[Federal Register Volume 78, Number 91 (Friday, May 10, 2013)]
[Notices]
[Pages 27396-27398]
From the Federal Register Online via the Government Publishing Office [www.gpo.gov]
[FR Doc No: 2013-11143]


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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 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 78 FR 25743-25746, dated May 2, 2013) is 
amended to reorganize the Office of the Associate Director for 
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 titles and functional statements for the 
Office of the Associate Director for Communication (CAU) and insert the 
following:
    The mission of the Office of the Associate Director for 
Communication (OADC) is to further customer-centered, science-based and 
effective communication to support the Centers for Disease Control and 
Prevention's (CDC) public health work. In carrying out its mission, the 
OADC: (1) Serves as a communication advisor and strategist to CDC's 
Director and senior leadership; (2) conducts and promotes health 
communication science practices to address agency priorities; (3) 
provides communication services including broadcast, CDC-INFO, 
graphics, translation, interpretation and photography; (4) promotes 
open and clear employee communication; and (5) develops, guides, and 
implements internal and external public affairs strategies and 
activities.
    Office of the Director (CAU1). (1) Manages, directs, and evaluates 
activities of the OADC; (2) makes sure CDC communication activities 
comply with Department of Health and Human Services (HHS) established 
policies; (3) communicates the value and benefits of CDC programs; (4) 
leads strategic communication activities addressing agency-wide 
priorities; (5) provides strategic communication support for CDC's 
emergency responses and the Joint Information Center; (6) provides 
reputation management expertise and counsel; (7) provides leadership 
and guidance to communicate decisions made by CDC's leadership in an 
efficient and clear manner; (8) coordinates with Centers/Institute/
Offices (CIOs) on communication activities; (9) provides leadership and 
guidance to manage and operate OADC's programs including the areas of 
fiscal management, personnel, travel, and other administrative 
services; (10) develops and tracks OADC's annual budget and spending 
plan to fulfill CDC's communication priorities; (11) serves as OADC's 
primary point of contact with CDC's Procurement and Grants Office and 
Office of the Chief Financial Officer on contracts and

[[Page 27397]]

