Public Health Crisis Communication

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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

Transcript of Public Health Crisis Communication

Page 1: Public Health Crisis Communication

Running head: ACCIDENTAL SPILL CRISIS AND COMMUNICATION 1

Accidental Spill Crisis and Communication Adrian Diogo

Mariella HannaJessica McGlynn

Rebecca MamroshKevin O’Brien

The College of New Jersey

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ACCIDENTAL SPILL CRISIS AND COMMUNICATION

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.

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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

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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.

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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

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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

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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

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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

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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

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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

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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?

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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.

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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.

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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

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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

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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,

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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.

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Assignment V: Message Maps Overarching Message Map

Stakeholder: Public/MediaQuestion 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.

Supporting Information 1-2 Supporting Information 2-2 Supporting Information 3-2

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.

Supporting Information 1-3 Supporting Information 2-3 Supporting Information 3-3

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.

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At-Risk Populations

Stakeholder: ElderlyQuestion or Concern: Steps you can take in the event of a water contamination emergency

Key Message 1 Key Message 2 Key Message 3

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.

Supporting Information 1-1 Supporting Information 2-1 Supporting Information 3-1

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.

Supporting Information 1-2 Supporting Information 2-2 Supporting Information 3-2

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.

Supporting Information 1-3 Supporting Information 2-3 Supporting Information 3-3

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).

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Stakeholder: MercuryQuestion or Concern: Steps to take in the event of a chemical spill

Key Message 1 Key Message 2 Key Message 3

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.

Supporting Information 1-1 Supporting Information 2-1 Supporting Information 3-1

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.

Supporting Information 1-2 Supporting Information 2-2 Supporting Information 3-2

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.

Supporting Information 1-3 Supporting Information 2-3 Supporting Information 3-3

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 riskQuestion or Concern: How can a mercury spill affect my family?

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Key Message 1 Key Message 2 Key Message 3

Mercury exposure is a health risk.

There are three ways to be exposed to mercury.

Exposure to mercury can be prevented.

Supporting Information 1-1 Supporting Information 2-1 Supporting Information 3-1

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).

Supporting Information 1-2 Supporting Information 2-2 Supporting Information 3-2

Nervous system damage is possible (Centers for Disease Control and Prevention, 2013).

Mercury poisoning can be caused by exposure at work (Centers for Disease Control and Prevention, 2013).

Do not eat seafood from contaminated waterways (Centers for Disease Control and Prevention, 2013).

Supporting Information 1-3 Supporting Information 2-3 Supporting Information 3-3

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 Control and Prevention, 2013).

Stakeholder: Families at riskQuestion or Concern: How can a lead spill affect the health of my family?

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Key Message 1 Key Message 2 Key Message 3

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.

Supporting Information 1-1 Supporting Information 2-1 Supporting Information 3-1

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).

Supporting Information 1-2 Supporting Information 2-2 Supporting Information 3-2

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 Organization, 2001).

Drink only bottled water.

Supporting Information 1-3 Supporting Information 2-3 Supporting Information 3-3

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 Organization, 2001).

Seek medical attention if experiencing any symptoms.

Stakeholder: Citizens in the area of a water restrictionQuestion or Concern: What are alternative sources for clean water?

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Key Message 1 Key Message 2 Key Message 3

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.

Supporting Information 1-1 Supporting Information 2-1 Supporting Information 3-1

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).

Supporting Information 1-2 Supporting Information 2-2 Supporting Information 3-2

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).

Supporting Information 1-3 Supporting Information 2-3 Supporting Information 3-3

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

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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 to humans 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? 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.

1 out of 100 people will experience bleeding gums due to mercury ingestion.

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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

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