Stores across the area are hosting a Hurricane Preparedness and Awareness event throughout the weekend.

There will be tables set up in all stores providing shelter information, preparation checklists, pet needs, as well as special needs and senior citizen registration forms.

These types of events with information distribution and registration set up near preparedness supply displays are a net positive as they do bring attention to the subject, the creation/replenishment of some shoppers’ emergency kits and occasionally fundraising for the non-profits. However, they end up being far short of what is necessary. That’s too bad since there is such great potential for what could be accomplished if the government, non-profit preparedness groups and businesses in the field really focused in a creative, sustained way on what they could do together to address the shortcomings in citizen disaster readiness.

The key is to restructure these kinds of events to give the public far more real, tangible and significant incentives (primarily financial but also logistical, educational and even entertainment) to prepare, which is something that business working with government and non-profits could do as part of an integrated, ongoing marketing campaign. The fact is that when we really want to change social behavior as a nation we do it through the carrot or the stick. The carrot is the preferable tool for this issue, but it needs to be used. And, thus far, incentives and vegetables have largely been missing from the preparedness effort, which helps explain the lack of progress.

There is a need to design and implement new citizen preparedness campaigns using strategic marketing partnerships between government and business with the goal of significantly increasing public readiness and societal resilience.

My proposal in a nutshell is that marketing campaigns and events be created at a national, state and local level to with government and non-profits working with companies in preparedness-related products businesses to offer major discounts tied to citizens taking actual readiness steps recommended by Ready.Gov and local emergency management offices.

It is a subject that I have thought a lot about, largely because I think that getting private sector far more involved in emergency citizen preparedness is a (maybe ‘the’) key to improving citizen readiness. I have also spoken extensively with government, non-profit and corporate officials about how they might work together on advance preparedness in a way that serves their (and the public’s) interest. My strong feeling is that to do so would not take much more than more attention and focus and would result in a win-win-win-win for those stakeholders and the citizenry.

At last week’s Red Cross Emergency Social Data Summit, FEMA Administrator Craig Fugate underscored the role of the private sector in disasters. “We have to figure out how leverage government and private sector resources to change outcomes.”

He said private sector involvement should be seen as a “bottom line” issue rather than just a feel-good pr move. That’s clear after a disaster as companies try to re-open quickly to serve customers in the community. And, that business-case approach should be similarly applied when it comes to advance preparedness. The fact is that the more prepared the public is, the better it is for the private sector. Business is key because as Fugate told me last year, “the bully pulpit is not enough”.

Government officials realize they need significant private sector involvement to market preparedness to the public, but have been unable to pull such an integrated program together as marketing is not government’s expertise. However, public preparedness needs to be developed and marketed as a consumer brand. Particularly since Hurricane Katrina, the corporate sector has become far more involved in disaster policy, but it has focused mostly (and often very successfully) on post-event recovery and response. Yet, there has been little attention given to have the private sector help create pre-event initiatives and messaging that would prepare citizens and institutions for emergencies in advance.

Government citizen preparedness campaigns over the past few years have raised awareness but not significantly enough to change societal behavior. This has been due to a lack of reach, frequency and sustainability of the communication, and the public’s inability or unwillingness to follow the actions recommended. No matter how good and robust the message, behavior will not change unless actions being recommended are made more turn-key, familiar and affordable. Government officials ask the public to buy supplies, make plans and educate themselves without offering them enough assistance to accomplish these not insubstantial tasks (and are asked to do so with even less incentives than other public sector campaigns provide).

Yet, the current conditions would appear to be auspicious for such an new corporate/government partnership to take on preparedness: the public is interested in becoming more prepared; major corporations are committed to the disaster issue and can offer products, resources and capacity. For them, preparedness provides excellent opportunity to ‘do good and do well’ increasing store traffic and selling products while improving community resilience; and non profit preparedness groups, most prominently the American Red Cross, have the experience and credibility to facilitate this partnership. And, as mentioned above, a priority of FEMA Administrator Fugate is to get the private sector involved in a way to “change outcomes”. Yet focus, coordination and leadership are still necessary “to connect the dots” for each stakeholder.

The range of disaster preparedness products from manufacturing companies that can be involved are endless: Bottled Water, Flashlights; Wireless Phones, Radios; Energy Bars; Canned Food; First Aid Kits. On the retail side, it can involve any store that sells these products, particularly ‘big box’ outlets and supermarkets. The campaign would also involve corporate trade groups, such as the Wireless Foundation and the Business Roundtable, which have been very involved in getting their members involved in disaster issues.

