Transcript Communication Issues in a Pandemic

H1N1
The Importance of
Communication
________________________________________________
August 25, 2009
________________________________________________
EDEN Webinar
Dave Filson –
Chair, EDEN
Penn State Cooperative Extension
Develop a Communication Plan
– Prior to an Incident
– Proactive rather than reactive
– Decrease uncertainty
– Reduce confusion
– Identify potential risks before they
become crisis
Effective Communication Enables
Our Audiences to Make
Informed Decisions
– Helps people cope, measure the risk,
and lead a normal life in uncertainty.
– Provides the public with information
to make the best possible decisions,
within nearly impossible time
constraints, and to accept the
imperfect nature of choice.
Public Uncertainty
– How are we going to handle this ?
– How might I be affected ?
– How should I prepare ?
– What should we do ?
– Who can we trust ?
For Extension Educators
and Agency Representatives
– What should we say ?
– Who should say it ?
– How should we say it ?
– What should we focus on ?
Potential Audiences for
H1N1 Messaging
Internal
– The Extension organization
 Policy of the institution
External
– Individuals, families
– Businesses
– Agencies / organizations
Common Messages for H1N1
Personal safety
– personal hygiene
Family safety
– stay home if sick
Businesses
– continuity of operations with potential large numbers of
absences
Agencies and organizations
– coordinated common messages
– current status
– recommendations
– further updates
For Extension
– Work with partners to plan for,
develop, and deliver an accurate and
timely message to the public.
– Act as liaison or facilitator during
planning and possibly during
response
– Discourage “independent”
messaging, internally and externally
In All Communication Situations
– Help the public understand their risk
– Provide background and overview of
the situation
– Offer agreed upon recommendations
– Credit the sources
– Allow for feedback if possible
– Requires ongoing assessment of the
incident
The Media –
Your Friend to Getting
the Right Message Out There
They will ask:
– What is happening,
– Who is affected and how are they affected,
– How widespread is this incident,
– How are victims being helped,
– Who is in charge,
– What can the public expect,
– What should the public do,
– Where can people get more information.
Summary
–
–
–
–
Plan
Be Proactive
Identify credible sources for information
Identify who has communication and
spokesperson responsibilities
– Develop agreed upon recommendations
– Work with the media
– Test the plan