Risk Communication
Planning Guide
Communication strategies for
Preparedness… Response… Recovery
An all-hazard approach with special
emphasis on catastrophic foodborne illness of
natural, accidental and intentional origin.
Adapted from materials developed by the National Center for Food Protection and
Defense and the Center for Animal Health and Food Safety at the University of
Minnesota, CDCynergy Crisis and Emergency Risk Communication (CERC) and the
World Health Organization’s Effective Media Communication During a Public Health
Emergency Field Guide.
DRAFT
Contents
I.
Risk Communication Goals
1. Organization mission statement
2. Organization risk communication goals
II.
Risk Communication Team
1. Risk communication strategies
2. Risk communication team members
III.
Key Audiences: Publics, Partners & Stakeholders
1. Identify key audiences
2. Identify audiences’ perception of your organization
3. Goals and strategies for communicating with key audiences
IV.
Message Development & Delivery
1. Identify key questions for key audiences
2. Create stand-by resources and templates
3. Create event-specific pre-scripted message content
4. Identify vehicles for message delivery
5. Identify media monitoring systems and monitoring assignments
V.
Media Relations
1. Develop goals for media relations (preparedness, response, recovery)
2. Track past involvement with media
3. Identify primary media contacts
4. Develop procedures for media requests
5. Identify resources for coordinating media logistics
VI.
Emergency Response Communication: The First 24 Hours
1. Verify situation
2. Conduct notifications
3. Assess level of the crisis
4. Organize and give assignments
5. Prepare information and obtain approvals
6. Release information to the public & first message content
VII.
Post-event Recovery
 Step 1: Recovery activities
 Step 2: Evaluate messages
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Part I. Risk Communication Goals
Step 1: Your organization’s overall mission statement
Organization Mission Statement
Step 2: Your organization’s Mission Statement to Risk Communication Goals
Organization Risk Communication Goals
Pre-event
Preparedness
Emergency
Response
Post-event
Recovery
Goals of risk communication are:
 Tailor communication so it takes into account the emotional response
to an event
 Empowers audience to make informed decision-making
 Prevents negative behavior that hampers response or causes more
harm and/or encourages constructive responses to crisis or danger
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II. Risk Communication Team
Step 1: Risk Communication Team Goals
Team Strategies (Reflect goals in Part I)
Pre-event
Preparedness
Emergency
Response
Post-event
Recovery
Step 2: Risk Communication Team Members
ROLES
Name
Contact Info 24/7
Email
Organization leadership
Communication
Subject matter experts
Community outreach
Education staff
Government relations
Marketing
Operations/HR/facilities
Legal
Identify Risk Communication Team members to execute the Risk Comm goals and strategies.
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Part III. Key Audiences: Publics, Partners & Stakeholders
Audiences can include the general publics and subsets of the general public, cooperative partners and
stakeholders (groups who have a direct interest or impact). Activities to foster awareness, trust and
credibility should be part of your pre-event preparedness efforts.
Step 1: Identify key audiences – receivers of your risk communication messages
Potential audiences involved in a food-related event:
 Community
 Government
 Industry
 SMEs
 Others
Your Primary Audiences
Your Secondary Audiences
Step 2: Assess audiences’ perceptions of your organization
How do the above key audiences perceive your organization?
#1
#2
#3
#4
#5
Awareness of your organization
Perceived trust in your organization
Level of openness, transparency demonstrated by your organization
Efforts to involve or listen to the target audience by your organization
Success in previous interaction with key audiences
Low
High

Key Audiences
List in order of
importance
#1
Awareness
of your org
#2
Trust in
your org
#3
Transparency
- openness
#4
Public
involvement
#5
Past
Success
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Part III: Key Audiences: Publics, Partners & Stakeholders
Step 3: Risk communication goals & strategies by key audience
Risk communication goals and strategies should address activities during pre-event
preparedness, response and post-event recovery stages.
