M4-Preparedness-Trnr-GUIDE-1.20.07

TRAINER’S GUIDE RISK COMMUNICATION PREPAREDNESS & PLANNING 2.5 hours Introduction to Module The success of effective risk communication response is dependent on an organization’s preparedness infrastructure that has been thoughtfully and collaboratively developed before the crisis event In Module we introduce a risk communication planning framework to begin building assets that will lead to an effective response to a food-related crisis We will review the role of key audiences, publics, partners and stakeholders, who should be actively involved in the planning process as well as the emergency response We will conclude this module by reviewing key concepts and skills presented in this training and applying them to communication strategies implemented during the critical first 48 hours of crisis Module Learner Outcomes Upon completion of Module 4, participants will be able to:      Outline the main components of a pre-crisis communication plan (Topic 1) Begin an organizational audit to assess rapid response capabilities of your organization during a foodborne outbreak (Topic 1) Describe the individual roles & responsibilities of each risk communication team member before, during and following a foodrelated crisis (Topic 2) Create strategies to expand external networks and build partnerships with key audiences (Topic 3) Describe strategies and resources needed to “be first, be right, and be credible” during the first 48 hours of a foodborne outbreak (Topic 4) Module 4: Risk Communication Preparedness & Planning REV: 10/18/2022 Page of 26 Module Overview Introduction to Module minutes  Risk communication encompasses preparedness, response and recovery  Be first, be right, be credible requires pre-event planning TOPIC 1: Preparedness Begins with Pre-crisis Planning 30 minutes  Why pre-crisis planning should begin now  Basic components of a preparedness plan  Risk Communication Planning Guide: Risk Communication Goals (Part I) TOPIC 2: Risk Communication Team: Roles, Responsibilities and Response     TOPIC 3: Key Audiences: Publics, Partners and Stakeholders      30 minutes Purpose of a risk communication team Risk communication team members Team roles before, during and following a crisis Risk Communication Planning Guide: Risk Communication Team (Part II) 30 minutes Defining publics, partners and stakeholders Under-represented publics Stakeholder relations Stakeholder breakdowns Risk Communication Planning Guide: Key Audiences (Part III) TOPIC 4: Crisis Communication: The First 48 hours 50 minutes  Communication concepts as a foundation for response  Tools for rapid response  Risk Communication Planning Guide: Message Development & Delivery (Part IV) Summary of Module minutes Total 2.5 hours Module 4: Risk Communication Preparedness & Planning REV: 10/18/2022 Page of 26 Module Preparedness & Pre-crisis Planning # CONTENT TRAINER NOTES T1.1 INTRODUCE MODULE 4: RISK COMMUNICATION PREPAREDNESS AND PLANNING T1.2 MODULE TOPICS: 2.5 hours INSTRUCTIONAL Preparedness Begins with Pre-crisis Planning Risk Communication Team: Roles, Responsibilities, Response Key Audiences: Publics, Partners & Stakeholders Crisis Communication: The First 48 Hours Module 4: Risk Communication Preparedness & Planning REV: 10/18/2022 Page of 26 T1.3 MODULE LEARNER OUTCOMES  Outline the main components of a pre-crisis communication plan (Topic 1)  Begin an organizational audit to assess rapid response capabilities of your organization during a foodborne outbreak (Topic 1)  Describe the individual roles & responsibilities of each risk communication team member before, during and following a food-related crisis (Topic 2) T1.4 LEARNER OUTCOMES CONTINUED  Create strategies to expand external networks and build partnerships with key audiences (Topic 3)  Describe strategies and resources needed to “be first, be right, and be credible” during the first 48 hours of a foodborne outbreak (Topic 4) Module 4: Risk Communication Preparedness & Planning REV: 10/18/2022 Page of 26 M4 Topic One Preparedness Begins with Pre-crisis Planning # CONTENT TRAINER NOTES T1.5 TOPIC 1: PREPAREDNESS BEGINS WITH PRECRISIS PLANNING T1.6 WHY PRE-CRISIS PLANNING During a crisis your organization will experience one or more of the following:  High stress environment  Often emotional  People feel overwhelmed and tired  Full of unknowns  Public and media are demanding information  Decisions are made without having all the information desired  Vulnerable to “meltdowns” between people and organizations Module 4: Risk Communication Preparedness & Planning REV: 10/18/2022 30 minutes RESOURCES Source: Donald Klingborg, University of California, Davis Page of 26 T1.7 BE FIRST, BE RIGHT, BE CREDIBLE SOURCE: CDC Crisis and Emergency Risk Communication Optional Activity:  Count off 