Public Health Crisis Communication

Running head: ACCIDENTAL SPILL CRISIS AND COMMUNICATION 1
Accidental Spill Crisis and Communication
Adrian Diogo
Mariella Hanna
Jessica McGlynn
Rebecca Mamrosh
Kevin O’Brien
The College of New Jersey

ACCIDENTAL SPILL CRISIS AND COMMUNICATION 2
Assignment I: Develop Scenario
As the State Health Department, we are responsible for communicating to the public
when an event occurs that affects the wellbeing of New Jersey’s citizens. There has been an
accidental chemical spill of heavy metals (initially unknown), mercury and ammonia in the
Passaic River in Northern New Jersey. Marcal Paper Products is responsible for the accidental
release of the chemicals. Over six million gallons of chemical waste was released into the
Passaic River on September 20th, during Hurricane season, when the potential for flooding
exists. An estimated 4.1 million people are at risk in seven counties. With each chemical that has
been released, there are individual side effects that must be addressed.
Mercury brings on a number of symptoms that can be experienced upon contact with the
chemical. These symptoms can be found on the CDC fact sheet as well. Symptoms include
swelling, skin discoloration, burning, itching, peeling skin, loss of hair, and loss of nails (Davis,
2014). As for ammonia, symptoms include eye, throat and skin irritation, cough and mucus
buildup, and corrosive damage to the mouth, stomach, and throat (New York State Department
of Health, 2011). Finally, symptoms of lead poisoning in adults are high blood pressure,
abdominal pain, constipation, joint and muscle pains, headache, memory loss, miscarriage or
premature birth, and mood disorders(New York State Department of Health, 2011). In children,
there is potential for developmental delay, learning difficulties, irritability, loss of appetite and
weight, fatigue, hearing loss, and abdominal pain (World Health Organization, 2001).
The spill will affect multiple counties, therefore the at-risk population pertains to many
different groups. The general population of the area, 4.1 million people, are at risk, and anyone
using the water can be affected. If high school crew teams that row on the Passaic are unaware
of the chemical presence in the water, they may be at greater risk to negative side effects. If one
link of the ecosystem, plants, fish, and birds, are negatively affected by the chemical spill, the
entire ecosystem could be at risk for damaging consequences, including humans living in the
affected area (Chemicals cycle, 2004).
A significant amount is known about the effects of mercury and ammonia when ingested,
even in small quantities(New York State Department of Health, 2011). The heavy metals
released are still unknown, thus, the health hazards are still to be determined. Also, there are
known methods for cleaning both chemicals from water to ensure that the water is safe to drink
and swim in again.

Pre-Crisis
As previously stated, we did not initiallyknow all of the chemicals released into the
water. Yet, the State Health Department of New Jersey has taken a few pre-crisis measures to
prepare for this type of disaster. We have identified any factories or chemical plants along the
riverside that are within 1,000 feet of the Passaic River. These include Marcal Paper Products,
Paterson Asphalt Corporation, Paterson Concrete, Inc., Dui Paper Processing Co., Passaic
County Water Treatment Plant, Scott’s Fertilizer Plant, and Smith & Co. Metals. We also noted
the hospitals within the surrounding area in the event that citizens need medical attention, and
have confirmed with hospitals about their readiness for the medical needs of this spill. The
hospitals are: University Hospital, Saint Michael’s Medical Center, Saint Joseph’s Hospital, and
Saint Barnabas Hospital.
While our main chemicals in this particular spill are lead, mercury, and ammonia, it is
important to know the side effects of all of the chemicals involved in each of these factories’
products. First, Polycyclic Aromatic Hydrocarbons(PAHs) are chemicals that are a major
component of petroleum products (Polycyclic, 2008). These can cause adverse effects on
reproduction, development, and immunity in birds and mammals. Lead is common in coal
mining or factories that use such compounds (World Health Organization, 2001). Lead can cause
damage to the nervous system in birds and mammals. Mercury is used in metal processing and
can cause reproductive and developmental problems (Wisconsin Department of Health Services,
2015). Copper, which is used in metal processing, may cause adverse effects in development and
organs in birds and mammals (Wisconsin Department of Health Services, 2015). Dioxin, which
is a byproduct of paper and metal manufacturing, may cause immune problems, problems in fetal
development, immune system damage, and cancer (World Health Organization, 2001). If we
have knowledge about the chemicals involved, we will be able to inform the public quickly about
the side effects of each chemical if they are to come into contact with them.
Beyond the chemicals involved, it is important to understand whom the spill reaches, as
well as who to contact in the event of an emergency.The demographics of Paterson are:
Race Percentage of Total Population Population

