Smallpox CommunicationsSmallpox Communications

Trina H. LeeTrina H. Lee

Public RelationsPublic Relations

Virginia Dept. of HealthVirginia Dept. of Health

What to Expect

The public will need information to The public will need information to

help minimize their riskhelp minimize their risk

A public health emergency will A public health emergency will

trigger high level of public and trigger high level of public and

media interestmedia interest

Media involvement is an important Media involvement is an important

part of emergency responsepart of emergency response

What to Expect

Worried WellWorried Well

- may overwhelm resources- may overwhelm resources

- demand unnecessary treatment- demand unnecessary treatment

What to Expect

Lack of Information = FearLack of Information = Fear

Silence = DistrustSilence = Distrust

Information is the antidote for fearInformation is the antidote for fear

Risk Communication

Express empathyExpress empathy

Don’t over reassureDon’t over reassure

Acknowledge uncertainty or fearAcknowledge uncertainty or fear

Explain the process in placeExplain the process in place

Risk CommunicationRisk Communication

Express wishesExpress wishes

Acknowledge what we don’t knowAcknowledge what we don’t know

Give people things to doGive people things to do

Statement of commitmentStatement of commitment

Risk CommunicationRisk Communication

Mental Noise Theory – difficulty Mental Noise Theory – difficulty

hearing, understanding and hearing, understanding and

rememberingremembering

Three Key MessagesThree Key Messages

Keep Brief & Repeat OftenKeep Brief & Repeat Often

Three Positives = One NegativeThree Positives = One Negative

Risk CommunicationRisk Communication

Be FirstBe First

Be RightBe Right

Be CredibleBe Credible

Trina H. LeeTrina H. LeePublic RelationsPublic Relations

Virginia Dept. of HealthVirginia Dept. of Health804-786-4265804-786-4265

tlee@vdh.state.va.ustlee@vdh.state.va.uswww.vdh.state.va.uswww.vdh.state.va.us