Smallpox Communications Trina H. Lee Public Relations Virginia Dept. of Health

What to Expect The public will need information to help minimize their risk A public health emergency will trigger high level of public and media interest Media involvement is an important part of emergency response

What to Expect Worried Well - may overwhelm resources - demand unnecessary treatment

What to Expect Lack of Information = Fear Silence = Distrust Information is the antidote for fear

Risk Communication Express empathy Dont over reassure Acknowledge uncertainty or fear Explain the process in place

Risk Communication Express wishes Acknowledge what we dont know Give people things to do Statement of commitment

Risk Communication Mental Noise Theory – difficulty hearing, understanding and remembering Three Key Messages Keep Brief & Repeat Often Three Positives = One Negative

Risk Communication Be First Be Right Be Credible

Trina H. Lee Public Relations Virginia Dept. of Health