1. Communicating During Novel H1N1 Outbreak
William Gerrish
Office of Communications

2. Early Communications
April 26 – Governor press release announces DPH is monitoring swine flu outbreak
April 27th
Swine flu page on providing infromation about the virus and resources for the public
Governor announces request for SNS assets

3. 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

4. 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

5. 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

6. 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

7. 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

8. Accuracy of Information
__________
Speed of Release
CREDIBILITY
Successful Communication = +
Empathy +
Openness
TRUST
Credibility is hard to control
Trust is under personal control

9. Trust Factor in High Concern Situations
Listening/Caring/
Empathy
50%
Competence/E xpertise %
Dedication/
Commitment
15-20%
Honesty/ Openness 15-20%

10. 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.”

11. 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 . . .”

12. 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.”

13. Key Considerations
Learn more about Crisis and Emergency Risk Communication at
Know your partners and coordinate your messages with them to avoid confusion that can undermine public trust
Work with your local health officials

14. 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

15. Office of Communications
For more Information
Office of Communications
Resources
211
(860)
William Gerrish
Communications Director
Diana Lejardi
Health Program Associate