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Flu Vaccine Shortage: Gaining Public Cooperation through Effective Communication

Learn key considerations in developing a communication and media plan to respond to a public health crisis, including the need for risk communication and public messaging coordination. Discover strategies for maintaining trust and promoting resiliency during times of crisis.

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Flu Vaccine Shortage: Gaining Public Cooperation through Effective Communication

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  1. Flu vaccine shortage: Gaining public cooperation through effective communication James Apa, BS Matias Valenzuela, Ph.D. Public Health - Seattle & King County

  2. Learning objectives By the end of this Hot Topics session you should be able to: • Identify key considerations in developing a communication and media plan to respond to a public health crisis • Recognize the need to use principles of risk communication throughout a crisis • Recognize the value of public messaging coordination among partner agencies, health care providers and hospitals

  3. A morning like any other, until... • October 5th -- pagers buzz at 8 AM • Reports from Britain that half of U.S. flu vaccine will be unavailable for use this year • What have we heard? • How will this affect local residents? • What comment do we have?

  4. How would you respond to media questions? A) Provide no comment B) Refer all questions to the CDC C) Handle press questions on a case-by-case basis D) Hold a press conference and issue press release

  5. An effective communications strategy will: • Meet the information demands of the public and media before all the facts of a situation are known • Gain and keep the public’s trust and cooperation throughout a period of crisis and uncertainty • Promote resiliency and maintain social bonds when people are afraid

  6. Our approach • Held press conference onafternoon of October 5thand issued press release • Provided key messages: prioritization to high-risk populations, good health manners, promising a full inventory of local supplies • Promised local updates as more information became available Press Release

  7. Consistent messaging critical • Updated website: www.metrokc.gov/health • Created taking points for front desk staff • Updated recorded hotline • Alerted public health and hospital partners

  8. Early press coverage • Long lines • Where to find vaccine? • Who’s to blame for the loss of vaccine? • Are healthy people stepping aside?

  9. Communicating difficult messages “I found it difficult to communicate about vaccine availability for high-risk populations when supplies were so limited.” Strongly agree Agree Disagree Strongly Disagree

  10. Keeping the public updated • Second press conference on October 12th, announcing health order and availability of children’s vaccine • Providing results of survey findings • Updating website, hotline, frontline staff, all Public Health employees • Handling continued press calls

  11. Keeping track of federal announcements • HHS/CDC press conferences with very little notice, not much new information • Subscribed to HHS/CDC media listserve • Learning new information at the same time as program staff and media

  12. Expect the unexpected • Public request for vaccine donations • Proposed walk-up public vaccination clinic at football stadium • “First” flu case released by local provider • Opportunities to educate about Public Health system

  13. Developing good health manners campaign • Ads for use in non-English media (print and radio) • Ad boards on buses • Posters for clinics, restaurants, public spaces • Developing on-line training for employees and general public

  14. The next phase: community vaccine distribution • Coordinated announcement with State Dept. of Health to announce local vaccine allotment • Communicating rationale for balanced, equitable distribution of vaccine • Carefully crafting messaging about public vaccination clinics

  15. Connecting public with vaccine • Establishing staffed call center • Directing public to providers or nearest public vaccination clinics • Continually updating messages as availability changes

  16. Anticipating future questions and issues • Equity of vaccine availability • Severity of flu season and effectiveness of vaccine • Availability and appropriate use of anti-viral treatments • Safety of imported vaccine • Too much vaccine in January?

  17. Foundation for effective messaging in a crisis Be first Be open, honest and available Be able to deal with evolving information Express empathy and support Provide consistent and redundant messages

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