Transcript Hospital Risk Assessment

Public Health CBRN course
CBRN Crisis Communications
Doug Sider, MD, FRCPC
Outline
 Introduction
 PH Program Standards
 Key Considerations
 Crisis Communication Team
 Key Steps in Crisis Communication
 Resources
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
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”
Key Considerations (1)
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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)
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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 Team
Form in advance!!!
Necessary skills and experience
Small/nimble with ability to add resources
Designated back-ups
Liaison Organizations
 Designate in advance
 Conduit for other organizations in their
sector
 Two-way Responsibilities
Crisis Communication Team – Key Roles
1. With senior leadership/EOC connects with
the liaison organizations
2. Develops key messages/statements
3. Develops content for internal
communications
4. Distributes organization’s materials and
other information (e.g. MOHLTC)
Crisis Communication Team – Key Roles (2)
• Communicates with media
• Identifies and helps prepare primary and
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back-up spokespeople
Determines third-party contacts to use as
spokespeople
Ensures media monitoring is in place
Updates senior leadership/EOC
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
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
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
Key Steps
Get in Front
ID info pathways, expectations and reporting
mechanisms in advance.
Establish/convene crisis communications
team ASAP
Key Steps
Manage (1)
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Plan according to an EOC-established information
cycle
Carry out routine situation scans
Incorporate inputs from liaison organizations,
especially to EOC
Use New Information Report to record
decisions/assess status of actions
Use previously developed communication materials
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
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
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
Key Steps
Communicate (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 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
Key Steps
Communicate (3)
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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
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 decisionmakers aware of developments
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 -> to identify issues to be addressed
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