African-American alone 28.3% 41,431
Hispanic alone 57.6% 84,254
White alone 9.2% 13,426
Asian alone 3.2% 4,663
American Indian alone 0.1% 217
Pacific Islander alone 0.01% 21
Other race alone 0.3% 437
Once we understood the demographics of Paterson, we decided which community leaders
to reach out to. Our main contacts are the YMCA, Eva’s Kitchen, Catholic Family Services,
NAACP Paterson branch, and the Father English Multipurpose Community Center. These
groups are a significant asset because they have the trust of the community, which provides a
channel to populations that would otherwise not be perceptible or lack access to that information.
We are also partnering with the Passaic County Senior Center to specifically target an at-risk
population: the elderly population.
Initial
Beyond the pre-crisis stage of communication, the initial stage of this crisis involves a
step-by-step summary of the events that occurred:
At 9:00 am, local citizens report that there is a smell in the water. An hour later, at 10:00
am, officials investigate the stench and determine that something is not right. This is the point
where they decide to issue a Do-Not-Drink Order to ensure the safety of the citizens surrounding
the Passaic. After rigorous investigation, at 3:00pm mercury and ammonia are detected in the
water. After further testing, the health department releases a do-not-use order at 4:30pm
(Guidance 1995). At 5:00 pm, Governor Chris Christiegives an official press release. This press
release states that we are unsure of the exact amount, but between 70,000 and 150,0000 gallons
of chemicals were spilled into the Passaic. We address that these chemicals include mercury and
ammonia. We assure the public that we are working on the issue, explain the process, and
express empathy, mentioning that our families are affected as well, so we will do our best to fix
this problem as quickly as possible.

Approximately three days later, further testing reveals that there is lead in the water.
Estimations have been narrowed down to between 80,0000 to 100,000 gallons spilled.
Resolution
In the resolution stage, we discover the extent of the damage done by this disaster and the
public’s reactions to our work. To begin, 8,000 people went to a hospital with concerns about
symptoms, and 1,500 total were hospitalized. Yet, the 8,000 was a result of the paranoia brought
on by such an event. Beyond health, the economy took quite the hit. Businesses faced losses
totaling around $80 billion.
In general, the local health department experiences an array of emotions from the
community. Understandably, fear was present for both the unknown in regard to the future of
their water supply, as well as the chemicals themselves. No water or seafood should be
consumed, due to the contamination, resulting in a loss of business that will continue until the
damage is repaired.
Impact
The chemical spill did not negatively affect infrastructure. The do-not-use order was in
effect for six days, resulting in a loss of business for the area surrounding the Passaic River.
Businesses lost an average of 25 million dollars a day, for a total around 150 million dollars
across the six days of the do-not-use order.
There were no lives lost due to the chemical spill, but 1,402 people became ill, due to the
consumption of contaminated water. Most of the incidents took place in the initial phase of the
disaster, when information was first being disseminated. Common cases of ammonia poisoning
were seen because constituents drank, or showered, in contaminated water before receiving
knowledge that a do-not-use order was in effect.
Hospitals saw an influx of patients, which can be attributed to the chemical spill.
Worried well and sick populations visited hospitals in the Passaic River area. The number of
hospital visits increased eight percent over the first week, and went back to normal numbers after
the seventh day. Part of our communication strategy was to warn hospitals about possible
influxes of patients and the hospitals were able to accommodate the eight percent influx.
Key Risk Perception
Some common risk perception factors seen during our scenario include anger and fear.
The audience is angry that the spill occurred. Also, the population is fearful that all of the

chemicals are not known (Reeves, 2007, p. 2). Outrage increases during the maintenance phase
when another chemical, lead, was also found to be spilled. Outrage is not as high as expected
because our spokesperson stated, in the initial press release, that not all chemicals are currently
known and explained the process being taken to test the water.
Assignment II: Crisis Communication Lifecycle
Precrisis
As the health department we created message map templates that can be modified in case
of a spill. We also have guidelines and regulations in place for safe chemical levels in the water,
including lead ammonia, and mercury. Knowing that there is a presence of factories along the
river, we routinely inspect plants to insure that factories are following regulations for chemical
handling and waste disposal. Aside from inspecting the individual plants, the chemical presence
in the river is regularly monitored to insure that the water levels are safe for consumption and
safe for people to participate in water activities. Because of regular monitoring, the chemical
spill was discovered quickly, preventing further harm and damage.
Initial
During the pre-crisis phase we would initially initiate a do-not-use order. We would
make sure that this order was effectively distributed and announced via local news and radio
stations. Also, we would translate the messages into Spanish because of the diverse population
affected by the spill.
Our spokesperson, Governor Chris Christie would then lead a press conference to inform
the public about what is happening. He will make sure to show empathy within the first thirty
seconds of the message and to state that he will continue to update the public with relevant
information, as it is known. Chris Christie will not only show concern for the safety of the
constituents affected by the chemical spill, but also express hope that everything will be resolved
soon. After making his initial address, Chris Christie will answer any questions with detailed
responses, as outlined in the overarching message map.
The do-not-use order is effectively distributed and announced by local news and radio
stations. These messages are also translated into Spanish, since Spanish is a portion of the
population’s first language. Governor Chris Christie leads the press conference and delivers a
speech that clearly lets the public know what is going on, and will update them with relevant
information as soon as possible. He will also show concern and expresses hope that everything

