1 Cornell University and the H1N1 Influenza Pandemic

2 ABSTRACT August 27 - Beginning of fall semester September 11 - Student death September 15 - Approximately 600 cases Case Study: –Response to H1N1 Pandemic –Present and discuss: Communication Preparation Resources –Adaptation of existing crisis management plan

3 H1N1 “SWINE FLU” VIRUS First identified in U.S. in April 2009 “Global Pandemic” - June 11, 2009 by WHO Vaccines not readily available Similar to seasonal influenza, but targets youth Obama’s declaration in October: “National Emergency”

4 CORNELL UNIVERSITY Ivy League Ithaca, New York 4,000 courses 20,000 students (120 countries) 15,000 faculty & staff Strong financial standing

5 RELEVANT THEORIES Issues Management –Risk Management Two-Way Symmetrical Communication Systems Theory –Unification of organization Transparency Uses and Gratifications Theory Diffusion Theory

6 THE ISSUE Cornell University adapted its pre-existing influenza crisis plan (for avian flu) to adjust it for the H1N1 emergency on campus and implement a crisis management campaign for the fall 2009 semester. The university faced a crisis situation that could have impacted all members of the university community, both on and off-site, and had potential for devastating results if not handled properly. Taking the situation seriously, Cornell acted without delay to create and implement a number of communications efforts to handle the pandemic outbreak of H1N1 on campus.

7 CORNELL’S RESPONSE Spring Precautionary Statement Spring - Fall - adjusting of crisis plan “…the priorities, structures, and relationships that were established during the previous planning process positioned the university to respond to the emerging pandemic quickly and effectively…” - Fall 2009 –Pandemic Flu Working Group –Flu Incident Lead Team

8 CORNELL’S RESPONSE 24-hour Hotline Dedicated Web site; Web re- directs Social Media Posters / Flyers Rallying the Students Flu Shots: Oct 19 --> from

9 CORNELL’S REPONSE Pandemic Flu Working Group –Helped guide university departments to create strategies. The Flu Incident Lead Team (FILT) –Met twice a week to discuss practical issues the university faced. The Ad-Hoc Incident Group for H1N1 –During the most turbulent time, this group met daily to direct any necessary messages to top university officials.

10 OTHER RESPONSES Media coverage of issue nationwide Desensitization –Excess of Coverage –Transformation with Severity The Greeks placed a two-week moratorium on parties after Schor died The Campus-Community Coalition held a public forum to discuss the influenza issue

11 PAGE PRINCIPLES Tell the truth - Cornell focused on transparency at all levels Prove it with action - Cornell followed their pandemic plan closely Manage for tomorrow - The pandemic plan recognized a key issue Conduct public relations as if the whole company depends on it - Realizing students were the priority emphasized appropriate response

12 ADVANTAGES / DISADVANTAGES + Pre-existing crisis plan + Credibility, financial backing + Partnering organizations + Transparency -Testing and treatment follow through are voluntary -Not using popular mediums for important public -Little encouragement for feedback -Previous perceptions

13 OPPORTUNITIES / THREATS Increased number of mediums Social media Becoming a leader and resource for campus issues management preparation Adherence to national test/vaccination regulations Proper and thorough self treatment? Misinformation and inaccurate perceptions

14 CHALLENGES Response intensity and repetition –Excessive? Balancing: –Incitement of Fear vs. Promoting complacency –Privacy / Treatment / Education –Gravity of situation while keeping it in proportion

15 THANK YOU