HHS Pandemic Influenza Implementation Plan
CHAPTER 7: COMMUNICATIONS
Introduction
Pandemic influenza presents a massive communications challenge to all
levels of our Government, our international partners, our society, and our
country. Uncertainty about the course of a pandemic and unknown scientific
factors, as well as unforeseen and unintended outcomes with respect to
governmental actions and statements, make pandemic influenza a communications
management issue of epic proportion. The economic and societal effects of a
pandemic may have a significant detrimental impact on the United States.
A critical component of national preparedness for an influenza pandemic
is informing the public about this potential threat and providing a solid
foundation of information on which future actions can be based. To be
effective, these strategies should be based on scientifically derived risk
communications principles that are critical before, during, and after an
influenza pandemic. Effective communication guides the public, the news media,
health care providers, and other groups in responding appropriately to outbreak
situations and adhering to public health measures.
Role of HHS in Communications
HHS will deploy a national communications strategy during pre-pandemic
and pandemic periods that
- Delivers vital information to help reduce morbidity and mortality
from pandemic influenza
- Communicates the need for preparedness at all levels of government,
as well as all sectors of society
- Prepares the U.S. public and communities for a pandemic
- Provides accurate, timely, consistent, and comprehensive information
about influenza and pandemic influenza
- Instills and maintains public confidence in the country's public
health system and its ability to respond to and manage a pandemic influenza
outbreak
- Contributes to the maintenance of order, minimization of public panic
and fear, and facilitation of public protection through the provision of
accurate, rapid, and complete information
- Addresses rumors, inaccuracies, and misperceptions as quickly as
possible, and prevents stigmatization of affected groups
- Provides timely notice of fraudulent, unproven, dangerous, unapproved
treatments or preventive interventions
- Provides timely notice of new best practices
- Provides traditional and innovative outreach programs to employers,
workers in the traditional and informal economies, and persons with
disabilities, etc.
Specific Assumptions and Planning Considerations for HHS
Communications
- A pandemic can happen at any time; planning must proceed
accordingly.
- Communications is integral to the effective implementation of
pandemic countermeasures.
- Communications is a shared responsibility and requires
coordination with all partners and stakeholders: international, Federal, State,
local, community, private sector, etc.
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HHS Actions and Expectations
Pillar One: Preparedness and Communication
Communications is a critical component of preparedness, and both are
essential to the success of public health and medical interventions. The
following activities are necessary to clarify governmental and societal
responsibilities and establish reasonable goals.
Planning for Pandemic Influenza
- Action (HSC 4.1.3.1): HHS, in coordination with USAID and USDA, will
conduct educational programs focused on communications and social marketing
campaigns in local languages to increase public awareness of risks of
transmission of influenza between animals and humans. (Also see chapter 1,
Pillar One, Actions F and H [HSC 4.1.3.1 and 4.1.4.1, Step 1].)
- Timeframe: Within 12 months.
- Measure of Performance: Clear and consistent messages tested in
affected countries, with information communicated via a variety of media have
reached broad audiences, including health care providers, veterinarians, and
animal health workers, primary and secondary level educators, villagers in
high-risk and affected areas, poultry industry workers, and vendors in open air
markets.
- Step 1: Support regular coordination of local-language
risk-communications activities and behavior-change communications in foreign
countries deemed to be at high risk, to ensure consistency of messages and
efficiency of operations.
- Step 2: Facilitate development of clear and compelling messages
that provide accurate information about the virus in a culturally competent
fashion.
- Step 3: Assist in the development of communications materials,
using a variety of media tailored to specific audiences and delivered in
appropriate languages to target audiences including health care providers,
veterinarians, primary- and secondary-level educators, residents in high risk
areas, poultry industry workers, and vendors in open air markets.
- Action (HSC 4.1.3.2): HHS will work with USAID and in conjunction
with the WHO Secretariat and other multilateral organizations, existing
bilateral programs, and private sector partners to develop community- and
hospital-based health prevention, promotion, and education activities in
priority countries. (Also see chapter 1, Pillar One, Action G [HSC 4.1.3.2].)
- Timeframe: Within 12 months.
- Measure of Performance: 75 percent of priority countries are
reached with mass media and community outreach programs that promote AI
awareness and behavior change.
- Step 1: Schedule a meeting with the WHO Secretariat and other
organizations to discuss current initiatives and to determine gaps; identify
priority countries; and agree on an action plan for developing and
disseminating community- and hospital-based disease prevention, health
promotion, and education activities.
- Step 2: Initiate activities as agreed upon in the plan.
Protecting Human Health
- Action (HSC 6.1.2.7): HHS, in coordination with DHS, DOD, VA, and the
USA Freedom Corps and Citizen Corps programs, will prepare guidance for local
MRC coordinators describing the role of the MRC during a pandemic. (Also see
chapter 8, Pillar One, Action N [HSC 6.1.2.7].)
- Timeframe: Within 3 months.
- Measure of Performance: Guidance materials developed and
published on MRC website (http://www.medicalreservecorps.gov).
- Step 1: Meet with other Departments to develop a work plan for
the development and distribution of the guidance materials.
- Step 2: Pilot materials with test audience and incorporate
feedback into final version. At the same time, distribute the materials to
Federal partners for their review.
- Step 3: Incorporate suggestions, finalize, and distribute.
