[Federal Register Volume 75, Number 81 (Wednesday, April 28, 2010)]
[Notices]
[Pages 22413-22416]
From the Federal Register Online via the Government Publishing Office [www.gpo.gov]
[FR Doc No: 2010-9804]
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DEPARTMENT OF HEALTH AND HUMAN SERVICES
Centers for Disease Control and Prevention
Statement of Organization, Functions, and Delegations of
Authority
Part C (Centers for Disease Control and Prevention) of the
Statement of
[[Page 22414]]
Organization, Functions, and Delegations of Authority of the Department
of Health and Human Services (45 FR 67772-76, dated October 14, 1980,
and corrected at 45 FR 69296, October 20, 1980, as amended most
recently at 75 FR 14608, dated March 26, 2010) is amended to reflect
the reorganization of the Office of Enterprise Communication, Office of
the Director, Centers for Disease Control and Prevention.
Section C-B, Organization and Functions, is hereby amended as
follows:
Delete in its entirety the title and functional statements for the
Office of Enterprise Communication (CAU), and insert the following:
Office of the Associate Director for Communication (CAU). The mission
of the Office of the Associate Director for Communication (OADC) is to
support CDC's mission by leading customer-centered, science-based, and
high-impact communication. In carrying out its mission, the OADC: (1)
Serves as a key advisor on communication activities to CDC's Director
and leadership; (2) conducts, oversees and promotes health
communication science research and practices; (3) provides and manages
communication services including broadcast, graphics, and photography;
(4) facilitates open and transparent employee communication; (5)
develops and implements internal and external public relations
strategies to communicate upward and outward to customers, partners,
and other stakeholders; and (6) guides news and electronic media
activities to communicate disease prevention and health promotion
messages.
Office of the Director (CAU1). (1) Manages, directs, coordinates,
and evaluates the activities of the OADC; (2) ensures CDC communication
activities follow policy directions established by the Department of
Health and Human Services (HHS); (3) establishes, administers, and
coordinates CDC's health communication and marketing policies to ensure
communication efforts reflect the scientific integrity of all CDC
research, programs, and activities, and information is factual,
accurate, and targeted toward improving public health; (4) establishes
and interprets policies and determines priorities for communicating the
value and benefits of CDC programs; (5) provides guidance on leadership
communication effectiveness; (6) provides leadership and guidance in
using efficient and transparent processes to communicate the decision-
making activities of CDC's leadership; (7) facilitates coordination
throughout the agency to ensure the distribution of messages through
the right channels and to the appropriate audience(s); (8) serves as
the principal advisor on communication and marketing science, research,
and practice; (9) establishes measures of success and effectiveness of
CDC communication efforts and provides guidance to CDC programs on
applying the measures; (10) ensures that the content of CDC
communications is accessible (available, understandable, actionable) to
audiences that may have specific health literacy needs; (11) identifies
and implements strategies for health literacy and multilingual
translation and delivery of CDC information tailored to specific
audiences for maximum health impact; (12) chairs the CDC Excellence in
Marketing Committee; (13) serves as liaison to Centers/Institute/
Offices (CIO) Health Communication Science Offices; (14) provides
agency-wide leadership, technical assistance, and consultation in
reputational risk communication and reputational management; (15)
conducts emergency risk communication training at the national, state,
and local levels; (16) manages and coordinates the HHS and Office of
Management and Budget clearances for CDC communications and marketing
programs and research (17) provides leadership, oversight, and guidance
in the management and operations of OADC's programs; (18) provides
administrative management support, advice, and guidance to OADC, in the
areas of fiscal management, personnel, travel, and other administrative
services; (19) coordinates the development of the OADC's annual budget
submission and spending plan; (20) plans, allocates, and monitors
OADC's resources; (21) maintains liaison and collaborates with other
CDC components, federal agencies, and external organizations in support
of OADC management and operations, interagency agreements, memorandums
of understanding, procurements, and material management; and (22)
serves as the primary point of contact with PGO on procurement
functions.
