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"We had the complication of trying to take in the epidemiological information that was spotty at best and at the same time translate some very frightening information to people in the way that gave them the right balance between what we know or what we're learning without causing such alarm that people really wouldn't hear what we were saying. It was tough."

Julie Gerberding M.D., Director, CDC, SARS, 2003

We were worried that the facts that we might deliver might not be understood by the public. The public is a very intelligent public. The public understands, and they very rarely can go down the wrong path if you're delivering honest, simple messages. Say the truth, say what's happening, the public will understand and will follow."

John Agwunobi, M.D., State Health Director, Florida, Anthrax, 2001

Well, credibility is everything. Truth is everything. If you have an individual who is the spokesman, the representative of the government attempting to respond to a tragedy and people view that person cynically or with suspicion, if anything you're going to create more rumor mongering, you're going to create other false trails, and you're going to create the potential of chaos which is terrible. So whoever is the spokesman better be credible.

Frank Krank Keating, Governor, Oklahoma City, Bombing, 1995

 

CDC Crisis and Emergency Risk Communication (CERC) Facebook

  

 
 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 
Western Region LPHA Public Information Officer (PIO) Network
Be first, be right, be credible!
 
  Help

Quick Reference Map

Purpose
 The PIO Network was specifically developed for local public health agency (LPHA) Public Information Officers (PIO) in the Western Region.  The purpose of this webpage is to establish a virtual network (also known as a Joint Information System) for which PIOs can coordinate, collaborate, and access resources for that will support local and regional public information and risk communication efforts during a public health event. 

Western Region Public Health Information Officer Directory
 The Western Region LPHA Public Information Officer Directory is an updated list of trained staff personnel that deal with the media.  This can be in the form of a press release, Health Alert, or possibly even interviews with media if there is no designated agency spokesperson.  During localized and manageable events (Type 5 and Type 4), PIOs are encouraged to use Fact Sheets to create Message Maps and ultimately Press Releases about the event that is happening.  It is up to the PIO to get the information out to the public in a controlled and nonthreatening way in regards to the event.

During larger, more complex public health events (Type 3-1), it is strongly suggested that LPHA's find a backup for the PIO to help work in tandem to keep the main PIO from quickly becoming overwhelmed. PIOs are also encouraged to reach out to other PIOs within the Western Region to coordinate and collaborate on public information efforts.   When LPHA start coordinating and collaborating on public information efforts, a virtual Joint Information Center (JIC) has begun.  Coordinating and managing a regional virtual JIC will be done through the WRPPHP or the WRO-DPH through email list serves, frequent teleconferences or web-based meetings, and through the PIO Network in Google Sites. 

The Network
 Using the application Google Sites as a host, the Western Region LPHA Public Information Network is an invite only, secured web-based website for Public Information Officers from the LPHAs in the Western Region. The purpose the Network is to provide Public Information Officers with a site to collaborate, coordinate, and communicate with one another on a regular basis but more importantly during a public health emergency.   Some of the features of Network website include:

  • Ability to upload and share documents, press releases, message maps, and other resources with other PIOs
  • Ability to hold secured real-time web-based discussions with other PIOs
  • Auto email notifications are sent to PIOs when new discussion occurs or new documents are added.  Notifications can be sent to the PIO's email work address and can be sent each time a new entry is made, bundled into a single email once a day, or a summary report can be provided.
  • Ability to add and categorize additional pages.

In order to access the Network, users will first need to get a Google account.  This is done the first time that users attempt to access the Network.  Access the Western Region Public Health Information Officer Network

Communicating with the Network
The Network is not visible to the general public and is by invite only.  Currently, the WRPPHP is named as the Network's "Owner."  WRODPH and WRPPHP staff will be assigned as "Collaborators."  Collaborators have the ability to load documents, post comments, etc. 

Refresher Training
As one of the most critical roles in a response, a Public Health Information Officer must possess skills and knowledge that can only be acquired through formal training, practice, and experience.   Therefore, the following video should be considered a "refresher" training for public health information officers, not an introductory training. 