An example of the type of preparedness event I’m thinking about would include “In-Store Workshops” but with significant discounts and giveaways tied to information and actual completion of readiness steps:

* Big-Box/Grocery Stores Supply Kit Creation-Replenishment – This would be similar to the current preparedness in-store events. However, they would be far more involved and would offer consumers more benefits and assistance for coming in. There would be a specific area where employees along with local Community Emergency Response Team (CERT) and Red Cross volunteers would be answering readiness questions.

Advertisements in advance would invite individuals and families come in with emergency communications plans (or fill them out in the store) and in return they would receive a significant discount on supplies or free products (ie. if you purchase a case of bottled water, you would get your emergency supply thrown in). And if a customer signed up to volunteer to CERT or Red Cross Disaster Services volunteer, they would get a bigger discount.

In addition, customers would be provided branded bags so adults — and kids — can make/replenish their own ‘go-bag’ (if they didn’t want to buy a pre-made kit). Again, the stores would discount the supplies significantly and CERT, Red Cross and government  officials would be there to answer questions.

* Mobile Phone Retail Outlets – The mobile communications companies are eager to show their value of their products  to customers in emergencies so their retail stores would be excellent settings for preparedness events/trainings. Among the activities that could be set up: helping people register for government emergency text/e-mail alerts. I’d also like to see a event/photo-op with kids teaching their parents about texting and its role in an emergency. Here again, the companies would offer customers extra free text/phone minutes for completing the preparedness steps (I’d also like to see discounts on extra batteries though the companies do make excellent margins on the extras.)

I also think this setting would be a good place for people to learn about how the role of social media sites like Facebook and Twitter to help people in a crisis. can be very usewith be a place for families and friend also  and families and friends setting up social media sites, such as Twitter and Facebook, to teach how they can be used before and during emergencies.

Government could also increase the effectiveness of such an initiative by creating tax-free preparedness product periods as Virginia and Louisiana have (and we’re trying to do here in New York), which add more financial incentives, increase store buy-in and garner more media attention for preparedness.

The key is to pull all of these stakeholders together — connecting the information with accessible, useful and affordable products along with expert and peer-to-peer guidance –in a sustained, integrated way. I will be continuing to work on these partnership ideas and would be interested in any thoughts from readers.

The Obama Administration has said that public readiness is a priority and has taken steps to strengthen the involvement of Americans in their own homeland security. However, officials acknowledge that there is still a ways to go. I present these proposals to help move forward citizen preparedness on a local, state and national level. I hope these suggestions can be a useful addition to the policy discussion and have submitted it to the Federal Preparedness Task Force. As always, I welcome your feedback:

1) CREATE CITIZEN PREPAREDNESS TASK FORCE — The lack of progress to date on public readiness and engagement underscores the need to develop new ways of approaching the issue. DHS Secretary Napolitano should create a Citizen Preparedness Outreach Task Force to assess the current state of public readiness and work on developing new approaches. At present, there is no clear social education analog to civilian emergency preparedness that can be easily pulled off the shelf so it will take some work to develop an effective program. In fact, the Commission on the Prevention of Weapons of Mass Destruction Proliferation and Terrorism in its final report recommended the Administration make citizen engagement a priority. But Chairman Bob Graham told me that the ‘WMD Commission’ did not did not find anything suitable it could recommend, and that something new has to be developed.

2) BETTER DEFINE WHAT IT MEANS TO BE “PREPARED” “READY” AND/OR “RESILIENT” — An American Red Cross survey indicated that 93% of Americans are not prepared for disasters. The truth is that no one can be fully prepared, but there is a need to offer the public a clearer definition — including a minimum level — of preparedness. That might include creating a family communications plan and storing tangible supplies but also knowing more about potential threats that every American should know. That doesn’t mean overwhelming people with too much information, but making sure they are at least familiar with some basics. (For example, the first time citizens hear about a ‘dirty bomb’ from government officials should not be in the moments after one has been exploded.) In addition to the content questions, there is also a word meaning issue to deal with as well. The Obama Administration has been emphasizing the concept of societal resilience. Should emergency management officials be talking about citizen resilience in their communities rather than preparedness or readiness?

3) SUPPORT & REPORT ON STATE/LOCAL PREPAREDNESS EFFORTS — Provide adequate seed money for state and local government to bolster civilian preparedness programs and link the grants to performance. Encourage authorities to report publicly on their level of citizen preparedness and create metrics for better measuring civilian readiness. Find interested governors to take on leadership roles and create pilot models in their states. There is a need to employ both “bottom/up” and “top/down” approaches to disaster preparedness combining state, local and community leadership and citizen involvement with federal commitment and focus. Ensure that government authorities can competently respond to disasters but also more strongly emphasize the need for the public and local communities to be prepared and self-reliant, particularly in the first 72 hours after a disaster.