Institutions: Protecting Personnel and Ensuring
Continuity of Operations
- Action (HSC 9.1.1.3): In coordination with DHS, DOD, and DOL, HHS
will work with OPM, to update the guides Telework: A Management Priority, A
Guide for Managers, Supervisors, and Telework Coordinators; Telework 101 for
Managers: Making Telework Work for You; and, Telework 101 for
Employees: Making Telework Work for You, to provide guidance to Federal
departments regarding workplace options during a pandemic. (Also see chapter 3,
Pillar One, Action M [HSC 9.1.1.3].)
- Timeframe: Within 3 months.
- Measure of Performance: Updated telework guidance provided to all
departments for use, as necessary, in updating departmental COOP plans related
to pandemic influenza.
- Step 1: Contact OPM to determine their work plan to update
telework guides for Federal employees.
- Step 2: Provide support as needed to OPM in the development and
review of the updated guides.
Communicating Expectations and Responsibilities
- Action (HSC 4.1.4.1): HHS will work with DOS and USAID and in
coordination with other Federal agencies, to help ensure that the top political
leadership of all affected countries understands the need for clear, effective
coordinated public information strategies before and during an outbreak of
avian or pandemic influenza. (Also see chapter 1, Pillar One, Action H [HSC
4.1.4.1].)
- Timeframe: Within 12 months.
- Measure of Performance: 50 percent of priority countries that
developed outbreak communications strategies consistent with the WHO September
2004 Report detailing best practices for communicating with the public during
an outbreak.
- Step 1: Meet with DOS and other agencies to identify key issues
relevant to the adaptation and translation of HHS communications documents for
the countries identified. Activate contracting vehicles for translation as
described in the FY 2006 Pandemic Influenza Communications Budget.
- Step 2: Use CDCynergy's Crisis Communications for Leaders by
Leaders as a pilot with English-speaking senior diplomats of affected
countries to explore whether this would be helpful for target audiences if
translated, or whether a similar product should be developed using political
leaders from the affected regions.
- Step 3: Coordinate the political leadership messages with those
developed for other stakeholders in the countries to ensure consistency.
- Step 4: Develop and evaluate pilot messages for language and
health literacy, cultural competence, clarity, understanding, accessibility,
and intended effect. Translate materials such as the WHO September 2004 Report
detailing best practices for communicating with the public during an outbreak.
- Step 5: Make final adjustments to materials, as needed, and
produce them for dissemination.
- Step 6: Distribute materials and provide consultation as
requested.
- Step 7: Follow up to document which countries have implemented
preparedness campaigns on avian and pandemic influenza and to summarize the
strategies employed.
- Action (HSC 4.1.4.2): HHS, in coordination with DOS and other
agencies, will assist in the development and implementation of programs to
inform U.S. citizens, including businesses, NGO personnel, DOD personnel, and
military family members residing and traveling abroad, where they may obtain
accurate, timely information, including risk level assessment, to enable them
to make informed decisions and take appropriate personal protective measures.
(Also see chapter 1, Pillar One, Action H [HSC 4.1.4.1].)
- Timeframe: Within 3 months.
- Measure of Performance: Majority of registered U.S. citizens
abroad have access to accurate and current information on influenza.
- Step 1: Meet with DOS, DOD, and other agencies to identify
current initiatives and gaps in communications about pandemic influenza with
U.S. citizens residing or traveling abroad; agree upon the content of
educational material; consult multinational corporations on needs of U.S.
citizens working abroad.
- Step 2: Work with DOS to ensure that U.S. Ambassadors and other
DOS officials communicate timely and accurate information to U.S. citizen
communities, especially in countries at highest risk. DOS will relate this
information through (1) holding periodic town hall meetings with local U.S.
citizen communities, including business and nongovernmental organizations; and
(2) regularly providing timely, accurate information through its effective
information systems (including the DOS warden system) to ensure that U.S.
citizens are aware of the need to prepare for a possible pandemic and actions
to take in the event of an outbreak.
- Step 3: Ensure that U.S. citizens residing or traveling abroad in
a nonofficial capacity are provided with information advising them that the
U.S. Government will not provide countermeasures to them, including antiviral
drugs.
- Step 4: Execute actions agreed upon to address gaps and ensure
consistency of messages.
- Action (HSC 4.1.4.4): HHS, in coordination with USAID and USDA, will
work with the WHO Secretariat, FAO, OIE, and other donor countries to implement
a communications program to support government authorities and private and
multilateral organizations in at-risk countries in improving their national
communications systems, with the goal of promoting behaviors that will minimize
human exposure and prevent further spread of influenza in animal populations.
(Also see chapter 1, Pillar One, Action I [HSC 4.1.4.4].)
- Timeframe: Within 12 months.
- Measure of Performance: 50 percent of priority countries have
improved national avian influenza communications.
- Step 1: Schedule a meeting with the WHO Secretariat, donor
countries, and other organizations, including multinational corporations, to
identify priority countries; review current initiatives and determine gaps in
the existing communications infrastructure; and agree on an action plan for
developing and disseminating community- and hospital-based disease prevention,
health promotion, and education programs.
- Step 2: Initiate activities as agreed upon in the plan.
