CBRN Crisis Communications

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CBRN Crisis Communications

• Public Health CBRN course

• Doug Sider, MD, FRCPC

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Outline

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

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Introduction

• 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

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Public Health Emergency Preparedness and Response
Program Standard Health Protection Risk
Communication and Public Awareness

• The board of health shall develop, implement and
  document 24/7
• notification protocols for communications with
  internal board of
• health staff and external stakeholders
• The board of health shall participate in public
  awareness activities
• on emergency preparedness and response

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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

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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

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Crisis Communication Team
Form in advance!!! Necessary skills and
experience Small/nimble with ability to add
resources Designated back-ups
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Liaison Organizations

• Designate in advance
• Conduit for other organizations in their sector
• Two-way Responsibilities

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Crisis Communication Team Key Roles

• With senior leadership/EOC connects with the
  liaison organizations
• Develops key messages/statements
• Develops content for internal communications
• Distributes organizations materials and other
  information (e.g. MOHLTC)

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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

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Communication/Public 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

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Communication/Public 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

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Communication/Public 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

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Key Steps
Get in Front

• ID info pathways, expectations and reporting
  mechanisms in advance.
• Establish/convene crisis communications team
  ASAP

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Key Steps
Manage (1)

1. Plan according to an EOC-established information
   cycle
2. Carry out routine situation scans
3. Incorporate inputs from liaison organizations,
   especially to EOC
4. Use New Information Report to record
   decisions/assess status of actions
5. Use previously developed communication materials

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Key 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

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Key Steps

• Manage (3)

• 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

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Key Steps
Manage (4)

• 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

Person in command role is often spokesperson.
Another member may be better suited to the
task
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Key Steps
Communicate (1)
Use Content Checklist to ensure materials address
all info needed. Communicate details of the
situation with employees!! Work with JHS
Committees re OHS precautions Use different
methods to communicate with employees
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Key Steps
Communicate (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

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Key Steps
Communicate (3)

• 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

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Key Steps
Communicate (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

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Key Steps
Evaluate 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 -gt to
identify issues to be addressed
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Summary

• Communication is a key role of public health in
  any disaster
• Need to plan and train ahead of time
• Identify Communications Team and plan for your
  local audience
• Know who your key liaison organizations are