Pandemic InfluenzaPandemic InfluenzaMessage Development:Message Development:Lessons from TestingLessons from Testing

Dick Tardif, Ph.D.Dick Tardif, Ph.D.

Oak Ridge Institute for Science and EducationOak Ridge Institute for Science and Education

July 2007July 2007

22

IssuesIssues

Positive PerceptionsPositive Perceptions

Negative PerceptionsNegative Perceptions

ToolsTools

33

+ Perceived Positively ++ Perceived Positively +

SpecificitySpecificity

Personal actionsPersonal actions

Sources of information Sources of information

44

+ Specificity ++ Specificity +NumbersNumbers– How many scientists are on site?How many scientists are on site?

ExamplesExamples– Food, water, medicinesFood, water, medicines

Signs and symptomsSigns and symptoms– What will distinguish this from other What will distinguish this from other

respiratory diseases?respiratory diseases?

55

+ Personal Actions ++ Personal Actions +

Stay InformedStay Informed– Follow the instructions of your local and Follow the instructions of your local and

state health departmentsstate health departments

Preparatory actionsPreparatory actions– Sources of informationSources of information

Protective actionsProtective actions

OtherOther– Who do you know who needs help?Who do you know who needs help?

66

+ Sources of Information ++ Sources of Information +

Important to reach everyoneImportant to reach everyone– InternetInternet– TelephoneTelephone– TTYTTY– PodcastsPodcasts

77

- Perceived Negatively -- Perceived Negatively -

Broad descriptionsBroad descriptions

PolicyPolicy

Not answering the questionNot answering the question

88

- Broad Descriptions -- Broad Descriptions -““Virus of concern”Virus of concern”

““Good health habits”Good health habits”

““Simple steps”Simple steps”

““Coordinated international effort”Coordinated international effort”

““We have a plan”We have a plan”

99

- Policy Statements -- Policy Statements -

What support can states and cities expect What support can states and cities expect from the federal governmentfrom the federal government

Does the US have an international Does the US have an international leadership role?leadership role?

Too general for intended audiencesToo general for intended audiences

Little interest shown by publicLittle interest shown by public

1010

- Not Answering the Question - Not Answering the Question --

How many will get sick? Die?How many will get sick? Die?– We are working quickly to identify the We are working quickly to identify the

cause of the illness.cause of the illness.– In the meantime we are taking important In the meantime we are taking important

precautions to protect the public.precautions to protect the public.– Once we identify the illness we can say Once we identify the illness we can say

more.more.

1111

Some ToolsSome Tools

IDK TemplateIDK Template

Worst Case TemplateWorst Case Template

Indicating unknownsIndicating unknowns

1212

I Don’t Know (IDK) TemplateI Don’t Know (IDK) Template

Acknowledge/repeat the questionAcknowledge/repeat the question

Say don’t know/can’t answerSay don’t know/can’t answer

Give reason(s) why can’t answerGive reason(s) why can’t answer

Follow-up action with deadlineFollow-up action with deadline

Bridge to what you can sayBridge to what you can say

1313

Worst Case TemplateWorst Case Template

Bridge from “what if” to “what is”Bridge from “what if” to “what is”

1414

UnknownsUnknowns

[numbers][numbers]

[location][location]

[name][name]