Micerc a guide for Developing Crisis Communication Plans Office of Public Health Preparedness




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Michigan Crisis &

Emergency Risk Communication

MICERC



A Guide for Developing

Crisis Communication

Plans


Office of Public Health Preparedness


October 2003





Table of Contents


Page

Forward/Acknowledgments

Introduction

Section One ---------- Principles of Crisis Communication 7-10

Stages of a Crisis 11-12

The Crisis Development Process 13-14

Section Two ---------- Specific Audiences 16-20

Understanding Special Populations 21-24

Section Three -------- Guidelines for Working with the Media 26-27

News Releases 28-29

Guidelines for Spokespersons 30-32

Guidelines for News Conferences 33

Media Interviews 34-35

Section Four --------- Crisis Communication Plans 37-38

Crisis Contact Lists 39-40

Pre-event Communication Planning 41-43

Section Five ---------- The Strategic National Stockpile 45-48



Section Six ----------- Disaster Mental Health 50-52


Appendix A: Templates & Samples


MICERC Initial Response Check List 54-55

Template for Press Statement 56

Sample Press Releases and Statement 57-59

Crisis Communication Resources 60-63

Sample SNS Dispensing Site Video Script 64-65

Communications Scripts for Radiological Terrorism 66-70


Appendix B: Contact Lists

State Departments Emergency Notification Numbers

CDC/HRSA Grant Regional Contact Information

Emergency Preparedness Coordinator List

Local Public Health Department List

Michigan Control Authorities (Hospitals/Pre-hospital Services)

Michigan State Police Emergency Management Contacts

Michigan Association of Broadcasters Membership List

Michigan Daily Newspapers

Michigan Crisis Response Association

Michigan Chapters of the American Red Cross

Community Mental Health Emergency Contact List

Michigan Statewide 2-1-1 Contact List

CDC Smallpox Hotlines for the Public

CDC Smallpox Hotlines for Physicians and Healthcare Providers

Forward:


Recent events have led the federal government to commit the resources necessary to develop and maintain strong public health infrastructures that are prepared to respond to biologic and chemical attacks, public health emergencies and outbreaks of infectious diseases. The expertise of health education and health communication specialists is paramount in emergency preparedness efforts. Communicating health risk information effectively to diverse audiences in response to public health threats requires careful pre-event planning. The purpose of this document is to provide guidelines on developing crisis communication plans. It is intended for local public health departments and hospital public information personnel in Michigan.


Development of this guide was funded by the Centers for Disease Control and Prevention (CDC) Cooperative Agreement with the Michigan Department of Community Health (MDCH), Office of Public Health Preparedness (OPHP). MDCH OPHP hopes the information provided in this document will advance crisis and emergency risk communication preparedness. Permission is granted to reprint the document for noncommercial purposes. All templates can be modified for local use.


Acknowledgements:


MDCH OPHP gratefully acknowledges the contributions of Dr. Gregory Button, School of Public Health University of Michigan, and Dr. Matthew Seeger, Department of Communication, Wayne State University for their assistance in the development of the Michigan Crisis and Emergency Risk Communication guide. Special thanks to Ms. Barbara Reynolds, CDC, author of Crisis & Emergency Risk Communication for her valuable input. We would also like to thank Noreen Clark Ph.D., Dean, School of Public Health, University of Michigan, and Jennifer Martin, Administrator, Bioterrorism & Health Preparedness Research and Training Center.


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