The Flint Michigan Water Crisis

Transcription

1 The Flint Michigan Water Crisis Part One: Evaluation & Assessment of Past Response Background The city of Flint, Michigan, abandoned the Detroit water system that came out of Lake Huron in order to save money. They switched to the Flint river, which was rumored to be full of filth and contamination by local residents (Tran, 2016). This was supposed to be a temporary fix for a financial crisis while they built a new state run supply line (Tran, 2016). This temporary fix was only supposed to last about two years. Many homes in the area had service lines made out of lead and due to improper water treatment practices, once the water from the Flint river began to flow through these lines, it caused lead and iron to leak into the water supply (Tran, 2016). Many of the locals began to experience skin rashes and hair loss. Due to state law, Medicare required the state to keep records of blood levels in toddlers, which was getting alarmingly higher by doubling and tripling (Tran, 2016). This is when the Virginia Tech researchers came in and began to test the water and the crisis began. Response to the Crisis The city of Flint, Michigan, issued a press release as a way to respond to the water crisis. Darnell Earley, the emergency manager, used this method of communication as an attempt to reassure the public and provide them with information regarding their water supply. Many key elements were lacking in the response. For example, this crisis was time sensitive but the press release came about ten months after the city actually decided to use the Flint River as a water source. Had a press release been executed when the decision was made with some of the data, the public may have been more receptive. One of the six principles for the execution of an effective crisis plan is to be the first to release the news and information in order to provide a level of trust to the audience and stakeholders (U.S. Department of Health and Human Services, 2012). This was the first mistake that the city of Flint officials made with respect to the water crisis because the town was not made aware of the decision for over ten months. It was obvious in the press release that credibility was already lost and Darnell Earley was desperately trying to gain it back by trying to fill in the gaps. He included statistics and blatant dismissals of all concerns regarding the uncertainty of the water and its usage as a residential resource (Darnell Earley ICMA-CM, 2014). It didn t appear in the press release as though the information being relayed was honest, nor did it address many of the concerns by the media or the community. Although the press release did provide some historical data, facts, and figures, not once did it express empathy or concern for the residents of Flint, Michigan. Providing statistics and assurance with respect to the testing of the water and the results they claimed they had, did not deliver genuine concern for the safety of the children and residents (Ben Tinker, CNN, 2016). Stating that the water was safe did nothing to specifically acknowledge or address the concerns of the community. Had Darnell Earley done something to promote confidence in the community by providing a more meaningful press release to ease people s minds and acknowledge the current issues at hand with the water supply instead of blatantly avoiding the rumors and current test results it would have instilled trust and created respectful communication (U.S. pg. 1

2 Department of Health and Human Services, 2012). Inviting the city residents to participate in monitoring exercises was meant to promote trust within the community, however, the lack of acknowledgement regarding the data and issues at hand did not override the mistrust the community felt. The response was geared towards maintaining credibility with the local, state, and federal government instead of improving the public's fears and providing assurances (Darnell Earley ICMA-CM, 2014). The intention of the press release provided an organizational strategy for Flint, Michigan s water supply by offering a deep history on the Flint river and the partnerships the city has had with regards to its resources. The press release did not mention of names of the studies or tests results but was more generic in nature. This created a false sense of hope and diminished the trust because it did not target those in need at all nor did it acknowledge the hardships the community was experiencing due to this crisis. The quote in the press release that stated The tests results have shown that our water is not only safe, but of the high quality the Flint customers have come to expect was not reassuring at all because it did not address the medical issues and the public outcry and concerns of the community members (Darnell Earley ICMA-CM, 2014). This information conflicted with the news, press, and personal experiences of community members. The initial message did not address the at-risk population, which was later deemed smaller children, pregnant women, and elderly adults (CNN, February). Instead, the press release was directed more at city officials as a means of providing a generic timeline regarding miscellaneous testing and history on the employees of the Flint Water Service Center and what they had done at this point. Mike Glasgow s name was thrown into the report and a few quotes regarding the negative results of the tests he performed (Darnell Earley ICMA-CM, 2014). Rebecca Fedewa was also quoted (as a means of providing reassurance on the Flint River issue), stating It s a healthy and completely suitable drinking source. The community already deemed the river polluted so that was not effective reassurance since people didn t believe it (Darnell Earley ICMA-CM, 2014). The messaging was not directed to the at-risk population, did not provide quality reassurance, and did not give any direction to help those who could be potentially affected to stay safe. Part Two: Risk vs. Crisis Risk versus crisis The initial response was framed to the residents of Flint as a risk because they never developed a pre-crisis plan that would have fostered alliances and prepared the community for the consequences of switching their water sources (U.S. Department of Health and Human Services, 2012). The communicators who were involved from the very beginning of the water fiasco did not communicate properly nor offer any acknowledgment or empathy with regard to the potential risk that was involved with the switch. They should have used experts from the start to provide accurate information to the entire community regarding the best possible decisions for their well-being (U.S. Department of Health and Human Services, 2012). If Darnell Earley had informed the public months earlier that they were planning a switch of the water supply and if they had respond appropriately to the threats this imposed on the pg. 2