1 - Key Audience:
Goals
Strategies
Assigned to
Preparedness
Response
Recovery
Goal examples:
 Build trust and credibility with community
 Involve community leaders in risk communication planning
 Provide support to government’s emergency response plan
 Provide public with background information and useful actions
Strategy examples:
 Work on projects together
 Share information
 Form advisory committee
 Conduct focus groups
 Hold information meetings
 Post a web page for key audience
 Track web inquiries and hits
 Offer consumer hotline
 Involve key audience in message testing
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Part III: Key Audiences: Publics, Partners & Stakeholders
2 - Key Audience:
Goals
Strategies
Assigned to
Goals
Strategies
Assigned to
Goals
Strategies
Assigned to
Preparedness
Response
Recovery
3 - Key Audience:
Preparedness
Response
Recovery
4 - Key Audience:
Preparedness
Response
Recovery
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Part IV. Message Development & Delivery
Message development is an essential element of your preparedness activities. Your ability to respond
quickly (be first) is greatly enhanced if you have developed stand by resources, templates, and prescripted messages that have been tested and approved and are ready to be adapted to the emergency
event.
Step 1: Anticipate questions & develop messages for key audiences
1 - Key Audience:
Anticipated Questions
Pre-scripted Messages
2 - Key Audience:
Anticipated Questions
Pre-scripted Messages
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3 - Key Audience:
Anticipated Questions
Pre-scripted Messages
4 - Key Audience:
Anticipated Questions
Pre-scripted Messages
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Part IV. Message Development & Delivery
Step 2: General stand-by resources and templates
Strive to have as many materials prepared prior to an emergency. Consider special requirements for
materials for any subgroups (e.g. language, format, special delivery channel)?
To Be
Completed
Date
Completed
NA
Anticipated questions for a food-related crisis
Message map template
Q & A’s templates/samples
Fact sheets templates/samples
Organization backgrounder – approved
Spokespersons bios
Key publics contact lists leaders, cultural agents, etc.
Key partner contact list
Key stakeholder contact list
Step 3: Event-specific pre-scripted messages
Identify potential catastrophic events that would warrant a risk communication by your organization.
Develop and test pre-scripted messages and resources in preparation for each identified scenario.
Scenario 1- Anticipated agent and/or vector:
To Be
Completed
Date
Completed
NA
Anticipated questions
Message maps
Public’s Questions & Answers
Partner’s Questions & Answers
Stakeholder’s Questions & Answers
Media Questions & Answers
Fact sheet
Press release
Web page
Hot line scripts
Useful links
Graphics, charts, illustrations, B-rolls
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Part IV. Message Development & Delivery
Scenario 2 - Anticipated agent and/or vector:
To Be
Completed
Date
Completed
NA
To Be
Completed
Date
Completed
NA
Anticipated questions
Message maps
Public’s Questions & Answers
Partner’s Questions & Answers
Stakeholder’s Questions & Answers
Media Questions & Answers
Fact sheet
Press release
Web page
Hot line scripts
Useful links
Graphics, charts, illustrations, B-rolls
Scenario 3 - Anticipated agent and/or vector:
Anticipated questions
Message maps
Public’s Questions & Answers
Partner’s Questions & Answers
Stakeholder’s Questions & Answers
Media Questions & Answers
Fact sheet
Press release
Web page
Hot line scripts
Useful links
Graphics, charts, illustrations, B-rolls
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Part IV. Message Development & Delivery
Step 4: Channels for message delivery
How will you deliver your messages to your key audiences? Media coverage is only one form of
communication.
 One-on-one: face-to face with individual, telephone, fax to individuals, email
 Group delivery: small group meetings, public meetings, auto call, blast fax or email list serve
 Organizational: leaders or members of influential community or cultural organizations
 Community: employers, schools, malls, health groups, or local government agencies
 Mass media: radio, television, newspaper, direct mail, websites
Communication Channels
Date
Completed
To Be
Completed
NA
Email list serves with partners, stakeholders, government
emergency response units, media created and updated.