Division of News and Electronic Media (CAUB). (1) Supports OADC and
CDC through the creation, design, development, and evaluation of
effective communication technologies that enhance the presentation and
distribution of CDC's products and services; (2) assists CDC
information developers in planning, designing, usability testing, and
maintaining Web sites, mobile applications/devices, and other
communication technologies; (3) provides leadership and management for
CDC's Web site (http://www.cdc.gov); (4) plans, organizes, administers,
and, when appropriate, implements CDC's media activities consistent
with policy direction established by the Assistant Secretary for Public
Affairs, HHS; (5) provides leadership in the development of CDC's
priorities, strategies, and practices for effective media relations;
(6) provides for the content, policy review, and clearance of media
materials including press releases, press kits, talking points, letters
to editors, and fact sheets; (7) provides the public, through media
channels, access to information systems, services, and materials that
support or promote the health of individuals and communities; and (8)
manages and responds to media requests for access to subject matter
experts, reports, and publications.
Office of the Director (CAUB1). (1) Provides leadership and
management of the agency's news and electronic media activities,
including strategic direction, core functions, and organizational
structure; (2) provides expertise, guidance and recommendations to
CDC's director, leadership and CIOs on effective and appropriate use of
news and electronic media; (3) helps plan, organize and direct the
activities of the division; (4) establishes and regularly reviews the
division's goals and objectives; (5) provides agency management with
expertise and abilities to implement news and electronic media efforts
and initiatives, including management of CDC's Web site and new/social
media activities; (6) provides oversight and coordination for division
activities related to media relations, media surveillance, electronic
media, new media, social networks, and user experience with these
channels; (7) provides advice, guidance, and direction on a wide range
of media activities and administrative issues; (8) collaborates and
coordinates with other organizational units on news and electronic
media; (9) identifies need for updates or changes in the agency's news
and electronic media activities, services and priorities and takes
action to implement such updates or changes; and (10) serves as CDC's
liaison to HHS Office of Assistant Secretary for Public Affairs on news
and electronic media policies, procedures, and clearance.
Electronic Media Branch (CAUBB). (1) Provides leadership to CDC for
the selection, use, design, development, and evaluation of e-Health and
communication technologies that enhance the presentation and
distribution of CDC's products, services, science, resources and
recommendations; (2) leads and coordinates CDC.gov's governance
[[Page 22415]]
bodies (CDC.gov Council, CDC.gov Executive Board, CDC.gov Executive
Committee, CDC en Espanol, and related workgroups) and c-Health-related
Communities of Practice and work groups; (3) provides agency-wide
leadership, coordination and support for CDC's Web site (http://www.cdc.gov) and CDC's new and social media use; (4) creates and
distributes CDC.gov and social media guidance, standards, tools, and
other resources for CDC centers and programs; (5) provides day-to-day
management for CDC.gov/CDC en Espanol top tier sites and CDC's social
media presences; (6) provides leadership, management, and oversight for
CDC-wide Web and social media systems and architectures (i.e., Web
Content Management System, mobile services, CDC.gov servers, Web
translation services, search engine, content syndication); (7) conducts
and supports research in user experience, health impact evaluation, and
communication technology areas in collaboration with other CDC/HHS
organizations; (8) leads, coordinates, and/or supports online
collaborations with partners; (9) collects and analyzes user data/
metrics from communication technologies to assess health impact, system
performance, usability, accessibility, and usefulness; (10) coordinates
CDC's risk and emergency social media communications; and (11) plans,
organizes, administers, and, when appropriate, implements CDC's
electronic media activities consistent with policy direction
established by the Office of the Assistant Secretary for Public
Affairs, HHS.
News Media Branch (CAUBC). (1) Provides leadership in the
development of CDC's priorities, strategies, and practices for
effective news media relations; (2) provides expertise, guidance, and
recommendations to CDC's Director, leadership, and CIOs in effective
and appropriate news media strategies, plans, responses, and
initiatives; (3) provides for the content, policy review, and clearance
of news media materials including press releases, press kits, talking
points, letters to editors, and fact sheets; (4) manages and maintains
CDC's online newsroom; (5) provides the public, through news media
channels, access to information systems, services, and materials that
support or promote the health of individuals and communities; (6)
manages and responds to news media requests for access to subject
matter experts, reports, and publications; (7) assists the CDC's CIOs
in identifying and building needed expertise, technology, logistical
support, and other capacities required for effective news media
relations; (8) creates and maintains liaison with the CDC's CIOs to
share information about news media issues and opportunities; (9)
coordinates the development, review, clearance, and dissemination of
news media materials and information among CIOs and between CDC and
HHS; (10) assists CIOs in identifying, evaluating and meeting news
media-related needs and priorities; (11) provides news media/
spokesperson training and technical assistance to CDC staff; (12)
provides a central point of contact to CDC for news media
representatives; and (13) periodically evaluates CDC's news media
relations operations, activities, and services, including feedback from
internal users and journalists.