will be resolved soon. Any questions that will be asked will be answered as honestly as possible,
acknowledging uncertainty as well. The social media library developed by Drexel’s school of
Public Health will be utilized on Twitter and Facebook (Social Media Message Library).
○ Twitter: FYI: We are using #PassaicRiverSpill for updates on the chemical release in the
Passaic River. We encourage everyone to do the same.
○ Facebook:Ask us your questions about the chemical release by commenting on this post and
we’ll do our best to answer them. By staying informed & following instructions from health
officials, you can help to protect yourself and your family from this threat. Image: Include
photo from press conference
Maintenance
Communication challenges currently being faced include: media interest and scrutiny,
misinformation being distributed, public misinterpreting messages, experts not associated with
the response team giving incorrect information, criticism, and unexpected developments that
complicate the cleanup operation.
There are many strategies in place to overcome these challenges. The media’s interest can
be used to our advantage but providing them with correct information, creating a flow of
communication between the officials and media. Informed spokespersons should go on televised
interviews to update the public, being first to distribute correct information from a reputable
source (Veil, 2012). With unexpected developments occurring, there should be a constant stream
of information, keeping the public up to date with all new information. If there are rumors and
false information being presented and distributed to the public, we will address them
immediately and provide correct information.
As the new chemical, lead, is found to have spilled as well, we will help the public
understand that we are working towards a solution and are as concerned as they are about their
safety. An open flow of information includes listening to the public as well as allowing the
audience to give their feedback on what should be done. Feedback can be gained through town
hall meetings held during the week that the do-not-use order is in place, as well as phone call
surveys to attempt to gain feedback from those who may be unable to leave their homes due to
disability. We will continue an open flow of information on our social media pages, where we
will be able to engage in direct communication with the population at risk if they choose to reach
out via these channels. A team of employees at the health department will be assigned to tracking

our Facebook and Twitter pages, where they will have the task of responding to questions in a
timely and honest manner (Innovative Uses, 2013, p. 7-20). It will also benefit communication to
use tested messages to prevent misunderstanding and acknowledging criticism by providing facts
about the cleanup effort. To be open and honest with our audience we will let them know as soon
as we discover lead has also spilled into the river, and by providing information regarding health
effects of the different chemicals and how to stay safe. Giving the public steps to stay safe will
allow them to feel in control in a very uncertain time. When all information is found and
distributed about the chemicals, a recovery plan should be made and allowing the public to feel
like a stakeholder by seeking support for the plan.
Specific examples of messages during the maintenance phase:  
● Move the public to take action: “Using bottled water and follow the guidelines directed by
the Red Cross for water cleanup will ensure that children and loved ones will not become
negatively affected by contaminated water” (American Red Cross).
●Inform the public that: “We are concerned about the safety of the water and are currently
taking procedures to measure the level of mercury in the water. This is a time consuming
process and we will continue to update you during each step” (Domagalski, 2000).
●Explain to the public: “We are taking necessary steps, pouring mercury decontaminating
powder into the affected areas of the river, to reduce risk. The mercury decontaminating
powder is not harmful because none of its components are classified as toxic with no
reports of allergic reactions” (The Mercury Decontaminant).
●Emergency recommendations include: seek medical attention immediately if mercury
contaminated water gets in the eyes. Flushing stations will be set up at hospitals and local
health clinics for anyone who comes into contact with mercury contaminated water. At the
flushing stations persons will be able to take necessary precautions and immediate medical
attention (Chemical Spill, 2000)
●Red Cross recommendations for treating water in an emergency will be disseminated.
Print copies in newspapers, links posted on Twitter and Facebook (American Red Cross).
Resolution
During the resolution phase we will focus on explaining the ongoing efforts to clean the
river (Crisis & Emergency Risk Communication, 2014). We will explain that the use of mercury
decontaminating powder will continue until we are sure that the water is safe to be used by our