4) HIGHLIGHT & SPREAD MODELS FROM AROUND U.S. & OTHER COUNTRIES — There is a need to help promote and implement best practices from communities around the U.S. and draw, where applicable, particularly from British and Israeli experiences. One model may be the United Kingdom’s National Risk Register, which sets out publicly the government’s assessment of the likelihood and potential impact of a range of different public health, natural and terrorist risks. It is designed to increase awareness of the kinds of risks the UK faces, and encourage individuals and organizations to think about their own preparedness. The Register also includes details of what the Government and first responders are doing to prepare for those emergencies and the role of citizens in those plans

5) USE ‘CARROTS’ TO CHANGE PUBLIC BEHAVIOR – Provide a tax write-off for citizens to buy preparedness-related products as a way to promote participation and to signal governmental commitment. Encourage states to create tax-free periods as is being done in Virginia and Louisiana (and has been introduced in the New York legislature). Also, consider targeting assistance to citizens who cannot afford to prepare. The fact is that when we really want to change social behavior as a nation we do it through the carrot or the stick. The carrot is the preferable tool for this issue, but it needs to be used. And, thus far, incentives (and vegetables) have largely been missing from the preparedness effort, which helps explain the lack of progress. Similarly, preparedness disincentives in the law should be removed (ie. in some places, homeowners who retrofit their homes face higher tax assessments.)

6) BRING IN BUSINESS TO DEVELOP INTEGRATED ‘WIN-WIN-WIN-WIN’ PUBLIC PREPAREDNESS MARKETING CAMPAIGNS– Design and roll out a full service preparedness marketing campaign with help from the private and non-profit sectors. Galvanize business to take on disaster preparedness in the same way they have with disaster response, most notably in the aftermath of Hurricane Katrina (ie. big box stores, packaged goods manufacturers, bottled water companies, wireless industry). Work with companies in preparedness-related businesses to offer major discounts tied to citizens taking actual readiness steps recommended by Ready.Gov and local emergency management offices.

For example, individuals and families come into ‘big box’ stores with emergency communications plans (or fill them out in the store) and in return they would receive a significant discount on supplies or free products (ie. if you purchase a case of bottled water, you would get your emergency supply thrown in for free). And if a customer signed up to volunteer for CERT or the Red Cross Disaster Services, they would get a bigger discount. Mobile phone retail stores would be excellent settings for preparedness events/trainings to help people register for government emergency text/e-mail alerts. I’d also like to see an event/photo-op with kids teaching their parents about texting and its role in an emergency. Here again, the companies would offer customers extra free text/phone minutes for completing the preparedness step.

7) DON’T BE AFRAID TO TELL THE CHILDREN — Put more emphasis on educating young people on preparedness by piggybacking on other related school-based social education efforts, most prominently fire safety. The challenge is the both the decentralization of the nation’s education system and the already high curricula demands on teachers. Yet, an effective fire education program was implemented in the schools beginning in the 1970’s, and there would seem to be a perfect fit to integrate a preparedness module into that existing program. The federal government should work with state and local officials as well as fire and education officials to determine how best to accomplish that objective.

FEMA Administrator Craig Fugate recently suggested expanding the Community Emergency Response Team (CERT) program for young people. I believe that a decision to expand CERT-type training in the schools would be welcomed on a bipartisan basis.There should be more public briefings on how personal tech would be helpful in an emergency, before the emergency (including how Twitter, Facebook and one’s smart phone can be invaluable). Further, every governmental preparedness web site should add a cell phone and an extra battery (or other power source) to the basic components of their recommended disaster supply kit.  Many private companies are working on applications for citizen emergency communications. Those business efforts need to be integrated with official alerts (ie. the new iteration of the Emergency Alert System) and unofficial citizen-based social media (as well as the news media). Both the content and distribution channels of emergency communications are changing and new models need to be developed.

8 EMBRACE AND ACCELERATE PREPAREDNESS 2.0 – There is a need to better inform the public on the potential of 21st century personal technology to prepare for and respond to 21st century emergencies. We must make Americans more aware of the capabilities of the technology at their fingertips (ie. wireless devices, social media sites) in advance and integrate it into disaster planning and response. The public’s new ability to access and distribute information offers both an opportunity and a challenge to government authorities.

