One Community’s Response to

Community Trauma…lessons learned…plan ahead!

Jeanne OliverChief Communications & Development Officer

Jefferson Center for Mental Healthwww.jcmh.org

April 20, 1999

we weren't prepared for:• the magnitude of the response that was required; the ripple effect

and the emotional impact on over 12,000 people

• the overwhelming number of people wanting to volunteer

• the ongoing infrastructure that we needed to help a community heal

• vicarious trauma, secondary trauma and the havoc it can wreck

• the research we would need to do and how fast we would need to learn…

• and what a toll it would take on us individually …and on our organization.

Developing strong relationships ahead of time is key.

Our community was fortunate. • Long history of agency collaboration and working

together and community leaders knew each other well through a local group called MasterPlanning.

• heads of key human service agencies, law enforcement and the schools who met monthly to help improve services for kids and families.

So, when the call came in that tragedy had struck Columbine High School, we knew who to call and how to work in partnership. We had already established trust and this eliminated turf battles, saved time, and increased the effectiveness of the crisis response.

Is your Crisis Communications Plan up to date?

Who will coordinate; who is your spokesperson(S)? Who will be on-site?

Who can you deputize? You can’t do it all yourself---make sure you give them the information and training (usually in 30 seconds or less)!!

WARNING:

Keep watch -- your communications staff will be

impacted for a very long time.

Communicating During A Crisis

Crisis CommunicationsPublic InformationPublic Education

Everyone wants…and needs… information at once,

at the same time!!!

Do you have it? Do you know how to get it out?

Establish a command center…within 30 minutes

How will you decide who needs to know what information and in what order? Who will decide?

Do you have a current list of all key staff phone numbers, cells and pagers? Board members? Other agencies’ key staff?

Do you know who to contact at the media? Have their phone, fax and e-mails?

Do you have printed materials, articles, web links ready to go?

Can you get information on your website within the hour?

= Can serve as an educational conduit to inform the public

But…Can also cause harm and further traumatize

the media

camps out

1. NEVER go “off the record”--there is no such thing!

2. Be SELECTIVE about responding, prioritize and conserve your energy.

3. Stand up during a phone interview…your response will be more formal and your energy will be higher (you can think better!)

4. Keep responses direct and brief. Talk in “sound bites”. Don’t use technical jargon. Never repeat verbatim what a reporter asks you.

5. Assume that television cameras and microphones are always on and recording your words and actions.

Top 5 Media Interview Tips:

When the initial crisis is over, the public information staff’s work has really just begun.

100,000 printedParent Resource Guide

Monthly Newsletters3,700 to parents1,100 to faculty

Keeping In Touch20 flyers the first week—distributed 50,000

7,000 hits to website

September 11th 11:56 a.m.

“…At this time I know we are all reeling from the tragic events unfolding before our eyes. This is a disaster of unprecedented magnitude that impacts us all personally and professionally…I want to encourage everyone to limit your exposure to TV and radio broadcasts…we do know we have the knowledge, skill, experience and compassion to help each other—and our community—get through this…”.

September 11th 5:01 p.m.

“…With the work day coming to an end, and the import of today’s tragic events just beginning to impact us…it is important that we each take some time out to make sure we are doing what need to take care of ourselves…only when we’ve taken care of ourselves can we then reach out to those we love and those we work with…”

October 5th 8:58 a.m.

“…It has now been 24 days since our lives were turned upside down…many of us are continuing to deal with the impact of the sub-acute trauma…tired, impatient, irritated, apprehensive,depressed…I find that what I used to experience as challenging, I now find as overwhelming. Yesterday I couldn’t remember my daughter's phone number…”.

October 17th 9:43 a.m.

“…It has now been 5 weeks…our world has changed…I find myself feeling easily tired and it is tough to find the words to write…the stories of recovery have receded into the background and now we are bombarded with accounts of new threats…these continuing worries take their toll…recreation, fun and meaning can help us stay focused on the positive aspects of life…don’t isolate; make time to be with others…”

Personalize Your Contact Information

First, make a copy of your organizations’ disaster plan and crisis communications and file it in this section.

Then, use this form to personalize your contact information for quick reference during times of crisis. During a crisis you do not want to have to hunt for helpful contact information. You want it at your fingertips.

Step 1: Look through this book and find your local information (some information is not included, such as schools and city managers.)

Step 2: Write down the contact information on this sheet. This document is also provided in a Word format on the CD version of the Red Pages so you can tailor the form…

Immediate ActionNotify     Disaster Coordinator     Executive Management    Public Information Officer Quick Reference …Is this a?   Aircraft Crash Page 4   Biochemical Exposure Page 5   Chemical/Toxic Exposure Page 7   Gather Information Quickly:     What happened? ____________________________________     When? Where? Who?

_______________________________________________________________     Is it over or still in progress? _________________________________________     Who is the target victim group? _____________________________________     What is the estimate of # of people who are seriously injured and/or with high

exposure to trauma? _______________________________________________     Vulnerable populations involved (e.g. children, disabled,

etc.)___________________________________________________________How bad is it? _________

Agency Type of Event Who is Eligible What is Provided When Provided

FEMA/CMHS Crisis Counseling

Natural or human caused disaster. Must have Presidential declaration.

Anyone living, working, or in the declared area at the time of the disaster.

Outreach, short-term counseling, referral, and psycho educational activities provided by mix of professionals and trained paraprofessionals.

Typically for about a year following a disaster. Does not provide long-term treatment.

Red Cross Mental Health Services

Any emergency. Special authorities in transportation emergencies.

Anyone in affected areas. Can provide services to families outside disaster area.

Counseling and referral by licensed mental health professionals.

Typically only for a few days/week following the event.

Office for Victims of Crime

Criminal acts only (including terrorism).

Crime victim's location not critical.

Variety of advocacy and other services including support for short- and long-term mental health services.

As long as necessary

Source: U.S. Department of Health and Human Services. Mental Health All-Hazards Disaster Planning Guidance. DHHS Pub. No. SMA 3829. Rockville, MD: Center for Mental Health Services, Substance Abuse and Mental Health Services Administration, 2003.

thank you