GARRETT SIMONSEN ADVANCED PRACTICE CENTER FOR EMERGENCY PREPAREDNESS Risk Commun i cating ) ) ) ) )

Session Overview Fundamentals of risk communication Vulnerable or at-risk populations Universal Design Promoting personal preparedness Communicating in presence of risk Practice, practice, practice i ) ) ) ) )

Cambridge Health Department City of Cambridge 101,000 residents 250,000 on work days Higher Ed & Biotech Diverse population with diverse needs Public Health Cambridge Health Alliance 70 staff –Public Health Nursing –Health Promotion –Environmental Health –Emergency Preparedness i ) ) ) ) )

Regional Planning i ) ) ) ) )

Risk Communication Be First. Be Right. Be Credible. Before, during, and after emergency Trusted sources of information Positive, reassuring, factual Supports coping Reestablishes sense of order i ) ) ) ) )

Risk Messaging Know your audience Internal communication External communication Communication styles & preferences Modalities & redundancies i ) ) ) ) )

Communication Barriers Reaching Vulnerable Populations Communicating risk –Those vulnerable to the hazard –Those with increased vulnerability Communication in the presence of risk –Increased anxiety –Impaired perception i ) ) ) ) )

Universal Design Considers needs of wide array of users Improves access to physical space Improves access to messaging through: –Simply-stated messages –Use of visual images –Use of language translation –Distribution through trusted sources i ) ) ) ) )

i Personal Preparedness

i ) ) ) ) ) Communicating Preparedness Overcome barriers to planning Understand perception of risk Consider presentation of message –Hazards –Response options Validate personal experience

i ) ) ) ) ) All-Hazard Planning Applies to a range of emergencies Identifies common tools & resources Efficient & effective Response options –Shelter-in-place –Evacuate

i ) ) ) ) ) Motivators Actual Events –Katrina –Floods in Massachusetts –House fire Public Information –National Preparedness Month –Preparedness campaigns –Media coverage

i ) ) ) ) ) 31% Percentage of Americans with a basic family emergency plan. Source: Columbia University Annual Preparedness Survey, July 2007 Personal Experience

i ) ) ) ) ) 47% Percentage of Americans who believe they will experience major disaster in next 5 years. Source: Columbia University Annual Preparedness Survey, July 2007 Perception of Risk

i ) ) ) ) ) 43% Percentage of Americans not planning to do anything to prepare. Source: Columbia University Annual Preparedness Survey, July 2007 Perception of Risk

i ) ) ) ) ) 92% Percentage of Americans who wouldn’t evacuate (most common reason: care of a dependent) Source: Columbia University Annual Preparedness Survey, August 2006 Vulnerable Populations

i ) ) ) ) ) 26% “I haven’t had time to do it.” Barriers to Planning 21% “I’m not sure where to begin.” Source: Columbia University Annual Preparedness Survey, July 2007

i ) ) ) ) ) Activity Personal Preparedness as a Health Intervention

i ) ) ) ) ) Shelter-in-Place

i ) ) ) ) ) Evacuation & Communication

i ) ) ) ) ) Review & Support Others

i ) ) ) ) ) Dissemination Improve Response Capacity City Hall & Hospital Employees MRC Volunteers Reach Vulnerable Populations Social Service Providers (Workshop) Media

i ) ) ) ) ) In the Presence of Risk

i ) ) ) ) ) Buffalo, February 2008

i ) ) ) ) ) Emergency Mass Dispensing 100% of population in 48 hours (Anthrax) Flu clinics; Hep A in food handler Emergency Dispensing Sites (EDS) Points of Dispensing (POD) Staffing –Clerical & Clinical –Professional & Volunteer

i ) ) ) ) ) Activity Communicating with clients in an Emergency Dispensing Site

i ) ) ) ) ) Activity – Background Setting Seasonal flu clinic School cafeteria Situation 1 st clinic of season High turnout

i ) ) ) ) ) Activity – Roles Client Obtain flu shot Running late to pick up kids

i ) ) ) ) ) Activity – Roles Greeter Welcome clients to clinic Instruct clients to: –Remove their coats –Complete the registration form –Present their form to the registration desk for review

i ) ) ) ) ) Activity Communicating with clients in an Emergency Dispensing Site

i ) ) ) ) ) Communicating Through Signage Outlines service & process information Identifies station purpose Improves efficiency Decreases anxiety Expands usability Increases access to service

i ) ) ) ) ) Universal De-SIGN Communicate through trusted sources Identify station purpose with a picture Simple one-word station description Provide language translation

i ) ) ) ) ) Interpersonal Communication  Worker to client  Internal communication tool  Clerical & clinical functions  Does not replace other forms of communication

i ) ) ) ) ) Service Barriers Language Needs Identifies barriers early Provides client with visual reassurance Translation supports Translators Written materials Pictograms

i ) ) ) ) ) Service Barriers Behavioral Health Addresses increased anxiety levels Refocuses impaired perceptions Removes anxious clients from the main service area

i ) ) ) ) ) Navigation of Service “Please go to the blue Children area.”

i ) ) ) ) ) Key Concepts

i ) ) ) ) ) Bi-directional Communication I need water

i ) ) ) ) ) Dissemination Emergency Response Community Massachusetts Dept of Public Health NACCHO/CDC Lower-Risk Events Flu clinics Household hazardous waste

Practice Communicating Risk Use lower risk incidents –Forecasted events (heat wave, blizzard) –Consumer alerts Enhance relationships with vulnerable population groups Establish credibility with media & public Identifies issues & solutions Increases credibility Improves response time i ) ) ) ) )

i Activity Food Recall Alert

Toothpaste Recall i ) ) ) ) ) Universal Design Pictures of key concepts Simply-stated means more easily and quickly translated Distribution through trusted sources

Veggie Booty i ) ) ) ) )

i Dissemination Media General & specialized Blogs Vulnerable Persons thru Service Providers Frequent & direct interactions Trusted sources

GARRETT SIMONSEN ADVANCED PRACTICE CENTER FOR EMERGENCY PREPAREDNESS Quest i ons ) ) ) ) ) ?