•CMC staff receive media query/info or identify upcoming news that AHA may need to respond to.•Notify CMC Director.

• CMC Dir notifies, Comm EVP & determines type of comment (proactive/reactive). (If Comm Dir is not available, then CMC crisis staff will take lead.)

• Comm Dir/EVP notifies CEO, CMO, CSO, AHA Pres, OSO SR VP and other orgs/partners as appropriate.

• Gets input on target audience (patient/professional/other).

• Material needed (i.e., Q&A, fact sheets, etc.), AHA

• Spokesperson, and• Who needs to provide input on the comment.

• CMC Dir finalizes list of materials needed and assigns to CMC staff person(s).

• CMC staff work with SMA to draft comment within 1 hour & send to CMC Dir/EVP.

• CMC Dir reviews comment & sends to Com EVP, who immediately reviews/approves.

• CMC Dir/EVP sends to CEO, CMO, CSO, AHA Pres, OSO SR VP and other appropriate medical officers for input/approval within a goal of 2 hours. If RMR not available, sends to Gayle/Judy/Javed.

• Upon approval, CMC staff finalize media materials.

• Add disclaimer• Produce spokesperson video comment via

web cam (as appropriate). • Notify SR SMA if video is done.

• CMC Dir sends final media materials with instructions to use proactively/reactively to Comm EVP, CEO, CMO, CSO, AHA Pres, SR SMA, OSO SR VP, AHA expert, staff in other depts. as appropriate, local comm. Staff, Contact Center and other partners/organizations.

• CMC staff post on AHA homepage/online newsroom.

• Send to media via PR Newswire, US Wire 1 & Media Dist. List.

• CMC Dir conducts AAR with CMC staff following day.

• Conduct AAR with AHA mgmt/volunteers within one month.