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Crisis Management Plan

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Crisis Management Communication Plan
There are unquestionably infinite configurations of crisis situations to be prepared for, real or imagined. Unsurprisingly, the surge of zombies in mainstream society has granted credibility to an idea that a zombie apocalypse might manifest. The proliferation associated with this unique theory has encouraged scores of citizens to contemplate, “How do I ready for a zombie apocalypse?”
Even though zombies are hype, they effortlessly link within our imagination of disaster and emergency preparedness as seen in the Centers of Disease Control and Prevention advertising maneuver in 2011. The agency trusted it to be an excellent stimulus to get the public to pull together for an emergency. One must be prepared for terrorist/zombie attacks, natural disasters or pandemics. This paper will target the communication plan employed in a health care organization during a crisis management. Moreover, it will include how communication dynamics differ in times of disaster, three solutions to reduce stress during a crisis and three approaches to resolve potential communication challenges.
Disasters are the ultimate test of emergency response capability (The Centers for Disease Control and Prevention, 2011). A health care organization needs a crisis communications plan to successfully handle unexpected and unstable conditions of extreme danger. No matter what the role is, nurse, physician, emergency preparedness coordinator or facilities manager — everyone has a part in ensuring the continuance of care for patients already in the hospital and be a community resource for the reception, treatment and stabilization of victims in a health care setting during a catastrophe.
A disaster may be random but it should not be unexpected. Hospital and community disaster planning is coordinated to mobilize efficiently and to effectively restore individuals and communities after an emergency back to normal. Should misfortune strike, Harbor UCLA Medical Center has prioritized objectives and actions for an emergency response. Code Triage is initiated, activating a series of processes in the emergency operations plan.
Inevitably, crisis will surface bringing with it turmoil and adverse experiences. Crisis communication is an endeavor by health care professionals to provide information that enable clients and stakeholders to make the best achievable decisions during an emergency about their welfare inside a narrow time margin. Authors Flannery and Everly (2000) state, “A crisis occurs when a stressful life event overwhelms an individual’s ability to cope effectively in the face of a perceived challenge or threat” (p.119). Often, in times of disaster, the effectiveness of being a sender of communication or its receiver is affected due to elevated levels of stress related to a stressor that threatens a person’s personal security or self-integrity (Arnold & Boggs, 2011) therefore defeating the individual’s ability to perform and function normally.
An individual may have feelings of powerlessness, of being unable to escape the devastation and horror that surround them. With the impact of crisis on people’s psyche and well-being, many will experience difficulties envisioning chances, weighing decisions, making choices and taking action. They exhibit anger, anxiety, confusion and depressive symptoms (Arnold & Boggs, 2011). “Communication during a crisis cannot be managed solely by mobilizing more people and material—the communication itself must change because crises are inherently low-probability but high-impact events in which established frames of reference for understanding may breakdown. In major disasters, the incident is so shattering that both the sense of what is occurring and the means to rebuild that sense collapse simultaneously” (CDC, 2011).
Stress management techniques to consider implementing during a disaster is submitting timely information for public consumption. Providing relevant information in times of crisis is an important stress reducer. Understanding what has taken place is paramount. During a crisis, the speed of a response is a critical factor in reducing stress. In the absence of information, people speculate and fill in the blanks, often resulting in rumors and tall tales. “Messages should be simple, specific to the emergency being experienced and offer a positive course of action that can be executed; [information must be]…credible, consistent and prompt” (CDC, 2011). Remedies for stress incorporate social support. Talking to close friends or coworkers and receiving feedback is a form of emotional release that can allow people to work through feelings and make sense of the experience. Social support can aid the process of putting a traumatic experience into context “reducing the stress by externalizing negative emotions by providing a sounding board and tangible encouragement” (Arnold & Boggs, 2011). Stress management therapy is intended to lessen the intensity of the stressor and the stress response. Visualization offer tools to direct one’s concentration on safe, peaceful or beautiful images held in the mind. Guided imagery is a technique often utilizing the client’s imagination to stimulate healing mental images designed to promote stress relief. (Arnold & Boggs, 2011). Once activated, the person holds onto the connection and it can influence physical and emotional states eliciting a therapeutic change to the stress response.
Communication challenges are amplified during a crisis. If communication is not possible because there was a failure in primary emergency communications, your hospital will maintain multiple emergency alternate communication systems that may be used for external and/or internal communication during a disaster. [For example] Radio Emergency Digital Data Information Network (Reddi-Net) is employed. It is used to alert hospital of multi-casualty incidents and poll hospitals about their receiving capability and operational status. Other alternatives include two-way Motorola radios, SATARD, an external satellite phone, e-mails and runners who are staff acting as messengers.
If the disaster occurred when the health care responder is off duty and at home and cellular towers are overloaded from massive calling and texting, the health care provider is advised to stay home until called or to turn on radio station KNS AM 1070. Its function is to broadcast public statements including call back announcements about the medical center during a disaster if phone service is out. Despite having functional command structures, doctrine and procedures in place, in emergency preparedness, one should anticipate the many people who willingly respond may succumb to mental, emotional, and physical exhaustion. Often stretched beyond their limits, responders’ coping mechanisms decline over time. The communication challenge inherent is when workers push themselves too hard yet feel that their efforts are not enough. Human errors and fatalities are likely to occur because they seek to do more when they cannot see straight. Staggering team rotations at various times in the operational day will provide continuity and clear situational awareness (CDC, 2011) when new teams arrive. Encouraging staff to recognize that “not having enough to do” or “waiting” is an expected part of any disaster response (CDC, 2011). Promote adequate sleep and rest and eat nutritious food and suggest not to rely only on caffeinated products to get you through the day.
Disaster knows no boundaries. “It is unplanned, unusual, and horrific and beyond anyone’s control. An adventitious crisis is not a part of everyday experience” (Boyd, 2008).
Simply by staying proactive and equipped with a reliable strategy to supply simple factual statements to the workforce, households, clients and other stakeholders may protect communities, legal and health organizations against an already complicated situation. Medical emergency preparedness is the ability of the health care organization to avert, safeguard against, efficiently act in response to, and recover from tragedy.

References
Arnold, E., & Boggs, K. U. (2011). Interpersonal relationships: Professional communication skills for nurses (6th ed.). St. Louis, MO: Elsevier/Saunders.
Boyd, M. A. (2008). Psychiatric Nursing: contemporary practice (4th ed.). Philadelphia, PA: Wolters Kluwer Health/Lippincott Williams & Wilkins.
Centers for Disease Control and Prevention. (2012). Crisis and Emergency Risk Communication (CERC). Retrieved from http://emergency.cdc.gov/cerc/pdf/CERC-SEPT02.pdf
Flannery Jr, R. B., & Everly Jr, G. S. (2000). Crisis intervention: a review. International Journal of Emergent Mental Health, 2(2), 119-125.

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