HHS Pandemic Influenza Communications, Public Engagement, and Outreach Activities

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HHS Pandemic Influenza Communications, Public
Engagement, and Outreach Activities

• Sarah Landry
• National Vaccine Program Office

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• Information
• Logical
• Sequential
• Rational
• Analytical

• Emotions
• Empathy
• Synthesize
• Subjective

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• Communications
• Public Outreach and Engagement

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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

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Un-Ness of Pandemic Influenza

• Unknowns make communication challenging
• When ?
• Where ?
• How ?
• What ?
• Who ?
• Why ?

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Communications as Preparedness Tool
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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

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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

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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

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Risk Communications
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Risk Hazard Outrage

• 4 kinds of risk communication

High HAZARD Low
Crisis Communication
Precautionary Advocacy
Stakeholder relations
Outrage Management
Low High OUTRAGE
Peter M. Sandman Jody Lanard
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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

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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

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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

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• When people are stressed and upset,
• they want to know that you care
• before they care what you know
• - Will Rogers

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Message Map
Question or Concern How will you know if a pandemic has started? Question or Concern How will you know if a pandemic has started? Question or Concern How will you know if a pandemic has started? Map No. 701 Subject Pandemic Influenza
Stakeholder General Public Category Response Likely conditions for use Pre-Event Likely conditions for use Pre-Event Date last 05/03/05
Key Message/Fact 1 A new influenza virus will be identified that has only rarely been seen in humans. Key Message/Fact 2 Cases of a pandemic influenza will be seen over a wide-spread geographic area. Key Message/Fact 3 This new virus will be easily transmitted from person to person.

Supporting Fact 1-1 Multiple laboratories will isolate this new strain. Supporting Fact 2-1 Increased international travel can impact the spread of disease. Supporting Fact 3-1 There will be a rapidly increasing numbers of human cases.

Supporting Fact 1-2 The new virus will resemble virus seen in animals but wont be identical. Supporting Fact 2-2 Cases will be identified on multiple continents. Supporting Fact 3-2 The number of cases will continue to grow over a long period of time.

Supporting Fact 1-3 Supporting Fact 2-3 Many cases will be diagnosed simultaneously across large area on several continents. Each continent involved may have many cases. Supporting Fact 3-3 This form of influenza may not be predictable in who is at greatest risk as with seasonal influenza.

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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

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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

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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
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Pandemic Influenza Public Engagement
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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
• Dont assume give them the opportunity to make
  their opinion known

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Definition of Public Participation

• Public participation is engaging openly and
• respectfully in give and take discussions
• with citizens and/or stakeholders

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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 publics
  response for which planners can base decisions
• dont need to base decision on assumptions

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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

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Steering Committee

• Ed Marcuse
• Seattle Childrens Hospital
• Roger H. Bernier
• NIP
• Louis Z. Cooper
• Past President, American Academy 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 Womens Network
• Mona Steele
• The Arizona Partnership for Immunization

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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

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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

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The right word may be effective, but no word
was ever as effectiveas a rightly timed pause
to listenMark Twain