1-3 (1= be first, 2=be right and 3=be credible)  Instruct participants to jot down key messages to explain their assigned part of the CDC motto, for example key messages for “Be first” - Preparedness is necessary to be first - Don’t wait until all answers are known - Discuss what you know, don’t know and what you’re doing about it  Ask participants to share their key points T1.8 RISK COMMUNICATION PLAN IS MORE THAN A CRISIS RESPONSE PLAN An emergency response plan generally focuses on crisis communication strategies T1.9 RISK COMMUNICATION PLAN INCLUDES PLANNING AND ACTION BEFORE, DURING AND AFTER A CRISIS Pre-crisis Preparedness  Not just planning, includes actions, e.g networking, listening to publics Initial phase - the critical first 48 hrs  What will it take to be First, right & credible? Maintenance phase - expansion of response  How will you maintain communication within your organization, with partners and networks, with the publicS? Resolution phase – recovery and evaluation Module 4: Risk Communication Preparedness & Planning REV: 10/18/2022 Page of 26  What is criteria for evaluation?  How will your plan be modified? T1.10 REVIEW OF THE RISK COMMUNICATION COMPONENTS Remember that risk communication is multidirectional and involves the audience as an information source:  Audience Assessment  Audience Involvement  Message  Logistics  Metamessaging  Listening  Self-assessment  Evaluation Discussion Question:  Which components require actions before or after the crisis? T1.11 PRE-EVENT PREPAREDNESS ACTIVITIES  Involving key audiences: Publics, partners, stakeholders  Relationship-building with media  Message development & testing  Train & practice with staff Module 4: Risk Communication Preparedness & Planning REV: 10/18/2022 Page of 26 T1.12 COMPONENTS OF A RISK COMMUNICATION PLAN  Risk Communication team Handout: NCFPD Risk Communication Planning Guide doc  Organizational audit or assessment  Key audiences: publics, partners, stakeholders  Risk communication goals  Resources: messages & vehicles  Media relations  Emergency response  Post event recovery & evaluation T1.13 KEY FEATURES OF THE PLAN  Organizational audit o Addresses relationship building, trust & credibility, transparency & openness  Risk Communication team o Equal emphasis on planning & response  Key audiences o Strategies to “listen” to audience o Factors in emotional response to event T1.14 CERC: http://www.orau.gov/cdcynergy/e rc/Content/activeinformation/res ources/CKCRIT_needs_assess ment.pdf PLAN FEATURES CONTINUED  Risk communication goals o Pre- and post- event goals as well as emergency response goals  Media relations o Working relationship with the press prior to an event  Emergency response o Be first, right & credible  Recovery & evaluation o Key audiences involved in evaluation process Module 4: Risk Communication Preparedness & Planning REV: 10/18/2022 Page of 26 T1.15 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 T1.16 Application Activity: Beginning Your Risk Communication Plan Purpose: Identify risk communication goals and strategies for your organization Handout: M4.T1.Risk Comm Planning Guide.doc - SEE PART I Instructions:  Complete Part I of the Risk Communication Planning Guide: Risk Communication Goals  Share goals with group Module 4: Risk Communication Preparedness & Planning REV: 10/18/2022 Page of 26 M4 Topic Two Risk Communication Team: Roles, Responsibilities, Response # CONTENT 20 minutes TRAINER NOTES T1.17 TOPIC 2: RISK COMMUNICATION TEAM: ROLES, RESPONSIBILITIES, RESPONSE T1.18 PURPOSE OF A RISK COMMUNICATION TEAM APPROACH RESOURCES  Teams expand data pools and experiences and help overcome personal biases  Effective teams result in better quality decisions and acceptance and implementation by those participating in the decision Purpose of risk and crisis communication team  Provide for broad input to identify issues  Develop & maintain trust-based relationships  Create effective communication plans & processes Module 4: Risk Communication Preparedness & Planning REV: 10/18/2022 Page 10 of 26 T1.21 CRISIS COMMUNICATION TEAM ACTIVITIES – 1ST 48 HOURS  Verify situation  Conduct notifications  Assess level of crisis  Issue assignments  Prepare information and obtain approvals We will discuss this further in later in this module (Topic Crisis Communication: The First 48 Hours) T1.22 RESPONSE MAINTENANCE  Release information to public Remain accessible to media  Communicate and coordinate with external partners and networks  Monitor, maintain, and make adjustments for the remaining life of the crisis T1.23 POST-EVENT RECOVERY TEAM RESPONSIBILITIES  Determine if goals were met  Listen to the public  Revise and update messages  Coordinate with partners and stakeholders  Conduct public education as needed Module 4: Risk Communication