''Welcome to the Crisis Communication Simulation!''
In this activity, you’ll take on the role of a key organization located in ''Upshur County, Texas'', a rural county located in northeast Texas. You are responsible for informing the public during a developing public health emergency.
The public health emergency in this scenario is ''severe flooding''.
Your goal is to craft clear, effective, and empathetic messages that help guide your community through the crisis.
Start by clicking the link for your assigned organization. This will take you to information specific to your organization, along with a simulated briefing and background memo to guide your emergency messages:
[[Community-Based Nonprofit]]
[[County-Level Public Health Department]]
[[State-Level Health Agency]]
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<img src="https://mypublichealthdirect.indiana.edu/ai-simulation-project/images/quickfacts-upshur.png" alt="collage of Upshur county, including images of location on a map of Texas, the Sabine River, and downtown Gilmer, Texas.">
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<img src="https://mypublichealthdirect.indiana.edu/ai-simulation-project/images/upshur-co-health-dept.png" alt="logo for the Upshur County Health Department">
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Your team is part of the ''Upshur County Health Department'', the county agency responsible for safeguarding the health of just over 40,000 residents in this rural East Texas community, providing services like disease prevention, environmental health monitoring, and emergency preparedness.
Many residents live in small towns or unincorporated areas with limited access to healthcare and emergency services. The county has more older adults and low-income households than average, making clear public health messaging critical.
During crises, your department plays a leading role in issuing public health advisories and guiding the community toward safe and effective actions. You coordinate closely with local hospitals, schools, and emergency management officials to ensure accurate information is shared quickly.
[[Enter CDC Briefing]] <style> img {
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<img src="https://mypublichealthdirect.indiana.edu/ai-simulation-project/images/etwa-logo.png" alt="logo for East Texas Wellness Alliance">
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Your team is part of the ''East Texas Wellness Alliance (ETWA)'', a community-based nonprofit located in Upshur County, Texas, a rural county in East Texas with a population of just over 40,000 residents.
Many residents live in small towns or unincorporated areas with limited access to healthcare and emergency services. The county has a higher-than-average percentage of older adults and low-income households, making clear, accessible public health messaging especially critical during emergencies.
Your organization focuses on public health education and crisis outreach, especially to underserved populations in Upshur County. During emergencies, your team helps ensure that vulnerable communities receive clear guidance and the resources they need to stay safe.
[[Enter CDC Briefing]]<style> img {
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<img src="https://mypublichealthdirect.indiana.edu/ai-simulation-project/images/tx-dept-state-health.jpg" alt="logo for the Texas Department of State Health Services">
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Your team is part of the ''Texas Department of State Health Services (DSHS)'', the statewide agency responsible for protecting the health of more than 30 million Texans by overseeing disease prevention, emergency preparedness, and health education efforts across urban and rural communities.
In a crisis such as widespread flooding, the agency provides guidance to local health departments, coordinates with federal partners like the CDC, and ensures accurate, consistent information reaches residents throughout the state.
DSHS has been called on to support ''Upshur County, Texas,'' a rural county in East Texas with a population of just over 40,000 residents. Many residents live in small towns or unincorporated areas with limited access to healthcare and emergency services. The county has more older adults and low-income households than average, making clear public health messaging critical.
[[Enter CDC Briefing]] Play the video below to view the CDC briefing.
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Once you have watched the briefing, download and read <a href="https://mypublichealthdirect.indiana.edu/ai-simulation-project/documents/cdc-emergency-briefing-memo-upshur-co.pdf" target="_blank"> the CDC's memo</a> for more information on the health emergency.
When you are ready to continue, click the link below:
[[Write Your First Message]]Now it’s time to write your organization's first message to the community.
You must create ''one social media post'' that alerts residents to the public health risks caused by the severe flooding and directs them toward immediate, actionable steps to stay safe.
Choose ''1–2 specific actions ''residents should take based on the briefing and/or the memo. (text-style:"underline")[On your worksheet, list these actions and explain why your team feels these actions are the most urgent to promote.]
''Message Writing Guidelines''
1. Your message should represent your assigned community group (i.e., the non-profit, state, or county organization you were assigned).
2. Choose a social media platform for your message. You can post either on X/Twitter, Facebook, Instagram, or TikTok.
* Whichever you choose, ensure that you tailor the style and content of your message accordingly.
3. Once your group has chosen a social media platform, click on its name below to view tips for creating an effective post:
* [[X/Twitter]]
* [[Facebook]]
* [[Instagram]]
* [[TikTok]]
''Guidelines for an X/Twitter Post''
* Keep it short and direct — aim for 280 characters or less.
* Use hashtags to help residents find information.
* Tag official agencies or partners when possible.
* Include a link for more information.
