Smallpox Communications

1
Smallpox Communications

• Trina H. Lee
• Public Relations
• Virginia Dept. of Health

2
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

3
What to Expect

• Worried Well
• - may overwhelm resources
• - demand unnecessary treatment

4
What to Expect

• Lack of Information Fear
• Silence Distrust
• Information is the antidote for fear

5
Risk Communication

• Express empathy
• Dont over reassure
• Acknowledge uncertainty or fear
• Explain the process in place

6
Risk Communication

• Express wishes
• Acknowledge what we dont know
• Give people things to do
• Statement of commitment

7
Risk Communication

• Mental Noise Theory difficulty hearing,
  understanding and remembering
• Three Key Messages
• Keep Brief Repeat Often
• Three Positives One Negative

8
Risk Communication

• Be First
• Be Right
• Be Credible

9
Trina H. LeePublic RelationsVirginia Dept. of
Health804-786-4265tlee_at_vdh.state.va.uswww.vdh.s
tate.va.us