- Action (HSC 4.1.4.5): HHS, in coordination with DOS and USDA, will
work with USAID in the USAID development and dissemination of influenza
information to priority countries through international broadcasting channels,
including international U.S. Government mechanisms such as Voice of America and
Radio Free Asia (radio, television, shortwave, Internet), and the sharing of
lessons learned and key messages from communications campaigns.
- Timeframe: Within 12 months.
- Measure of Performance: Local language briefing materials and
training programs developed and distributed via WHO and FAO channels.
- Step 1: Schedule a meeting to determine key messages to be
translated for international use in priority countries.
- Step 2: Agree upon ongoing feedback mechanisms to continually
update and refine messages.
Transportation and Borders
- Action (HSC 5.1.4.1): HHS, in coordination with DHS, DOT, and DOL,
will establish workforce protection guidelines and develop targeted educational
materials addressing the risk of contracting pandemic influenza for
transportation and border workers. (Also see chapter 3, Pillar One, Action Q
[HSC 5.1.4.1].)
- Timeframe: Within 6 months.
- Measure of Performance: Guidelines and materials developed that
meet the diverse needs of border and transportation workers (e.g., customs
attendants, transit workers, ship crews, and interstate truckers).
- Step 1: Convene a meeting with DHS, DOT, and DOL personnel as
well as representatives of travel industry (air, rail, bus, ship, etc.) to
discuss the information needs of the targeted audience and to develop an action
plan.
- Step 2: Develop and pilot educational materials.
- Step 3: Incorporate changes and produce materials.
- Step 4: Distribute materials through agreed upon mechanisms.
- Step 5: Evaluate the efficacy of outreach and develop lessons
learned.
Protecting Human Health
- Action (HSC 6.1.3.1): HHS, in coordination with DHS, DOS, DOD, VA,
and other Federal partners, will develop, test, and implement a Federal
Government public health emergency communications plan (describing the
government's strategy for responding to a pandemic, outlining U.S.
international commitments and intentions, and reviewing containment measures
that the Government believes will be effective as well as those approaches it
regards as likely to be ineffective, excessively costly, fraudulent, or
harmful). (Also see chapter 2, Pillar One, Action M [No HSC number].)
- Timeframe: Within 6 months.
- Measure of Performance: Containment strategy and emergency
response materials completed and published on
http://www.pandemicflu.gov;
communications plan implemented.
- Step 1: Work with Federal, State, and local authorities to
identify current communications strategies and to identify gaps that need to be
addressed and mechanisms for fixing them.
- Step 2: Develop materials that provide the public
easy-to-understand information regarding pandemic influenza, home health care
during a pandemic, non-pharmaceutical personal protective actions individuals
can take to reduce their risk of contracting and transmitting pandemic
influenza (e.g., social distancing, face masks, and other social exposure
tips), and the appropriate use of vaccines and antiviral drugs. Public outreach
materials will also provide guidance on the management of personal or family
illnesses, including topics such as
- How to judge whether an illness can be managed safely at home
without a physician; whether an illness requires a visit to a physician's
office; or if an illness should be dealt with as a medical emergency
- Infection control measures to protect noninfected household
members
- The appropriate use of prescription or over-the-counter
medications to relieve symptoms
- Home care for the sick
- Step 3: Develop educational materials for health care workers
regarding diagnosis, treatment, case management, and infection control
practices.
- Step 4: Develop a mechanism to both gather data from the public
on pandemic influenza disease surveillance and push out messages to the public
for (1) shelter in place and (2) home isolation and quarantine, to reduce surge
on inpatient facilities and limit congregate care in collaboration with poison
control centers, 911 call centers, and nurse triage lines.
- Step 5: Develop a secure, searchable Web-based repository for
pandemic influenza health communication content on
http://www.pandemicflu.gov. This
database will facilitate the retrieval of scientifically accurate, pretested
health messages and materials that can be accessed by Federal, State, local,
and tribal public health communication partners.
- Step 6: Set aside funds for developing and testing a short
direct-mail piece on key guidance (antiviral medications, vaccine availability,
hygiene steps, etc.) that could be delivered to all U.S. residential addresses
should a pandemic begin to evolve.
- Step 7: Develop and support a TV studio at HHS to broadcast
emergency response messages concerning the health and safety of persons
throughout the United States. In the event of a health crisis, the studio would
be used to develop and deliver a number of public information messages to
include press conferences, interviews with Department experts, preproduced
video and audio messages, and other information designed to inform the public.
The operation would expand to a full-scale live 24-hour emergency broadcast
during a pandemic.
- Step 8: Improve real-time environmental scanning and analysis
capacity to (1) detect harmful rumors and misinformation for immediate agency
response, (2) track changes in the public's information needs in order to more
precisely target messages, and (3) provide trend analysis to anticipate policy
and communication issues as a pandemic unfolds.
- Step 9: Host media roundtables on pandemic communications to
develop relationships and processes to facilitate rapid dissemination of
messages to the public.
- Step 10: Perform a test of the national emergency communications
system for pandemic influenza.
- Action (HSC 6.1.3.2): HHS, in coordination with DHS, will develop,
test, update, and implement (if necessary) a multilingual and multimedia public
engagement and risk communications strategy. (Also see chapter 2, Pillar One,
Action M [No HSC number].)
- Timeframe: Within 6 months.
- Measure of Performance: Risk communication material completed and
published on http://www.pandemicflu.gov and other
venues; State summit meetings held.
