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PHCC March 2023 Webinar Deck_Final Version.pdf
- 1. WHEN AND HOWTO RESPOND TO PUBLIC HEALTH MISINFORMATION TUESDAY, MARCH 28, 2023 1:00-2:00 PM ET / 10:00-11:00 AM PT This event will be recorded. The recording and slides will be available on the PHCC website later this week. All attendees are automatically muted upon entry.
- 2. MEET TODAY'S EXPERTS MonicaValdes Lupi, JD, MPH Managing Director, Health The Kresge Foundation Joe Smyser, PhD, MSPH Chief Executive Officer The Public Good Projects Alison Rodden Chief Executive Officer HCN
- 3. Crisis Communication Support DecisionMatrix Overview March 2023 Joe Smyser, PhD, MSPH CEO, PGP info@publicgoodprojects.org
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- 6. Decision Matrix External andInternal Communications
- 7. External Comms Misinformation Couldthe misinformation erode public trust in vaccines? What is the reach and scope of the misinformation, and what is the likelihood of further spread? No report Low Risk Medium Risk High Risk No Impact Monitor ● Set agenda and fill information gaps Limited-to-broad impact Unlikely to spread Early signs of spread Rapid spread Active spread ● Set agenda and fill information gaps ● Address underlying confusion and concerns ● Set agenda and fill information gaps ● Address underlying confusion and concerns ● Directly address specific misinformation Choose the right messenger/channel for response
- 8. Internal Leadership Misinformation Couldthe misinformation impact organizational efforts? What is the reach and scope of the misinformation, and what is the likelihood of further spread? No report Low Risk Medium Risk High Risk No Impact Monitor ● Monitor Narratives ● Consider for recap reporting Limited-to-broad impact Unlikely to spread Early signs of spread Rapid spread Active spread ● Monitor Narratives ● Recheck throughout week to assess move to high risk ● Include in recap reporting ● Monitor Narratives ● Recheck throughout week to assess move to high risk ● Include in recap reporting ● ALERT brief sent to leadership w/in 12hrs
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- 10. Is the datasetsubstantial or limited? Process Considerations Is there an established baseline to determine threshold? What other contexts should determine threshold?
- 11. Limited Datasets With limiteddata, analysts send nearly all misinfo of interest for review What gets flagged for review? Reviewers follow Decision Matrix for assigning alert level and written recommendations
- 12. Broad and SubstantialDatasets Analysts select only the most impactful or interesting misinfo for review What gets flagged for review? Reviewers follow Decision Matrix for assigning alert level and written recommendations What analysts look for in the data Is it new? If we see it over and over, then looking for significant examples and spread. Above geo-specific threshold? Number of engagements is relative Has it spread into the geo? Misinfo coming in from another country matters because that means its global
- 13. Establishing Geo-specific Threshold Geography (country,region, etc.) The first step is to figure out thresholds for each country/region by: 1. Reviewing baseline data and trends over a period of time. 2. Assess typical spike in volume or average engagements for items of interest 3. Review instances that were above average to be considered higher risk 4. Establish this as general rule Thresholds are relative to local context and monitoring objectives, meaning they will differ between countries or geographies for what warrants flagging in the data and how risk level is assessed. However, the overall model always applies. Threshold Considerations Internal/client objectives or framing Type of Vaccine (mRNA, covid, RSV, etc.)
- 14. Risk Communication &Community Engagement (RCCE) An Overview March 2023
- 15. Reporters & Journalists PGN Medium Risk High Risk Low Risk Set agendaand fill information gaps Set agenda and fill information gaps Address underlying confusion and concerns Set agenda and fill information gaps Address underlying confusion and concerns Directly address specific misinformation Health Organizations Project VCTR users PHCC Health Depts & Associations Tech/Social media platforms Realtime data/Insights Misinfo alerts, downloadable content Newsletters Healthcare Opinion Leaders Medical Associations This is Our Shot, VacunateYa, Shots Heard, Influencer Council Misinfo alerts, talking points, trainings Newsletters, social handles, influencers Community-based Organizations Vaccine Equity Newsletter Vaccine Resource Hub Health Listening Partners/Stakeholders Misinfo alerts, talking points, trainings Newsletters, social assets Website w/tailored alerts & recommendations General Public CBO Partners Advisory Roundtable Weekly service oriented health stories Stories & social assets to share via CBO channels Health comms trainings Project VCTR users Associations Partnerships with news orgs Realtime weekly insights Training promotion & collaboration Direct line to journalists
- 16. External Comms Misinformation Couldthe misinformation erode public trust in vaccines? What is the reach and scope of the misinformation, and what is the likelihood of further spread? No report Low Risk Medium Risk High Risk No Impact Monitor ● Set agenda and fill information gaps Limited-to-broad impact Unlikely to spread Early signs of spread Rapid spread Active spread ● Set agenda and fill information gaps ● Address underlying confusion and concerns ● Set agenda and fill information gaps ● Address underlying confusion and concerns ● Directly address specific misinformation Choose the right messenger/channel for response
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- 18. Alison Rodden CEO Engaging Diverse USMulticultural Communities Cultural Solutions. Meaningful Results.