community (The Mercury Decontaminant). Also, we will reiterate that this powder is safe and is
not a threat to the water and community. An action step we will provide constituents with during
this phase will be to continue the use of bottled water, until experts are able to confirm the safety
of tap water (Crisis & Emergency Risk Communication, 2014). Next, we will explain the flood
cleanup process. We will ask for volunteers to assist in the cleanup effort and provide
information on how and where to sign up. Designated meeting places for volunteers to gather
will assist the community in bouncing back from the flood damage.
Explaining how the leaks happened is a crucial step. It will be stressed that possible
causes of the leak are being looked into and that the public will be informed and updated as the
investigation continues. Initially, we can state that the leak is connected to a factory located
along the Passaic River. Emphasis on the prevention of similar issues in the future will be
stressed, as stricter chemical regulations will be developed for the area surrounding the Passaic.
Though we hope to not see a future situation similar to this spill, it will be important to
remain prepared. Stressing individual preparedness, such as keeping plenty of bottled water in
homes, for a similar situation is vital. Our group will recognize and acknowledge individuals
and agencies that have helped, to reinforce positive identities (Crisis & Emergency Risk
Communication, 2014). Agencies recognized will include the YMCA, Eva’s Kitchen, Catholic
Family Services, NAACP Paterson branch, and the Father English Multipurpose Community
Center.Finally, we will focus on resource allocation during the resolution phase (Crisis &
Emergency Risk Communication, 2014). This will include routinely testing the water to keep an
eye on potential chemical spills and making stricter regulations for factories.
Evaluation
Different forms of evaluation will be initiated during the evaluation phase. Through
evaluation of our communication plan performance, we will understand that everything that
could be done was done in a timely, efficient manner, and that delegation was key to our success,
and communicating relief efforts to the public were essential to recovery (Deckers, 2011).
Lessons learned include the understanding that social media is a powerful too, the public wants
to remain informed and up to date at all times, and that there is no way to completely prepare for
the worst (Social Media). Our evaluation phase will highlight that there are actions to improve
upon in the future. These actions that need improving are: requiring chemical plants to report

which chemicals could potentially be spilled, establishing community leaders to be the
connection to the public, and making water testing more frequent.
Assignment III: Health Belief Model
The Health Belief Model posits that a number of perceptions play into an individual’s
decision to make a behavioral change. It is the most commonly used theory in health education
and health promotion (Hayden, 2009). This framework “explains and predicts preventive health
behavior in terms of belief patterns, focusing on the relationship between health behaviors and
utilization of health services” (Teitler-Regev, Shahrabani, & Benzion, 2011, p. 2). An individual
is more likely to be motivated to commit to a behavior change if they perceive that there is a
benefit associated with the new behavior and that the threat they are faced with by avoiding
change is severe. If they perceive that they are likely to be affected by the threat and that there
are not many barriers preventing them from making the change, motivation to change is greater
(Rosenstock, Strecher & Becker, 1988).
The key constructs look at the perceptions of the individual or group to explain health
behavior. Perceived severity looks at an individual’s belief about the seriousness of a disease,
often based on medical information. Perceived susceptibility or personal risk is the most
powerful in motivating people to adopt healthier behavior. Perceived benefits are the perceived
value or usefulness of a new behavior decreasing the chances of developing a disease. The
benefits must outweigh the perceived barriers for a new behavior to be adopted. These constructs
are modified by other variables and are influenced by cues to action, which are events, people, or
things that move people to change their behavior (Hayden, 2009).
The Health Belief Model can be best applied to a chemical spill scenario because the fear
surrounding the unknown. Most people are unaware of the health effects of certain chemicals
and the knowledge of their presence in the water system can be frightening. The perceived threat
of not taking precaution and avoiding contact with the water is more severe than the threat or
inconvenience of not avoiding contact with the water. This model will be useful in the process of
the initial stage of the messaging campaign because it could be applied to achieve the goal of our
messaging campaign: to stay away from contact with the water. This behavior change will also
provide an action for the community to participate in and feel included in the process.
The key variables that can be utilized are perceived benefits, perceived barriers,
perceived severity, perceived susceptibility, cues to action, and modifying variables. Media

campaigns targeting familial ties could promote safe water usage. Some variables that may affect
constituents’ responses include past chemical spills in the Passaic, education level, and income
level. Another significant variable is culture given Paterson’s diversity. Certain cultures may
place a greater importance to nature and water, thus affecting their perceived susceptibility.
Key Variables and Questions:
 Perceived Benefits:
o If you were told that using the city’s water supply is essential to your health, how
likely would you be to refrain from using it? (Unlikely, Somewhat Unlikely, Don’t
Know, Somewhat Likely, Very Likely)
o If you were offered a tax break for assisting in the cleanup after a disaster, how likely
would you be to perform the task? (Likert Scale)
 Perceived Barriers
o If you were about to wash your hands after working outside with soil all day when the
announcement came on to avoid using water, how likely would you be to perform the
task anyway? (Likert Scale)
o If you had to actively seek out information regarding the spill, how likely would you
be to do so? (Likert Scale)
o How likely would you be to seek out clean water if a do-not-use order was put into
effect for your main water supply? (Likert scale)
 Perceived severity
o On a scale of 1-10, how serious is the chemical spill in the Passaic river?
o If there was a chemical spill in your area, how likely would that affect your day-to-
day life? (Likert scale)
o Would drinking contaminated water affect your health? (Likert scale)
 Perceived susceptibility
o If you drink the contaminated water with the do not use order in effect, how likely
would think you are to get sick? (Likert scale)
o If you ate fish from the contaminated water with a do-not-use order in effect, how
likely would think you are to get sick? (Likert scale)
 Cues to Action
o Have you checked in on your neighbor recently to make sure they have water?