There should be more public briefings on how personal tech would be helpful in a crisis, before the crisis (including how Twitter, Facebook and one’s smart phone can be invaluable). Further, every governmental preparedness web site should add a cell phone and an extra battery (or other power source) to the basic components of their recommended disaster supply kit. Many private companies are working on content and distribution applications for citizen emergency communications. Those business efforts can complement official efforts (ie. the new iteration of the Emergency Alert System) and unofficial citizen-based social media (and well as the news media). One hugely promising initiative is CrisisCommons which over the past year has created groups of volunteers throughout the world to bring technology to bear on disaster response issues.

9) FIND POLITICAL, CELEBRITY PREPAREDNESS SPOKESPEOPLE – During the time that I have covered the topic of citizen emergency preparedness, one of the most surprising things I’ve found is that there is no major elected official who has taken the lead on the issue. It’s surprising for a number of reasons: natural disasters and terrorism dominate the headlines and will continue to for the foreseeable future; citizen preparedness is pretty much an unassailable, bipartisan, patriotic and community-building topic; and even the smallest interest in Washington has at least one political champion (but not public preparedness). And, with much to do, there is a great opportunity to have a positive policy and political impact. To some in the readiness community, the absence of star power on the issue has been one reason for the lack of public attention. Though celebrities have been eager to participate in fundraising efforts after catastrophes like the Haiti effort), there is no big star who is singularly identified as a spokesperson for emergency preparedness.

10) GIVE THE PUBLIC MORE INFO SO THEY CAN BETTER PREPARE & PARTICIPATE – There is a need to better inform the public when it comes to disaster preparedness so they can not only ready themselves and their families but also be part of the policy debate. Let me mention two areas briefly:

a) Weapons of Mass Destruction (WMD): In its report, the WMD Commission argues that the incoming Administration should make an effort to inform and engage the public on the subject of WMD’s. I agree. And, I suggest officials consider starting that process by defining (or redefining) what a WMD actually is. At present, it is most common to define a WMD for the public as a chemical, biological, radiological, and nuclear (or “CBRN”) weapon.

The Commission report, however, focuses primarily on the dangers of biological and nuclear terrorism, both of which could be absolutely catastrophic. By contrast, a chemical or radiological (better known as a ‘dirty bomb’) weapon could be very serious but would likely not cause as much lasting damage. In fact, both a chemical and radiological attack would likely be a one-shot event seriously impacting those directly near the event, closer in result to a ‘traditional’ terrorist bombing. A nuclear bomb or biological incident, however, could have wide and long-lasting ‘mass destruction’ impact to humans, property and the society itself. We don’t want the public — and the nation as a whole — to overreact to some threats and underreact to others.

b) Risk: I think it may be one of the most important homeland security subjects for both the government and the public, because it highlights some of the tradeoffs involved in determining how to allocate the nation’s security resources and the role of risk management in making those decisions. This is a debate which should include the public. Right now, Americans aren’t engaged in the discussion over the security, financial, logistical and time tradeoffs involved in our own homeland security.

We need to introduce risk management into homeland security which would lead us to ask and answer important questions: What improves our security and resiliency? And what can be done at a reasonable social and financial cost? Those answers should come not only from policymakers but with the guidance of the public itself.

The public should be asked: How much risk do you want to pay for? How much inconvenience do you want to deal with? These are dilemmas we deal with everyday in our lives; we need to bring that same approach to homeland security and disaster preparedness. FEMA’s Fugate has since his days in Florida made the point that natural hazards turn into natural disasters because of man-made decisions on development, including ubiquitous golf courses: “You can tee off in Tallahassee and play through to Pensacola,” he likes to say.  ”Unless the public understands we need to change where we develop and live, it won’t matter.” It is up to elected officials to present those choices, including building codes, levies and insurance incentives.

11) ‘SEE AND SAY’ SOMETHING MORE – Build upon the initial success of ‘See Something, Say Something’ -type citizen information campaigns by providing the public with more specific guidance on how to assist law enforcement and, without giving away sources and methods, offering more feedback on the information they have provided. Law enforcement officials are concerned about societal complacency nine years since 9/11, but have not determined how to communicate to the public a more candid – yet calm and balanced – picture of the threat and how they can best help. The Department of Homeland Security is expanding “See Something, Say Something” nationally, which is a positive development. However, there is still a need to better explain to citizens their role, particularly at a local level. One important question is how much of what new information and training given to law enforcement about terrorism prevention should also be provided to the public.

12) MEDIA SHOULD COVER PREPAREDNESS AS WELL AS DISASTERS – While the press does wall-to-wall coverage on natural disasters and has covered practically every aspect of terrorism story closely, it has largely overlooked advance public preparedness. By contrast, during the Cold War, magazines ranging from Life to Modern Farmer dedicated entire issues to civilian readiness. Obviously, the press’ role is not to serve as a publicity arm of the government, but it is a topic that deserves more attention. And without more media coverage, it will be difficult to break through to the public. One great example of the press as a unique asset is the list of preparedness tips and lessons learned from the disaster survivors that was collected by the New Orleans Times-Picayune.

