Post on 18-Dec-2015
transcript
Connecticut Department of Public Health
William GerrishOffice of Communications
Communicating During Novel H1N1 Outbreak
Connecticut Department of Public Health - Keeping Connecticut Healthy
Early Communications
• April 26 – Governor press release announces DPH is monitoring swine flu outbreak
• April 27th
– Swine flu page on www.ct.gov/ctfluwatch providing infromation about the virus and resources for the public
– Governor announces request for SNS assets
Connecticut Department of Public Health - Keeping Connecticut Healthy
Communications
• Press Releases updating public of H1N1 surveillance (probable and confirmed cases, deaths)
• CT Fluwatch Website served as portal of information for the public and others
• Key messages• Notices to school officials (including template
letter to parents)• Information to providers regarding testing criteria
Connecticut Department of Public Health - Keeping Connecticut Healthy
Challenges
• Connecticut had been preparing for a pandemic, but anticipated avian flu
• Situation was quickly evolving• Virus spread very quickly• Proximity to NYC brought the virus close
to home• Not a lot known about the virus• Information on cases from Mexico were
inaccurate
Connecticut Department of Public Health - Keeping Connecticut Healthy
Communicating in a Crisis is different
• High levels of stress• Intense demand for information• Dealing with the unknown and uncertainty
– How serious was it?– Was it deadly?– Should people be very concerned or just aware?– Was this the start of a pandemic like in 1918?
• Dissemination and sharing of timely and accurate information among partners important
• How people process information is different
Connecticut Department of Public Health - Keeping Connecticut Healthy
How Communication Can Add to a Crisis
Mixed messages from multiple experts
Information released late
Paternalistic attitudes
Not countering rumors and myths in real-time
Public power struggles and confusion
Connecticut Department of Public Health - Keeping Connecticut Healthy
CERC: Core Concepts
When people are stressed or concerned, they:
• …want to know that you care before they care what you know
• …have difficulty hearing, understanding, and remembering information
• …When people are upset they often distrust that others care about them
Connecticut Department of Public Health
Accuracy of Information
__________
Speed of Release
Empathy+
Openness
CREDIBILITY
Successful Communication=+
TRUST
Connecticut Department of Public Health - Keeping Connecticut Healthy
Trust Factor in Trust Factor in High Concern SituationsHigh Concern Situations
Competence/Expertise 15-20%
Honesty/ Opennes
s 15-20%
Dedication/Commitmen
t15-20%
Listening/Caring/Empathy
50%
Connecticut Department of Public Health - Keeping Connecticut Healthy
Coping with Stress
• CCO Template (Dr. Vincent Covello)– Compassion– Conviction– Optimism
Example: “We wish the child who has become ill a speedy recovery. We will do all that we can to ensure the safety and health of our students and know that our school will make it through this flu season.”
Connecticut Department of Public Health - Keeping Connecticut Healthy
Maintain Credibility despite Uncertainty
• Say what you DO know– State the facts
• Let people know what you don’t know and what you are doing to learn about the unknown and/or when you think you will know
• Example: “I understand that you are concerned we can’t answer that question right now, BUT here’s what we are doing to find out . . .”
Connecticut Department of Public Health - Keeping Connecticut Healthy
Communicate Quickly
• Communicate the threat as quickly as possible– Let parents and staff learn from you about the
situation, not the media
• Be first, be right, be credible.
Example: “We are aware that one of our students has tested positive for H1N1. We are working with local and state health officials and will inform you as more information becomes available.”
Connecticut Department of Public Health - Keeping Connecticut Healthy
Key Considerations
• Learn more about Crisis and Emergency Risk Communication at www.ct.gov/dph/cerc
• Know your partners and coordinate your messages with them to avoid confusion that can undermine public trust
• Work with your local health officials
Connecticut Department of Public Health - Keeping Connecticut Healthy
Current Efforts – H1N1
• Education campaign for August – October
• Television and radio PSAs focusing on prevention
• PSAs will be ready should a vaccine become available
• Outreach to schools and businesses
• Drives public to CT Flu Watch and 211 for
information
Connecticut Department of Public Health - Keeping Connecticut Healthy
For more Information
Office of CommunicationsResources
www.ct.gov/ctfluwatchwww.ct.gov/dph/cerc
211
(860) 509-7270William GerrishCommunications Directorwilliam.gerrish@ct.gov
Diana LejardiHealth Program Associatediana.lejardi@ct.gov