CBRN Crisis CommunicationsCBRN Crisis Communications

Doug Sider, MD, FRCPC

Public Health CBRN course

OutlineOutline Introduction PH Program Standards Key Considerations Crisis Communication Team Key Steps in Crisis Communication Resources

IntroductionIntroduction Crisis communication plan/infrastructure is an integral

part of PH emergency preparedness. Helps ensure public trust and credibility in the

emergency response system Support efforts to protect the public in emergency

events Impact on media, public and emergency/health care

communities reactions Helps foster appropriate behaviours and levels of

concern

Public Health Emergency Preparedness and Public Health Emergency Preparedness and Response Program Standard Health Protection: Response Program Standard Health Protection:

Risk Communication and Public AwarenessRisk Communication and Public Awareness

“The board of health shall develop, implement and document 24/7notification protocols for communications with internal board ofhealth staff and external stakeholders…”

“The board of health shall participate in public awareness activitieson emergency preparedness and response”

Key Considerations (1)Key Considerations (1) Requires extensive pre-event preparation Anchors on HIRA-prioritized CBRN events Emphasizes factual information on CBRN event Increases local readiness/knowledge levels re:

CBRN events Environment of intense and sustained demand

for information

Key Considerations (2)Key Considerations (2)

• Details accounts of what is being done• Must address needs of multiple audiences – local,

regional, provincial• Track effectiveness of communication approaches• Need for regular updates/meetings between

public/private partners• Prior discussion of possible measures, e.g

isolation/quarantine

Crisis Communication TeamCrisis Communication Team

Form in advance!!!

Necessary skills and experience

Small/nimble with ability to add resources

Designated back-ups

Liaison OrganizationsLiaison Organizations

Designate in advance Conduit for other organizations in their

sector Two-way Responsibilities

Crisis Communication Team – Key RolesCrisis Communication Team – Key Roles

1. With senior leadership/EOC connects with the liaison organizations

2. Develops key messages/statements3. Develops content for internal

communications4. Distributes organization’s materials and

other information (e.g. MOHLTC)

Crisis Communication Team – Key Roles (2)Crisis Communication Team – Key Roles (2)

• Communicates with media• Identifies and helps prepare primary and

back-up spokespeople• Determines third-party contacts to use as

spokespeople• Ensures media monitoring is in place• Updates senior leadership/EOC

Communication/Public Communication/Public Information Officer (1)Information Officer (1)

Ensure all information is clear, confirmed and approved

Ensure unconfirmed information is not released Monitor news programs/reviewing news articles for

accuracy Correct serious misinformation when possible Establish the 24 hour call-centre, provide sufficient

staffing and training

Communication/Public Communication/Public Information Officer (2)Information Officer (2) Ensure official spokespersons are briefed Keep key PHU officials informed of all media actions

taken or planned Keep PIOs in other jurisdictions informed of

information released Maintain a log and file of all information Release emergency instructions/information to public

as necessary Release prevention, treatment and control information

as appropriate

Communication/Public Communication/Public Information Officer (3)Information Officer (3) Respond to media calls Attend briefings and planning sessions Consider additional methods of distributing

emergency instructions Arrange daily, or as needed, media briefings Prepare news releases, as required Provide information in foreign languages, as required

Key StepsKey Steps

ID info pathways, expectations and reporting mechanisms in advance.

Establish/convene crisis communications team ASAP

Get in Front

Key StepsKey Steps

1. Plan according to an EOC-established information cycle

2. Carry out routine situation scans3. Incorporate inputs from liaison organizations,

especially to EOC4. Use New Information Report to record

decisions/assess status of actions5. Use previously developed communication materials

Manage (1)

Key StepsKey Steps

Manage (2)

Determine key audiences ID Crisis team member communicating

with each audience (what methods? When?)

Enable systems required to communicate, e.g. email distributions lists

Key StepsKey Steps

Develop and communicate key messages that should:

Describe details of current situation Describe impacts on stakeholder audiences Describes actions being taken to

mitigate/prevent/treat Provide contact details for more

information/answers to questions

Manage (3)

Key StepsKey Steps

Identify spokespeople (primary & backup):– Knowledge and experience– Ability to connect with the intended audience– Ability to deliver information in a clear and direct way– Calm and reassuring while educating audiences

Manage (4)

Person in “command” role is often spokesperson. Another member may be better suited to the task

Key StepsKey StepsCommunicate (1)Use Content Checklist to ensure materials address all info needed.

Communicate details of the situation with employees!!

Work with JH&S Committees re: OH&S precautions

Use different methods to communicate with employees

Key StepsKey StepsCommunicate (2)

Ensure external stakeholders can contact the crisis team through:•Dedicated phone lines•Email addresses•Website•Teleconferences

Sequence outgoing/incoming communication with information cycle

Use Communication Logs for stakeholder contacts

Act immediately on stakeholder/employee requests for information

Key StepsKey Steps

Communicate with the media, key to crisis communication

Be aware of/plan for needs of different media Ensure physician locale of media briefings can

address these needs Be attentive to such issues as filing deadlines Plan communications with EOC information cycle

in mind Refer to Incoming Media Call Log

Communicate (3)

Key StepsKey StepsCommunicate (4)Provide additional communication to public/risk populations (e.g schools)

• in-store public address systems

• posters and pamphlets

• site-specific meetings

• use of existing mailings of newsletters or statements

Update communications with new information when relevant and appropriate. Keep community and decision-makers aware of developments

Key StepsKey StepsEvaluate Progress

Evaluate information delivery, media coverage and stakeholder response

Scan daily media for coverage related to event

Analyze news coverage for content/distribution:key message used and understood

quotes/pictures from your/other organization

content placement – page # or time of day

number/location of outlets that print/broadcast stories

Evaluate quickly type of requests, their tone and responses required -> to identify issues to be addressed

SummarySummary

Communication is a key role of public health in any disaster

Need to plan and train ahead of timeIdentify Communications Team and

plan for your local audienceKnow who your key liaison

organizations are