13) GOVERNMENT PREPAREDNESS OUTREACH NEEDS TO BE FAR MORE INTERACTIVE — Right now, if a member of the public has a question about the preparedness process, there is nowhere to go. And, as someone who does a lot of public outreach on street fairs, radio or in community meetings I hear a lot of questions from average citizens about emergency readiness — ie. Shouldn’t buildings have mandatory emergency drills? Shouldn’t everyone have a solar charger in your ‘go-bag’ to be able recharge a cellphone or radio? Shouldn’t you have an evacuation family meeting spot outside of the City in case there is major disaster? In case of an emergency, where should we go for information? The emergency management community on a national, state and local level must overhaul its public information operations to be able to address those questions directly and lead the public through what can be a challenging process to undertake.

14) ‘DO ASK, DO TELL’: MAKE “PERSONAL RESPONSIBILITY” MORE CENTRAL TO PREPAREDNESS MESSAGING — Instead of telling people to prepare because it is a responsibility (you need to do this), government has used a softer ask when it comes to trying to get the public to prepare. To me, the it is time to try to do more “telling” and less “asking”. I don’t believe the government should be afraid to explicitly tell the public that each of us can either hinder or help relief efforts by what they decide to do before and during a disaster. And, that it’s up to each of us to choose.

If indeed preparing for disasters is a responsibility of citizenship (which I think it should be), then it should been positioned that way. PSA’s saying that people are imperiling the lives of first responders and their fellow citizens, particularly the vulnerable (ie. the elderly, disabled) not to mention your own family might be treated with a little more urgency. Another potentially useful messaging approach was suggested to me by former Miss Utah Jill Shepherd who used citizen preparedness as her pageant platform. It can (and should) be included in the preparedness pitch that readying yourself and your family for disaster at home is a way civilians can contribute to the nation’s resilience and complement the work and sacrifice of those serving in the military. Preparedness may be the most important contribution most citizens can make to their nation’s security. Not only will civilians likely be the first on the scene of a major emergency, but the nation’s response will only be as strong as the readiness of the weakest link. We have entered the ‘pro-am’ preparedness era where the government needs to hand off some responsibility and the public needs to take it.

15) INTEGRATE EMERGENCY PREPAREDNESS INTO OTHER COMMUNITY ISSUES — Emergency preparedness is an important issue, particularly during crises. However, it has a better chance of becoming ingrained into American society if it is viewed as part of other preparedness topics that are a more central part of Americans daily life, including public health (immunization), security (Neighborhood Watch), infrastructure and climate change, part and parcel of just being ready for any situation.

For example, the global warming campaign can and should be a model for civilian emergency preparedness in a variety of ways. The two efforts are complementary and should be linked closer together in the public’s mind — and actions. In both, society is being asked to mobilize in order to avert or mitigate potential disasters, and both are part of strengthening the nation’s general national resilience. Yes, global warming has some skeptics, but so does emergency preparedness — ironically they are often not the same people which may conveniently add to its complementary synergy.

16) EXPAND EMERGENCY DRILLING OPPORTUNITIES TO PUBLIC –Increase chances for citizens to participate in disaster drills, which would help people focus on the issue and work through the key questions everyone should ask before a disaster (ie. How will you get information and communicate with your family? Do you know the emergency plan of your children’s school?). Most every top homeland security/emergency management official I have interviewed has told me that broader public disaster exercises would be helpful in a number of ways, but there has not been a concerted effort to expand drilling opportunities to the public.

17) DETERMINE BEST USE OF CIVILIAN DISASTER VOLUNTEERS – Craig Fugate said recently that FEMA would be reevaluating the Community Emergency Response Team (CERT). I think that as part of that review government and non profit officials should be looking at how best to recruit and deploy disaster volunteers. Post-9/11 and Katrina — as well as with international incidents such as Haiti — there has been great interest among the public to be involved in crisis response. A key question is how that asset should be managed. Should it be the government? The Red Cross? Other non-profits and faith-based institutions? Business? Or a combination of the four? One hugely promising initiative is CrisisCommons which over the past year has created groups of volunteers throughout the world to bring technology to bear on disaster response issues.

