William Gerrish

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 www.ct.gov/ctfluwatch 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

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Accuracy of Information __________ Speed of
Release
CREDIBILITY

Empathy Openness
TRUST
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Trust Factor in High Concern Situations
Listening/Caring/ Empathy 50
Competence/Expertise 15-20
Dedication/ Commitment 15-20
Honesty/ Openness 15-20
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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.

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Maintain Credibility despite Uncertainty

• Say what you DO know
• State the facts
• Let people know what you dont 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
  cant answer that question right now, BUT heres
  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.

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Key Considerations

• Learn more about Crisis and Emergency Risk
  Communication at www.ct.gov/dph/cerc
• Know your partners and coordinate your messages
  with them to avoid confusion that can undermine
  public trust
• Work with your local health officials

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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

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For more Information

• Office of Communications
• Resources
• www.ct.gov/ctfluwatch
• www.ct.gov/dph/cerc
• 211
• [phone]
• William Gerrish
• Communications Director
• william.gerrish_at_ct.gov
• Diana Lejardi
• Health Program Associate
• diana.lejardi_at_ct.gov