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HHS Pandemic Influenza Communications, Public Engagement, and Outreach Activities. Sarah Landry National Vaccine Program Office. Information Logical Sequential Rational Analytical. Emotions Empathy Synthesize Subjective. Communications Public Outreach and Engagement.
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HHS Pandemic Influenza Communications, Public Engagement, and Outreach Activities Sarah Landry National Vaccine Program Office
Information Logical Sequential Rational Analytical Emotions Empathy Synthesize Subjective
Communications • Public Outreach and Engagement
Why Communication and Outreach are Critical Components of Pandemic Influenza Preparedness • Research continues to document the importance of risk communication and early public discussion for effective health/emergency preparedness activities • Need to begin laying the foundation of expectation with communities (business, education, labor)….. • Preparedness tool – communication is a critical part of our preparedness efforts • Will be one of the few, if only tool, available in the early days of a pandemic
Un-Ness of Pandemic Influenza Unknowns make communication challenging • When ? • Where ? • How ? • What ? • Who ? • Why ?
Pandemic Influenza Communication Activities • PITFORCE Communications Group • representatives from ASPA, NVPO, CDC, FDA, SAMSHA, OAPHEP • Identify communication needs for pandemic influenza and develop a strategy for addressing them. • Develop messages that will be used across the Dept. to convey information about pandemic influenza • Update the communications and public outreach annex of the pandemic plan • DHHS Meetings: March 17, May2-3, June 21-22 • Partner Meetings: throughout the summer • International Communications: ongoing discussions with WHO, Canada and UK
PITFORCE Team Members • Bill Hall, ASPA/ Sarah Landry, NVPO • CDC – Marsha Vanderford, Dan Rutz, Kris Sheedy, Alan Janssen, Glen Nowak, Karen Morrione, Donna Garland • FDA – Lenore Gelb, Larry Bachorik, Lorrie McNeil • OAPHEP – Ann Norwood, Marc Wolfson • SAMSHA – Shelly Burgess, Dan Dogden, Mark Weber • American Institute for Research and Oakridge Institute for Science and Education
Planning and Assessment • Inventory of Current Communication Activities • 100 commonly raised issues/questions • Message maps developed 30 pre-event questions • Polls of public and providers • Development of a communications plan • Discussions with U.S. and global partners
Risk = Hazard + Outrage 4 kinds of risk communication High HAZARD Low Precautionary Advocacy Crisis Communication Stakeholder relations Outrage Management LowHigh OUTRAGE Peter M. Sandman & Jody Lanard
Message Mapping • Scientific process for ensuring that information is accurate, clear, concise, consistent, credible, and relevant • Allows organizations to develop messages in advance for predictable events • Based on extensive studies of post-CNN news environment
News Study • The average length of a sound bite in the print media was 27 words • The average duration of a sound bite in the broadcast media was 9 seconds • The average number of messages reported in both the print and broadcast media was 3
Impact of Stress on Communications • Attention span of audience decreases • Reading level of audience decreases 4 grade levels • Negative dominance • takes 4 positive statements to balance a negative • 7 message points – 3 message points
“When people are stressed and upset, they want to know that you care before they care what you know” - Will Rogers
HHS Pandemic Influenza Communication Plan • Planning and Environmental Scan • Formative Audience Research • Message and Material Development • Trainings • Tabletops • Media Outreach • Community Continuity Planning • Public Outreach and Engagement
Outreach Community Continuity Planning • Raising awareness with stakeholders (trade, labor, business, education, transportation, and local leaders) re: pandemic influenza • Roundtable Discussions • Toolkits and planning guidance - “America Prepares for Pandemic Influenza” • Media outreach
How many people died today? More than we can bear. But we will come together and be stronger for it. Our city will… - Mayor Rudy Giuliani, September 11th 2001
Everything I Need to Know About Public Engagement I Learned from My Tweens • The louder you talk – the less they listen • If you want them to make good decisions talk early and often • They may not appear to be listening … but they are • Don’t assume … give them the opportunity to make their opinion known
Definition of Public Participation Public participation is engaging openly and respectfully in “give and take” discussions with citizens and/or stakeholders
Why Is this Important for Pandemic Influenza? • Pandemic Influenza will likely affect every American • Critical decisions will need to be made regarding the use of limited resources • Builds trust in the government, which will be essentially during a crisis • Provides better, sounder information on public’s response for which planners can base decisions • don’t need to base decision on assumptions
Pandemic Flu Vaccination Priorities Public Engagement Pilot Project • Lounsbery Foundation • CDC National Immunization Program • Institute of Medicine • National Vaccine Program Office • Study Circles Resource Center
Ed Marcuse Seattle Children’s Hospital Roger H. Bernier NIP Louis Z. Cooper Past President, AmericanAcademy of Pediatrics Geoffrey Evans HRSA Mark Feinberg Merck Vaccine Division Kathleen Stratton Institute of Medicine Mary Davis Hamlin Center for Science and Public Policy, The Keystone Center Sarah Landry NVPO Alan Hinman NVAC Matt Leighninger Democracy Workshop Senior Associate, Study Circles Resource Center Barabra Loe Fisher Co-Founder/President, National Vaccine Information Center Debbie McCune Davis Wisconsin Women’s Network Mona Steele The Arizona Partnership for Immunization Steering Committee
Americans Discuss Difficult Choices on Who To Protect First Against Pandemic Influenza Engage citizens, local/state and Federal officials, academics, non-governmental organizations, health care providers, and industry • “National Dialogue” Sessions • with Key Stakeholder Groups • “Citizen at Large” Sessions • individual citizens not representing any organized interests
Public Engagement Scheduled Meetings • National meetings: • July 13-14, September 7-8 Institute of Medicine • Citizen at Large Sessions • Aug 27, Atlanta, Georgia • Sept: Mass., Nebraska, Oregon
The right word may be effective, but no word was ever as effectiveas a rightly timed pause to listenMark Twain