Mechanism for conference call with partners (including after
hour services)
Mechanism for broadcast fax for partners, stakeholders,
government emergency response units, media
Mechanism for auto call for partners, stakeholders,
government emergency response units, media
Mechanism for webcast briefing or just-in-time training
Identified resources for door-to-door canvassing resources
and staff.
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Part IV. Message Development & Delivery
Step 5: Media monitoring systems
Monitoring media pre-, during and post-event will help determine the content of your messages. What
incorrect information is being reported? What key information is missing? What information needs to be
emphasized or clarified? Monitored coverage should be summarized and analyzed.
5.1 Available media sources – to be monitored
Call Letters - Channels
URLs -
Network News
Broadcast
Times
Local News
Broadcast
Times
NA
NA
NA
NA
NA
NA
NA
NA
NA
Network News
Broadcast
Times
NA
Local News
Broadcast
Times
NA
NA
NA
NA
NA
NA
NEWSPAPERS - LOCAL
NEWSPAPERS - REGIONAL
Available media – cont.
Call Letters - Channels
URLs -
NEWSPAPERS – NATIONAL
TELEVISION – LOCAL
ABC
CBS
FOX
NBC
PBS
OTHER
TELEVISION – CABLE
CNN
NA
CNBC
NA
FOX
NA
BBC
NA
OTHER
NA
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Part IV. Message Development & Delivery
RADIO - LOCAL
RADIO - REGIONAL
RADIO - NATIONAL
NPR
URLs –
(Note subscription/free)
Network News
Broadcast
Times
Local News
Broadcast
Times
INTERNET SOURCES
5.2. Media monitoring assignments
Source (above)
Assigned to
Monitor
Pre-
First
48 Hrs
During Post-
Newspapers
-local
Newspapers
-regional
Newspapers
-national
Television
-local
Television
-cable
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Radio
Internet
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V. MEDIA RELATIONS
Step 1: Media relations goals & strategies
Examples:
Relationship building
Fostering trust & credibility
Education media
Preparedness, awareness
Accessibility
Accurate & appropriate reporting
Useful information for public
Continued coverage following emergency
Lessons learned for preparedness & response
Analyzing costs
Long term impact
Goals
Strategies
Pre-event
Preparedness
Emergency
Response
Post-event
Recovery
Step 2: Tracking past media involvement - Interview participation in last 18 months
Outlet/Source
Reporter Name
Contact Info
Interview Topic
Date
Comments
Step 3: Primary media contacts – Local, regional, national, international
Reporter/Producer
Media /
Outlet
Contact
Phone & Email
Assignment
or Expertise
Date of most
recent contact
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V. MEDIA RELATIONS
Step 4: Processing media requests
See Part IV resources - Media Request Form
To Be
Completed
Date
Completed
NA
Policy and process for responding to media requests
Process for preparing for media requests
Media training available for interviewees, spokespersons
Step 5: Media logistics
Response
Where would a press briefing be held?
What is the capacity of the room?
Is it accessible after business hours?
Are maps to the location available online?
Will the room accommodate media needs for sound, power,
wireless access, etc.?
What staging will be used for spokespersons? (e.g., platform,
podium, table, etc.)
Is webcasting capabilities available for an webcast briefing:
software, camera, microphone
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VI. EMERGENCY RESPONSE: THE FIRST 48 HOURS
While it is not always possible to confirm all aspects of the situation or verify all sources, the facts must be
established and verified to protect the public and its confidence in your organization.
SOURCE: CDCynergy CERC
Step 1: Verify situation
Have all of the available facts been received? (to the best of your knowledge)
Was information obtained from additional sources to put event in perspective?
Was the information's origin determined?
Was the information source's credibility ascertained?
Is the information consistent with other sources?
Is the characterization of the event plausible?
If necessary, was the information clarified through a SME?
Step 2: Conduct notifications
As soon as a situation is verified, essential leadership, authorities and partners must be notified.
