The CDC response to a major SARS outbreak will take place through CDC's
centralized Emergency Communications System (ECS) and through the deployment
of field communication personnel. The responsibilities of CDC field personnel
are to: 1) inform and advise federal efforts about the local situation
and developments, 2) coordinate federal activities in such a manner that
they do not contradict or otherwise impede local efforts, and 3) support
state and local communication efforts, as necessary. To facilitate this
coordination between state and local health department personnel and
CDC communication personnel, CDC has designated two critical positions
-- Field Communication Media Liaison and Field Communication Community
Liaison (described below). These two roles correspond to the media relations
and community relations/outreach response functions described above.
CDC Field Communication Media Liaison (FCML)
Among the activities of the CDC Field Communication Media Liaison are
to:
- Work
with state and local officials to facilitate the effective management
of local communication efforts and the on-site communications center
- Support
state/local officials in facilitating the provision and management
of accurate, timely, and relevant information to the public and media
(and timely and appropriate responses to errors and misinformation)
- Help
enhance state and local communication efforts (e.g., obtain or verify
information, prepare and debrief subject matter experts)
- Provide
information to the federal (CDC and HHS) communication centers regarding
local issues and developments, and coordinate federal and state/local
communication.
- Serve
as the principal CDC media advisor in the field, and assist the CDC
ECS Leadership Team by serving as a media spokesperson when appropriate
- Assist
state and local officials in preparing statements and materials to
inform the public about a possible or known case of SARS-CoV disease
in the jurisdiction, explain that health officials are working with
CDC to confirm or rule-out the diagnosis (or to prevent further transmission),
and inform the public about measures underway to prevent the spread
of infection.
- Work
with the lead CDC Center for SARS (NCID) to determine the most appropriate
messages and timing for the notification of the news media and general
public and to ensure proper clearance of messages and materials
- Act
as CDC representative for coordination with the JIC for factual and
consistent distribution of information and identification of information
needs
- As
necessary, help locate authorized public health spokespersons, and
assist in directing local media to previously identified reliable state
and local subject matter experts on SARS (e.g., local health officers
and infectious disease physicians)
- Assist
state and local officials in preparing for media interviews, developing
media materials, and scheduling and managing media interviews. This
includes assisting with logistics and working with local, state, and
local officials to lease space as needed for briefings and other communications
activities.
- Provide
regular updates to CDC's ECS regarding local developments, concerns,
and issues.
CDC Field Communication Community Liaison (FCCL)
CDC's communication plans include a Field Communication Community Liaison
to serve as a CDC community relations advisor in the field. This person
can assist local/state health department officials and work with the
ECS in serving as a contact point to local hospitals and infectious disease
specialists. The liaison can play an important role in assisting with
communication tasks relevant to the implementation of control measures
(e.g., use of personal protective equipment, isolation and quarantine).
The liaison will attend all CDC response team meetings and provide updates
to the team leader and media liaison regarding community outreach and
education activities.
As most
community relations activities are state and local responsibilities,
the liaison should coordinate with state and local officials to assess
the need for assistance. Among the activities of the CDC Field Communication
Community Liaison are to:
- Assist
in identifying key community partners, developing and maintaining a
contact list of these partners, and scheduling and participate in daily
briefings
- Assist
in the management of the [local] Joint Information Center
- Assist
in the management of community outreach staff
- Assist
in coordination and management of training and education outreach activities
for healthcare professionals
- Assist
with communication and educational activities for quarantined persons
- Participate
in daily staff meetings held by the CDC field team leader.
- Send
a daily community outreach activity report to the CDC DEOC and, if
identified, the CDC SARS response team
- Request
the DEOC to send new materials as updated and to provide information
on new and emerging questions and issues identified from hotlines and
other sources
- In
coordination with local authorities, maintain a daily log of community
information activities to facilitate the subsequent evaluation of the
outbreak response
- In
coordination with local authorities, write, edit, approve, and initiate
clearance procedures for customized community outreach materials. To
avoid confusing or contradictory messages, materials should be cleared
by the JIC, program or content expert, state/local health departments.
- Assist
HHS, CDC, and state and local officials in working with state and community
groups.
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