Cornell University and the H1N1 Influenza Pandemic

1. Cornell University and the H1N1 Influenza Pandemic

2. ABSTRACT • August 27 - Beginning of fall semester • September 11 - Student death • September 15 - Approximately 600 cases • Case Study: • Response to H1N1 Pandemic • Present and discuss: • Communication • Preparation • Resources • Adaptation of existing crisis management plan

3. H1N1 “SWINE FLU” VIRUS • First identified in U.S. in April 2009 • “Global Pandemic” - June 11, 2009 by WHO • Vaccines not readily available • Similar to seasonal influenza, but targets youth • Obama’s declaration in October: “National Emergency”

4. CORNELL UNIVERSITY • Ivy League • Ithaca, New York • 4,000 courses • 20,000 students (120 countries) • 15,000 faculty & staff • Strong financial standing

5. RELEVANT THEORIES • Issues Management • Risk Management • Two-Way Symmetrical Communication • Systems Theory • Unification of organization • Transparency • Uses and Gratifications Theory • Diffusion Theory

6. THE ISSUE • Cornell University adapted its pre-existing influenza crisis plan (for avian flu) to adjust it for the H1N1 emergency on campus and implement a crisis management campaign for the fall 2009 semester. The university faced a crisis situation that could have impacted all members of the university community, both on and off-site, and had potential for devastating results if not handled properly. Taking the situation seriously, Cornell acted without delay to create and implement a number of communications efforts to handle the pandemic outbreak of H1N1 on campus.

7. CORNELL’S RESPONSE • Spring 2009 - Precautionary Statement • Spring - Fall - adjusting of crisis plan “…the priorities, structures, and relationships that were established during the previous planning process positioned the university to respond to the emerging pandemic quickly and effectively…” - www.gannett.cornell.edu • Fall 2009 • Pandemic Flu Working Group • Flu Incident Lead Team

8. CORNELL’S RESPONSE • 24-hour Hotline • Dedicated E-mail • Web site; Web re-directs • Social Media • Posters / Flyers • Rallying the Students • Flu Shots: Oct 19 --> from http://cornellsun.com

9. CORNELL’S REPONSE • Pandemic Flu Working Group • Helped guide university departments to create strategies. • The Flu Incident Lead Team (FILT) • Met twice a week to discuss practical issues the university faced. • The Ad-Hoc Incident Group for H1N1 • During the most turbulent time, this group met daily to direct any necessary messages to top university officials.

10. OTHER RESPONSES • Media coverage of issue nationwide • Desensitization • Excess of Coverage • Transformation with Severity • The Greeks placed a two-week moratorium on parties after Schor died • The Campus-Community Coalition held a public forum to discuss the influenza issue

11. PAGE PRINCIPLES • Tell the truth • - Cornell focused on transparency at all levels • Prove it with action • - Cornell followed their pandemic plan closely • Manage for tomorrow- The pandemic plan recognized a key issue • Conduct public relations as if the whole company depends on it • - Realizing students were the priority emphasized • appropriate response

12. ADVANTAGES / DISADVANTAGES + Pre-existing crisis plan + Credibility, financial backing + Partnering organizations + Transparency • Testing and treatment follow through are voluntary • Not using popular mediums for important public • Little encouragement for feedback • Previous perceptions

13. OPPORTUNITIES / THREATS • Increased number of mediums • Social media • Becoming a leader and resource for campus issues management preparation • Adherence to national test/vaccination regulations • Proper and thorough self treatment? • Misinformation and inaccurate perceptions

14. CHALLENGES • Response intensity and repetition • Excessive? • Balancing: • Incitement of Fear vs. Promoting complacency • Privacy / Treatment / Education • Gravity of situation while keeping it in proportion

15. THANK YOU