Have notifications/contacts been made to the appropriate persons in your organization?
Has your risk communication team been briefed?
Has your senior management group been notified?
Has your communication team been briefed?
Have the elected officials at all levels been notified, if appropriate?
Have the appropriate agencies at all levels been notified?
Have key consultants or subject matter experts bee notified?
Have other groups (e.g., board members, clients, residents) been notified?
Step 3: Assess level of crisis
The public’s perception of the level of a crisis and the actual threat to public safety may be significantly
different. Assess both he actual public health risk and the public’s perception of the risk.
Has a crisis level (A,B,C,D) been identified that corresponds to the event characteristics?
Have the hours of operation for the communication team been established?
Has jurisdiction over information been established?
Have you determined your organization’s crisis communication role in addressing this event?
Step 4: Organize and give assignments
Alert the leadership of each communication team. Make clear assignments.
Are the functional teams activated?
Are the spokespeople activated?
Have you decided on the operation center and schedule?
Were specific assignments given to each team or function?
Do all those involved know their role and immediate tasks?
Step 5: Prepare information and obtain approvals
How are different segments of the population affected or potentially affected? What audiences and
subgroups must be addressed?
Have you planned for a timely release?
Has the accuracy of all information been checked?
Does the message show compassion?
Were the specific audience concerns addressed?
Does the message meet the criteria of good message development? (see Message Development
Checklist)
Have you anticipated media questions and developed answers?
Has the message been cleared for release?
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Step 6: Release information to public
How are different segments of the population affected or potentially affected? What audiences and
subgroups must be addressed?
Have you released information as quickly as possible?
Was the same information given to all media at the same time?
Was the information released to other groups as planned? (e.g., partners, legislators, special interest
groups)
Was the information released through other channels as planned? (e.g., Web, 800 number, mailings,
meetings)
First message content includes: (within 48 hours)
Give facts/update
Rally key audience to action
Clarify event status
Address rumors
Satisfy media requests
Announce time of next briefing
Response Teams
Response Teams
Response Team Responsibilities
Team Lead
Leadership (Command and Control)
Message content and clearance
Communication monitoring and research
Media
Partner and network communication
Government Communication
Consumer education and outreach, hotline
Designated spokesperson
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Team Staffing Planning
Qualifications /
Skills Needed
Team / Function
Leadership
-Command &
control
 Decision-making
authority
 Management skills
 Spokesperson skills
Message
Development &
Clearance




Subject matter expert
Administrative
Communications
Legal




Mass media
Research
Analysis
Subject matter expert
Communication
Monitoring and
Research
Media
 Media relations
 Risk communication
 Key media contacts
Partner &
Network
Communication
 Leadership
 Networking/liaisons
 Community outreach
Government
Communication
 Previous interaction with
government agencies
Consumer
Education &
Outreach




Spokespersons
# of
Staff
Needed
Potential Staff Member
(Contact Information)
Training
Needed
Telephone intake
Community outreach
Web Development
Translators
 Risk communication
principles
 Message development
 Communication skills
 Best person to create
trust and project
20
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VII. Post-event Recovery
Step 1: Recovery activities
Do rush to return to business-as-usual
Relief/celebration/thanks for getting through the event
Analyze what went wrong/causes of problems
Conduct public education.
Monitor messages and events (media, public, partners, stakeholders)
Debrief risk communication and response teams
Review data on messages, delivery, and effects
Compile and analyze comprehensive set of data
Develop results/lessons learned and report measures of success.
Listen to public and stakeholders
Revise risk communication plan
Step 2: Evaluate Messages
Evaluate message effectiveness in addressing the following:
SOURCE: WHO Effective Media Communication during a Public Health Emergency – Field Guide
Knowledge
Understanding
Awareness
Cooperation
Support for policies or plans
Attitudes
Opinions
Beliefs
Intentions
Behavior
Actions
Decision
Trust in organization
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