Pandemic Influenza Plan - Questar III

Section 9: Communications
I. Overview
Effective communication of key messages to all audiences will be critical to successful
implementation of a public health response to pandemic flu. Confirmation of a pandemic
flu strain will require comprehensive public information strategies to address the
communication needs of various target audiences. This section will detail audiences,
messages, strategies and communications channels that will be utilized to provide
effective public information and risk communication in the event of an influenza
pandemic. This section will also include information for responding to highly pathogenic
avian influenza (HPAI) strains in New York with potential to spread to humans, even if
they have not developed pandemic potential. Importantly, this section begins by
delineating preparedness messages that will set the stage for an effective pandemic
response.
Speed of communication is critical: The first message disseminated sets the stage for all
future communications and speed of response is perceived as a reflection of the agency’s
preparedness. Factual content of the message is also crucial: The public will want
information and a recommendation for action steps to reduce their risk. Public concerns
should be treated as legitimate and recognized for their ability to influence effectiveness
of a pandemic response. Arguably, effective public communication can help hasten
containment of an outbreak and mitigate social and economic consequences. At a
minimum, ineffective or delayed public communication will inevitably make the situation
worse.
II.
Objectives
During the Interpandemic and Pandemic Alert Periods:
New York State Department of Health:
• Develop and/or obtain informational materials to normalize such activities as
hand hygiene and respiratory hygiene, staying home if you are sick, stocking up
on necessary supplies.
• Develop and test pre-pandemic communication products to expedite delivery of
public information should a pandemic strain emerge.
• Provide informational materials for use during “town meetings” to educate the
public about pandemic influential and their crucial role.
State and Local Health Departments:
• Alert the public to their own critical role in pandemic preparedness and response;
reinforce the message that in a severe pandemic, actions of individuals, businesses
February 7, 2006 9-2