Session D Building a Pre-Pandemic Communication Plan

1. Session DBuilding a Pre-Pandemic Communication Plan

2. Session Objectives • Identify audiences within the “general public” for pandemic communication activities • Identify knowledge, attitudes, and behaviors that health officials want to influence through communication efforts • Develop strategy for impacting communication goals • List existing resources/messages/tools for impacting communication goals

3. Emergency Preparedness Planning • Is integral in the management of disasters, outbreaks, or other crises It can: • help the public cope with an event • help the public make risk/benefit decisions • help the public begin to return their lives to normal.

4. Pandemic Communication Planning • Can fall into one of three phases: Pre-event Event Post-event

5. Workshop Focus Pre-Event Pandemic Planning

6. Pre-event Pandemic Communication Planning Key activities during this phase include: • Planning, research, training, and evaluation • Identification of target audiences • Message content (development) • Identification of channels for dissemination • Staffing/resource needs

7. Planning Question: Within the “general public” who do you want to or need to reach with pre-event pandemic communication? Team Action: List all potential target audiences within the general public: [insert segment 1] [insert segment 2] [insert segment 3] [insert segment 4] Step 1 Audience Identification

8. Focus Groups by Audience and Agent

9. Question: What is the intent of the message you wish to communicate? What do you want people to know, think about, or do? Step 2 Setting Communication Goals Informational Attitudinal Behavioral

10. Team Action: A. Informational goals for [insert target audience of the general public] What do you want this audience to know? What kind of information do they want to know [list]? Communication Goals

11. Informational Goals for: [insert target audience]

12. Communication Goals Team Action: B. Attitudinal goals for [insert target audience of the general public] • What do you want the audience to believe? [list] • What are their current attitudes and beliefs? [list] • What are the barriers to instilling those attitudes? [list] • Why is that the case? Customs etc.? [list]

13. Attitudinal Goals for: [insert target audience]

14. Communication Goals Team Action: C. Behavioral goals for [insert target audience of the general public] • What behaviors do you want the audience to do? [list] • What negative behaviors does the audience currently do (barriers to change you need to overcome)? [list] • Why do you think they do that? [list]

15. Behavioral Goals for: [insert target audience]

16. Step 3 Building Communication Strategy For each goal consider: • What kind of arguments or counterarguments might be made to motivate this target audience? • What research needs do you have? • What capacity (human resources/financial resources) do you have to elicit feedback from your target audience? • What opinion leaders or advocates might serve as champions of this message? • What channels might you use to disseminate this message?

17. Building Communication Strategy

18. Building Communication Strategy

19. Building Communication Strategy

20. Step 4 Building Communication Strategy:Gap Analysis

21. Step 5 Building communication strategy:Next Steps • Identify target audiences large enough and unique enough to justify pre-event pandemic communication • Revise pre-event pandemic communication goals and write objectives • Clear, time-specific, and measurable objectives • Consider budgetary and other human resource issues

22. Building communication strategy:Next Steps • Conduct any necessary formative research • Develop and test messages with intended audiences • Identify roles and responsibilities among staff • Finalize and summarize the plan for putting these activities into action • Share plans with staff and stakeholders

23. Building communication strategy:Summary plan for developing and testing communication mix