Communicating During Novel H1N1 Outbreak

1. Communicating During Novel H1N1 Outbreak Diana Lejardi, MPH Office of Communications

2. Early Communications April 26 – Governor press release announces DPH is monitoring swine flu outbreak April 27 Swine flu page on www.ct.gov/ctfluwatch providing information about the virus and resources for the public Governor announces request for SNS assets

3. Communications Press releases updating public of H1N1 surveillance (probable and confirmed cases, deaths) CT Flu Watch Website served as portal of information for the public and others Key messages Notices to school officials (including template letter to parents) Information to providers regarding testing criteria

4. Challenges Connecticut had been preparing for a pandemic, but anticipated avian flu Situation was quickly evolving Virus spread very quickly Proximity to NYC brought the virus close to home Not a lot known about the virus Information on cases from Mexico were inaccurate

5. Communicating in a Crisis is Different High levels of stress Intense demand for information Dealing with the unknown and uncertainty How serious was it? Was it deadly? Should people be very concerned or just aware? Was this the start of a pandemic like in 1918? Dissemination and sharing of timely and accurate information among partners important How people process information is different

6. How Communication Can Add to a Crisis Mixed messages from multiple experts Information released late Paternalistic attitudes Not countering rumors and myths in real-time Public power struggles and confusion

7. CERC: Core Concepts When people are stressed or concerned, they: …want to know that you care before they care what you know …have difficulty hearing, understanding, and remembering information …When people are upset they often distrust that others care about them

8. Successful Communication = Accuracy of Information __________ Speed of Release CREDIBILITY + Empathy + Openness TRUST

9. Trust Factor in High Concern Situations Listening/Caring/ Empathy 50% Competence/Expertise 15-20% Dedication/ Commitment 15-20% Honesty/ Openness 15-20%

10. Coping with Stress CCO Template (Dr. Vincent Covello) Compassion Conviction Optimism Example: “We wish the child who has become ill a speedy recovery. We will do all that we can to ensure the safety and health of our students and know that our school will make it through this flu season.”

11. Maintain Credibility Despite Uncertainty Say what you DO know State the facts Let people know what you don’t know and what you are doing to learn about the unknown and/or when you think you will know Example: “I understand that you are concerned we can’t answer that question right now, BUT here’s what we are doing to find out . . .”

12. Communicate Quickly Communicate the threat as quickly as possible Let parents and staff learn from you about the situation, not the media Be first, be right, be credible. Example: “We are aware that one of our students has tested positive for H1N1. We are working with local and state health officials and will inform you as more information becomes available.”

13. Key Considerations Learn more about Crisis and Emergency Risk Communication at www.ct.gov/dph/cerc Know your partners and coordinate your messages with them to avoid confusion that can undermine public trust Work with your local health officials

14. Current Efforts – H1N1 Education campaign for August – October Television and radio PSAs focusing on prevention PSAs will be ready should a vaccine become available Outreach to schools and businesses Drives public to CT Flu Watch and 211 for information

15. For more Information Office of Communications Resources www.ct.gov/ctfluwatch www.ct.gov/dph/cerc 211 (860) 509-7270 William Gerrish Communications Director william.gerrish@ct.gov Diana Lejardi Health Program Associate diana.lejardi@ct.gov