Pandemic Influenza Message Development: Lessons from Testing

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]