[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

[[Page 22416]]

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