o Would you be willing to provide your neighbors with safe drinking water? (Likert
scale)
o How frequently do you make sure your family is drinking safe water? (Likert scale)
Assignment IV: At-Risk Populations
The elderly and those under 133% of the Federal Poverty Line (FPL), hereinafter referred
to as low-income, are our most at-risk populations affected by the spill. The elderly are unable to
be active in the precautionary measures being advised to the general public. Special care and
communication will be necessary to reach this target population because of their vulnerability to
crisis situations. The low-income populations will be unable to reached in general
communication techniques. Factors such as lack of technological access, language barriers, and
mistrust in government force a tailor-made form for crisis communication for this target
population. Using a third party to communicate the necessary precautionary information to stay
safe will provide a conduit for reaching the low-income populations (Klaiman & Knorr, 2010).
Community leaders such as religious leaders and community centers provide the perfect third
party conduit necessary to effectively communicate to this population.
For the elderly population, information in cooperation with local aid centers to provide
assistance in precautionary measures will provide the informational specificity necessary to
protect this population. We will partner with the City of Passaic Senior Center in order to deliver
information to the elderly (City of Passaic, 2015). Fliers will be distributed throughout the center
to inform the population of what has been spilled in the water, and ways that they can protect
themselves from potential side effects of chemical ingestion. In coordination with the already
existing Meals on Wheels program at the City of Passaic Senior Center, bottled water will be
delivered to those who cannot obtain it on their own. For the low-income population, community
leaders such as religious leaders and/or community centers can relay the message of precaution
to this target population because they have gained the trust of this population and provide
culturally sensitive and specific information delivery to them. This information would include to
avoid drinking or using tap water, along with avoiding any contact with the contaminated
waterways, seeking medical attention if any of the symptoms described of mercury poisoning are
noticed, and notifying that the situation has been contained and is being ratified in the most
expedient process possible.

Centers will be set up with drivers to deliver bottled water to elderly populations as well
as to those who are restricted to their homes or are unable to travel with ease because of a health
condition. Access to free water cleaning supplies and free water will be provided to low-income
populations. Measures will be taken to insure that price gouging does not occur and clean,
uncontaminated water is accessible to all citizens affected by the spill (Yglesias). The
information about how to sign up for water delivery, free water, and what is being done to
prevent price gouging will be provided through social media, television, and community leaders.
Assignment VII: Working with the Media
Governor Chris Christie will serve as the spokesperson to address the Passaic river
chemical spill. He represents the state of New Jersey and usually has a large presence in all
events concerning New Jersey. He has experience with emergency situations such as Hurricane
Sandy. Also his blunt and loud personality makes him someone that the public finds credible. He
clearly is committed and dedicated to New Jersey, and will be able to show empathy and respect
towards the community. He also exudes confidence, which is necessary in a spokesperson. Bob
Vanfossen, director of office of emergency management NJ, and Jose Torres, mayor of Paterson,
should accompany Governor Chris Christie at the first major press conference. Bob Vanfossen
will have a major role in the emergency management of the chemical spill and have a lot of
responsibility and knowledge of what is going on so far. Mayor Jose Torres should also be at the
conference because the spill occurred in his city.
There will be challenges to face because the chemical spill leaves a lot of uncertainty and
is an immediate threat to the community affected. The questions the media will ask will mainly
be about what exactly is going on, what is being done to solve it, and how much damage is there
going to be (Five Key Questions, 2015). Some challenges will be include speculations, over-
reassurances, rumors being created and withholding information to avoid panic. These
challenges can be overcome with the CERC principles and utilizing them in the press
conference. The press conference is being held the day the chemical spill occurs, allowing our
information to be first and reducing the likelihood that rumors will be made beforehand. The
press conference will include information known, actions being taken, and assuring the public
that everything possible is being done to contain and clean the spill. Governor Chris Christie has
experience with disaster situations, which gives him credibility and allows him to be empathetic.
He is usually upfront with information and gives hope to the public without over-assuring them.