Fugate said that FEMA is considering major changes in the CERT program, including creating a shorter training course which could be offered to more Americans and significantly expanding training for schools and other youth groups in order to better imbed preparedness into society for the long-term. I’ve always felt that CERT training is less about the skills you learn and more about awareness about the community and the various emergency authorities (and identifying citizen crisis organizers in advance). To me, CERT is just basic citizenship training for the 21st Century, which I think every American should get a chance to receive. I might suggest that the smaller reduced curriculum be called something along the lines of “Citizen Resilience Training”.

18) ESTABLISH AN OFFICIAL PREPAREDNESS DAY — Create a National Preparedness Day to focus public attention before disasters, including briefing citizens, conducting drills, and filling emergency kits. A helpful model is Japan’s Disaster Prevention Day held on September 1st, the anniversary of the catastrophic 1923 Tokyo earthquake. Earlier this month, 670,000 Japanese participated in emergency drills around the country. China, since its 8.0-magnitude 2008 Sichuan Province earthquake, has also held two national disaster prevention days with nationwide drills.

If we as a nation feel it is really important for the public to develop emergency plans, it would be far more effective if everyone was doing that at the same time — rather than asking individuals to do it on their own. This ‘preparedness day’ would also be the time that we all asked the questions about planning then practiced and updated those plans. It would be useful for both responders and the public. I might suggest September 11th be made the U.S.’s official Day. It would seem to be appropriate to honor the memories of those who died by action, particularly something aimed at making sure America is never as unprepared again.

19) CREATE CITIZEN PREPAREDNESS OFFICE – Establishing a national citizen preparedness/resilience office to highlight and help coordinate efforts around the U.S. and ensure citizen preparedness remains a priority. Right now, there is not an identifiable place in the federal government that has responsibility for coordinating the public’s role in preparedness. Work with American Red Cross to create an effective advocate for the general public on emergency preparedness in the same way disabled and pet groups have done for the disaster needs of their communities over the past several years.

20) BUNDLE CITIZEN PREPAREDNESS PROPOSALS TOGETHER INTO “CITIZEN PREPAREDNESS INITIATIVE” – For too long, well meaning public preparedness efforts have gotten lost or have been ignored by the public. That’s in large part because they have not been packaged and presented as being specifically directed to citizens. But if the government would assemble these small disparate proposals listed above into an overall citizen preparedness package it would have a better chance of getting attention and gaining some traction. Ultimately, making inroads on citizen preparedness is less a matter of money than it is of focus and attention.

In the piece, Stephenson, the principal of Stephenson Strategies, argues that “the BP oil spill in the Gulf of Mexico highlights the most important problem in regulating offshore drilling: a lack of transparency and real-time information” and that the situation demands a new approach that he calls “Regulation 3.0″. The article continues:

It capitalizes on a number of features of the emerging Web 3.0, in which everything will have its own Internet address and can be monitored and controlled remotely via the Web. Regulation 3.0 applications would give federal and state regulators direct, real-time access to the exact information that companies receive so regulators would no longer depend on companies feeding — and perhaps filtering — the information to them.

Structured data makes such a shift possible. Think of it as a 21st-century bar code, in which information about a piece of data is permanently attached to that data through tags. The tags give the data context and mean that someone no longer needs to manually update or paste the data elsewhere. It will flow anywhere those tags are inserted.

The Web 3.0 approach would allow officials to monitor in real time every part of an oil rig’s safety system. Such surveillance could have revealed the faulty battery in the BP rig’s blowout preventer and other problems that contributed to the rig’s failure. A procedure could have been in place to allow regulators to automatically shut down the rig when it failed the pressure test rather than leaving that decision to BP.

Most importantly, Regulation 3.0 would ensure transparency. During my years as an environmental crisis manager, I learned that transparency is the only way companies can earn public confidence because we don’t trust anything they tell us. A “don’t trust us, track us” strategy, in which regulators have unfettered access to data, would help build that confidence.

Stephenson was also interviewed about the article on Federal News Radio’s DorobekInsider and the audio file can be found here.

First, the agency will be holding a series of public meetings throughout the U.S. on the Department of Homeland Security’s Voluntary Private Sector Preparedness Accreditation and Certification Program (PS-Prep). PS-Prep is a partnership between DHS and the private sector that will enable private entities — including businesses, non-profit organizations and universities — to receive emergency preparedness certification.

The purpose of these meetings is to offer the public an opportunity to participate in the development of this new program. The schedule can be found here. For more information on PS-Prep.

FEMA also announced another feedback opportunity for the public. For the next 30 days, interested parties can visit www.fema.gov/nfipcomments to provide input and identify challenges regarding the National Flood Insurance Program (NFIP).