Preparedness & Planning REV: 10/18/2022 Page 12 of 26 T1.24 Application Activity: Beginning Your Risk Communication Planning Guide Purpose: Identify risk communication team members and roles for your organization Handout: M4.T1.Risk Comm Planning Guide.doc – SEE PART II Instructions:  Complete Part II of the Risk Communication Planning Guide: Risk Communication Team  Share Risk Communication Team roles with group Module 4: Risk Communication Preparedness & Planning REV: 10/18/2022 Page 13 of 26 M4 Topic Three Key Audiences: Publics, Partners, Stakeholders # CONTENT T3.25 TRAINER NOTES 20 minutes RESOURCES TOPIC 3: KEY AUDIENCES: PUBLICS, PARTNERS & STAKEHOLDERS T3.26 Module 4: Risk Communication Preparedness & Planning REV: 10/18/2022 Page 14 of 26 T3.27 GOOD DEAL OF OVERLAP & INTERSECTIONS AMONG KEY AUDIENCES How to “listen” to publicS:  Review telephone logs, email inquiries, internet hits, letters rec’d  Focus groups  Surveys  Advisory groups  Community forums T3.28 KEY AUDIENCES IN A CRISIS CERC T3.29 UNDER-REPRESENTED PUBLICS Source: #3 Littlefield, R et al: Ten best practices of risk and crisis communication: reaching out to New Americans and underrepresented populations in the United States Module 4: Risk Communication Preparedness & Planning REV: 10/18/2022 Page 15 of 26 T3.30 LISTENING TO NATIVE AMERICANS & NEW AMERICANS These findings come from focus groups with midwestern Native American, Somali and Hmong focus groups held in 2006 T3.31 STAKEHOLDER THEORY Source: #3 Littlefield, R et al: Ten best practices of risk and crisis communication: reaching out to New Americans and underrepresented populations in the United States Source: Donald Klingborg, University of California, Davis Stakeholders are defined as groups or individuals who have influence or are involved in the decision-making process “Stakeholder Theory” supports the need to look beyond the organization’s members and expand critical relationships to include other groups from  Community  Industry  Government Module 4: Risk Communication Preparedness & Planning REV: 10/18/2022 Page 16 of 26 T3.32 PURPOSE OF STAKEHOLDERS RELATIONS Source: Donald Klingborg, University of California, Davis Listening to their perspective will increase their buy-in and, as a result, the credibility your key messages  Query stakeholders to establish their interests in the issue at hand  Common ground between your organization and all partners is to assure food supply is safe How stakeholder partnerships promote effective risk communication  Collaboration with credible stakeholders increases your credibility  Each partner’s crisis communication plan should factor in roles and responsibilities of other partners  Promotes communication during a crisis Allows partners to fulfill their role while staying informed about others are doing and saying (“Swim in your lane” )  Fosters consistent messages or better acknowledge differences T3.33 Module 4: Risk Communication Preparedness & Planning ROLE OF STAKEHOLDERS IN A CRISIS REV: 10/18/2022 Page 17 of 26 T3.34 STAKEHOLDER RELATIONS & RISK COMMUNICATION How stakeholder partnerships promote effective risk communication  Collaboration with credible stakeholders increases your credibility  Each partner’s crisis communication plan should factor in roles and responsibilities of other partners  Promotes communication during a crisis Allows partners to fulfill their role while staying informed about others are doing and saying (“Swim in your lane” )  Fosters consistent messages or better acknowledge differences  Builds sense of shared responsibility for preparedness and response T3.35 Module 4: Risk Communication Preparedness & Planning COMMUNITY STAKEHOLDERS ASSOCIATED WITH FOOD-BORNE OUTBREAKS REV: 10/18/2022 Images: Cooperative State Research, Education and Extension Service (CSREES) http://www.csrees.umd.edu/ Page 18 of 26 T3.36 GOVERNMENT STAKEHOLDERS Images: Cooperative State Research, Education and Extension Service (CSREES) http://www.csrees.umd.edu/ T3.37 INDUSTRY STAKEHOLDERS Images: Cooperative State Research, Education and Extension Service (CSREES) http://www.csrees.umd.edu/ T3.38 SUBJECT MATTER EXPERTS Subject matter experts – from community, government and industry Science data, statistics, up-to-date knowledge Source of “independent credible” statements, facts, images, etc Epidemiologists, risk assessment experts, various academics, health educators, risk communication experts, etc Images: Cooperative State Research, Education and Extension Service (CSREES) http://www.csrees.umd.edu/  Media is not considered a partner; however, need to have relationship with media Module 4: Risk Communication Preparedness & Planning REV: 10/18/2022 Page 19 of 26 T3.39 COMMON MISTAKES IN STAKEHOLDERS RELATIONS Source: Donald Klingborg, University of California, Davis  