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DUE SUNDAY, 04/22/12. 11:59PM CST. ALWAYS USE THE COURSE TEXT AS ONE OF THE REFERENCES.
Crisis and Risk Communication Strategies
As was evident in this week’s Grand Rounds video, SARS: When a Global Outbreak Hits Home, the abilities of public health leaders are particularly put to the test in crisis situations. In this Application, you are asked to identify and analyze the effectiveness of communication strategies demonstrated by leaders in public health crisis situations.
In a 2- to 3-page paper, address the following:
Analyze the public health communication during SARS crisis as depicted in the Grand Rounds video. What are five communication strategies you noticed? How well were they implemented? Do you think the communication could have been done better? Explain your answers.
Discuss an event you have seen in the news some time during the past several years in which leaders were asked questions and had to respond with crisis communication strategies. These are often weather related (e.g., floods, fires, other disasters) but can also be crime- or corruption-related stories that are in the media. If necessary, do Internet searches to refresh your memory or find out more about the ways in which the leader(s) communicated during your selected event.
Describe the crisis situation.
Assess the use of crisis communication strategies by the leaders. Which strategies were implemented? How well were these implemented? What strategies do you think they could have adopted to handle this situation better?
I WANT THE HURRICANE KATRINA & THE SITUATION THAT HAPPENED IN NEW ORLEANS & MISSISSIPPI TO BE MY CRISIS SUBJECT. YOU CAN ACCESS THE VIDEO ON THE SITE I’M POSTING
Prior Knowledge
In Week 5, you were introduced to several articles written by Dr. Claudia Fernandez concerning how to develop, motivate, engage, and manage personnel. Many of these strategies require a foundation of effective communication skills. Reflect on the strategies provided in these articles. Consider your own communication strengths and areas for growth. Also reflect on how communication influences the outcome of a public health campaign or project. What communication skills do you think are most important for leaders?
Video Program
“A Leadership Perspective on Communication” (Dr. Vicki Freimuth and Dr. Fernando Guerra)
To be effective in their roles, public health leaders must be responsive not only to the needs of their external stakeholders but also to their staff. In this program you will hear Dr. Vicki Freimuth describe how she responded during a crisis that seriously taxed the resources of her communications department at the CDC. You will also hear from Dr. Fernando Guerra as he shares insights on how to speak effectively with the media and emphasizes the important role that public health leaders play by communicating directly with various community groups and stakeholders.
Access this video from the main menu of the course DVD.
Readings
Course Text: Influencer: The Power to Change Anything
Chapter 6, “Harness Peer Pressure”
Peer pressure has many negative connotations. However, Chapter 6 introduces the positive side of peer pressure and examines strategies leaders can use to harness this power and form of influence. This is similar to social marketing. Many excellent public health campaigns have been successful because of the influence of social pressure. Anit-smoking, anti-drug, and seat belt campaigns are all good examples of the effective use of peer pressure for positive public health outcomes.
Course Text: Public Health Administration: Principles for Population-Based Management
Chapter 20, “Communication and Media Relations”
Chapter 20 begins by reviewing the importance of communication in public health. It also examines communicating with the media and notes how health communcation requires clear, succinct, and honest messages. This chapter discusses the importance of establishing good relationships with the media. With those relationships in place, when a public health crisis does occur leaders are better able to communication with the media.
Chapter 22, “Using Marketing in Public Health”
Public health marketing emphasizes the concepts of exchange, self-interest, behavior change, competition, consumer orientation, and marketing’s “four Ps”: product, price, place, and promotion. This chapter explains these concepts and describes how to plan, implement, and assess a marketing effort for a particular public health issue.
Websites
Centers for Disease Control. (2008.). CDC: Crisis and emergency risk communication. Retrieved August 5, 2008, from https://emergency.cdc.gov/cerc/
This Web site explains crisis and emergency risk communication, including pandemic influenza.
Online Video
University of North Carolina at Chapel Hill Gillings School of Global Public Health. (2009). SARS: When a global outbreak hits home. Retrieved November 15, 2011, from https://www.publichealthgrandrounds.unc.edu/sars/ondemand/index.php?webcast=2003-10-23_sars&action=view.
Notes: For optimal viewing, use Internet Explorer version 8 or Mozilla Firefox to watch the Video.
This video explains how public health officials first become aware of Severe Acute Respiratory Syndrome (SARS). This video describes how Ontario, a province of Canada that was most affected by this disease, planned for battle, learned from their actions, and enacted vital public health plans encompassing surveillance, communication, and preparedness to protect their citizens well into the future.
PATTERSON, K., GRENNY, J., MAXFIELD, D., McMILLAN, R., & SWITZLER, A. (2008). INFLUENCER: THE POWER TO CHANGE ANYTHING. NEW YORK, NY. McGRAW-HILL
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