Objective 1 : Coordinate local/state and national communications
efforts related to SARS.
Activities
- Make
every effort to work in close consultation with CDC communications
colleagues to ensure a consistent and accurate communications response.
- In
the event of a widespread SARS outbreak in the United States,
it may be necessary to establish a Joint Information Center (JIC)
in field locations where outbreak(s) are occurring. Most state and
local jurisdictions currently have plans in place to facilitate such
an installation if necessary. The JIC will become operational at
the beginning of an HHS-wide federal response to the outbreak and
will consist of representatives from all local, state, and federal
agencies involved in the outbreak response. States and localities
will coordinate all communication activities through the JIC or through
an emergency communications center if the JIC has not been activated.
The CDC Director's Emergency Operations Center (DEOC) will coordinate
CDC's interface with the JIC. Additional information on the JIC is
provided in Appendix G1.
- Interact,
as appropriate, with CDC's Emergency Communication System (ECS).
Once SARS activity is confirmed, CDC will activate the ECS to serve
as a resource to state and local communications personnel and coordinate
the federal public health communication response. ECS will direct
all CDC SARS-related communication activities, including communication
strategy development, key message development, CDC website management,
materials development and dissemination, national media relations,
media monitoring, and all other national communication components.
Some ECS staff will be designated to focus on national level issues,
whereas others will coordinate field personnel. The ECS will fully
support JIC activities.
- Interact,
as appropriate, with federal communication liaisons. To better
understand and to encourage a reciprocal relationship between state
and local communication officials, it is important to understand
the roles of the federal communication liaisons in relation to the
communications portion of the SARS response plan. Additional information
can be found in Appendix G2.
- Harmonize
messages used at the national and local levels (see Key
Messages above).
Objective 2: Keep communications staff informed and
ready with accurate, up-to-date information that is relevant to the situation
in the jurisdiction.
Activities
- Establish
a procedure for release of daily case counts at a specified time
and location (e.g., website).
- Develop
a "library" of
SARS-related material for reference. Local and state health departments
should develop a listing of SARS resources and references that
can be readily available to communications and public information
officers. Although information on SARS is available from multiple
sources, CDC's website offers the most up-to-date official information.
Local and state health departments should visit the CDC website for
updated guidance, protocols, press releases, travel advisories, and
educational materials in other languages.
- Equip
all communications staff with a resource booklet identifying websites
relating to SARS. Have the information technology department bookmark
these links on staff members' workstations.
- Maintain
a library of relevant articles and publications in hard copy for
use during field operations.
- Know
the community. Ensure that communication materials address the
language needs and cultural aspects of the affected community.
- Know
your hotlines. Hotlines can provide ongoing guidance on new messages
and materials that need to be developed to respond to public inquiries
and concerns.
- Coordinate
and maintain communication with local partners, such as:
- Public
affairs directors and information officers from local and state
health departments
- City
and state government public affairs offices
- Local
congressional delegation and offices
- Local
police and fire departments and emergency management officials
- Regional
HHS health officers and regional Office of Emergency Preparedness
- Local
hospital public relations/affairs departments
- State
and local Emergency Operations Center coordinators
- Federal
Emergency Operations Centers
Objective 3: Communicate key messages, and provide
up-to-date information on global and domestic SARS activity.
Activities
- Participate
in and make available federal agency telebriefings and satellite
broadcasts on SARS.
- Use
websites as a central component in managing information requests
from the public. Strategically designed websites can be used to organize
and quickly provide information, updates, fact sheets, responses
to frequently asked questions, healthcare provider resources, and
media materials to a range of audiences.
- Provide
information for travelers. SARS activity anywhere in the world will
prompt immediate attention to travelers' movements to and from affected
areas and will likely result in travelers' alert messages and surveillance
at relevant ports of entry.
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