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 T3.40 STAKEHOLDER MISTAKES CONTINUED  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 T3.41 Application Activity: Beginning Your Risk Communication Planning Guide Purpose: Identify your organization’s key audiences Handout: M4.T1.Risk Comm Planning Guide.doc – SEE PART III Instructions:  Complete Part III of the Risk Communication Planning Guide: Key Audiences: Publics, Partners & Stakeholders  Share Risk Communication Team roles with group Module 4: Risk Communication Preparedness & Planning REV: 10/18/2022 Page 20 of 26 T4.42 TOPIC 4: CRISIS COMMUNICATION: THE FIRST 48 HOURS T4.43 REVIEW OF KEY CONCEPTS FOR EFFECTIVE CRISIS COMMUNICATION RESPONSE  Rapid response during the first 48 hours of a crisis involves more than a series of checklists, contact lists and procedures  Do not overlook your key audiences’ reactions and needs to the crisis T4.44 DURING 1ST 48 HOURS, YOU ARE RESPONDING TO HIGH HAZARD AND HIGH OUTRAGE Source: Peter Sandman Review Crisis Communication goals:  Acknowledge hazard, validate concern, give people ways to act Module 4: Risk Communication Preparedness & Planning REV: 10/18/2022 Page 21 of 26 T4.45 FEAR AS AN INITIAL RESPONSE Source: Peter Sandman T4.46 REACTIONS TO PERCEIVED RISK Source: Peter Sandman T4.47 TRUST FACTORSAND ROLE OF LISTENING, CARING AND EMPATHY Source: Vincent Covello Module 4: Risk Communication Preparedness & Planning REV: 10/18/2022 Page 22 of 26 T4.48 HOW COMMUNICATION CHANGES DURING A CRISIS T4.49 CHANGES IN HOW WE COMMUNICATE DURING A CRISIS Source: Vincent Covello T4.50 RULE OF THREE Source: Vincent Covello Module 4: Risk Communication Preparedness & Planning REV: 10/18/2022 Page 23 of 26 T4.51 COMMUNICATION STRATEGIES DURING THE STAGE OF A CRISIS T4.52 RESPONSE TOOLS PREPARED PRIOR TO CRISIS Source: CERC T4.53 Module 4: Risk Communication Preparedness & Planning REV: 10/18/2022 Page 24 of 26 T4.54 Application Activity: Beginning Your Risk Communication Planning Guide Purpose: Identify risk communication team members and roles for your organization Handout: M4.T1.Risk Comm Planning Guide.doc – SEE PART III Instructions:  Complete Part III of the Risk Communication Planning Guide: Message Development & Delivery  Share Risk Communication Team roles with group T4.55 BEST PRACTICES FOR EFFECTIVE RISK COMMUNICATION PREPAREDNESS & PLANNING #5 Seeger, M Best practices in risk and crisis communication: an expert panel process  Conduct pre-crisis planning  Foster partnerships with the public  Collaborate and coordinate with credible sources process Module Sources Covello, V Lessons learned from the font lines of risk and crisis communication: 21 guidelines for effective communication by leaders addressing high anxiety, high stress or threatening situations Presented as part of a keynote address at the U.S Conference of Mayors Emergency, Safety, and Security Summit, October 24, 2001, Washington, D.C Online access at: http://healthlinks.washington.edu/nwcphp/pdf/CovelloLessons.pdf Department of Health and Human Services (2002) Communication fundamentals Communicating in a Crisis: Risk Communication Guidelines for Public Officials (pp 9-13) Washington, D.C , pp 45-56 Available online at http://riskcommunication.samhsa.gov/RiskComm.pdf Littlefield, R et al (2006) Ten best practices of risk and crisis communication: reaching out to New Americans and underrepresented populations in the UnitedStates, presented at Central States Communication Association for Convention, Indianapolis, Indiana, April 9, 2006 Module 4: Risk Communication Preparedness & Planning REV: 10/18/2022 Page 25 of 26 Reynolds, Barbara (2002) Module 4: Crisis communication Plan Crisis and Emergency Risk Communication Atlanta: Centers for Disease and Prevention Available online at: http://www.orau.gov/cdcynergy/erc/ Seeger, M (2006) Best practices in risk and crisis communication: an expert panel process Journal of Applied Communication, 34 (3) National Communication Association Additional Resources  Department of Homeland Security (2005) Incident Communication Emergency Reference Guide Office of Public Affairs Available online: https://www.hsdl.org/homesec/docs/dhs/nps03-070705-02.pdf  Gladwell, M (2005) Blink: the power of thinking without thinking New York: Little Brown and Company Contributors  William Hueston William Hueston, Director, Center for Animal Health and Food Safety, University of Minnesota, Twin Cities, MN  Donald Klingborg, Associate Dean for Veterinary Medicine Extension and Public Programs, University of California, Davis, CA  Dale Moore, Associate Professor and Associate Dean for Student Programs, Veterinary Medical Teaching & Research Center, University of California, Davis, CA Module 4: Risk Communication Preparedness & Planning REV: 10/18/2022 Page 26 of 26