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Effective Risk Communication Strategies for Smallpox Public Health Emergencies

In the event of a smallpox public health emergency, clear communication is vital to minimize public anxiety and reduce risks. The media plays a crucial role in managing public inquiries and concerns, particularly from the "worried well," who may overburden health resources. Transparency is key; silence can breed distrust. It's essential to express empathy, acknowledge uncertainties, and share actionable information. Our commitment involves keeping messages brief, consistent, and credible to mitigate fear and confusion during such crises.

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Effective Risk Communication Strategies for Smallpox Public Health Emergencies

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  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 • Don’t over reassure • Acknowledge uncertainty or fear • Explain the process in place

  6. Risk Communication • Express wishes • Acknowledge what we don’t 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@vdh.state.va.uswww.vdh.state.va.us

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