H1N1 The Importance of Communication ________________________________________________ August 25, 2009 ________________________________________________ EDEN Webinar Dave Filson – Chair, EDEN Penn State Cooperative Extension

Develop a Communication Plan –Prior to an Incident –Proactive rather than reactive –Decrease uncertainty –Reduce confusion –Identify potential risks before they become crisis

Effective Communication Enables Our Audiences to Make Informed Decisions –Helps people cope, measure the risk, and lead a normal life in uncertainty. –Provides the public with information to make the best possible decisions, within nearly impossible time constraints, and to accept the imperfect nature of choice.

Public Uncertainty –How are we going to handle this ? –How might I be affected ? –How should I prepare ? –What should we do ? –Who can we trust ?

For Extension Educators and Agency Representatives –What should we say ? –Who should say it ? –How should we say it ? –What should we focus on ?

Potential Audiences for H1N1 Messaging Internal – –The Extension organization   Policy of the institutionExternal – –Individuals, families – –Businesses – –Agencies / organizations

Common Messages for H1N1 Personal safety – personal hygiene Family safety – stay home if sickBusinesses – continuity of operations with potential large numbers of absences Agencies and organizations – coordinated common messages – current status – recommendations – further updates

For Extension –Work with partners to plan for, develop, and deliver an accurate and timely message to the public. –Act as liaison or facilitator during planning and possibly during response –Discourage “independent” messaging, internally and externally

In All Communication Situations –Help the public understand their risk –Provide background and overview of the situation –Offer agreed upon recommendations –Credit the sources –Allow for feedback if possible –Requires ongoing assessment of the incident

The Media – Your Friend to Getting the Right Message Out There They will ask: –What is happening, –Who is affected and how are they affected, –How widespread is this incident, –How are victims being helped, –Who is in charge, –What can the public expect, –What should the public do, –Where can people get more information.

Summary –Plan –Be Proactive –Identify credible sources for information –Identify who has communication and spokesperson responsibilities –Develop agreed upon recommendations –Work with the media –Test the plan