New York State DOH Influenza Pandemic Plan: Risk Communication Kristine A. Smith, M.A. Director of Pubic Health Risk Communication, NYSDOH

Plan Assumptions Effective communication will be critical to a successful public health response to pandemic flu Effective communication will be critical to a successful public health response to pandemic flu Confirmation of a pandemic flu strain will require comprehensive public information targeted at multiple audiences Confirmation of a pandemic flu strain will require comprehensive public information targeted at multiple audiences

Target Audiences Members of the media Members of the media General public General public Elected leaders Elected leaders Special populations Special populations Local health departments Local health departments Healthcare providers Healthcare providers

Risk Communication Assumptions “Information inoculation” can help alleviate fears. “Information inoculation” can help alleviate fears. Worried people respond better if they are provided with up-to-date factual information, coupled with action steps Worried people respond better if they are provided with up-to-date factual information, coupled with action steps Risk communication principles must be employed Risk communication principles must be employed

Core Risk Communication Principles Build trust Build trust Announce early Announce early Be transparent Be transparent Respect public concerns Respect public concerns

Pre-Event Risk Communications Bird flu is waiting in the wings!

Bird Flu is Not Pandemic Flu! We want you to learn about bird flu, not worry about bird flu! We want you to learn about bird flu, not worry about bird flu! Q&As Q&As Bird flu brochure Bird flu brochure Radio PSA Radio PSA Low literacy flyers Low literacy flyers

Low Literacy Flyers General information General information Dead bird reports Dead bird reports Dealing with droppings Dealing with droppings Feeding backyard birds Feeding backyard birds

Pandemic Pre-Event Communications Goal: to move the public to a place of irrational complacency, or irrational alarm to somewhere in between that can reasonably be construed as aware and prepared! Goal: to move the public to a place of irrational complacency, or irrational alarm to somewhere in between that can reasonably be construed as aware and prepared!

Pre-Event Communications Strategies Media Relations: Media Relations: Pre-event panel discussions Pre-event panel discussions Regional media forums Regional media forums Regular flow of information Regular flow of information Via Opinion Leaders Via Opinion Leaders Preparedness partner meetings Preparedness partner meetings Stakeholder meetings Stakeholder meetings Direct Interaction Direct Interaction Pre-event Town Hall Meetings Pre-event Town Hall Meetings Postings on the NYSDOH public website Postings on the NYSDOH public website Pre-event social marketing: Keep Your Germs to Yourself! Pre-event social marketing: Keep Your Germs to Yourself!

This is how germs spread… It’s sickening. Use a tissue, or cough and sneeze into the bend of your arm. Wash your hands. Stay home if you’re ill. Please, please keep your germs to yourself!

LHD Incident Communications Via Health Commerce System: Via Health Commerce System: Health Alert Network, Health Provider Network and Health Emergency Response Data System (HERDS) Health Alert Network, Health Provider Network and Health Emergency Response Data System (HERDS) Communications Directory Communications Directory Postings on the NYSDOH public website Postings on the NYSDOH public website Bulk Bulk “Dear Commissioner” letters “Dear Commissioner” letters Though regular and continued interactions with NYSACHO Though regular and continued interactions with NYSACHO

Health Provider Incident Communications Via Health Commerce System: Via Health Commerce System: Health Alert Network, Health Provider Network and Health Emergency Response Data System (HERDS) Health Alert Network, Health Provider Network and Health Emergency Response Data System (HERDS) Communications Directory Communications Directory Postings on the NYSDOH public website Postings on the NYSDOH public website Bulk Bulk “Dear Administrator” letters “Dear Administrator” letters Distribution to professional associations: Distribution to professional associations: Medical Society of the State of New York (MSSNY) Medical Society of the State of New York (MSSNY) New York State Nurses’ Association (NYSNA) New York State Nurses’ Association (NYSNA) New York State Veterinary Medical Society (NYVMS) New York State Veterinary Medical Society (NYVMS) Home Care Association of New York State Home Care Association of New York State Greater New York Hospital Association (GNYHA) Greater New York Hospital Association (GNYHA) Healthcare Association of NYS (HANYS) Healthcare Association of NYS (HANYS)

Incident Communications: Enhancing Credibility First message is the most credible First message is the most credible Do we wait until we have all of the facts? Just some of the facts? Do we wait until we have all of the facts? Just some of the facts? What if facts keep changing? What if facts keep changing? Messages must be consistent Messages must be consistent

Deliver The Message Regular briefings Regular briefings Possibly telebriefings Possibly telebriefings Live interviews/ satellite media tours Live interviews/ satellite media tours Taped PSAs Taped PSAs Releases, Fact Sheets, etc. Releases, Fact Sheets, etc. Website Fax

Despite This… Expect pandemonium!

About a “One-Voice” Response Primary spokesperson—yes; single spokesperson unlikely Primary spokesperson—yes; single spokesperson unlikely Primary message—yes; single message unlikely Primary message—yes; single message unlikely Key communications partners must consistently stress key messages; e.g.; Key communications partners must consistently stress key messages; e.g.; What has happened? Who is at risk? What has happened? Who is at risk? What are you doing to protect me? What are you doing to protect me? What can I do to protect myself and my family? What can I do to protect myself and my family? Joint Information Center: one voice response Joint Information Center: one voice response

Joint Information Center is … Sole source of “official” information in an emergency Sole source of “official” information in an emergency Could be “virtual” Could be “virtual”

Summary Message consistency Message consistency Fast, accurate data Fast, accurate data Share information with partners Share information with partners The bottom line: The bottom line: Effective communication will not, in and of itself, solve the health crisis… but ineffective communication will inevitably make it worse! Effective communication will not, in and of itself, solve the health crisis… but ineffective communication will inevitably make it worse!

“The public does not always appear to be rational. Our job is not to change their rationality, but to understand it” “The public does not always appear to be rational. Our job is not to change their rationality, but to understand it” Source: Clifford Scherer, PhD, Cornell University Source: Clifford Scherer, PhD, Cornell University Take Home Message