Health officials concern about the workplace and H1N1 is the subject of an article by Stephen Greenhouse in today’s New York Times, “Lack Of Sick Days May Worsen Flu Pandemic”:

Public health experts worried about the spread of the H1N1 flu are raising concerns that workers who deal with the public, like waiters and child care employees, are jeopardizing others by reporting to work sick because they do not get paid for days they miss for illness.

Tens of millions of people, or about 40 percent of all private-sector workers, do not receive paid sick days, and as a result many of them cannot afford to stay home when they are ill. Even some companies that provide paid sick days have policies that make it difficult to call in sick, like giving demerits each time someone misses a day.

Public health experts say policies like these encourage many people with H1N1, commonly called swine flu, to report to work despite official warnings from the government and most companies that they should stay home.

“For people who are really caught on a weekly income, if they can’t make a go of it, they might say, ‘I’m desperate. I’m going to do what I have to do, and I’m going into work even though I’m sick,’” said Robert Blendon, a professor of health policy at Harvard.

He warned that this might spread disease, and that these financially squeezed workers might send their flu-stricken children to school, infecting others.

Well before President Obama declared H1N1 a national emergency, the federal Centers for Disease Control and Prevention was emphasizing that businesses should adopt “flexible leave policies” to allow workers with the flu to stay home. In one advisory, the C.D.C. encouraged employers “to develop non-punitive leave policies.” Despite such recommendations, some employees say they have no choice but to go to work sick.

As has been suggested previously on the blog, one way officials at local, state and federal levels — including President Obama — could be helpful is by highlighting businesses of all sizes who are already making plans for their workforce. This attention would provide guidance, encouragement (and, in some cases, pressure) for other organizations.

Using the bully pulpit in that way would underscore how seriously the government takes this and make special planning/policies for H1N1 seem like the norm not the exception. The media can also play a constructive role here by examining what is and is not being planned by organizations in their areas.

I think that one way officials at local, state and federal levels can be helpful is by highlighting businesses of all sizes who are already making plans for their workforce. This attention would provide guidance, encouragement (and, in some cases, pressure) for other organizations. Using the bully pulpit in that way would underscore how seriously the government takes this and make special planning/policies for H1N1 seem like the norm not the exception. The media can also play a constructive role here by examining what is and is not being planned by organizations in their areas. The Minneapolis/St. Paul Star-Tribune recently had a couple of helpful articles along those lines which I wanted to post. According to “Next Test: Flu 101″:

…With the number of flu cases expected to peak within the next five to seven weeks and send absenteeism rates soaring, experts at a national conference in Minneapolis on Tuesday recommended that companies do what they can to make sure sick workers stay home. Suggestions include loosening sick-leave policies or allowing workers to use time off that they haven’t yet accrued.

Some companies already have taken that a step further. Medtronic Inc. is giving all its U.S. employees, including hourly workers, three extra paid sick days because of H1N1. The Fridley-based medical-device manufacturer said its decision was based on concern that workers would still come in despite being sick. “We were getting concerns from particularly the hourly side that if they’d already used up their sick time, well then what?” said Tanya Raso, Medtronic’s director of corporate risk and business continuity. “And managers were feeling some of the pressure of: ‘I’m going to send this person home and potentially they’re going to miss their car payment as a result.’ This will help alleviate concerns on both ends.” Raso said she realizes that some abuse might take place but that the company is relying on the honor code.

Best Buy is telling its managers to make sure employees know it’s OK to take sick time. It’s also telling managers to tell workers to go home if they appear to be sick. If a worker who doesn’t have sick time is sent home during a shift, managers are encouraged to pay the remainder of that day’s shift.

Target and other businesses are waiting to see just how serious the pandemic is before they solidify personnel plans. ”We’re prepared to react and be compassionate depending on the extent of the epidemic,” said Darrell Amberson, president and part-owner of Lehman’s Garage Inc., which employs just under 100 people in Minneapolis and area suburbs.

For now, he plans to shift people among Lehman’s six locations as needed if the flu hits. If it gets worse, he’s considering changing the company’s sick-leave policy. Technicians and other hourly workers earn vacation time but not sick time, but Amberson said it’s unlikely a sick employee would drag himself in if he had the flu just to save a vacation day. “I’d like to think that most of our people are pretty conscientious, and we’re small enough that we have a relatively close-knit group,” he said. “Someone would say, ‘Stay home, take it easy and we’ll cover for you. It will be OK. It’s not worth making other people sick or yourself worse to tough it out.’”

New Horizon Academy, which has 7,000 kids and 1,400 workers in 60 child-care centers in Minnesota, is taking precautions in all of its centers, even telling parents to wash their hands before they go into a classroom. Most of the workers in the centers are paid hourly and accrue paid time off (PTO) but not sick time. The Plymouth-based company is considering allowing workers to use PTO hours they haven’t yet accrued if they need to stay home because of H1N1, said Chad Dunkley, chief operating officer. It also has beefed up its list of substitutes by about two dozen in case the flu takes a toll on workers, he said.

