Dominique G. Ruggieri, MA Elizabeth J. Leebron, PhD Sarah Bauerle Bass, PhD, MPH

1. Public health workers and first responders as social marketers: Understanding attitudes and levels of self-efficacy to improve communication during emergency events Dominique G. Ruggieri, MA Elizabeth J. Leebron, PhD Sarah Bauerle Bass, PhD, MPH Brenda Seals, PhD, MPH Temple University Philadelphia, PA

2. Overview of Study • Focus groups conducted with: • Philadelphia public health professionals (2 groups) • Philadelphia police officers of the Major Incident Response Team (MIRT) (1 group) • Discussions were directed at understanding attitudes and levels of self-efficacy about being ″social marketers″ in times of disaster, resulting in recommendations for improving responder communication training.

3. Focus Group Questions • 3 sets of questions • General attitudes about being “social marketers” during disaster situations (level of self-efficacy) • Disaster specific examples (e.g. dirty bomb, anthrax, smallpox) to gain greater understanding of levels of self-efficacy • Attitudes about value of media training, as well as what a training exercise should look like and who should attend

4. Focus Group #1:Public Health Bioterrorism Unit • Social marketing and self-efficacy feedback • Greater comfort level in speaking about home preparedness or general preparedness, but only to family members—not public or media • Less comfort level with specific situations • Some confidence in speaking about smallpox & anthrax • No group members felt confident in speaking about sarin gas poisonings or dirty bombs • Some fear of exhibiting a lack of knowledge or incorrect information that would reflect poorly on city, state, or federal health departments • Less willing to disseminate messages to media because of perceived media manipulation or restructuring of responders’ messages

5. Focus Group #1:Public Health Bioterrorism Unit • Media training feedback • Media training sessions would give responders a frame of reference for what to expect • Responders indicated that this type of training would be useful for the Public Information Officer (PIO) and upper level management • Participants (mostly mid-level public health professionals) did not feel training was appropriate for them because media should interact with PIO only

6. Focus Group #2:Public Health Division Leads • Social marketing and self-efficacy feedback • Greater comfort level in speaking about avian flu, small pox, and anthrax • Less comfort level in speaking about sarin gas poisonings or dirty bomb • Perceived “vulture” nature of media was viewed as a road block to competency as a social marketer • The more targeted the questions, the less comfortable they were in social marketing role • Those with more experience in media training were more willing to participate in collaborative media efforts

7. Focus Group #2:Public Health Division Leads • Media training feedback • Prior media training correlated with greater willingness to participate in media training for emergency preparedness • Indicated that familiarity with process about how media work will lead to better preparedness in responder situations

8. Focus Group #3:MIRT Police • Social marketing and self-efficacy feedback • Felt the need to respond with some information because the media will go to other sources (not necessarily the best ones) • Aware of the need to control emotion when communicating about situations which have potential impact on communities • Indicated reservation in dealing with media due to fear of misrepresentation • Felt that the social marketing role needs to be considered along with the need to uphold the integrity of an investigation

9. Focus Group #3:MIRT Police • Media training feedback • Indicated that level of self-efficacy would be improved with more practice in public speaking skills • Felt that media representatives should be part of the training session so that the media can learn the needs of the police and the language that police would likely use during disaster situations • Believed that every officer should participate in the training • Expressed that training should include tips and tools for working with the media

10. Focus Group Similarities • Both public health professional groups expressed limited comfort in talking with public and no comfort in speaking with media • Public health professionals and MIRT police officers indicated that training should include an overview of how the media work and what specific goals they have

11. Focus Group Differences • Whereas both public health groups were not comfortable in speaking about specific disaster situations, the police felt very comfortable in discussing events with the public. • Police who had received previous media training felt more comfortable speaking with the media during crisis situations. Public health professionals who had previous media training were still uncomfortable. • Police felt that trainings are important for all levels of officers. Public health professionals indicated that only a PIO and upper level management should participate.

12. Overview of Results • Results revealed that most responders indicated discomfort with speaking about many emergency issues (e.g. anthrax, smallpox, and sarin gas poisonings). • Participants expressed that they would feel very uncomfortable speaking to the media during crises. • Trainings were viewed as valuable but more necessary for upper level management (Public health professionals) • Trainings were viewed as valuable and necessary for all levels of police officers (MIRT team)

13. Implications/Conclusions • In the event of a disaster, all responders indicated that they would not feel prepared regarding their ability to communicate to the media. Public health professionals also felt ill prepared to speak to the public. • Results from this study informed the development and implementation of a risk communication training program for public health workers and police. • Tailored media preparedness and camera-readiness training for public health workers and police is needed beyond the demonstration period.