- Step 1: Continue work on message mapping, focusing on
pre-pandemic and pandemic itself according to the six pandemic stages in the
National Strategy for Pandemic Influenza.
- Step 2: Develop, evaluate, and translate (for language and health
literacy) message content derived from current initiatives on message mapping
and adapt to different media technologies.
- Step 3: Test messages for clarity, understanding, accessibility,
and intended effect with major non-English-speaking populations.
- Step 4: Finalize materials and distribute at Federal, State, and
local levels.
- Action L (HSC 6.1.3.3): HHS will coordinate with DHS, DOD, and the
VA, and will collaborate with State/local health agencies and the academic
community, to select and retain opinion leaders and medical experts to serve as
credible spokespersons to coordinate and effectively communicate important and
informative messages to the public.
- Timeframe: Within 6 months.
- Measure of Performance: National spokespersons engaged in
communications campaign.
- Step 1: Select and retain opinion leaders and medical experts to
serve as credible spokespersons to coordinate and effectively communicate
important and informative messages to the public.
- Step 2: Develop pandemic influenza-specific training based on the
HHS/CDC Crisis and Emergency Risk Communications curriculum that focuses on the
principles of risk communication for Federal, State, local, and tribal
officials.
- Step 3: Provide training in all 10 HHS regions, to include
Departmental staff as well as State and local communicators and community
leaders within the respective regions.
- Action (HSC 6.1.4.1): In collaboration with DHS and DOL, HHS will
assist State, local, and tribal public health and health care authorities in
coordinating emergency communication protocols with print and broadcast media,
private industry, academic, and nonprofit partners.
- Timeframe: Within 6 months.
- Measure of Performance: Coordinated messages from communities
identified above.
- Step 1: Meet with DHS and DOL and agree upon a work plan to
develop communication protocols that
- Address rumors and false reports regarding pandemic influenza
threats arising within or affecting the jurisdictions identified above
- As appropriate, issue timely national warnings on medical
fraud associated with pandemic influenza
- Educate health care workers about pandemic influenza
diagnosis, treatment, case management, and infection control practices
- Step 2: Develop plans for the distribution of educational
materials and guidelines for personal action that are consistent with materials
prepared and disseminated by HHS.
- Action (HSC 6.1.4.2): HHS, in cooperation with DHS and DOC, will
assist DOT develop model protocols for 911 call centers and public
safety answering points that address the provision of information to the
public, facilitate caller screening, and assist with priority dispatch of
limited emergency medical services. (Also see chapter 8, Pillar One, Action T
[HSC 6.1.4.2].)
- Timeframe: Within 12 months.
- Measure of Performance: Model protocols developed and
disseminated to 911 call centers and public safety answering
points.
- Step 1: Contact DOT and offer assistance in the development of
model communications protocols that
- Address rumors and false reports regarding pandemic influenza
threats
- As appropriate, issue timely warnings of medical fraud
associated with pandemic influenza
- Educate operators about pandemic influenza diagnosis,
treatment, case management, and infection control practices
- Step 2: Assist DOT in developing plans for the distribution of
educational materials and guidelines for personal action and ensure they are
consistent with materials prepared and disseminated by HHS.
- Action (HSC 6.1.12.1): HHS will collaborate with health care
providers, industry partners, and State, local, and tribal public health
authorities to develop public information campaigns and other mechanisms to
stimulate increased seasonal influenza vaccination. (Also see chapter 5, Pillar
One, Action V [HSC 6.1.12.1].)
- Timeframe: Within 12 months.
- Measure of Performance: Domestic vaccine use increased relative
to historical norms.
- Step 1: Identify opinion leaders from health care providers,
industry partners, and State and local public health authorities to assist in
the development of public information campaigns and other mechanisms to
increase seasonal influenza vaccination.
- Step 2: Convene meetings to develop and implement a strategy to
increase seasonal influenza vaccinations.
- Step 3: Develop and distribute materials through multiple media
venues designed to increase the use of seasonal influenza vaccination.
Protecting Animal Handler Health and Animal
Health
- Action (HSC 7.1.3.3): HHS, in coordination with USDA, HDS, and DOL,
will work with the poultry and swine industries to provide information
regarding strategies to prevent avian and swine influenza infection among
animal workers and producers. (Also see chapter 2, Pillar Two, Action K [HSC
7.1.3.3]; and chapter 3, Pillar One, Action S [HSC 7.1.3.3].)
- Timeframe: Within 6 months.
- Measure of Performance: Guidelines developed and disseminated to
poultry and swine industries.
- Step 1: Convene a meeting with USDA, DHS, DOL, and
representatives of the poultry and swine industries to discuss information
needs of the targeted audience and to develop an action plan.
- Step 2: Develop and pilot educational materials.
- Step 3: Incorporate changes and produce materials.
- Step 4: Distribute materials through agreed upon mechanisms.
- Step 5: Evaluate the efficacy of outreach and develop lessons
learned.
Law Enforcement, Public Safety, and Security
- Action (HSC 8.1.3.1): HHS, in coordination with DOL, will provide
clear guidance to law enforcement and other emergency responders on recommended
preventive measures, including seasonal influenza vaccination, to be taken by
law enforcement and emergency responders to minimize risk of infection from
pandemic influenza. (Also see chapter 3, Pillar One, Action T [HSC 8.1.3.1].)