The challenges can be overcome if respect and empathy is given to the communities affected
with an action plan with how to take care of the spill, all of which can be addressed in the press
conference.
Top 10 questions to anticipate by the media (Frumkin, 2005):
1. Can you tell us what happened?
2. Is the situation under control?
3. Is there any immediate danger?
4. How much damage as occurred?
5. How certain are you about the damage?
6. Why did this happen?
7. What is the worst-case scenario?
8. How much will all this cost?
9. Has anyone broken the law?
10. Have you told us everything you know?
Assignment VIII: Lessons Learned
Throughout the disaster, BP utilized social media as a direct line of communication with
both the public at risk and the general population who had questions regarding the spill (Beam).
From their social media pages, they were able to direct individuals to volunteer opportunities if
they wished to take action and assist with the cleanup efforts. They were also able to provide
ongoing updates and necessary information (i.e. hotlines, compensation forms, and a website) to
those affected during the maintenance and resolution stages of the spill. In our scenario, social
media plays an important role. We are using #PassaicRiverSpill so that everyone can participate
in the conversation about the spill, as well as directly answering questions on both Twitter and
Facebook. We will use these channels to promote action to be taken by the public. Even if it’s
something as small as checking in on a neighbor to be sure they have a supply of water bottles,
we will utilize social media to send out such reminders and make sure that the public feels in
control, not hopeless or helpless. Having a plan in place to use social media in the initial,
maintenance, and resolution stages of the chemical spill will help us get messages out quickly
and to a larger audience.
BP’s CEO, Tony Hayward, was the spokesperson throughout the Deepwater Horizon
disaster. He lacked empathy and proved himself not to be credible because he came across as

only having his company’s interests in mind and not the public’s (Webb, 2010). Our
spokesperson, Chris Christie, is tuned into the feelings of the New Jersey residents affected by
the chemical spill and is able to communicate that empathy when addressing the public at risk
and the media. His familiarity with the community and area provides a channel of
communication between him and those affected.
BP gave false assurances about the risk of the spill. BP spokesperson, Tony Hayward,
would make comments stating that the spill was almost contained and the next effort in capping
the spill would be successful, but time after time the restoration efforts failed (Webb, 2010). We
will acknowledge our uncertainty by informing the public of any uncertainty pertaining to the
Passaic River chemical spill. Our spokesperson will be trained to answers questions by stating
“We do not know the answer at this time, but we are employing research teams to analyze the
chemicals of the spill and the extent of the ecological damage.”
Before the oil spill, BP stated that a disaster was unlikely and if anything were to happen
the results would be minimal. Our pre-crisis stage is designed to prepare the public for a
potential chemical spill in the Passaic. We will create partnerships with local organizations, train
a trusted public spokesperson in how to respond in case of a disaster, and provide useful
information to the public about water safety so that the public is not over-reassured and caught
off guard if a spill were to occur on the Passaic.
Another aspect of risk communication that BP failed at was the CERC principle Be
Right. BP was wrong during the initial phase of the disaster about how much oil was spilling
into the Gulf. Also, BP is still wrong. Today, balls of oil continue to be found in the Gulf. BP
claims that the balls of oil are not harmful, but studies have proven that the oil can still be
harmful to wildlife and humans (Sherwell & Lawler, 2015). We are going to make sure that we
are right with the information that we provide to those affected by the chemical spill on the
Passaic. We will provide what information we know during each step of the crisis as well as
make a promise to continue to provide information to the public until the Passaic is cleaned up.
We will also, as mentioned, inform the public if we are unsure about certain aspects of the
disaster so as to not lose credibility by being wrong.
Another lesson that we learned from the Deepwater Horizon spill was to not blame others
for the disaster. BP initially blamed the owners of the rig for the spill, which negatively affected
their cleanup efforts (Sandman, 2010). We will make sure to not put blame on the organizations

that caused the chemical spill. Instead, we will focus our efforts on cleaning up the spill and
insuring the public’s safety. BP tried to blame others for the disaster, whereas we are going to
avoid the blame game and take responsibility for the cleanup efforts and try to get every party
involved to assist in the cleanup.
There was an inconsistency between organizations involved in the recovery from the oil
spill (McClam & Weber, 2010). BP would call the spill one name, while the government
agencies and news organizations would call the spill another. This caused confusion for the
public as it seemed as if the organizations were not on the same page. We are going to provide
information to organizations and spokespersons, such as message maps, to try and avoid a
discrepancy in information.
Assignment VIIII : Press Statement
Hello, thank you all for being here. There has been an accidental chemical spill of heavy
metals, mercury, and ammonia in the Passaic River in Paterson, New Jersey. We are all
concerned about this devastating water contamination. We are all asking the same questions:
how we will get water to shower, cook, and drink. The State Health Department has begun the
distribution of educational tools to provide information about the effects of mercury and
ammonia and various methods for obtaining safe water. The State Health Department is also
working to discover the extent of the chemical spill: how much was leaked, identifying all of the
chemicals, and how they can affect us. We will update you as soon as we know more about the
chemicals released. Currently, we have issued a do-not-use order to avoid any consumption or
contact with the water in the Passaic River. Any seafood harvested from this waterway is not fit
for consumption, indefinitely.
Marcal Paper Products accidentally released the chemicals into the river due to a pipe
leak. Marcal Paper Products have assumed full responsibility for the spill. There are concerns
over the water quality after this contamination, and we are in the process of testing the River to
measure the level of contamination and to identify all of the chemicals released. The cleanup
process has already begun.
The symptoms of mercury exposure are chills, chest tightness, abdominal pain, bleeding
gums, a burning sensation in the legs, and skin rashes. The symptoms of ammonia exposure are
difficulty breathing, fever, tearing and burning of the eyes, throat pain, dizziness, and severe
stomach pain. If you do come in contact with the contaminated water, and these symptoms arise,

