New York State DOH Influenza Pandemic Plan Risk

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

Plan Assumptions n n 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

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

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

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

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

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

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

Pandemic Pre-Event Communications n 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 n Media Relations: n n Regular flow of information Via Opinion Leaders n n n Pre-event panel discussions Regional media forums Preparedness partner meetings Stakeholder meetings Direct Interaction n n Pre-event Town Hall Meetings Postings on the NYSDOH public website n 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! www. pandemicflu. gov www. nyhealth. gov

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

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

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

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

Despite This… Expect pandemonium!

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

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

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

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