+1 862 207 3288 As was evident in this week’s CDC Grand Rounds video, Addressing Preparedness Challenges for Children in Public Health Emergencies, the abilities of public health leaders are particularly put to the test in crisis situations. In this Application, you are asked to identify and analyze the effectiveness of communication strategies demonstrated by leaders in public health crisis situations.
In a 2- to 3-page paper, address the following:
Analyze the public health communication as depicted in the Grand Rounds video. What are five communication strategies you noticed? How well were they implemented? Do you think the communication could have been done better? Explain your answers.
Discuss an event you have seen in the news some time during the past several years in which leaders were asked questions and had to respond with crisis communication strategies. These are often weather related (e.g., floods, fires, other disasters) but can also be crime- or corruption-related stories that are in the media. If necessary, do Internet searches to refresh your memory or find out more about the ways in which the leader(s) communicated during your selected event.
Describe the crisis situation.
Assess the use of crisis communication strategies by the leaders. Which strategies were implemented? How well were these implemented? What strategies do you think they could have adopted to handle this situation better?
• Course Text: Influencer. The New Science of Leading Change
Chapter 6, “Provide Encouragement”
Peer pressure has many negative connotations. However, Chapter 6 introduces the positive side of peer pressure and examines strategies leaders can use to harness this power and form of influence. This is similar to social marketing. Many excellent public health campaigns have been successful because of the influence of social pressure. Anti-smoking, anti-drug, and seat belt campaigns are all good examples of the effective use of peer pressure for positive public health outcomes.
• Course Text: Novick & Morrow’s Public Health Administration: Principles for Population-Based Management
Chapter 21, “Social Marketing and Consumer-Based Approaches in Public Health. The Principles of Effective Communication in Public Health” (pp.470-472)
Effective communication in public health is essential. The Chapter examines communicating with the media and notes how health communcation requires clear, succinct, and honest messages. This chapter discusses the importance of establishing good relationships with the media. With those relationships in place, when a public health crisis does occur leaders are better able to communication with the media.
Chapter 21, “Social Marketing and Consumer-Based Approaches in Public Health”
Public health marketing emphasizes the concepts of exchange, self-interest, behavior change, competition, consumer orientation, and marketing’s “four Ps”: product, price, place, and promotion. This chapter explains these concepts and describes how to plan, implement, and assess a marketing effort for a particular public health issue.
Websites
• Centers for Disease Control. (2008.). CDC: Crisis and emergency risk communication. Retrieved August 5, 2008, from http://emergency.cdc.gov/cerc/
This Web site explains crisis and emergency risk communication, including pandemic influenza.
Online Video
• Centers for Disease Control and Prevention. (2015). Addressing Preparedness Challenges for Children in Public Health Emergencies. Retrieved April 16, 2015, from http://www.cdc.gov/cdcgrandrounds/archives/2015/march2015.htm
Optional Readings
• Text: Wallack, L., Woodruff, K., Dorfman, L. E., & Diaz, I. (1999). News for a change: An advocate’s guide to working with the media. Thousand Oaks, CA: Sage Publications.
• Article: American Public Health Association (APHA). (n.d.) APHA media advocacy manual. Washington, DC: APHA. Retrieved July 23, 2008, from: http://www.apha.org/NR/rdonlyres/A5A9C4ED-1C0C-4D0C-A56C-C33DEC7F5A49/0/Media_Advocacy_Manual.pdf
• Article: Guber, P. (2007). The four truths of the storyteller. Harvard Business Review, 85(12), 52–59.
Optional Websites
• CDCynergy: Emergency Risk Communication Edition (ERC-Direct Users)
http://www.orau.gov/cdcynergy/erc/default.htm
• CDCynergy. Health Marketing: Overview
http://www.cdc.gov/healthcommunication/
• Making Health Communication Programs Work
http://www.cancer.gov/cancertopics/cancerlibrary/pinkbook
• TurningPoint. CDCynergy-Social Marketing Edition Version 2.0
http://www.turningpointprogram.org/toolkit/content/cdcynergy.htm
• W.K. Kellogg Foundation Crisis Emergency and Risk Communication Handbook
http://emergency.cdc.gov/cerc/pdf/leaders.pdf
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