1. Pandemic H1N1 Influenza Communication and Media: An Overview
Glen Nowak, PhD
Director, Division of Media Relations
October 19, 2009

2. Influenza Vaccination Communication Overview
Mission
Support the broader public health goal of protecting as many people as possible from influenza, with minimum economic and social disruption
Primary Objectives
Provide timely and accurate information about the federal government’s influenza and pneumococcal vaccination recommendations, vaccine benefits, and risks and availability
Communicate in a way that helps people to protect themselves and their families from influenza, including helping them make vaccination choices
Primary Audiences and Intermediaries
General public
Health professionals
Public health partners
Private sector partners
Policy makers
Guiding Principles
Acknowledge uncertainties and the unpredictable nature of influenza
Share challenges and dilemmas
Direct fears and concerns (versus minimizing them)
Maintain transparency—communicate early and frequently
Utilize multiple channels and partners to increase message reach and visibility

3. Key Tenets of Media Strategy
Frequent, regular press briefings
Proactive media outreach (e.g., workshop for journalists, inviting journalists to CDC, media tabletops)
Proactive messaging – e.g., foreshadowing challenges and issues
Utilization of risk communication principles
Frequent updates to CDC media relations website
Mapping forward events, publications, likely issues and interests

4. Initial Availability of H1N1 vaccine (i.e., Oct. 1 – Oct. 9)
Message Strategy:
Show leadership
Set expectations
Foreshadow likely events in rollout across the nation
Provide anticipatory guidance
Recognize and address doubts, concerns, including about vaccine timing, availability, and administration plan
Address parent concerns and doubts about H1N1 vaccine
Promote prevention
Message themes include:
Embarking on a complex endeavor at a challenging time – virus leaves us no choice
Good to provide some access as soon as possible (vs. waiting for more vaccine later)
Flu is unpredictable
Vaccine best tool for preventing disease
Safe and effective vaccine
Initial availability and efforts will be limited
Learning and modifying
We want those in priority groups to get vaccinated
Shared responsibility
Encourage seasonal flu vaccination

5. Core Messages included. . .
“There are reasons to be worried/concerned when it comes to the pandemic H1N1 influenza virus and the upcoming season”
“This novel virus warrants aggressive public health actions (e.g., investment in vaccines and vaccination)”
“Strong actions are taken to protect people from seasonal flu (e.g., production and administration of annual vaccines) – and should be taken in response to this pandemic virus”

6. Build up to H1N1 vaccine availability and provision (e. g
Build up to H1N1 vaccine availability and provision (e.g., October 10 – 18)
Message Strategy:
Continue to show leadership
Recognize and address doubts, concerns, skepticism, including about vaccine timing and availability
Guide expectations – especially re: variability
Provide “progress” reports (vaccine, state efforts)
Acknowledge problems and issues, commit to fixing/resolving
Foreshadow events or potential issues
Updates on influenza activity and disease
Promote prevention
Message themes include:
Expect variability across the country – flu activity, vaccine availability, where and how vaccination is done
People at higher risk of medical complications from influenza should get an H1N1 vaccination
The vaccination effort is a complex endeavor – shared responsibilities
Challenges are not surprising – we will work with partners to address
Vaccinations protect from flu, minimize disease spread
Vaccination is important, but voluntary

7. Rolling out much more H1N1 vaccine (e.g., October 20 – Nov. 1)
Message Strategy:
Promote vaccination (e.g., campaign, PSAs)
Demonstrate resiliency, adaptability, responsiveness
Recognize and address doubts, concerns, criticism
Provide updates and “progress” reports
Highlight efforts to engage and assist states, clinicians, others
Be ready to address growing interest in vaccine safety
Provide regular updates on 1) influenza activity and disease and 2) vaccine distribution and uptake
Message themes include:
Expect variability across the country – flu activity, vaccine availability, where and how vaccination is done
People at higher risk of medical complications from influenza should get an H1N1 vaccination
Others should consider, and get H1N1 vaccination as vaccine becomes more widely available
Acknowledge problems, identify steps/efforts being taken to assure effective vaccination programs across the country

8. Wide/Broad Availability of H1N1 and seasonal flu vaccine (e. g. , Nov
Wide/Broad Availability of H1N1 and seasonal flu vaccine (e.g., Nov., Dec.)
Message Strategy:
Promote influenza vaccination (e.g., campaign, PSAs)
Show ability to manage in face of much variability, uncertainty
Model resiliency, adaptability, and responsiveness
Anticipate and address concerns related to vaccine timing and benefit
Provide updates and “progress” reports
Provide updates on 1) influenza activity and disease and 2) H1N1 vaccine availability and uptake
Be ready to address vaccine safety questions and issues
Message themes include:
H1N1 vaccine is/is becoming widely available
Get H1N1 vaccine, especially if in priority group – it’s best protection against H1N1 influenza
(In many places) Others interested can also get vaccinated
Influenza is unpredictable – don’t know what will happen during this flu season
Acknowledge problems, identify steps/efforts being taken to assure effective vaccination programs across the country

9. H1N1 Vaccine Safety Communications: Overarching Messages
“Flu vaccines are very safe. The safety of influenza vaccines is closely monitored. These vaccines are held to the highest standards.”
“2009 H1N1 flu vaccines are produced similarly to seasonal flu vaccines that are made every year. There is a long and successful track record of safety and effectives of seasonal flu vaccines using this technology.”
“Over the years, millions of Americans have received seasonal flu vaccines. The most common side effects were mild, such as soreness, redness, tenderness or swelling where the shot was given.”

10. Current Media Interests
Vaccine availability and distribution
How much
What’s happening in the states
Vaccine interest/demand vs. supply
Is there mismatch (and if so, what’s being done)
Vaccine timing (e.g., is it here too late?)
H1N1 disease (e.g., prevalence? Severity?)
Vaccine safety
Any issues?
Any reports?

11. Going Forward . . .
Be prepared for public, policy maker, clinician and media:
Questions and skepticism regarding operational plans and implementation for H1N1 vaccine efforts (e.g., ability of health depts. to effectively implement without adversely affecting other programs, doses ordered/available).
Interest/concern about two influenza-related vaccination efforts taking place simultaneously
Interest/concern about H1N1 vaccine and vaccination efforts reaching vulnerable populations, low SES, people at highest risk for complications.
Interest in vaccine effectiveness and safety

12. Likely Ongoing Media Interests
Thimerosal-containing H1N1 vaccine
Impact of H1N1 vaccination efforts on state and local health departments and local health care systems
Consumer interest and demand for H1N1 vaccine – including ones that will suggest initial demand will exceed initial supply as well as subsequent ones that suggest modest or little consumer interest in vaccination.
More stories on problems and shortcomings than on successes – especially stories that focus on problems in ordering/receiving, distribution, access, health care provider interest, public and parent interest (or lack of), vaccination program shortcomings and possible adverse reactions to the vaccine.

13. Thank you