Risk Communication Preparedness & Planning Module Four Risk Communication Preparedness & Planning National Center for Food Protection & Defense Risk Communicator Training

module four 2 Risk Communication Preparedness and Planning Topic 1 Preparedness Begins with Pre-crisis Planning Topic 2 Risk Communication Team: Roles, Responsibilities & Response Topic 3 Key Audiences: Publics, Partners & Stakeholders Topic 4 Crisis Communication: The First 48 Hours

module four 3 Learner Outcomes Module Four Learner Outcomes Outline the main components of a risk communication plan Begin an organizational audit to assess rapid response capabilities of your organization during a foodborne outbreak Describe the individual roles & responsibilities of each risk communication team member before, during and following a food-related crisis

module four 4 Learner Outcomes Learner Outcomes - continued Create strategies to expand external networks and build partnerships with key audiences Describe strategies and resources needed to “be first, be right, and be credible” during the first 48 hours of a foodborne outbreak

Risk Communication Preparedness & Planning module four Risk Communication Preparedness & Planning topic one Preparedness Begins with Pre-crisis Planning

module four 6 No time to plan now? Environment is high stress, emotional Staff feels overwhelmed, tired, prone to “meltdowns” Full of unknowns Public & media demanding information - NOW Decisions are made without having all the information desired Leadership is not available for approvals Would you rather plan when…

module four 7 It takes a Risk Communication Plan to… Be first Be right Be right Be credible Be credible

module four 8 A Risk Communication plan is more than an emergency response plan Pre-crisis Action NOW! Initial phase the critical first 48 hrs Maintenance expansion of response Resolution recovery & evaluation

module four 9 A Risk Communication plan addresses all 4 Stages of a Crisis A Risk Communication plan addresses all 4 Stages of a Crisis Pre-crisis Action NOW! Initial phase the critical first 48 hrs Maintenance expansion of response Resolution recovery & evaluation

module four 10 Risk Communication components Logistics Metamessaging Listening Self-assessment Evaluation Audience Assessment Audience Involvement Message Which components require actions before or after the crisis?

module four 11 Pre-event preparedness activities Involving key audiences Publics Partners Stakeholders Relationship-building with media Message development & testing Train & practice with staff

module four 12 Components of a Risk Comm Plan Risk Communication team Organizational audit or assessment Key audiences: publics, partners, stakeholders Risk communication goals Resources: messages & vehicles Media relations Emergency response strategies Post event recovery & evaluation strategies

module four 13 Key features of the plan Organizational audit Addresses relationship building, trust & credibility, transparency & openness Risk Communication team Equal emphasis on planning & response Key audiences Strategies to “listen” to audience Building trust and credibility Factors in emotional response to event

module four 14 Plan features - continued Risk communication goals  Pre- and post- event goals as well as emergency response goals Media relations  Working relationship with the press prior to an event Emergency response  Be first, right & credible Recovery & evaluation  Key audiences involved in evaluation process

module four 15 Completion of the plan… is just the beginning! Completion of the plan… is just the beginning! Is a living document, integral to your organization’s SOP Launches a series of pre-crisis activities for building relationships, trust, partnerships, etc. Is evaluated & updated regularly Is shared with partners & stakeholders Requires ongoing monitoring with new & revised messages & vehicles Requires ongoing training & drills

module four 16 Part I: Risk Communication Goals Part I: Risk Communication Goals Applying the concepts

Risk Communication Preparedness & Planning module four Risk Communication Preparedness & Planning topic two The Risk Communication Team: Roles, Responsibilities & Response

module four 18 Purpose of Risk and Crisis Communication teams Purpose of Risk and Crisis Communication teams Provide broad input to identify issues Develop & maintain trust-based relationships Create effective communication plans and processes

module four 19 Potential team members RISKCOMMUNICATIONTEAMRISKCOMMUNICATIONTEAM

module four 20 Team preparedness activities Pre-crisis communication assessment and planning Relationship-building – publics, partners, stakeholders, media Monitor emerging issues Prep spokesperson, train staff Test, practice, evaluate and modify, update PRE-

module four 21 Team response activities Verify situation Conduct notifications Assess level of crisis Issue assignments Prepare information & obtain approvals FIRST

module four 22 Team response activities Release information to public Remain accessible to media Revise and update messages Communicate and coordinate with external partners and networks Monitor, maintain, and make adjustments for the remaining life of the crisis NEXT

module four 23 Team recovery activities Determine if goals were met Listen to the public Coordinate with partners & stakeholders Conduct public education as needed Post -

module four 24 Part II: Risk Communication Team Part II: Risk Communication Team Applying the concepts

Risk Communication Preparedness & Planning module four Risk Communication Preparedness & Planning topic three Key Audiences: Publics, Partners & Stakeholders

module four 26 Key audiences & preparedness PublicS – unlimited subsets Education, knowledge of event or issue, age, language, cultural orientation, geographic Employees – overlooked “public” – should be included in plan Partners – formal & informal relationships Stakeholders – Groups or individuals who have influence or are involved in the decision-making process

module four 27 health care consumers industry local government emergency responders USDA Key audiences employees trade organizations universities professional organizations FDA elected officials

module four 28 Audiences in a crisis Source: CDCynergy

module four 29 NCFPD Research on Under-represented Communities Value of multicultural research teams Building relationships takes time Proprietary issues & the need to communicate results How research will benefit the community Religion and culture Considerations when conducting communication research with Native & New Americans:

module four 30 Preliminary Focus Group Findings Native & New Americans More likely to pay attention & react to a crisis event that is closest to their family & personal interests Preferred crisis messages that were simple, answered the 5 W’s & offered self- efficacy steps Credible spokespeople is preferably from the community or pair agency spokesperson with respected person from the cultural community

module four 31 Stakeholder theory Stakeholders Groups or individuals who have influence or are involved in the decision-making process Stakeholder Theory Encourages organization to expand critical relationships to include other groups from: Community Industry Government

module four 32 Why stakeholder relations? They may know what you need to know They provide external points of view They help communicate key messages Increases their buy-in Common ground between your organization and stakeholders helps assure food supply is safe.