- Timeframe: Within 6 months.
- Measure of Performance: Development and dissemination of guidance
for law enforcement and other emergency responders.
- Step 1: Meet with opinion leaders of law enforcement and other
emergency responder communities to identify specific vocational-related
concerns and information needs.
- Step 2: Develop and pilot guidance materials.
- Step 3: Incorporate changes and produce materials.
- Step 4: Distribute materials through agreed upon mechanisms.
- Step 5: Evaluate the efficacy of outreach and develop lessons
learned.
Institutions
- Action (HSC 9.1.3.2): As a Sector-Specific Agency, HHS will provide
assistance to DHS in its effort to develop and coordinate guidance regarding
business continuity planning and preparedness with the owners/operators of
critical infrastructure and develop a Critical Infrastructure Influenza
Pandemic Preparedness, Response, and Recovery Guide tailored to national goals
and capabilities and to the specific needs identified by the private sector.
(Also see chapter 3, Pillar One, Action V [HSC 9.1.3.2].)
- Timeframe: Within 6 months.
- Measure of Performance: Critical Infrastructure Influenza
Pandemic Preparedness, Response, and Recovery Guide is developed and published
on http://www.pandemicflu.gov.
- Step 1: Contact and meet with DHS to determine their support
needs in development of the Critical Infrastructure Influenza Pandemic
Preparedness, Response, and Recovery Guide for the private sector.
- Step 2: Assist DHS as needed by guiding the development and
dissemination strategy.
- Step 3: After review and clearance, post guide on
http://www.pandemicflu.gov and other
dissemination activities.
- Action S (HSC 9.1.4.1): HHS, in coordination with DHS, DOL, OPM, the
Department of Education, VA, and DOD, will develop sector-specific infection
control guidance to protect personnel, governmental and public entities,
private sector businesses and CBOs, FBOs. (Also see chapter 3, Pillar One,
Action W [HSC 9.1.4.1].)
- Timeframe: Within 6 months.
- Measure of Performance: Sector-specific guidance and checklists
developed and disseminated on http://www.pandemicflu.gov.
- Step 1: HHS, in consultation with the other departments and
agencies, will develop online infection control checklists for priority sectors
that are supported by audience and market research and provide targeted,
focused information for those particular stakeholders.
- Step 2: After review and clearance, post all checklists on
http://www.pandemicflu.gov.
- Step 3: Develop and execute plan to inform all targeted
stakeholders of the availability of the checklists.
- Action T (HSC 9.1.4.2): HHS, in coordination with DHS, DOL, EPA, the
Department of Education, VA, and DOD, will develop interim guidance regarding
environmental management and cleaning practices including the handling of
potentially contaminated waste material, and will revise this guidance as
additional data becomes available. (Also see chapter 3, Pillar One, Action X
[HSC 9.1.4.2].)
- Timeframe: Within 3 months.
- Measure of Performance: Development and publication of guidance
and checklists on http://www.pandemicflu.gov and
dissemination through other channels.
- Step 1: HHS will coordinate with other Federal agencies and will
ensure that links to all guidance material developed on environmental
management and cleaning practices are readily accessible via
http://www.pandemicflu.gov.
Pillar Two: Surveillance and Detection
Communications is an essential feature of effective surveillance and
detection. It is the transparent sharing of accurate and timely information
about influenza outbreaks. It will help guide the appropriate implementation of
prevention measures to limit the spread of influenza outbreaks. It is the basis
for international, State, local, and community coordination and collaboration
on pandemic response and containment.
Using Preventive Measures To Limit Spread
- Action (HSC 4.2.8.1): HHS, in collaboration with USAID, will develop
community- and hospital-based infection control and prevention, health
promotion and education activities in local languages in priority countries.
(Also see chapter 1, Pillar One, Action M [HSC 4.2.8.1]; and Pillar Two, Action
S [HSC 4.2.5.1].)
- Timeframe: Within 9 months.
- Measure of Performance: Local language health promotion campaigns
and improved hospital-based infection control activities established in all
South East Asian priority countries.
- Step 1: Meet with USAID to identify priority countries and local
customs, practices, resource availability, and media availability to inform
product development.
- Step 2: Develop messages in local languages.
- Step 3: Pilot messages in designated countries to ensure that
they are easy to understand and consistent with and respectful of local customs
and practices.
- Step 4: Incorporate any changes to messages resulting from pilot
studies.
- Step 5: Produce and disseminate messages through media identified
above.
- Step 6: Share guidance with international partners on best
practices to reduce the spread of influenza, including within hospitals and
clinical settings.
Transportation and Borders
- Action (HSC 5.2.4.4): HHS will work with DOS and in coordination with
DHS, DOT, and transportation and border stakeholders, to assess and revise
procedures to issue travel information and advisories related to pandemic
influenza. (Also see chapter 1, Pillar One, Action K [HSC 5.2.4.4]; and chapter
3, Pillar Two, Action G [HSC 5.2.4.4].)
- Timeframe: Within 12 months.
- Measure of Performance: Improved interagency coordination and
timely dissemination of travel information to stakeholders and travelers.
- Step 1: Meet with DOS, DHS, DOT, and transportation and border
stakeholders to identify current initiatives and gaps in communications about
avian influenza for U.S. citizens traveling and to agree upon the content of
educational materials.