budget matters; and (12) ensures all communication products authored by 
CDC staff members or published by CDC are released for public use in a 
timely manner, are of the highest quality and are scientifically sound, 
understandable, and useful to the intended audience.
    Office of Communication Science (CAU13). (1) Serves as the 
principal advisor on the scientific basis for communication and 
marketing practice; (2) guides CIOs on applying measures of 
effectiveness for public health communication efforts; (3) guides, 
advises and trains on plain language to make CDC health information 
accessible and understandable to audiences that may have specific 
health literacy needs; (4) provides implementation for the Plain 
Writing Act; (5) distributes health communication and marketing 
research to interested professionals at CDC, its partners, and other 
stakeholders; and (6) manages clearances of CDC's communication 
materials for the public with HHS and the Office of Management and 
Budget.
    Division of Public Affairs (CAUB). (1) Provides implementation and 
evaluation of public affairs, news and digital media, and employee 
communication throughout CDC; (2) plans and designs digital media to 
distribute public health information to the public, including Web 
sites, usability testing, and mobile applications; (3) provides 
leadership and management of CDC's Web site (www.cdc.gov); (4) provides 
content, policy review, and clearance of news media materials with HHS, 
including press releases, press kits, talking points, letters to 
editors, and fact sheets; (5) manages and responds to news media 
requests for access to CDC, its subject matter experts, reports, and 
publications; (6) provides leadership and guidance for external public 
relations strategies; (7) develops communication strategies to 
communicate with the agency's workforce; and (8) provides agency-wide 
leadership, technical assistance, and consultation in risk 
communication and reputational management.
    Office of the Director (CAUB1). (1) Develops the strategic 
priorities and manages the program activities of the division; (2) 
leads the agency's news and electronic media activities; (3) provides 
guidance and recommendations on effective use of news and digital media 
to CDC's director, leadership, and CIOs; (4) collaborates and 
coordinates with other federal organizations and external stakeholders 
on news and digital media; and (5) serves as liaison on news and 
digital media policies, procedures, and clearances to HHS' Office of 
Assistant Secretary for Public Affairs.
    Digital Media Branch (CAUBB). (1) Leads the selection, design, 
development, and evaluation of digital media technologies; (2) leads 
and manages CDC's digital communications systems and architectures for 
Web, Intranet, mobile sites and applications, and social media (i.e., 
Web Content Management System, mobile services, CDC.gov servers, search 
engine, content syndication); (3) provides operations support and 
management for CDC's Web site, Intranet Web sites, and CDC's main 
social media channels, including CDC.gov top tier, CDC en Espanol, 
mobile apps, and CDC Connects; (4) coordinates the CDC.gov and social 
media governing bodies (Web Council, Social Media Council, and related 
Communities of Practice and workgroups); (5) works with other federal 
organizations to develop tools and systems, coordinate digital media 
strategies, conduct research on digital user experiences, and reviews 
communication technology; (6) supports online collaborations with 
internal and external partners; and (7) collects and analyzes CDC Web 
user data/metrics to assess health impact, usability, and 
accessibility.
    News Media Branch (CAUBC). (1) Provides leadership in the 
development and use of news media strategies and practices; (2) obtains 
HHS clearance of news media materials for media outlets and the public 
(press releases, press kits, talking points, letters to editors, and 
fact sheets); (3) promotes health information to the public through 
news media channels; (4) manages and responds to news media requests 
for access to CDC subject matter experts, reports, and publications; 
(5) works with CDC's CIOs to identify news media opportunities and 
responds to issues that arise; (6) provides news media/spokesperson 
training and technical assistance to CDC staff; and (7) develops and 
supports long lead media opportunities and responds to requests.
    External and Employee Relations Branch (CAUBD). (1) Creates 
recognized employee communication system to increase clear 
communication between CDC leadership and employees, and across employee 
groups, including CDC Connects and other employee information channels; 
(2) manages CDC's scientific museum and learning center, the David J. 
Sencer CDC Museum; (3) implements strategies to communicate with CDC 
customers, partners and stakeholders, including Director's All Hands 
and Speakers' Bureau; (4) creates and implements employee communication 
special activities; (5) serves as the central point of contact for CDC 
Office of the Director announcements; and (6) serves as liaison to 
provide agency communication to former employees and retirees.
    Division of Communication Services (CAUD). The Division of 
Communication Services (DCS) provides agency-wide CDC graphics, 
broadcast, photography, translation, interpretation and sign language, 
public information, and communication consultation/analysis leadership 
and support. To carry out its mission, the division performs the 
following functions: (1) Ensures broadcast functionality/broadcast 
engineering support including connectivity among physical assets such 
as the Global Communications Center, Emergency Operations Center, and 
continuity of operations for CDC; (2) develops and disseminates video 
and audio production; (3) manages CDC graphic design and production 
services including CDC branding and identity standards; (4) supports 
new broadcast communication mechanisms (e.g. HHS TV, CDC TV, radio/TV 
broadcast, podcast, webcast, and videos-on-demand) for CDC programs; 
(5) provides support for broadcast delivery press conferences and media 
interviews; (6) provides scientific and events photography; (7) 
provides multilingual translation and interpretation, sign language 
support, and cross cultural communication assistance to CIOs across 
CDC; (8) provides consultation and analysis of consumer research data 
to CIOs used for developing and evaluating health communication and 
marketing to specific audiences; (9) manages day-to-day operations of 
meeting space within CDC's meeting center, the Global Communications 
Center; and (10) manages CDC-INFO (CDC's telephone, email, and 
publications fulfillment services center).
    Office of the Director (CAUD1). (1) Develops the strategic 
priorities and manages the program activities of the division; (2) 
provides leadership for ensuring all DCS products are of the highest 
quality; (3) helps CIOs use existing or develop new mechanisms for 
communicating with the public and CDC partners; (4) coordinates support 
for meetings held in the Global Communications Center with internal and 
external customers; (5) coordinates the use of the CDC exhibit for 
public health conferences; (6) manages overall IT-related functions for 
the division, including Create-IT (DCS' online internal tracking and 
triage system), Trados SDL (translation memory application), and CDC-
INFO IT

