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Pandemic Influenza Message Development: Lessons from Testing

Pandemic Influenza Message Development: Lessons from Testing. July 2007. Dick Tardif, Ph.D. Oak Ridge Institute for Science and Education. Issues. Positive Perceptions Negative Perceptions Tools. + Perceived Positively +. Specificity Personal actions Sources of information.

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Pandemic Influenza Message Development: Lessons from Testing

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  1. Pandemic InfluenzaMessage Development:Lessons from Testing July 2007 Dick Tardif, Ph.D. Oak Ridge Institute for Science and Education

  2. Issues • Positive Perceptions • Negative Perceptions • Tools

  3. + Perceived Positively + • Specificity • Personal actions • Sources of information

  4. + Specificity + • Numbers • How many scientists are on site? • Examples • Food, water, medicines • Signs and symptoms • What will distinguish this from other respiratory diseases?

  5. + Personal Actions + • Stay Informed • Follow the instructions of your local and state health departments • Preparatory actions • Sources of information • Protective actions • Other • Who do you know who needs help?

  6. + Sources of Information + • Important to reach everyone • Internet • Telephone • TTY • Podcasts

  7. - Perceived Negatively - • Broad descriptions • Policy • Not answering the question

  8. - Broad Descriptions - • “Virus of concern” • “Good health habits” • “Simple steps” • “Coordinated international effort” • “We have a plan”

  9. - Policy Statements - What support can states and cities expect from the federal government Does the US have an international leadership role? • Too general for intended audiences • Little interest shown by public

  10. - Not Answering the Question - How many will get sick? Die? • We are working quickly to identify the cause of the illness. • In the meantime we are taking important precautions to protect the public. • Once we identify the illness we can say more.

  11. Some Tools • IDK Template • Worst Case Template • Indicating unknowns

  12. I Don’t Know (IDK) Template • Acknowledge/repeat the question • Say don’t know/can’t answer • Give reason(s) why can’t answer • Follow-up action with deadline • Bridge to what you can say

  13. Worst Case Template • Bridge from “what if” to “what is”

  14. Unknowns • [numbers] • [location] • [name]

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