- 19. Connect, inspire, andempower US multicultural communities with culturally relevant information, resources, and action that foster sustainable ecosystems for: Greater equity, Positive social impact, and Improved quality of life. One Mission:
- 20. Improve quality oflife for multicultural communities in the U.S. Multimedia: Digital + Traditional Radio + TV Affiliates Network Website LaRedHispana.org Social Media Channels Influencers, Personalities SME Spokespersons for MR/PR Health: MDs, RNs, CHWs, Promotores SOCIAL IMPACT AGENCY DISTRIBUTION: OWNED NETWORKS Marketing, Comms, PR, Advertising Culturally Driven Strategies Behavior Change Solutions Market Research: Data-Driven Branding + Creative Messages, Stories + Messengers In-House Production Paid + Earned Media (Online-Offline) Stakeholders: CBOs, FBOs, Advocacy Hybrid Model One-Stop Shop
- 21. OWNED CHANNELS COMBINED SNAPSHOTLa Red Hispana TV & Radio Networks ● 44 Affiliate TV Stations ● 307 Affiliate Radio Stations ● 70 Markets ● ~750,000 Combined AQH/Impressions ● 75% Coverage 281K FOLLOWERS 119K WEBSITE
- 22. FOLLOWERS Opportunities to engageaudience gatekeepers via HCN’s established national, regional and local networks: ● Stakeholders: Community-based organizations (CBOs), faith-based organizations (FBOs), civic and advocacy groups ● Healthcare Workers: Doctors, nurses, community healthcare workers, promotores de salud ON-THE-GROUND PARTNER NETWORKS
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- 24. Hispanic Communications Network(HCN) in partnership with PGP Hispanic Media Misinformation Action Alliance
- 25. By combining expertisein misinformation, social and behavior change communication, public health, journalism, and media and entertainment, the HMMAA complements domestic and international efforts to mitigate the harmful effects of misinformation. The HMMAA works by engaging private and public sector organizations, sharing information among its members, connecting members to vetted resources, and when appropriate participating in joint activities and collaborations. 25 ©2023 HCN | PGP Hispanic Media Misinformation Action Alliance (HMMAA)
- 26. 26 Hispanic Media MisinformationAction Alliance (HMMAA) ©2023 HCN | PGP misinformation/ disinformation is increasing and has a negative impact on society. Addressing the proliferation of Spanish- language misinformation needs to be prioritized. . ACKNOWLEDGE in trainings on misinformation that HCN and PGP offer for Hispanic media executives, reporters, entertainers, social media and operational staff. PARTICIPATE misinformation intelligence and fact- checking resources from HCN. Consider placing PSA-style content on combating misinformation from HCN to inform consumer audiences. SHARE resources to combat misinformation within your organization, including news editors and reporters, as well as entertainment and social media managers. RECEIVE COMMITMENT: Take Steps to Mitigate Misinformation
- 27. 47QRAA22D00EA Explore how wecan deliver for you. Alison Rodden CEO (202) 360-4105 alison.rodden@hcnmedia.com Rachel Hunt VP, Business Development - Government (240) 688-9159 rachel.hunt@hcnmedia.com 512110 512191 512199 512240 512290 515111 515112 519130 541430 541613 541810 541820 541830 541840 541850 541870 541890 541910 541922 541930 Motion Picture & Video Production Teleproduction & Other Postproduction Services Other Motion Picture & Video Industries Sound Recording Studios Other Sound Recording Radio Networks Radio Stations Internet Publishing & Broadcasting & Web Search Portals Graphic Design Services Marketing Consulting Svcs Advertising Agencies Public Relations Agencies Media Buying Agencies Media Representatives Outdoor Advertising Advertising Material Distribution Services Other Services Related to Advertising Marketing Research & Public Opinion Polling Commercial Photography Translation & Interpretation Services NAICS
- 28. Thank you More Resources www.publichealthcollaborative.org Contact info@publichealthcollaborative.org FollowPHCC Twitter @PH_Comms LinkedIn: Public Health Communications Collaborative 28