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1 U. S. Army Center for Health Promotion and Preventive Medicine The Fear of Anthrax Exposure: A Non-Verbal Communication Challenge. Mr. Rick Bowlus 1 Presentation Outline Setting the Stage at the Pentagon Observations Recommendations 2

2 Setting the Stage at the Pentagon Previous Messages and Messengers of Anthrax Information Gulf War Terrorists attacks Anthrax exposures in Associated Press, CNN, CBS, Capitol Hill and Florida Mailrooms. Local Washington, D.C. and Maryland Postal Workers told to report to the DiLorenzo Tri- Care Health Clinic for tests and possible prescriptions of Cipro. Pentagon restoration and Anthrax mailroom discoveries. 3 Communication Barriers Lack of Skills/Training on How to Communicate Risk Tradition of NOT communicating proactively Poor past attempts with communicating Anthrax Information Fear of Loss of Control Inability of Staff to Articulate Technical/Scientific Information Objections from the Legal Office Lack of Management Support Arrogance/Negative Attitudes Lack of Time and Resources and MORE 4

3 Non-Verbal Communication Prior, During, and After the Event Can provide up to 50% - 90% of message content Noticed intensely by the audience (LT/HC) Interpreted negatively (LT/HC) Overrides the verbal communication Non-verbals speak louder than words! LT = Low Trust HC = High Concern 5 Communication Basics Audience Channel Message Messenger 6

4 Develop Key Messages Being Responsive: Prior and During the Event Effective messages depend on: Trust and credibility of information source(s) of peer review information. Quality and clarity of message design. Effectiveness and efficiency of delivery channel. Involvement and acceptance of target audience(s) in the issue/message. 7 Crisis Communication Strategy Stages: Being Prepared: Before Events Proactive Being Responsive : During The Event Reactive Being Diligent : Moving Beyond The Event Commitment 8

5 Communication Criticism 9 Fright Factors - Perceptions Fright Factors effect communication effectiveness Perceptions will make a risk seem less acceptable, more worrying. Examples: Risk is voluntary Source of risk unfamiliar Victims identifiable Symbolic relationships Catastrophic events Slovic Writings

6 Observations Concerns of Staff and their Communication Image Inability to find the Health Clinic easily Long waits to see Nurses and Doctors Hurried patient visits Over-crowded waiting rooms Little or no specific Anthrax information, often vague Staff thrown into new territory No control of outside information Inconsistent messages different messengers 11 Observations Continued: How does the staff show they care about every patient? Is there a consistent message being given? What is the impression of and Internet information? No time for evaluating and exchanging information. Who could be third party credible sources of information? Others Stress, Attitude, Coping with patients, Cipro. 12

7 Observations Audience(s) needs: Credible and Trustworthy Information Sources and Messengers Someone who listens, understands concerns, and takes time with patients Sense of protection/security Timely Care Easy access to care and credible information Choice of how to receive care and information Other Consistent messages, proactive strategy 13 Recommendations: Followup Being Diligent: Moving Beyond the Event Constructive Critique After-action report Evaluate and Update All tools before/during Policies/procedures Hierarchy (Internal/External) Test the System Train and Practice Refine and Commit 14

8 Recommendation Guidelines Being Responsive: During the Event 1. Empathize with the concerns of those affected by the situation face to face. 2. Provide the Facts. Answer what? where? and when? questions. Avoid answering who? and how? questions at first. Be timely. 3. Tell what actions your organization is taking to fix the event. 4. Tell people what they should do! 5. Document all happenings. Have a historian. 6. Continuous evaluation and exchange. 15 Recommendations Complete all Needs Assessment work for Audience(s), Channel, Message, and Messenger. Develop materials, messages, and information channels proactively. Educate messengers and all audiences continuously. Assess your own beliefs/perceptions. Face to Face exchange channels Training for All Staff technical and communication skills. 16

9 USACHPPM - Health Risk Communication Program U.S.Army Center for Health Promotion & Preventive Medicine Health Risk Communication Program (Bldg. 5158) ATTN: MCHB-TS-RHR 5158 Blackhawk Road Aberdeen Proving Ground, Md (410) or DSN Fax Ext