Division of Communication Services (CAUD). (1) Provides agency-wide
production and broadcast (audio and video) distribution support of
communication materials directed to key target audiences; (2) provides
and manages CDC-wide graphic design and production services; (3)
collects and/or facilitates distribution of graphic, digital, and
broadcast materials; (4) produces and collaborates on new broadcast
communication mechanisms (e.g. HHS TV, CDC TV, radio/TV broadcasting,
pod casting, web casting, and video-on-demand) for agency-level
communications with the public and partners to include selection and
promotion of content on selected channels and evaluation of its reach;
(5) provides oversight for broadcast delivery mechanisms for inbound
and outbound broadcast communications (e.g., press conferences,
interviews); (6) provides consultation and links to resources to assist
the CIOs in conducting formative, process and outcome research, and
evaluation of specific applications of health communication and
marketing in program areas; (7) assists the CIOs in identifying
appropriate target audiences and messages; and (8) researches and works
with other agency programs to develop new mechanisms to communicate
with the public.
Office of the Director (CAUD1). (1) Develops, manages, directs, and
coordinates the implementation of strategic priorities and programmatic
activities of the division; (2) establishes division goals and
objectives; (3) provides, manages, and consults around CDC-wide
communication services including broadcast, audio, and video material
production; graphic arts, photography, and related visual information
services; (4) provides writer editor services for OADC; (4) manages
broadcast delivery mechanisms for outbound broadcast communications;
and (5) researches and works with other agency programs to use existing
or develop new mechanisms for agency-level communications with the
public as well as partners such as public health professionals and
business.
Broadcast Services Branch (CAUDB). (1) Develops, produces and
manages use of audio, video, and multimedia health information
products; (2) provides agency-wide and global communication capacity
using state-of-the-art high-definition broadcast, webcast and emerging
social and health media delivery channels on a real time and/or
recorded basis; (3) manages media assets of all broadcast video and
audio programming developed within CDC; (4) supports the communication
needs of the CDC Emergency Operations Center to assure response
capacity and capability for emergency broadcasts; (5) manages all CDC
broadcast-grade audio and video production requirements; (6) develops
and delivers programming, in coordination with HHS, to provide timely
and accurate health information to the public, domestically and
globally; (7) provides broadcast support for CDC public affairs
programming; (8) provides audio-only production services; (9) provides
and supports the creation and production of emerging social and health
media products; (10) collaborates with other areas of CDC in reviewing
potential audio and video technology; and (12) develops and manages
distance education, health communication, and training products to
reach public health partners and professionals.
Graphics Services Branch (CAUDC). (1) Coordinates agency-wide
visual information activities; (2) designs, develops, and produces
graphic illustrations, scientific posters, desktop published documents,
visual presentations, conference materials, brochures and fact sheets,
newsletters, and exhibits; (3) provides high-end medical illustration
and motion graphics for CDC programs and services; (4) provides
creative direction/leadership for graphics products to ensure
consistency with established agency guidelines and quality standards
set within the division, and (5) assesses skills and training needs and
provides training, directly or by referral, for graphics staff to
assure that all are capable of providing quality graphic services for
the agency.
