Session D Building a Pre-Pandemic Communication Plan

Session Objectives Identify audiences within the “general public” for pandemic communication activities Identify audiences within the “general public” for pandemic communication activities Identify knowledge, attitudes, and behaviors that health officials want to influence through communication efforts Identify knowledge, attitudes, and behaviors that health officials want to influence through communication efforts Develop strategy for impacting communication goals Develop strategy for impacting communication goals List existing resources/messages/tools for impacting communication goals List existing resources/messages/tools for impacting communication goals Identify audiences within the “general public” for pandemic communication activities Identify audiences within the “general public” for pandemic communication activities Identify knowledge, attitudes, and behaviors that health officials want to influence through communication efforts Identify knowledge, attitudes, and behaviors that health officials want to influence through communication efforts Develop strategy for impacting communication goals Develop strategy for impacting communication goals List existing resources/messages/tools for impacting communication goals List existing resources/messages/tools for impacting communication goals

Emergency Preparedness Planning Is integral in the management of disasters, outbreaks, or other crises It can:  help the public cope with an event  help the public make risk/benefit decisions  help the public begin to return their lives to normal. Is integral in the management of disasters, outbreaks, or other crises It can:  help the public cope with an event  help the public make risk/benefit decisions  help the public begin to return their lives to normal.

Pandemic Communication Planning Can fall into one of three phases: Pre-event EventPost-event

Workshop Focus Pre-Event Pandemic Planning

Pre-event Pandemic Communication Planning Key activities during this phase include: Planning, research, training, and evaluation Identification of target audiences Message content (development) Identification of channels for dissemination Staffing/resource needs Key activities during this phase include: Planning, research, training, and evaluation Identification of target audiences Message content (development) Identification of channels for dissemination Staffing/resource needs

Audience Identification Planning Question: Within the “general public” who do you want to or need to reach with pre-event pandemic communication? Planning Question: Within the “general public” who do you want to or need to reach with pre-event pandemic communication? Team Action: List all potential target audiences within the general public: 1. [insert segment 1] 2. [insert segment 2] 3. [insert segment 3] 4. [insert segment 4]

Focus Groups by Audience and Agent Target AudienceBotulismPlagueRadiologicalChemicalTotal Urban African Americans12227 Rural African Americans11114 Urban Hispanics12227 Rural Hispanics11114 Urban Caucasians12227 Rural Caucasians11114 Urban Asians11114 English as second lang Native American11114 First Responder11215 Public Health11215 Total

Setting Communication Goals Question: What is the intent of the message you wish to communicate? –What do you want people to know, think about, or do? Question: What is the intent of the message you wish to communicate? –What do you want people to know, think about, or do? Informational Attitudinal Behavioral

Communication Goals Team Action: A. Informational goals for [insert target audience of the general public] – What do you want this audience to know? – What kind of information do they want to know [list]?

Informational Goals for: [insert target audience] Target Audience:Audience information needs and wants [list]: 1.[insert]

Communication Goals Team Action: B. Attitudinal goals for [insert target audience of the general public] – What do you want the audience to believe? [list] – What are their current attitudes and beliefs? [list] – What are the barriers to instilling those attitudes? [list]  Why is that the case? Customs etc.? [list] Team Action: B. Attitudinal goals for [insert target audience of the general public] – What do you want the audience to believe? [list] – What are their current attitudes and beliefs? [list] – What are the barriers to instilling those attitudes? [list]  Why is that the case? Customs etc.? [list]

Attitudinal Goals for: [insert target audience] Want them to believe:2. Currently believe/feel (because): 3. Barriers to overcoming those beliefs:

Communication Goals Team Action: C. Behavioral goals for [insert target audience of the general public] – What behaviors do you want the audience to do? [list] – What negative behaviors does the audience currently do (barriers to change you need to overcome)? [list]  Why do you think they do that? [list] Team Action: C. Behavioral goals for [insert target audience of the general public] – What behaviors do you want the audience to do? [list] – What negative behaviors does the audience currently do (barriers to change you need to overcome)? [list]  Why do you think they do that? [list]

Behavioral Goals for: [insert target audience] Want them to do:2. Currently do (why):3. Barriers to behavior change:

Building Communication Strategy For each goal consider: What kind of arguments or counterarguments might be made to motivate this target audience? What research needs do you have? –What capacity (human resources/financial resources) do you have to elicit feedback from your target audience? What opinion leaders or advocates might serve as champions of this message? What channels might you use to disseminate this message? For each goal consider: What kind of arguments or counterarguments might be made to motivate this target audience? What research needs do you have? –What capacity (human resources/financial resources) do you have to elicit feedback from your target audience? What opinion leaders or advocates might serve as champions of this message? What channels might you use to disseminate this message?

Building Communication Strategy Attitudes you want to instill or change (from previous slide): Motivational strategy (ideas): Advocate, partners or opinion leaders: Information dissemination channels: Research needs (conducted by whom):

Building Communication Strategy Behaviors you want to instill or change: (from previous slide) Motivational strategy (ideas): Advocate, partners or opinion leaders: Information dissemination channels: Research needs (conducted by whom):

Building Communication Strategy Informational content you wish to disseminate: (from previous slide) Advocate, partners or opinion leaders: Information dissemination channels: Research needs (conducted by whom):

Building Communication Strategy: Gap Analysis Existing Tools/Resources/Materials: [list]Gaps to be filled: [list]

Building communication strategy: Next Steps Identify target audiences large enough and unique enough to justify pre-event pandemic communication Revise pre-event pandemic communication goals and write objectives –Clear, time-specific, and measurable objectives Consider budgetary and other human resource issues Identify target audiences large enough and unique enough to justify pre-event pandemic communication Revise pre-event pandemic communication goals and write objectives –Clear, time-specific, and measurable objectives Consider budgetary and other human resource issues

Building communication strategy: Next Steps Conduct any necessary formative research Develop and test messages with intended audiences Identify roles and responsibilities among staff Finalize and summarize the plan for putting these activities into action Share plans with staff and stakeholders Conduct any necessary formative research Develop and test messages with intended audiences Identify roles and responsibilities among staff Finalize and summarize the plan for putting these activities into action Share plans with staff and stakeholders

Building communication strategy: Summary plan for developing and testing communication mix ActivityCostCompleted by (Staff)By (Date) 1. Communication Activities 2. Hiring personnel 3. Obtaining resources