At the conference, called “Keeping the World Working During the H1N1 Pandemic,” experts advised businesses to come up with a plan now, if they haven’t already. And the first priority should be keeping people home without fear of losing their jobs.

Another Star-Tribune article, “What employers are doing”, offers this list of corporate plans:

MEDTRONIC

•Providing three extra paid sick days for all U.S. employees, including hourly.

TARGET

•Evaluating more flexible sick-time policies if H1N1 escalates.

•Might reduce staff needed at stores if necessary to remain open.

•Offering seasonal flu and H1N1 vaccinations, as available, to employees and customers at some pharmacies.

•Securing hand sanitizers and masks for employees, as well as customers.

BEST BUY

•Managers encouraged to pay the remainder of a shift if employee goes home sick.

NEW HORIZON CHILD CARE

•Considering allowing employees to use more personal paid time off than they have accrued.

•Bulking up its list of substitute workers.

DELTA AIR LINES

•Following CDC recommendations; has not made operational changes related to H1N1.

The scope of the challenge for the nation when it comes to businesses and employees during a serious H1N1 pandemic was underscored this week at the conference: fewer than half of the organizations in attendance said they plan to pay employees for time off when they need to stay home to care for their children while schools are closed or to care for sick family members.

*Allow sick workers to stay home without fear of losing their jobs;
*Develop other flexible leave policies to allow workers to stay home to care for sick family members or for children if schools dismiss students or child care programs close;
*Share your influenza pandemic plan with employees and explain what human resources policies, workplace and leave flexibilities, and pay and benefits will be available to them;

There are no laws or mandates to back this up except in some limited areas (the New York City Council may act to mandate paid sick days in time for the Fall along the lines of laws in San Francisco and Washington D.C.) and getting widespread voluntary private sector compliance is a challenge (ie. unlike schools there is no local managerial authority; it has to be done firm by firm).

Further, while many large corporations have contingency plans already, it will be more difficult for smaller companies and their employees to comply. In the joint interdepartmental press release, Secretary of Commerce Gary Locke emphasized the need for  leadership for business and government:

Secretary Locke suggested businesses set the right tone in the workplace. That means implementing common sense measures to reduce the risk of spreading the flu and encouraging workers who are sick to stay home.

“The President has mobilized the federal government to get America prepared,” DOC Secretary Locke said. “But government can’t do it alone. For this effort to be successful, we need the business community to do its part.” Making the right decisions will not only improve public health, it also has the potential to protect economic productivity: Employees who are sick and stay home will not spread the flu in the workplace.

At the news conference, DHS’ Secretary Janet Napolitano added: ”Be responsible and understanding for the absenteeism that needs to occur with this strain of the flu.”

In order to help set that “tone” in businesses around the U.S., I would suggest that national leaders (including President Obama) as well as those in states and localities should begin to do high profile media events highlighting businesses of all sizes that are taking the actions being recommended by the government. That use of the bully pulpit would show how seriously the government views this, help other businesses figure out how to do it and make it seem like the norm not the exception.

I still am unclear whether there will be some need for stronger government action and/or assistance regarding business, employees and H1N1. But in the meantime, showing how some companies are already planning to handle it would seem to be helpful. (n.b. There will be a webcast on Flu.Gov Thursday at 1:00pm (ET) focusing the new federal business and employer guidance.)

Most Americans are either “not too” or “not at all” worried about the swine flu hitting home and broad majorities have confidence the government and local health providers will be able to effectively deal with an outbreak, according to a new Washington Post-ABC News poll…

A key component in the federal response is the swine flu vaccine currently in production, and in the poll, 55 percent of Americans say they are apt to get the vaccine for themselves or someone in their household. Stipulating a doctor’s recommendation, that percentage jumps to 65 percent. But the government has to battle some complacency: Only about one in eight Americans is very worried that swine flu will affect his or her family, with more than twice as many “not at all” concerned. Overall, more than six in 10 are not worried.

If “not too” worried means that most Americans are not overly concerned or hysterical but are still beginning to look into contingency planning at home, school and work then that would seem to be a good state of mind going into the Fall. If, however, “not too” worried is a synonym for complacency then that could be a problem. I don’t know how to evaluate the 55/65% who say they will take a vaccination. It seems relatively high considering that H1N1 is currently not really in the news and not viewed as a major threat. That would undoubtedly go higher when/if the flu begins spreading in the Fall.