Crisis PR Plan Prepared by: Jennifer Evans October 28, 2014 AC321-701
CENTERS FOR DISEASE CONTROL AND PREVENTION
SITUATION ANALYSIS The Centers for Disease Control and Prevention (CDC) collaborates to create the expertise, information and tools that people and communities need to protect their health – through health promotion; prevention of disease, injury and disability; and preparedness for new health threats. During an emergency, the CDC supports the health care system by helping to minimize illness and injuries when emergencies unfold, thus reducing the burden on the health care system (source: www.CDC.gov). Stemming from the current Ebola outbreak, negative media attention has created a crisis for the CDC after two nurses were infected in Texas after treating the first Ebola patient diagnosed in the U.S. This crisis threatens the integrity and reputation of the CDC as media and the American public question whether or not they reacted to the Ebola situation in an appropriate manner. The Texas infection incident brought rumors and speculation into the spotlight as to how the CDC is handling the current public health emergency. It is important for the CDC to respond quickly. The best strategy in this situation is transparency. A lack of information will give the public and the media room to speculate. Responding quickly will allow the agency to direct the narrative of the crisis and limit the damage.
OBJECTIVES • Contain/put and end to the crisis • Manage media/limit damage (tell it all, tell it fast and tell the truth) • Restore credibility and reestablish trust • Satisfy media requests • Increase awareness of CDC global work, data, research efforts regarding the Ebola Virus • Address evolving needs for health information regarding the virus
CRISIS PLANNING
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CENTERS FOR DISEASE CONTROL AND PREVENTION
TARGET AUDIENCES • Social and traditional media: national, local & global outlets • Texas Presbyterian Hospital (staff, doctors, nurses, patients, etc.) • Hospitals/Healthcare Programs • Patients • Healthcare workers and staff • Medical supplies and equipment providers • Non-profit organizations and volunteers (Doctors Without Borders) • The American public • Stakeholders in public health programs • Government officials (including congress and policymakers)
MESSAGES • Reassurance: convey the message that public safety is top priority • Empathy: express genuine support and concern for the well-being of nurses/doctors impacted • Address criticisms and complaints by acknowledging that people are unhappy and outline the steps being taken to make it right
MESSAGE DELIVERY METHODS • Print media release • Up-to-the-minute Social Media updates (Twitter, Facebook, etc.) • Web release/infographics/informational brochures (address key questions so journalists have a source of information) • World Health Organization and CDC Spokesperson (TV or in-person appearances) • Radio • Hold a press conference/media briefing • Recorded phone messages • Designate call centers to handle emergency communication (staffed by trained emergency risk communicators as well as communication personnel from across CDC who provide additional expertise, as well as consistent information and advice tailored to each audience group
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CENTERS FOR DISEASE CONTROL AND PREVENTION
STRATEGIES & TACTICS • Communicate critical information with public health officials at local, state, and federal levels • Communicate/coordinate with nurses worker's union • Set up a larger team of first responders to send out as new infections arise • Enlist the help and expertise of WHO • Distribute health and safety messages rapidly • Give referrals: ("for more information contact_____," / "the next scheduled update will be ____") • Centralize Communications • Close down Texas Presbyterian Hospital for thorough decontamination process • Isolate healthcare workers who had risk of exposure from Ebola patients and put them into mandatory quarantine • Set up stricter quarantine protocols overall • Establish guidelines and protocols to ensure zero chance of possible transmission • Frequent drills to give health professionals experience and training to make sure nurses know how to react to potential ebola cases • Establish guidelines on how to dispose of material removed from hospitals during precautionary decontamination processes • Revise guidelines for monitoring and determining exposure risk of health care workers in the U.S. as well as the risk to those returning after volunteering to fight the spread of Ebola abroad • Design training courses to help hospitals nationwide achieve, maintain, and improve global Ebola surveillance systems by presenting various hazard topics to Ebola healthcare managers and staff • Conduct trainings, drills, and exercises. • Respond to enquiries quickly. • Develop, practice, and improve emergency response plans at state and local public health departments to ensure rapid and effective responses • Communicate key messages via social media as well as through broadcast and traditional media • Give up-to-date information about the situation and actions to resolve it • Mobilize advocates that you have built up prior to the crisis with overall social media strategy – their positive messages can defend or neutralize an attack on social networks. • Supply images, video and audio where relevant. • Develop recommendations to help healthcare facilitates (Texas) recover and restore public health functions after the initial response
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CENTERS FOR DISEASE CONTROL AND PREVENTION
EVALUATION • Monitor traditional and social media outlets closely to ensure issues do not escalate and to ensure misinformation is addressed • Vulnerability/exposure risk assessments • Assess lessons learned by communication staff (what worked vs. what could be improved) • Prepare improvement plans for future emergencies
CRISIS PLANNING
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