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

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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