- Step 2: Execute actions agreed upon to address gaps and ensure
consistency of messages.
- Action (HSC 5.2.4.8): HHS will work with DHS and in coordination with
DOT, DOJ, and appropriate State and local health authorities, to develop
detection, diagnosis, quarantine, isolation, EMS transport, reporting, and
enforcement protocols and education materials for travelers, and undocumented
aliens apprehended at and between ports of entry, who have signs or symptoms of
pandemic influenza or who may have been exposed to influenza. (Also see chapter
2, Pillar Two, Action M [HSC 5.2.4.8]; and chapter 3, Pillar Two, Action K [HSC
5.2.4.8].)
- Timeframe: Within 10 months.
- Measure of Performance: Protocols developed and distributed to
all ports of entry.
- Step 1: Meet with DHS, DOT, DOJ, and transportation and border
stakeholders to identify current initiatives and gaps in communications
protocols for travelers and undocumented aliens apprehended at and between
ports of entry, who have signs or symptoms of pandemic influenza or who may
have been exposed to influenza; agree upon the content of needed educational
materials.
- Step 2: Execute actions agreed upon to address gaps and ensure
consistency of messages.
- Action (HSC 5.2.4.10): HHS will work with DHS and DOT and in
coordination with DOS, State, community and tribal entities, and the private
sector, to develop a public education campaign on pandemic influenza for
travelers, which raises general awareness prior to a pandemic and includes
messages for use during an outbreak. (Also see chapter 2, Pillar One, Action Y
[HSC 5.2.4.10].)
- Timeframe: Within 15 months.
- Measure of Performance: Public education campaign developed and
disseminated on how a pandemic could affect travel, the importance of reducing
non-essential travel, and potential screening measures and transportation and
border messages developed based on pandemic stages.
- Step 1: Meet with DOS, DHS, DOT, community and tribal entities,
and the private sector to identify current public education initiatives and
gaps in information on pandemic influenza for travelers, and to agree upon
additional material needed.
- Step 2: Execute actions agreed upon to address gaps and ensure
consistency of messages.
- Action (HSC 5.2.5.6): HHS, in coordination with DOS and DOC, will
support USDA, DHS, and DOI in outreach and expanded education campaigns for the
public, agricultural stakeholders, wildlife trade community, and cargo and
animal importers/exporters on import and export regulations and influenza
disease risks.
- Timeframe: Within 12 months.
- Measure of Performance: 100 percent of key stakeholders are aware
of current import and export regulations and penalties for noncompliance.
- Step 1: Contact USDA, DHS, and DOI to determine their outreach
and education plan and offer appropriate HHS subject matter expert support as
needed.
Pillar Three: Response and Containment
Transparent and accurate communications about the emergence and course
of outbreaks provides the information needed for evidence-based management of
outbreak-response and containment actions. Communications also provides the
framework for response partners' collaborations and coordination, nationally
and internationally, and provides the mechanism for informing the public about
outbreak response progress and events.
Containing Outbreaks
- Action (HSC 4.3.1.8): HHS, in coordination with USDA, USAID, and DHS,
and in collaboration with WHO, FAO, OIE, the World Bank and regional
institutions such as APEC, ASEAN, and the EC, will support DOS initiatives to
improve international public affairs coordination and establish a set of agreed
upon operating principles among these international organizations and the U.S.
that describe the actions and expectations of the public affairs strategies of
these entities that would be implemented in the event of a pandemic. (Also see
chapter 1, Pillar One, Action N [HSC 4.3.1.8].)
- Timeframe: Within 6 months.
- Measure of Performance: List of key public affairs contacts
developed, planning documents shared, and coordinated international public
affairs strategy developed.
- Step 1: Support DOS initiatives and continue work with WHO
communications staff on international public affairs strategies.
- Action (HSC 5.3.2.1): HHS, in coordination with DOT and USDA, DHS,
DOS, will issue travel advisories/public announcements for areas where
outbreaks have occurred and ensure adequate coordination with appropriate
transportation and border stakeholders. (Also see chapter 3, Pillar Three,
Action G [HSC 5.3.2.1].)
- Timeframe: Ongoing.
- Measure of Performance: Coordinated announcements and warnings
developed within 24 hours of becoming aware of an outbreak and timely updates
provided as required.
- Step 1: Meet with DOS, DOT, DHS, and USDA to identify current
initiatives and gaps in communications about avian influenza for U.S. citizens
traveling and agree upon the content of educational materials.
- Step 2: Execute actions agreed upon to address gaps and ensure
consistency of messages.
- Step 3: Issue travel advisories and/or public announcements for
areas where outbreaks have occurred and ensure adequate coordination with
appropriate diplomatic, transportation, border, and international
stakeholders.
- Action (HSC 6.3.2.5): All HHS-funded hospitals and health facilities
(in parallel to DOD and VA efforts) will develop, test, and be prepared to
implement infection control campaigns for pandemic influenza. (Also see chapter
3, Pillar Three, Action K [HSC 6.3.2.5].)
- Timeframe: Within 3 months.
- Measure of Performance: Guidance materials on infection control
developed and disseminated on http://www.pandemicflu.gov and through
other channels.
- Step 1: Contact DOD and VA to determine what guidance material is
being developed for their hospital and health facility pandemic influenza
infection control campaigns.
