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WHEN AND HOW TO 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.
MEET TODAY'S EXPERTS
Monica Valdes 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
Crisis Communication Support
Decision Matrix Overview
March 2023
Joe Smyser, PhD, MSPH
CEO, PGP
info@publicgoodprojects.org
www.projectvctr.com
Decision Matrix
External and Internal Communications
External Comms Misinformation
Could the 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
Internal Leadership Misinformation
Could the 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
Region/Country-specific Context
Establishing appropriate processes
Is the dataset substantial or limited?
Process Considerations
Is there an established baseline to determine threshold?
What other contexts should determine threshold?
Limited Datasets
With limited data, 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
Broad and Substantial Datasets
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
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.)
Risk Communication & Community
Engagement (RCCE)
An Overview
March 2023
Reporters &
Journalists
PGN
Medium
Risk
High
Risk
Low
Risk
Set agenda and 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
External Comms Misinformation
Could the 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
Thank you!
Alison Rodden
CEO
Engaging Diverse
US Multicultural Communities
Cultural Solutions.
Meaningful Results.
Connect, inspire, and empower 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:
Improve quality of life 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
OWNED CHANNELS
COMBINED SNAPSHOT La 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
FOLLOWERS
Opportunities to engage audience 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
Sponsors
+ Clients
Hispanic Communications Network (HCN)
in partnership with
PGP
Hispanic Media Misinformation
Action Alliance
By combining expertise in 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
Hispanic Media Misinformation Action 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
47QRAA22D00EA
Explore how we can 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
Thank you
More Resources
www.publichealthcollaborative.org
Contact
info@publichealthcollaborative.org
Follow PHCC
Twitter @PH_Comms
LinkedIn: Public Health Communications Collaborative
28

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PHCC March 2023 Webinar Deck_Final Version.pdf

  • 1. WHEN AND HOW TO 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 Monica Valdes 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 Decision Matrix Overview March 2023 Joe Smyser, PhD, MSPH CEO, PGP info@publicgoodprojects.org
  • 5.
  • 6. Decision Matrix External and Internal Communications
  • 7. External Comms Misinformation Could the 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 Could the 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
  • 10. Is the dataset substantial or limited? Process Considerations Is there an established baseline to determine threshold? What other contexts should determine threshold?
  • 11. Limited Datasets With limited data, 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 Substantial Datasets 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 agenda and 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 Could the 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
  • 18. Alison Rodden CEO Engaging Diverse US Multicultural Communities Cultural Solutions. Meaningful Results.
  • 19. Connect, inspire, and empower 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 of life 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 SNAPSHOT La 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 engage audience 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
  • 24. Hispanic Communications Network (HCN) in partnership with PGP Hispanic Media Misinformation Action Alliance
  • 25. By combining expertise in 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 Misinformation Action 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 we can 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 Follow PHCC Twitter @PH_Comms LinkedIn: Public Health Communications Collaborative 28