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

2. 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

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

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

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

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

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

8. Risk Communication Be First Be Right Be Credible

9. Trina H. Lee Public Relations Virginia Dept. of Health 804-786-4265 tlee@vdh.state.va.us www.vdh.state.va.us tlee@vdh.state.va.us