Transcript Slide 1

Smallpox Communications
Trina H. Lee
Public Relations
Virginia Dept. of Health
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
What to Expect
Worried Well
- may overwhelm resources
- demand unnecessary treatment
What to Expect
Lack of Information = Fear
Silence = Distrust
Information is the antidote for fear
Risk Communication
Express empathy
Don’t over reassure
Acknowledge uncertainty or fear
Explain the process in place
Risk Communication
Express wishes
Acknowledge what we don’t know
Give people things to do
Statement of commitment
Risk Communication
Mental Noise Theory – difficulty
hearing, understanding and
remembering
Three Key Messages
Keep Brief & Repeat Often
Three Positives = One Negative
Risk Communication
Be First
Be Right
Be Credible
Trina H. Lee
Public Relations
Virginia Dept. of Health
804-786-4265
[email protected]
www.vdh.state.va.us