U.S. Department of Health and

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U.S. Department of Health and Human Services
Emerging Epidemics Communications
Challenges WORLD HEALTH DAY 2007 2 April, 2007
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Communications is at the heart of our planning.
The free and rapid flow of information both
domestically and internationally is critical to
everything, from education to decision making.
Michael O. Leavitt, Secretary, U.S. Department of
Health and Human Services
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• Agenda Outbreak Communications
• How communicating in a crisis is different than
  in other situations
• The principles of crisis, emergency and risk
  communications
• The U.S. Department of Health and Human Services
  Pandemic Communications Plan

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• Outbreak Goals
• Stop, slow, or limit the spread of the outbreak
  globally
• Limit the domestic spread of the outbreak by
  mitigating disease, suffering, and death
• Sustain infrastructure, the economy, and the
  functioning of society

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• Communicating in a crisis is different
• In a crisis
• People take in information differently
• They process it differently
• They act on it differently

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• What is different?
• Emotional response to information
• Limited ability to retain information
• Selective memory
• Specific expectations of leadership

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• Expectations during a crisis
• During a crisis the public wants from its
  leadership
• The facts
• Solid information they can use to make informed
  and empowered decisions
• Active participation
• Proper allocation of resources
• Preservation or recovery of normalcy as quickly
  as possible

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• Risk Communications
• Definition
• Providing information to ease anxiety in a
  community and to allow its members to make the
  best possible decisions in response to an
  impending or on-going crisis.
• Goals
• Do not harm
• Ease concerns
• Give guidance on how to respond
• Guiding Principles
• Empathy
• Action
• Respect

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• Risk Communications Basics
• Use simple, clear language
• Explain and inform the public about the risk and
  situation
• Acknowledge unfolding events with empathy
• Establish organizational/spokesperson credibility
• Provide emergency courses of action
• Acknowledge different opinions and explain why
  officials are advising distinct courses of action
• Avoid speculation. Dont be afraid to state you
  dont have the answer . . . but explain how
  youre going to get the answer

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• The alternative . . .
• Mixed messages
• Tardy release of information
• Paternalistic attitudes
• Failure to counter rumors and myths
• Public power struggles and confusion

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• Risk communications in action
• Recent events
• September 11
• Anthrax attacks
• SARS
• Washington, DC sniper
• Oklahoma City bombing
• Hurricane Katrina

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• U.S. Department of Health and Human Services
• Pandemic Communications Plan Guiding Principles
• Employ risk communications principles
• Reflect and complement WHO Outbreak
  Communications Guidelines
• Build trust
• Announce early
• Be transparent
• Respect public concerns
• Plan in advance
• Timely, transparent, and coordinated
  dissemination of accurate scientifically-based
  information

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• U.S. Department of Health and Human
• Services Pandemic Communications Plan Goals
• Inspire preparation
• Provide state and local planning support
• Conduct public education
• Save lives, minimize economic loss, and reduce
  social disruption
• Maintain credibility and trust

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• U.S. Department of Health and Human
• Services Pandemic Communications Plan
  Activities
• Identify, train and use credible spokespeople
• Provide timely, accurate, consistent, and
  comprehensive information
• Avoid speculation and dispel rumors,
  misinformation and misperceptions as quickly as
  possible
• Coordinate communications across all levels of
  government and with both international and
  domestic partners

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• Risk Communications Resources
• PandemicFlu.gov Risk Communications page
  http//www.pandemicflu.gov/news/rcommunication.htm
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• Center for Risk Communications
• http//www.centerforriskcommunication.com
• Peter Sandman
• http//www.psandman.com/

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• Questions and Answers