Promotes message consistency or clearer acknowledgement of differences

Builds sense of shared responsibility for preparedness and response

35

module four

Community stakeholdersCommunity stakeholders

Health care organizations (hospitals, clinics, health plans, professional associations etc.)

Preparedness organizations (Red Cross, etc.)

Advocacy, neighborhood organizations, cultural agents

Consumer and “watchdog” groups, lobbyists

USDA

CREES

36

module fourGovernment Government stakeholdersstakeholders Municipal or county: food

inspectors, public health, first responders, law enforcement

State: health, agriculture, environmental, transportation, public safety

Federal: DHS, HHS (CDC, FDA), USDA (FSIS), FBI

Elected officials Schools & other educational

institutions Extension specialists

CREES

FEMA

37

module four

Industry StakeholdersIndustry Stakeholders

Growers, producers, processors, transportation, retail

Business and trade associations

Unions and co-ops

Industry lobbyists and consultants

USDA

38

module fourSubject Matter Experts Subject Matter Experts (SMEs)(SMEs)

Epidemiologists, risk assessment experts, academics, health educators, risk comm experts, etc.

Provides independent credible” statements, facts, images, etc.

Presents scientific data, statistics, up-to-date knowledge, background

From research institutions, community, government & industry

CDC

39

module fourStakeholders Stakeholders breakdownsbreakdowns

Inadequate access – they can’t reach you

Deafness – you don’t list to their concerns

Impersonality – you don’t empathize…

Perception of arrogance – input not valued

Lack of clarity – they can’t understand you

Dullness, lack of energy for response

40

module four

More mistakesMore mistakes

Timeliness - too little, too late

Minimize the negative by emphasizing factors that inspire trust

Failure to identify relevant stakeholders

Failure to ask for their opinion

Failure to provide information

Being perceived as an advocate “marketing” to them rather than dialoguing with them

41

module four

Part III:Part III:Key AudiencesKey Audiences

Part III:Part III:Key AudiencesKey Audiences


module four



topic four

Crisis Crisis Communication:Communication:The First 48 HoursThe First 48 Hours

43

module four

CRISISCRISIS

COMMUNICATION

COMMUNICATION

Review of concepts that serve as a foundation for your response capacity in the first 48 hours of crisis

Preparedness = Preparedness = Concepts & SkillsConcepts & Skills

44

Hazard (danger)

High

Outrage(fear,anger)

Low High

Outrage Management

Public Relations

PrecautionAdvocacy

Crisis /

Emergency

Communication

Goal: Acknowledge hazard, validate concern, give people ways to act

45

module four FEAR as a FEAR as a adjustment reactionadjustment reaction

Fear is our natural reaction in a crisis. It is automatic It comes early It is temporary It is a small over-reaction It may need guidance It serves as a rehearsal It reduces later over-reaction

Fear is a useful

response.

Let it happen!

Fear is a useful

response.

Let it happen!

46

module four Reactions to Reactions to perceived riskperceived risk

Over-reaction is our initial reaction to a new, potentially serious risk.

We pause We become hyper-vigilant We personalize the risk We take extra precautions that are probably

unnecessary, or at least premature

SOURCE: Peter Sandman

47

module four Trust Factors in Trust Factors in HIGH stress situationsHIGH stress situations

All other factors15-20%

Honesty &Openness

15-20%

Competence & Expertise

15-20%

Listening,Caring & Empathy

50%

SOURCE: Vincent Covello

48

module four Impact on Impact on communicationcommunication

Sender – perceived trust & credibility critical

Receiver – reduced ability to process complex information

Message – needs to be simplified

Feedback – what is receiver hearing, feeling?

Mental noise – harder to hear, understand, remember


HIGH

HIGH

STRESTRE

SSSS

49

module fourCommunication Shifts inCommunication Shifts in

LOW to HIGH Stress SituationsLOW to HIGH Stress Situations

LOW Stress HIGH StressProcess avg of 7 messages Process avg of 3 messages

Info processed in linear order (1,2,3)

Info processed in primacy (1,3,2) or recency order (3,2,1)

Info processed at avg grade level

Info processed atminus 4 grade levels

Focus on competence,expertise, knowledge

Focus on listening, caring, empathy, compassion


50

Based on Rule of Three

• Present 33 key messages

• Repeat key message 3 3 times

• Prepare 3 3 supporting messages for each key message

During high stress situations:

During “normal” situations, we can process up to 7 information bits.

51

module fourInitial response/1Initial response/1stst 48 hours 48 hours

communication strategiescommunication strategies Be first, be right, be credible Acknowledge with empathy Explain & inform about risk Describe what you know,

don’t know, & doing about it Commit to continued

communication Keep communication

channels open

Preparedness

Response Maintenance

Recovery

Initial Response

First 48 hrs

52

module four

Response toolsResponse tools

Checklists Contact lists Message maps Pre-scripted

Message maps Messages Fact sheets/Q&As Webpages

53

module four

SummarySummary

Be firstBe first

Be rightBe right

Be credibleBe credibleIf a food defense event occurred tomorrow, would you & your organization be prepared to…

54

module four

Part III:Part III:Message DevelopmentMessage Development

& Delivery& Delivery

Part III:Part III:Message DevelopmentMessage Development

& Delivery& Delivery


55

• Conduct pre-crisis planning

• Foster partnerships with the public

• Collaborate & coordinate with

credible sources process

Risk CommunicationPreparedness & Planning

BestBest

Practices

PracticesBest

Best

Practices

Practices

Risk Communication Preparedness & Planning Module Four Risk Communication Preparedness & Planning...

Documents

Transcript of Risk Communication Preparedness & Planning Module Four Risk Communication Preparedness & Planning...