  • CDC Crisis and Emergency Risk Communication Web-based Training
    This online Crisis and Emergency Risk Communication course will stress the fundamentals of CDC's Crisis & Emergency Risk Communication (CERC). The course has been designed to serve those who will perform crisis and risk communication and media relations in the event of a public health emergency.

Public Information and Risk Communications Resources from the Public Health Emergency Plan

Additional Resources for Public Information Officers

  • Crisis and Emergency Risk Communication Learn more about Adobe Acrobat Reader (1.7Mb, 277 pages)
    The BASIC CERC course book is an introductory course on risk communication, issues management, and crisis or disaster communication.  Contains useful tips, hints, templates, and resources for public information officers, spokespersons, and leaders.
  • Leader Materials—By Leaders for Leaders Learn more about Adobe Acrobat Reader (700K, 57 pages)
    The LEADERS FOR LEADERS CERC course book gives leaders the tools they need to successfully communicate with the public, media, partners, and stakeholders during emergency public health events. 
  • Center for Disease Control and Prevention Fact Sheets and Information (multiple languages)
  • Wisconsin Division of Public Health
    • Communicable Disease Fact Sheets (English, Spanish, Hmong)
    • Toxic Chemical Fact Sheets
    • Toolkits by Subject.  (Includes message maps and press releases for numerous health topics (HAN Access Required.  HAN location: Topics > Communications > Crisis and Risk Communication > Toolkits by Subject).  Subjects include Measles, Carbon Monoxide, Hypothermia, Lead, Anthrax, Meningitis, Lyme, Crypto, E. Coli, Ebola, Hemorrhagic Fever, Blastomycosis, Giardiasis , Surge Capacity, Seasonal Influenza, Unusual Illness, Norovirus, Salmonella, West Nile Virus, Disease Prevention, Mumps, Rabies, Listeriosis, Strategic National Stockpile, Botulism, Pertussis, Tuberculosis, and Tetanus

Frequently Asked Questions
 Please send any questions related to public information or risk communication to jasons@co.polk.wi.us  For the benefit of all PIOs, we will post the question along with a response. 

  1. What is the difference between the Public Health Information Officer and the spokesperson?  The Public Information Officer (PIO) is the person that makes the decisions on what needs to be said and how it should be told.  Often, the job of the Public Information Officer is to make the agency spokesperson 'look good.'  The PIO is often the 'behind the scenes person' that deals with the media.  On the other hand, the spokesperson is often the 'talking head' of the agency and is a person who lends credibility and trust to the agency.
     

  2. Can the PIO and the Spokesperson be the same person?  Does it have to be someone working in the LPHA?  The PIO and Spokesperson COULD be the same person, however they are usually not.  The best way to think of these positions is that the PIO is usually the person behind the camera that makes the spokesperson look good in front of the camera/microphone.  The public information officer does NOT need to come from the Local Public Health Agency.  They simply need to have the appropriate training to be an effective Public Information Officer.
     

  3. What the difference between a Joint Information Center (JIC) and a Joint Information System (JIS)?  A Joint Information Center is a PHYSICAL LOCATION where agency PIO's report to coordinate messages to their partners and the public.  A Joint Information System is a 'virtual' system in which Public Information Officers can coordinate messaging.  This is often referred to as a 'virtual JIC' and often takes the form of email distribution lists, blogs, webinars, teleconferences, etc. . .

  4. What is a message map and why do we create them first?  A message map is a tool that a public information officer or Risk Communication Team can use to effectively develop a properly formatted message to their partners or public.  It forces the user to use Risk Communication principles to deliver the best possible message.  The main rule of the message map is the 27-9-3 rule.  No message should be longer than 27 words; it should take no longer than 9 seconds to read, and it should have no more than 3 key points.
     

  5. What is the difference between a health alert and a press release?  A health alert is a message intended to reach local response partners and often has technical/medical language in it.  A press release is intended to reach the public and should NOT contain technical/medical jargon.  In fact, it is recommended that a press release be crafted at a 6th grade reading level for optimum compliance.