- Step 2: Coordinate with DOD and VA to ensure links to all
guidance material developed on pandemic influenza infection control campaigns
for hospital and health facilities are readily accessible via
http://www.pandemicflu.gov.
- Action (HSC 6.3.2.6): All health care facilities should develop,
test, and be prepared to implement infection control campaigns for pandemic
influenza. (Also see chapter 4, Pillar One, Action B [HSC 6.1.2.4] and Pillar
Three, Action B [HSC 6.3.4.1].)
- Timeframe: Within 6 months.
- Measure of Performance: Guidance materials on infection control
developed and disseminated on http://www.pandemicflu.gov and through
other channels.
- Step 1: Ensure guidance material developed on pandemic influenza
infection control campaigns for health care facilities is readily accessible
via http://www.pandemicflu.gov.
- Action (HSC 6.3.2.7): HHS, in coordination with DHS, DOC, DOL, and
Sector-Specific Agencies, and in collaboration with medical professional and
specialty societies, will develop and disseminate infection control guidance
for the private sector. (Also see chapter 3, Pillar Three, Action L [HSC
6.3.2.7]; and chapter 4, Pillar One, Action B [HSC 6.1.2.4].)
- Timeframe: Within 12 months.
- Measure of Performance: Validated, focus group-tested guidance
developed, and published on http://www.pandemicflu.gov and in other
forums.
- Step 1: Meet with DHS, DOC, DOL, Sector-Specific Agencies, and
medical professional and specialty societies to identify required infection
control guidance needed for the private sector.
- Step 2: Develop and pilot guidance materials.
- Step 3: Incorporate changes and produce materials.
- Step 4: Distribute materials through agreed upon mechanisms.
- Step 5: Evaluate the efficacy of outreach and develop lessons
learned.
- Action (HSC 6.3.3.2): HHS, in coordination with DHS, DOD, VA, and DOT
and in collaboration with State, local, and tribal partners, will develop and
disseminate lists of social distancing behaviors that individuals may adopt,
and update guidance as additional data becomes available. (Also see chapter 3,
Pillar Three, Action N [HSC 6.3.3.2].)
- Timeframe: Within 6 months.
- Measure of Performance: Guidance disseminated on
http://www.pandemicflu.gov and through
other channels.
- Step 1: Meet with DHS, DOD, VA, DOT, State, local, and tribal
partners, to identify appropriate lists of social distancing behaviors.
- Step 2: Develop and pilot social distancing lists.
- Step 3: Incorporate changes and produce lists.
- Step 4: Distribute lists through agreed upon mechanisms.
- Step 5: Evaluate the efficacy of outreach and develop lessons
learned.
Leveraging National Medical and Public Health Surge
Capacity
- Action (HSC 6.3.5.1): HHS, in coordination with DHS, DOL, Department
of Education, VA, and DOD, will develop and disseminate guidance and
educational tools that explain steps individuals can take to decrease their
risk of acquiring or transmitting influenza infection during a pandemic.
- Timeframe: Within 3 months for dissemination of interim guidance;
within 6 months for development of complementary educational tools.
- Measure of Performance: Interim guidance disseminated on
http://www.pandemicflu.gov and through
VA, DOD, and other channels within three (3) months; complementary educational
tools on social distancing, personal hygiene, mask use, and other infection
control precautions developed within 6 months.
- Step 1: Meet with DHS, DOL, Department of Education, VA, and DOD
to identify current initiatives and gaps in guidance and educational tools that
explain steps individuals can take to decrease their risk of acquiring or
transmitting influenza infection during a pandemic.
- Step 2: Develop and pilot guidance materials.
- Step 3: Incorporate changes and produce materials.
- Step 4: Distribute materials through agreed upon mechanisms.
- Step 5: Evaluate the efficacy of outreach and develop lessons
learned.
Sustaining Infrastructure, Essential Services, and the
Economy
- Action (HSC 5.3.3.1): HHS will work with USDA and in coordination
with DHS, DOT, DOS, and DOI, to provide emergency notifications of probable or
confirmed cases and/or outbreaks to key international, Federal, State, local,
and tribal transportation and border stakeholders through existing networks.
(Also see chapter 1, Pillar Three, Action L [HSC 5.3.3.1]; chapter 2, Pillar
Three, Action A [HSC 5.3.3.1]; and chapter 3, Pillar Three, Action P [HSC
5.3.3.1].)
- Timeframe: Ongoing.
- Measure of Performance: Emergency notifications occur within 24
hours or less of events of probable or confirmed cases or outbreaks.
- Step 1: Meet with USDA, DHS, DOT, DOS, and DOI to agree upon
emergency notification protocols regarding probable or confirmed cases and/or
outbreaks to key stakeholders.
Ensuring Effective Risk Communication
- Action (HSC 4.3.6.1): HHS, in coordination with USAID, USDA, DOD, and
DHS will support DOS lead, in an interagency public diplomacy group to develop
a coordinated, integrated and prioritized plan to communicate U.S. foreign
policy objectives relating to our international engagement on avian and
pandemic influenza to key stakeholders (e.g., the American people, the foreign
public, NGOs, international businesses). (Also see chapter 1, Pillar Three,
Action N [HSC 4.3.6.1].)
- Timeframe: Within 3 months.
