Using Exhibit 1 on p. 45 of the Prue et al. reading, which identifies the lessons learned about communication monitoring from the 2001 anthrax event, what conclusions can be reached about effective versus ineffective postcrisis communication.

Based on the Prue et al. reading, complete a two-page write-up in which you define: (1) environmental scanning
and (2) media monitoring. As with other assignments throughout the course, integrate previous lesson content
where you feel it is appropriate. Using Exhibit 1 on p. 45 of the Prue et al. reading, which identifies the lessons
learned about communication monitoring from the 2001 anthrax event, what conclusions can be reached about
effective versus ineffective postcrisis communication. For example, based on #4, effective postcrisis
communication should include insights based on polling data. Ineffective postcrisis communication relies on
news media clippings to represent the environment. Submit your document here.

EXHIBIT 1 Lessons Learned About Communication Monitoring That Could Be
Valuable to Other Organizations. P-45

1. Communication monitoring must be a dynamic activity that senior leadership finds
   useful when planning communication strategies for key audiences.
2. Communication monitoring results must be presented to senior leadership daily and
   with the same status as information about the ongoing crisis and response and any
   other information that can influence that day’s activities and decisions.
3. Daily non-crisis communication monitoring needs to be an agency priority if it is
   going to be a priority in an emergency.
4. Communication monitoring must expand to include not just news media clippings but
   also media inquiries, public inquiries, field reports, and poll data.
5. Communication monitoring information should be presented in a way that senior
   leadership appreciates. In the case of CDC, an epidemiological graph was an
   appropriate format.
6. Shift work is essential, especially in communication monitoring when new
   information is produced 24 hours a day, 7 days a week.
7. Daily communication monitoring must have the capability of quickly expanding to
   meet agency needs during a crisis. A quick guide to communications monitoring
   must be available to staff brought in from other areas to help in a crisis.
8. Communication monitoring can be done broadly or narrowly. If you have limited
   time and resources, be selective about the number and type of news sources that
   you monitor.
9. Procurement systems for different communication monitoring activities must be
   flexible to allow for rapid expansion in emergency situations.
10. Because audience research and message pre-testing are not possible in most
    emergency situations, communication monitoring can be an important proxy for
    audience input for organizations as they shape and re-shape messages that address
    public questions and concerns.
    Communication Monitoring 45
    the bioterrorism planning and preparedness efforts that have been ongoing since the
    anthrax investigation ended.

Researchers/message developers stayed in touch with audience information needs
and were highly motivated to meet them. This made the information from the monitoring
system particularly helpful to CDC spokespersons. For example, at one point during the
anthrax outbreak, monitoring data indicated that CDC was not using risk communication
techniques to deliver messages in a way that would build the agency’s credibility with the
public—particularly with those groups directly affected by the events. CDC brought in a
risk communication consultant to train agency leadership in basic risk communication
techniques that could help audiences understand the complicated and changing messages.
Most importantly, CDC leaders learned skills in communicating scientific uncertainty
with empathy.
Increasing visibility of and appreciation for communication
An intangible but important benefit of the increased mobilization of communication
professionals during the crisis was increased visibility of (and, to some degree,
appreciation for) the communication function at CDC. Bringing communication inputs
and effective media relations tactics to the table was important in CDC’s overall
response. Communication staff became true partners rather than just being called upon to
keep the media at bay while the ‘‘real work’’ of tracking the outbreak was going on. M