3 community (mainly contamination), it would have instilled trust in the public (U.S. Department of Health and Human Services, 2012). There was no course of emergency action and resources weren t allocated to provide further information to the public, so speculation grew. What was lacking was a commitment to the stakeholders, the public, and the entire community that communication was in place to keep everyone safe and informed, from the start, through implementation of the new water source. In retrospect, the polluted water source should have been handled as a crisis from the start and followed the proper procedures that are in place in order to provide rapid communication to the general public and the affected groups (U.S. Department of Health and Human Services, 2012). This would have allowed the public to trust the city officials and all parties involved knowing that they would be taking proper precautions to avoid dangers and keep everyone safe. Part Three: Three-Month Crisis Communications Plan Crisis Communication Team Members for the City of Flint, Michigan Emergency Manager City Mayor Public Information Officer Director of Communication Director of Operations Health Officials Social Media Platforms Law Enforcement Safety Officers Crisis Plan for October - December of 2016 Moving forward, the city of Flint, Michigan, needs to accept their mistakes and begin to involve the public so they feel like they are being allowed to participate in decisions that directly affect their lives (U.S. Department of Health and Human Services, 2012). We will begin to clarify the concerns and risks that the public faces and put new plans into action that directly enable the public to have a say in their safety. The team will acknowledge the previous leaders mistakes and hold them accountable by promising that moving forward their plan will utilize the highest ethical standards so the people can begin to trust again. City officials should not make any assumptions as to what people may know or not know so we will start by educating the public and providing accurate test results along with temporary solutions to ensure safety. This can be done through town hall meetings, surveys, and through a direct hotline number that will be provided for the general public s use. Free medical screening and water filters will be available to anyone who wants them. This will all pg. 3

4 be worked through while showing empathy and concern for each person s well-being. Response action plan for 3-month period: Begin coordinating and set up communications among all organizations involved, including local city officials, Detroit Water Authority, Flint Water System, local physicians, all Michigan Medicaid systems, U.S. Environmental Protections Agency (EPA), and all residents who are currently affected by the water crisis. Use these channels to keep all relevant and current information updated for the public. These updates should also reflect on social media sites, Flint Michigan city website, and all news agency sites. Provide local testing drop off stations and distribute approved water filter systems to anyone in the community who doesn t have one. This will ensure it is safe for all people to drink the water. According to the EPA, it is safe for everyone to drink the water once it s been filtered, including pregnant women (Kennedy C, 2016). Keep the public informed weekly of any status updates regarding the faulty lead pipes and water lines as to when they will be replaced. Use this information as a means to remain open with reporters and provide any information that is requested along with background material on any issues that are complex (U.S. Department of Health and Human Services, 2012). Provide information through web sites and literature on the effects of lead ingestion on the public s health, while offering alternatives which will keep the public safe moving forward. Create new relationships with social media, news channels, stakeholders, and the public in order to gain their trust. Continue to offer reassurances and updates with progress related to solving the crisis and cleaning up any loose ends regarding installation of the new pipe lines. Share future water plans and involve all stakeholders in the decisions that directly affect them by allowing their voices to be heard. Use joint problem solving to keep the city safe (U.S. Department of Health and Human Services, 2012). Key Messages It is important to remember not to dismiss the outrage that some people may feel during this clean up stage of the crisis. We need to get the following messages out there: Use Empathy in all messaging Recognize the people of Flint, Michigan, have fear and mistrust Offer water filters to residents Offer medical testing Provide weekly up-to-date results to the public Share future plans regarding the water crisis Each of the residents of Flint may have different experiences and we should not use risk comparisons but use empathy and understanding. We want to get the message out there that pg. 4

5 we will be in constant communication with our community members and residents and not hide the truth from them. We will disclose all relevant information needed for their safety. Description of communication channels During the three-month plan, we have made provisions to utilize the following communication channels as a means to keep all stakeholders up-to-date with the water crisis. This will be communicated in real-time or at least weekly through all the following communication channels: News Stations o ABC 12 o WNEM TV 5 o WEYI Mid-Michigan News o WSMH News o NBC25 News City of Flint Michigan s website o Press Releases Geneasee County Website Michigan.gov website Flint Township website Social Media sites to include o Facebook o Twitter o Instagram o FlintToday.com Local Hospitals and Clinics Full concentration should be utilized on all social media channels. The city of Flint, Michigan, should hire personnel trained to handle all social media posts and engage properly while providing the most up-to-date information. Most social media forums have a high level of engagement and often times the news channels pick up information from them (U.S. Department of Health and Human Services, 2012). Heavy concentration should be given to this online two-way interaction to avoid further damage to the town's reputation and put an end to the negativity. Some of the advantages to using social media are that it can provide immediate information, create connections, and help remove rumors that could be circulating (U.S. Department of Health and Human Services, 2012). It is also a great way to help direct people to the various sites around town that are set up to help the community as they continue to fight through their water crisis. pg. 5

6 Works Cited Ben Tinker, CNN. (2016, June 24). Retrieved February 14, 2017, from CNN: City of Flint Michigan Water. (n.d.). Taking Action on Flint Water. Michigan Government, City of Flint Water Plan. Flint Water Plan. CNN. (February, ). Flint Water Crisis Fast Facts. Darnell Earley ICMA-CM, M. E. (2014). City of Flint Officially Begins Using Flint River as Temporary Primary Water Source. Press Release, City of Flint, Michigan, City Hall. Flint Emergency Manager. (n.d.). Talking Points on City of Flint FY15 & FY16 budget Received from Flint Emergency Manager. Emergency. Holland, M. (2015, December 29). The Flint water statement. Flint, Michigan. Kennedy C, Y. E. (2016, July 1). Blood Lead Levels Among Children Aged <6 Years Flint, Michigan, Retrieved February 14, 2017, from CDC Centers for Disease: Tran, S. G. (2016, January 13). How tap water became toxic in Flint, Michigan. Retrieved from CNN: U.S. Department of Health and Human Services. (2012). Crisis Emergency Risk Communication 2012 Edition. pg. 6