- Measure of Performance: Number and range of target audiences
reached with core public affairs and public diplomacy messages, and impact of
these messages on public responses to avian and pandemic influenza.
- Step 1: Support DOS initiatives and continue work with WHO
communications staff on international public affairs strategies in support of
U.S. international pandemic influenza activities.
- Action (HSC 4.3.6.2): HHS will work with DOS to provide at least
monthly updates DOS its foreign counterparts, through diplomatic channels and
U.S. Government web sites, regarding changes to national policy or regulations
that may result from an outbreak, and will coordinate posting of such
information to U.S. Government websites (e.g.,
http://www.pandemicflu.gov). (Also see
chapter 1, Pillar Three, Action O [HSC 4.3.6.2].)
- Timeframe: Ongoing.
- Measure of Performance: Foreign governments and key stakeholders
receive authoritative and regular information on U.S. Government
avian-influenza policy.
- Step 1: Contact DOS and provide support as needed for monthly
international updates, including notification of new postings on
http://www.pandemicflu.gov.
- Action (HSC 5.3.6.1): HHS, in coordination with DOS and DOC, will
support DOT and DHS in their conducting media and stakeholder outreach to
restore public confidence in travel following containment of a pandemic
outbreak.
- Timeframe: As required.
- Measure of Performance: Outreach delivered and traveling public
resumes use of the transportation system at or near pre-pandemic levels.
- Step 1: Meet with DHS, DOT, DOS, and DOC to develop
postpandemic-containment outreach plan.
- Step 2: Pilot postpandemic-containment outreach plan.
- Step 3: Incorporate changes.
- Step 4: Distribute postpandemic-containment outreach through
agreed upon mechanisms.
- Step 5: Evaluate the efficacy of outreach and develop lessons
learned.
- Action (HSC 5.3.6.2): HHS, in coordination with DOS, DOD, USDA, DOI,
and State, local, and tribal governments, will support DHS and DOT in their
providing the public and business community with relevant travel information,
including shipping advisories, restrictions, and potential closing of domestic
and international transportation hubs.
- Timeframe: Ongoing.
- Measure of Performance: Timely, consistent, and accurate traveler
information provided to the media, public, and business community.
- Step 1: Contact DHS and DOT to offer HHS subject matter support
as needed in the development of relevant travel information.
- Action (HSC 6.3.8.1): HHS, in coordination with DHS, DOD, and VA,
will develop and disseminate a risk communication strategy, updating it as
required.
- Timeframe: Within 6 months.
- Measure of Performance: Implementation of risk communication
strategy on http://www.pandemicflu.gov
and elsewhere.
- Step 1: Meet with DHS, DOD, and VA to develop a work plan for the
development of a risk communication strategy.
- Step 2: Pilot strategy with other State and Federal partners and
incorporate feedback into final version.
- Step 3: Incorporate suggestions, finalize, and distribute.
- Action (HSC 6.3.8.2): HHS will work with DOD and VA in their
development and dissemination of educational materials, to assure DOD and VA
messages are coordinated and complementary with those developed by HHS, but
tailored to DOD and VA use.
- Timeframe: Within 6 months.
- Measure of Performance: Up-to-date risk communication material
published on DOD and VA pandemic influenza websites, HHS website (http://www.pandemicflu.gov), and in other
venues.
- Step 1: Meet with DOD and VA to coordinate development of
educational materials.
- Step 2: Exchange material for review and comment.
- Step 3: Incorporate suggestions, finalize, and distribute.
- Action (HSC 7.3.5.1): HHS will work with USDA and in coordination
with DHS and DOI, in USDA efforts to work with State, local, and tribal
partners; industry groups; and other stakeholders to develop clear and
coordinated pre-scripted public messages that can later be tailored to the
specifics of a given outbreak and delivered by trained spokespersons.
- Timeframe: Have public messages pre-scripted within 3
months.
- Measure of Performance: Appropriate informational and risk
mitigation messages developed prior to an outbreak, and then shared with the
public within 24 hours of an outbreak.
- Step 1: Convene meeting with DHS; DOI; USDA; State, local, and
tribal partners; and industry groups to discuss development of prescripted
public messages.
- Step 2: Develop and pilot prescripted public messages.
- Step 3: Incorporate changes and produce prescripted public
messages.
- Step 4: Distribute prescripted public messages through agreed
upon mechanisms.
- Step 5: Evaluate the efficacy of prescripted public messages and
develop lessons learned.
- Action (HSC 7.3.5.2): HHS will work with USDA and in coordination
with DHS, State, local and tribal partners, industry groups, and other
stakeholders, to develop guidelines to assure the public of the safety of the
food supply during an outbreak of influenza in animals.
- Timeframe: Within 6 months.
- Measure of Performance: Guidelines for various outbreak scenarios
produced and shared with partners; within first 24 hours of an outbreak,
appropriately updated guidelines on food safety shared with the public.
- Step 1: Convene meeting with USDA, DHS, State, local, and tribal
partners, and industry groups to discuss development of animal influenza
outbreak food supply safety guidelines.
- Step 2: Develop and pilot guidelines.
- Step 3: Incorporate changes and produce guidelines.
- Step 4: Distribute guidelines through agreed upon
mechanisms.
- Step 5: Evaluate the efficacy of prescripted public messages and
develop lessons learned.
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