U.S. Department of Health and Human Services

1. U.S. Department of Health and Human Services Emerging Epidemics: Communications Challenges WORLD HEALTH DAY 2007 2 April, 2007

2. “Communications is at the heart of our planning. The free and rapid flow of information both domestically and internationally is critical to everything, from education to decision making.” Michael O. Leavitt, Secretary,U.S. Department of Health and Human Services

3. Agenda: Outbreak Communications How communicating in a crisis is different than in other situations The principles of crisis, emergency and risk communications The U.S. Department of Health and Human Services Pandemic Communications Plan

4. Outbreak Goals: Stop, slow, or limit the spread of the outbreak globally Limit the domestic spread of the outbreak by mitigating disease, suffering, and death Sustain infrastructure, the economy, and the functioning of society

5. Communicating in a crisis is different In a crisis: People take in information differently They process it differently They act on it differently

6. What is different? Emotional response to information Limited ability to retain information Selective memory Specific expectations of leadership

7. Expectations during a crisis During a crisis the public wants from its leadership: The facts Solid information they can use to make informed and empowered decisions Active participation Proper allocation of resources Preservation or recovery of normalcy as quickly as possible

8. Risk Communications Definition: Providing information to ease anxiety in a community and to allow its members to make the best possible decisions in response to an impending or on-going crisis. Goals: Do not harm Ease concerns Give guidance on how to respond Guiding Principles: Empathy Action Respect

9. Risk Communications Basics Use simple, clear language Explain and inform the public about the risk and situation Acknowledge unfolding events with empathy Establish organizational/spokesperson credibility Provide emergency courses of action Acknowledge different opinions and explain why officials are advising distinct courses of action Avoid speculation. Don’t be afraid to state you don’t have the answer . . . but explain how you’re going to get the answer

10. The alternative . . . Mixed messages Tardy release of information Paternalistic attitudes Failure to counter rumors and myths Public power struggles and confusion

11. Risk communications in action Recent events September 11 Anthrax attacks SARS Washington, DC sniper Oklahoma City bombing Hurricane Katrina

12. U.S. Department of Health and Human Services Pandemic Communications Plan – Guiding Principles Employ risk communications principles Reflect and complement WHO Outbreak Communications Guidelines Build trust Announce early Be transparent Respect public concerns Plan in advance Timely, transparent, and coordinated dissemination of accurate scientifically-based information

13. U.S. Department of Health and Human Services Pandemic Communications Plan – Goals Inspire preparation Provide state and local planning support Conduct public education Save lives, minimize economic loss, and reduce social disruption Maintain credibility and trust

14. U.S. Department of Health and Human Services Pandemic Communications Plan – Activities Identify, train and use credible spokespeople Provide timely, accurate, consistent, and comprehensive information Avoid speculation and dispel rumors, misinformation and misperceptions as quickly as possible Coordinate communications across all levels of government and with both international and domestic partners

15. Risk Communications Resources PandemicFlu.gov Risk Communications page: http://www.pandemicflu.gov/news/rcommunication.html Center for Risk Communications http://www.centerforriskcommunication.com Peter Sandman http://www.psandman.com/

16. Questions and Answers