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applications; (7) provides and manages multi-year, multi-vendor CDC-
wide communication contracts mechanism for use by CIO clients; and (8) 
updates and manages Create-IT system for tracking and triage of work 
requests including associated customer satisfaction and other 
performance metrics for internal and external (CIO) use.
    CDC-INFO (CAUD12). (1) Provides the public with accessible, 
accurate, and credible health information in English and Spanish, 24/7, 
to include phone, email and U.S. mail; (2) ensures the CDC-INFO call 
center standards are kept for quality assurance, customer satisfaction, 
performance, and health impact when dealing with the public; (3) 
provides surge (to include 24/7) support through the 1-800 call center 
for public health emergencies and establishes policies and procedures 
with the CDC Emergency Operations Center, Joint Information Center; (4) 
manages CDC's ordering and distribution facility for health 
publications; and (5) analyzes and reports CDC-INFO data to inform 
communication planning and programs throughout the agency.
    Broadcast Services Branch (CAUDB). (1) Develops and produces audio, 
video, and multi-media health information products; (2) provides CDC 
with global communication capacity for high-definition broadcast, 
webcast and emerging social and health media delivery channels; (3) 
supports the CDC Emergency Operations Center to provide response 
capacity and capability for emergency broadcasts; (4) develops and 
delivers health information broadcast programs in coordination with HHS 
for the public, including podcasts, CDC-TV and other channels; (5) 
creates and produces communication using new forms of social and 
electronic media; (6) collaborates with other areas of CDC to review 
and recommend potential audio and video technology; and (7) develops 
distance education, health communication, and training products to 
reach public health partners and professionals.
    Graphics Services Branch (CAUDC). (1) Leads and coordinates CDC 
visual information activities; (2) develops and produces graphic 
illustrations, including scientific posters, infographics, desktop 
published documents, visual presentations, conference materials, 
brochures and fact sheets, newsletters, and exhibits; (3) manages 
scientific and event photography; and (4) provides creative direction 
and brand management guidance for graphics products and sets guidelines 
and standards for quality and consistency across the agency.
    Strategic and Proactive Communications Branch (CAUDD). (1) Provides 
technical assistance on large or multidisciplinary projects to provide 
a consistent approach across communication products; (2) administers 
CDC wide multi-year, multi-vendor communication contracts mechanism; 
(3) advises on methods for gaining public input on health issues and 
priorities (e.g., advisory mechanisms, focus groups, polling, 
legislative, and media tracking); (4) manages contract resources and 
provides analysis relative to audience segmentation and behavior; (5) 
consults with CDC programs on ways to utilize predictive analytics and 
other tools to facilitate targeted program application and/or 
measurement of program effectiveness; (6) provides consultation for 
strategic communication implementation and applying health 
communication and social marketing techniques both internally and 
externally; (7) provides agency-wide multi-lingual service (MLS) 
support to include direct Spanish language translation, facilitating 
and coordinating support for other languages, and cross-cultural 
communication assistance as well as MLS leadership (e.g. implementation 
of agency Language Access Plan); and (8) assists in planning and 
management of video challenges.

    Dated: April 17, 2013.
Sherri A. Berger,
Chief Operating Officer, Centers for Disease Control and Prevention.
[FR Doc. 2013-11143 Filed 5-9-13; 8:45 am]
BILLING CODE 4160-18-M