[[Continue with Instructions]]''Guidelines for a Facebook Post''
* Write a slightly longer message (1–2 short paragraphs) with clear, empathetic tone.
* Use plain language that residents of all reading levels can understand.
* Highlight key resources (where to get bottled water, local services).
* Include a brief description of a suggested visual to draw attention.
** [//Note: You do ''not'' need to actually draw it; just write a description.//]
[[Continue with Instructions]] ''Guidelines for an Instragram Post''
* Describe the visual (photo, infographic, or short video clip) you would post and how you might convey urgency through visual design: bold fonts, simple layouts, and easy-to-read designs.
** //Note: You do not need to actually draw anything.//
* Caption should be concise and supportive, highlighting 1–2 urgent actions.
* Use hashtags to reach more users.
[[Continue with Instructions]] ''Guidelines for TikTok''
* Describe a short, engaging video (30–60 seconds) you would create with a clear call to action.
* Keep the tone empathetic but urgent — balance seriousness with approachability.
* Consider music or trending audio that fits the message without trivializing it. Describe what music you would use.
[[Continue with Instructions]] ''Final Thoughts:''
<img src="https://mypublichealthdirect.indiana.edu/ai-simulation-project/images/cerc-principles.png" alt="6 CERC Principles: Be first, be right, be credible, express empathy, promote action, show respect" style="float:right;" width="250" height="auto">
No matter which platform your team chooses, your message should:
* Use plain, empathetic language rooted in Crisis and Emergency Risk Communication (CERC) principles.
* Emphasize safety, credibility, and clarity.
* Highlight key actions the public should take.
* Reinforce trusted sources and discourage misinformation.
When your team is confident in the message you’ve crafted, click the link below to simulate its release to the public:
[[Release Your Message!]] Let's release your message to the public and see how they respond!
First, <a href="https://chatgpt.com/g/g-6888cff537ac8191a5d4265a80e8e798-b250-ph-ip-communication-course-policy-assistant" target="_blank">open ChatGPT</a> (link should open in a new window).
Next, in the ChatGPT input box, paste the following prompt (//paste everything inside of the blue dashed lines//). Be sure to fill in your organization's name, the social media platform you wrote the message for, and your message.
After you have received community reactions, (text-style:"underline")[paste the reactions in your team's worksheet].
Then, return to this page and click the 'Analyze Your Responses' link below to continue the simulation.
''Prompt:''
(b4r:"dashed","none")+(b4r-colour:navy,navy,navy,white)[You are a community of residents in Upshur County, Texas, responding to this public health message released by ''NAME OF ORGANIZATION'' during a severe flooding emergency on the platform ''SOCIAL MEDIA PLATFORM''.
Please generate 10 different public responses (as if from individual social media users), including a mix of reactions such as:
• supportive agreement
• confusion or requests for clarification
• skepticism or mistrust
• personal stories or local experiences
• misinformation or rumor-sharing
• constructive criticism
Present the reactions/response types in a natural, random order, as if they were comments to the original post. Include usernames and write in the tone typical of public social media posts on this platform.
''PASTE YOUR MESSAGE HERE''
]
[[Analyze Your Responses]]Your team should carefully read and analyze the responses ChatGPT provides. Consider the tone, questions, and concerns people raise.
• Which CERC principles did your message succeed in applying? Where might it have fallen short?
• What do you feel is the most important concern or confusion to address in a follow-up message—and why?
(text-style:"underline")[Be sure to jot down the key points from your analysis on your worksheet] so you can refer to them when crafting your follow-up message.
When you are ready to continue, [[click here|Second Message]].
Now it’s time to apply what you’ve learned from your analysis.
As a team, draft a ''second social media message'' from your organization that addresses any misunderstandings, concerns, misinformation, or criticism raised in the public feedback. This message should continue to follow CERC principles, reinforce trust, and guide the public with clarity and empathy.
* Use the same social media platform as your first message to maintain consistency and realism in your communication strategy.
* Focus on showing that your organization is responsive, credible, and committed to keeping the public informed and safe.
* You ''do not'' need to submit this second message to ChatGPT—just include it as part of your worksheet/team submission.
When you have written your second message on your team's worksheet, [[click here to finish the simulation|Conclusion]]
You’ve now completed the Crisis Communication Simulation. Through this experience, you’ve practiced crafting public health messages under pressure, responding to community feedback, and applying CERC principles in a realistic emergency scenario.
Before you leave, please make sure to:
1. Submit your completed team worksheet on Canvas (one worksheet per team), including:
* Your original social media message
* The public reactions you received from ChatGPT
* Your team’s analysis of the responses
* Your follow-up message
2. Complete your individual reflection, responding to the provided questions about your experience, decisions, and takeaways (due Sunday at 11:59pm).
Thank you for participating—and for helping protect your (simulated) community!