H1N1 The Importance of Communication ________________________________________________ August 25, 2009 __________________

1. H1N1 The Importance of Communication ________________________________________________ August 25, 2009 ________________________________________________ EDEN Webinar Dave Filson –Chair, EDEN Penn State Cooperative Extension

2. Develop a Communication Plan • Prior to an Incident • Proactive rather than reactive • Decrease uncertainty • Reduce confusion • Identify potential risks before they become crisis

3. Effective Communication Enables Our Audiences to Make Informed Decisions • Helps people cope, measure the risk, and lead a normal life in uncertainty. • Provides the public with information to make the best possible decisions, within nearly impossible time constraints, and to accept the imperfect nature of choice.

4. Public Uncertainty • How are we going to handle this ? • How might I be affected ? • How should I prepare ? • What should we do ? • Who can we trust ?

5. For Extension Educators and Agency Representatives • What should we say ? • Who should say it ? • How should we say it ? • What should we focus on ?

6. Potential Audiences for H1N1 Messaging Internal • The Extension organization • Policy of the institution External • Individuals, families • Businesses • Agencies / organizations

7. Common Messages for H1N1 Personal safety – personal hygiene Family safety – stay home if sick Businesses – continuity of operations with potential large numbers of absences Agencies and organizations – coordinated common messages – current status – recommendations – further updates

8. For Extension • Work with partners to plan for, develop, and deliver an accurate and timely message to the public. • Act as liaison or facilitator during planning and possibly during response • Discourage “independent” messaging, internally and externally

9. In All Communication Situations • Help the public understand their risk • Provide background and overview of the situation • Offer agreed upon recommendations • Credit the sources • Allow for feedback if possible • Requires ongoing assessment of the incident

10. The Media – Your Friend to Getting the Right Message Out There They will ask: • What is happening, • Who is affected and how are they affected, • How widespread is this incident, • How are victims being helped, • Who is in charge, • What can the public expect, • What should the public do, • Where can people get more information.

11. Summary • Plan • Be Proactive • Identify credible sources for information • Identify who has communication and spokesperson responsibilities • Develop agreed upon recommendations • Work with the media • Test the plan