seek immediate medical attention. We have confirmed that hospitals in the area are prepared for
an influx of patients with these symptoms and can provide appropriate treatment from exposure
to the chemical spill.
The State Health Department is working in collaboration with the city of Paterson and the
Office of Emergency Management of New Jersey to inform the public and prepare for a clean up
operation. Volunteering efforts will be appreciated in the cleanup operation. We will provide
further information on cleanup assistance, how to volunteer, and the progress of the effort on the
NJ State Health Department’s official social media accounts. The state of New Jersey and the
city of Paterson are dedicated to the removal of these toxic chemicals from the Passaic River and
to return the river to the clean and safe standards for its functional and recreational use.
We will post new and updated information on the progress of the spill on Twitter and
Facebook using the #PassaicRiverSpill hashtag. Any questions can be posted on Twitter and
Facebook with the same hashtag and we will respond as quickly as possible. For further
information on mercury and ammonia, visit cdc.gov. For further specifics on the spill, visit the
Office of Emergency Management at state.nj.us/njoem and sign up to receive email or text alerts.
Thank you all for your cooperation during this stressful time.

Assignment V: Message Maps
Overarching Message Map
Stakeholder:Public/Media
Question or Concern:What does the public most need to know?
Key Message 1 Key Message 2 Key Message 3
There has been a chemical
spill in the Passaic River.
At present, the two known
chemicals are mercury and
ammonia.
There are steps to take to
ensure your safety at this time.
Supporting Information 1-1 Supporting Information 2-1 Supporting Information 3-1
Hazardous chemicals are in the
water supply.
Symptoms of ammonia
poisoning include: headaches,
coughing, loss of sense of
smell, nausea and vomiting,
burns on the skin, skin or eye
irritation, corrosive damage to
the mouth, throat, and stomach
(New York State Department
Of Health, 2011).
Avoid using water until do-
not-use order is lifted.
Do not use or drink tap
water until further information
is released.
Symptoms of mercury
poisoning include: Hand
tremors and chills, chest
tightness, bronchitis,
pneumonia, abdominal pain,
nausea,vomiting, loss of
appetite, bleeding gums,
burning sensation in the legs
and skin rashes (Davis, 2014)
Purchase water bottles to
substitute tap water.
Drinking or using the water
can cause dangerous side
effects.
If experiencing any of the
aforementioned symptoms, see
a doctor immediately.
Avoid seafood until marine
life is further tested.

At-Risk Populations
Stakeholder: Elderly
Question or Concern: Steps you can take in the event of a water contamination
emergency
Using the contaminated
water can negatively affect
your health.
Transportation will be
necessary to reach clean
water.
Stay updated on new reports
for further information.
If experiencing any
symptoms related to
ammonia, lead, or mercury
exposure, seek medical
attention.
Call this number: 877-652-
1148 to receive a ride to
supermarkets.
Listen to 100.3 radio station
for hourly updates of the
chemical spill.
To ask any questions about
symptoms related to the
chemical spill, contact 1-
800-PCCC for additional
information.
If you are immobile, reach
out to your local
government (by phone: 1-
800-PCCC) so they know
your location to deliver
water.
Channel 13 news at 7pm
will provide most recent
updates of the chemical
spill.
Hospitals have been notified
and are prepared for patients
showing symptoms from
exposure.
Volunteers will be available
to assist with transportation.
Informational fliers are
being distributed by the City
of Passaic Senior Center
(City of Passaic, 2015).

Stakeholder: Mercury
Question or Concern: Steps to take in the event of a chemical spill
You and your family are at
risk if you use or drink
contaminated water.
Contact Catholic Family
Services and the YMCA for
more information.
We will help you get
supplies.
The water is contaminated
with ammonia and mercury.
Contact a trusted
community leader for more
information.
Water bottles are distributed
all day at local community
centers.
You will need to seek
medical attention if you
ingest/come in contact with
the contaminated water.
Messages will be distributed
in English and Spanish
Register to receive free
water bottles at community
centers or by calling 1-800-
PCCC.
Drink from water bottles
during the do-not-use time
period.
Receive updates via
television, radio,
newspapers and social
media
Volunteers will deliver
supplies to homesand
community centers.
Stakeholder: Families at risk
Question or Concern: How can a mercury spill affect my family?