Strategic and Proactive Communications Branch (CAUDD). (1) Accepts,
tracks, and triages client requests for OADC and Division services; (2)
manages and maintains an online request, workflow triage and
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tracking, performance measurement, and program service indicator
system; (3) manages large or multidisciplinary projects through a team
of client service staff who serve as the division's creative project
coordinators in collaboration with other CDC organizations and
programs; (4) gathers and monitors customer satisfaction information
and addresses concerns as necessary; (5) monitors and manages
performance, and evaluates and communicates findings to the division's
leadership and other appropriate staff for follow-up and potential
action; (6) provides/manages scientific and event photography; (7)
identifies or develops/updates, disseminates, and ensures CDC
communication program staff are familiar with and follow policy
directions established by both CDC HHS; (8) ensures analytic function
for interpretation of data from centralized marketing databases,
sources of environmental scanning, and communication literature for use
in development and implementation of strategies for communication
activities; (9) provides for systematic mechanisms for gaining public
input on health issues and priorities (e.g., advisory mechanisms, focus
groups, polling, legislative, and media tracking) and for the
systematic application of knowledge gained from such input into agency
decision-making; (10) establishes measures of success and effectiveness
of CDC communication efforts and provides guidance to CDC programs on
applying these measures; and (11) provides consultation to the agency
on strategic communication planning and implementation, and evaluation
of health communication and social marketing theories and techniques
that support programmatic health objectives.
Division of Community Engagement (CAUE). (1) Provides leadership
and guidance on developing and implementing external public relations
strategies to communicate upward and outward to customers, partners,
and other stakeholders; (2) provides leadership and guidance on
developing and implementing internal public relations strategies to
communicate to the agency's workforce; (3) collaborates with
stakeholders and partners, responsible for the planning, coordination
and management of CDC's Global Communications Center (GCC); (4)
provides conference management support to internal and external
customers for meetings held in the GCC; (5) provides leadership for
CDC-INFO, CDC's telephone, e-mail, and fulfillment services center; and
(6) facilitates CDC's participation in external community events and
activities.
Office of the Director (CAUE1). (1) Develops, manages, directs, and
coordinates the implementation of strategic priorities and programmatic
activities of the division; (2) establishes division goals and
objectives; (3) creates a recognized and valued system of employee
communication that helps improve communication between CDC leadership
and employees, and across employee groups; (4) manages the Global
Health Odyssey, CDC's scientific museum and learning center; (5)
develops and implements external public relations strategies to
communicate upward and outward to customers, partners, and other
stakeholders; (6) manages the infrastructure support for the CDC
Director's All Hands Sessions; (7) manages and coordinates the use of
the CDC exhibit at public health conferences; (8) maintains an active
relationship with the CDC Foundation to promote the CDC in the greater
community; (9) provides leadership and guidance in documenting the
history of CDC's science and programs; (10) provides leadership and
guidance for established and new community initiatives; and (11)
manages the GCC.
Employee Communications (CAUE12). (1) Designs, plans, organizes,
develops, and implements employee communication activities; (2)
provides infrastructure, support and oversight of OADC's Intranet Web
site, CDC's Intranet leadership Web site, and CDC's www.cdc.gov About
CDC Web site; (3) provides the central point of contact to CDC for the
CDC Intranet and CDC announcements; (4) provides leadership in the
development and branding of CDC's Intranet sites and pages; (5) creates
and maintains liaison with the CDC's CIOs to share information about
employee communication and assists in meeting employee communication
goals; (6) develops communication for information dissemination through
CDC Connects and other employee communication mechanisms; (7) conducts
employee research to enhance and improve CDC Connects and other
channels of employee communication; (8) provides employees access to
information systems, services, and materials held on the intranet that
support or promote their health, morale, and work efficiency; and (9)
serves as liaison to former employees and retirees.
CDC-INFO (CAUE13). (1) Provides the public with accessible,
accurate, and credible health information in English and Spanish, 24/7,
through phone, e-mail, and postal mail channels; (2) assesses and
maintains contact center standards for quality assurance, customer
satisfaction, contact center performance, and health impact; (3)
provides contact center surge support to the Agency per established
policies and procedures in collaboration with the CDC Emergency
Operations Center, Joint Information Center; (4) manages CDC's health
publications distribution facility, publications ordering pages, and
internal publications ordering systems; (5) collects and manages CDC-
INFO data to inform CDC programmatic and communication planning; and
(6) assesses and maintains exemplary service to internal program
customers.
Dated: April 19, 2010.
William P. Nichols,
Chief Operating Officer, Centers for Disease Control and Prevention.
[FR Doc. 2010-9804 Filed 4-27-10; 8:45 am]
BILLING CODE 4160-18-M