module four 33 Stakeholders in a crisis Stakeholders with a vested interest in the success of the organization are likely to be supportive during a crisis Stakeholders that are not involved are more likely to withdraw organizational support in the face of a crisis

module four 34 Stakeholder relations & effective Risk Communication Increases your credibility Crisis communication plan factors in roles & responsibilities of other partners Promotes information sharing and communication pre- and during a crisis Promotes message consistency or clearer acknowledgement of differences Builds sense of shared responsibility for preparedness and response

module four 35 Community stakeholders Health care organizations (hospitals, clinics, health plans, professional associations etc.) Preparedness organizations (Red Cross, etc.) Advocacy, neighborhood organizations, cultural agents Consumer and “watchdog” groups, lobbyists USDA CREES

module four 36 Government stakeholders Municipal or county: food inspectors, public health, first responders, law enforcement State: health, agriculture, environmental, transportation, public safety Federal: DHS, HHS (CDC, FDA), USDA (FSIS), FBI Elected officials Schools & other educational institutions Extension specialists CREES FEMA

module four 37 Industry Stakeholders Growers, producers, processors, transportation, retail Business and trade associations Unions and co-ops Industry lobbyists and consultants USDA

module four 38 Subject Matter Experts (SMEs)  Epidemiologists, risk assessment experts, academics, health educators, risk comm experts, etc.  Provides independent credible” statements, facts, images, etc.  Presents scientific data, statistics, up-to-date knowledge, background From research institutions, community, government & industry CDC

module four 39 Stakeholders breakdowns Inadequate access – they can’t reach you Deafness – you don’t list to their concerns Impersonality – you don’t empathize… Perception of arrogance – input not valued Lack of clarity – they can’t understand you Dullness, lack of energy for response

module four 40 More mistakes Timeliness - too little, too late Minimize the negative by emphasizing factors that inspire trust Failure to identify relevant stakeholders Failure to ask for their opinion Failure to provide information Being perceived as an advocate “marketing” to them rather than dialoguing with them

module four 41 Part III: Key Audiences Part III: Key Audiences Applying the concepts

Risk Communication Preparedness & Planning module four Risk Communication Preparedness & Planning topic four Crisis Communication: The First 48 Hours

module four 43 CRISISCOMMUNICATION Review of concepts that serve as a foundation for your response capacity in the first 48 hours of crisis Preparedness = Concepts & Skills

44 Hazard (danger) High Outrage (fear,anger) Low High Outrage Management Public Relations Precaution Advocacy Crisis / Emergency Communication Goal: Acknowledge hazard, validate concern, give people ways to act

module four 45 FEAR as a adjustment reaction Fear is our natural reaction in a crisis. It is automatic It comes early It is temporary It is a small over-reaction It may need guidance It serves as a rehearsal It reduces later over-reaction Fear is a useful response. Let it happen! Fear is a useful response. Let it happen!

module four 46 Reactions to perceived risk Over-reaction is our initial reaction to a new, potentially serious risk. We pause We become hyper-vigilant We personalize the risk We take extra precautions that are probably unnecessary, or at least premature SOURCE: Peter Sandman

module four 47 Trust Factors in HIGH stress situations Trust Factors in HIGH stress situations All other factors 15-20% Honesty & Openness 15-20% Competence & Expertise 15-20% Listening, Caring & Empathy 50% SOURCE: Vincent Covello

module four 48 Impact on communication Sender – perceived trust & credibility critical Receiver – reduced ability to process complex information Message – needs to be simplified Feedback – what is receiver hearing, feeling? Mental noise – harder to hear, understand, remember SOURCE: Vincent Covello HIGH STRESS

module four 49 Communication Shifts in LOW to HIGH Stress Situations LOW StressHIGH Stress Process avg of 7 messagesProcess avg of 3 messages Info processed in linear order (1,2,3) Info processed in primacy (1,3,2) or recency order (3,2,1) Info processed at avg grade level Info processed at minus 4 grade levels Focus on competence, expertise, knowledge Focus on listening, caring, empathy, compassion SOURCE: Vincent Covello

50 Based on Rule of Three 3Present 3 key messages 3Repeat key message 3 times 3Prepare 3 supporting messages for each key message During high stress situations: During “normal” situations, we can process up to 7 information bits.

module four 51 Initial response/1 st 48 hours communication strategies Be first, be right, be credible Acknowledge with empathy Explain & inform about risk Describe what you know, don’t know, & doing about it Commit to continued communication Keep communication channels open Preparedness Initial Response First 48 hrs Response Maintenance Recovery

module four 52 Response tools Checklists Contact lists Message maps Pre-scripted Message maps Messages Fact sheets/Q&As Webpages

module four 53 Summary Be first Be right Be right Be credible Be credible If a food defense event occurred tomorrow, would you & your organization be prepared to…

module four 54 Part III: Message Development & Delivery Part III: Message Development & Delivery Applying the concepts

55 Conduct pre-crisis planning Foster partnerships with the public Collaborate & coordinate with credible sources process Risk Communication Preparedness & Planning BestPractices