Mercury exposure is a
health risk.
There are three ways to be
exposed to mercury.
Exposure to mercury can be
prevented.
Common side effects
include memory loss and
skin irritation (Centers for
Disease Control and
Prevention, 2013).
Mercury poisoning can be
caused by breathing air
containing mercury vapors
(Centers for Disease
Control and Prevention,
2013).
Avoid physical contact with
contaminated water
(Centers for Disease Control
and Prevention, 2013).
Nervous system damage is
possible (Centers for
Disease Control and
Prevention, 2013).
Mercury poisoning can be
caused by exposure at work
(Centers for Disease
2013).
Do not eat seafood from
contaminated waterways
(Centers for Disease Control
and Prevention, 2013).
Rashes and breathing
problems are signs of
mercury poisoning (Centers
for Disease Control and
Prevention, 2013).
Eating contaminated fish
can cause Mercury
poisoning (Centers for
Disease Control and
Prevention, 2013).
Do not drink contaminated
water (Centers for Disease
2013).
Stakeholder: Families at risk
Question or Concern: How can a lead spill affect the health of my family?

Lead is a metal we
encounter at low levels from
natural sources, such as tap
water (Environmental
Protection Agency, 2015).
Most health effects appear
after a long period of high
level lead exposure or
ingestion (World Health
Organization,2001).
Avoiding ingestion of
affected water will lessen
chances of experiencing any
health effects.
Lead is sometimes used in
household plumbing and at
production plants
(Environmental Protection
Agency, 2015).
In adults, high-level lead
exposure over a long period
of time can cause high
blood pressure and anemia
(World Health
Organization, 2001).
Water is being treated with
caustic soda and lime to
reduce lead levels in water
(Pappas, 2015).
Young children and workers
are at greatest risk from
exposure (Environmental
Protection Agency, 2015).
In children, ingestion of
water with high lead levels
can cause learning
disabilities and behavioral
problems (World Health
Drink only bottled water.
Too much lead can damage
the nervous and
reproductive systems, as
well as the kidneys.
Pregnant women should
take extra precaution in
avoiding lead exposure
(World Health
Seek medical attention if
experiencing any symptoms.
Stakeholder: Citizens in the area of a water restriction
Question or Concern: What are alternative sources for clean water?

Drink out of bottled water. Follow the Red Cross
guidelines for water
cleaning.
The National Guard is
providing clean water via
tankers at local centers.
Semi trucks will deliver
water bottles to local stores.
Filter water using a piece of
cloth or coffee filter
(American Red Cross).
Store containers of water in
upright, cool dry place
(Mississippi State
University).
Food stores will continue to
resupply bottled water.
Boil water for about one
minute and let it cool for 30
minutes (American Red
Cross).
Keep containers away from
heat and sunlight to prevent
leakage (Mississippi State
University).
Store bottles at room
temperature.
Add 16 drops of liquid
chlorine bleach per gallon
of water and let sit for 30
minutes (American Red
Cross).
Freeze water in plastic
bottles, but leave space at
the top to prevent the
container from breaking
(Mississippi State
University).
Assignment 6: Fact Sheet

Mercury in the water system: What you need to know
What is mercury?
Some citizens living near the
Passaic River have questions about
the safety of mercury. We want
you to know that if symptoms
are detected early on and
treatment is received, citizens
will be safe. Also,
 Mercury is a liquid metal
used in paper and wood products.
 Gaseous mercury is toxic,
odorless and invisible; at room
temperature mercury is awhite
liquid metal.
 The most poisonous form of
mercury is found in seed
preservatives, wood and paper
products.
How can I prevent mercury exposure?
Experts say to:
 Avoid known contaminated water so as to not come in contact with mercury- Be
aware of where the fish you eat is caught.
 Avoid any seafood from a known contaminated water source (for example a river,
lake or sea). Seafood can transfer mercury from contaminated water tohumans
when eaten.
What health effects can mercury exposure have on me?
Symptoms
 Hand tremors and chills
 Chest tightness, bronchitis, pneumonia
 Abdominal pain, nausea, vomiting, loss of appetite
 Bleeding gums
 Burning sensation in the legs
 Skin rashes
Seek medical attention if you have any symptoms that you suspect to be
related to mercury exposure.
How can I be exposed to mercury?
Wikipedia, “Mercury in Fish”

 Organic Mercury: People can be exposed to organic mercury if they eat any
contaminated fish or shellfish. Ingestion of contaminated water also exposes
people to mercury.
 Elemental Mercury:Experts are unsure if mercury can be breathed through air
vapors.People may be exposed when they breathe air containing mercury vapors.
Vapors can be present in workplaces such as dental offices, smelting operations
and mercury spill sites.
 Inorganic Mercury:People may be exposed in certain working situations where
mercury is used.
How can I find out more information about mercury?
1. Ask your doctor.
2. Check out a complete list of seafood found with mercury.
http://www.fda.gov/food/foodborneillnesscontaminants/buystoreservesafefood/
ucm110591.htm
1 out of 100 people will experience bleeding
gums due to mercury ingestion.
Getty Images

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