Priority Activities
- Identify key messages about severe acute respiratory syndrome-associated coronavirus (SARS-CoV) disease for specific audiences and
the most effective methods to deliver these messages.
- Issue local public health announcements and updated information on the outbreak and response.
- Provide a location for state, local, and federal communication and emergency response personnel to meet and work side-by-side in developing key messages and handling media inquiries.
- Respond to frequently occurring media questions by preparing fact sheets, talking points (key messages), and question-and-answer
documents.
- Coordinate requests for spokespersons and subject matter experts.
Preparing for a Communications Response
In the absence of severe acute respiratory syndrome (SARS) activity worldwide, states and localities need to prepare and disseminate messages to encourage vigilance for the possible reappearance of SARS-CoV and to specify activities to prevent its spread. Communications personnel need to assess communication needs and capacity, develop criteria and procedures for requesting Centers for Disease Control and Prevention (CDC) communications assistance, and develop mechanisms for coordinating the activities of on-site CDC communications experts with local/state communication resources. If SARS-CoV transmission is confirmed, the community will look to state and local health
departments as an information resource. Public information officers and
communications specialists should be prepared for the surge of requests and inquiries generated by reports of SARS activity. The following suggestions should be considered for optimal preparedness.
Objective 1: Assess the readiness of the jurisdiction to meet communication needs during a SARS outbreak.
Activities
- Assess the information needs of healthcare providers. Most healthcare providers lack experience with SARS and will need information on how to diagnose, report, and manage possible cases. Communications specialists should have an understanding of healthcare provider knowledge about surveillance and reporting, diagnostics, transmission, exposure management, and issues such as concern for self-protection and possible use of quarantine and isolation.
- Assess the information needs of the general public. Public perceptions about SARS-CoV may reflect misunderstandings and
inaccuracies that can exacerbate fears and may impede containment efforts. Assessment of public knowledge and beliefs should guide the preparation of risk communication messages and strategies. Information strategies may include surveys, focus groups, and consultation with professional and civic groups.
- Consider logistical considerations that can influence the effectiveness of health communications. Consideration may include:
- Adequacy of printing/graphic design contracts and resources to meet emergency needs
- Availability of tools (cell phones, e-mail equipment, laptops) needed by communications staff at the time of deployment. A "Go-Kit" to enable staff to set up operations wherever necessary is optimal.
- Capacity of hotlines and web servers to accommodate increased usage
- Availability of emergency personnel to staff hotlines and communication centers for extended hours and days
- Adequacy of training in risk communication, media relations, and SARS-CoV epidemiology, clinical features, diagnostics, and surveillance.
Objective 2: In the absence of SARS-CoV transmission worldwide, make preparations for a rapid and appropriate communications response to a global recurrence or introduction into the United States.
Activities
- Prepare to manage media demands. The first jurisdiction(s) with possible or confirmed cases of SARS-CoV disease can expect a deluge of media attention. Local communications personnel will need to determine capacity and develop procedures for addressing demands. This may include requesting CDC communications assistance and coordinating the activities of on-site CDC and local/state communication resources.
- Increase the range and type of educational materials that will be available during an outbreak. As possible, coordinate efforts
with other agencies and organizations to avoid duplication.
- Develop a portfolio of communication, information, and education sources and materials on topics including clinical and laboratory diagnostics, infection control, isolation and quarantine, stigmatization management, travel control authority, legal issues, and
agencies' roles and responsibilities.
- Develop and present formal educational curricula and materials in
multiple formats for professional audiences.
- Coordinate with partner agencies to prepare and establish appropriate public, healthcare provider, policy maker, and media
responses to a case or outbreak of SARS-CoV disease, including an
understanding of how the public health system will respond, roles and
responsibilities of the different sectors involved, and reasonable
expectations regarding the scope and effect of public health actions.
- Establish protocols to communicate the data that will need to be reported daily after confirmation of SARS activity (e.g., morbidity and mortality figures, geographic location of cases, number of persons affected, and number of persons hospitalized).
- Establish a mechanism in advance for reviewing and clearing SARS-related messages and materials.
- Identify a spokesperson and subject matter experts who will be available during an outbreak. The spokesperson will require training in media relations and risk communication.
- Develop Web sites to help manage information requests. Materials may be developed in advance and stored on a server. Health departments may choose to use or adapt materials posted on
CDC's SARS Web site.
- Consider establishing a toll-free public information hotline. Although a CDC information hotline will be available during an outbreak, state and local health departments may also wish to provide this service for local residents. Hotline staff should be trained in advance and will need access to an evolving database of frequently asked questions.
- In coordination with other emergency response personnel, identify an algorithm or specific events that will activate emergency operations
activities.
- Consider use of available federal assistance. If requested, CDC
communication experts can be dispatched immediately to a community that has a confirmed case of SARS-CoV disease. These persons can help coordinate communication and media relations' activities in the field and assist in the coordination of communication with public and private healthcare providers and other agencies responsible for the outbreak response.
- Be aware of local resources. The local chapters of the American Lung Association and other organizations are helpful in disseminating educational messages to the community.
Objective 3: Increase knowledge about and awareness of SARS-CoV disease, and enhance understanding of preparations for
the reappearance of SARS-CoV and the appropriate response to a global recurrence or introduction into the United States.
Activities
- Initiate the preparation and some dissemination of messages and materials to increase the knowledge of the public, healthcare
professionals, policymakers, media, and others about SARS, travelers'
advisories and alerts, infection control measures, patient management
strategies, community containment measures including quarantine, and
laboratory diagnostics. Public understanding of measures such as isolation and quarantine will facilitate acceptance of these approaches if needed.
- Use a variety of approaches (e.g., increasing information available through Web sites and the media, collaboration with professional and civic organizations) to increase the level of knowledge about SARS-CoV disease. Target information to healthcare providers, public health officials, policy makers, media, and other local partners.
- Be prepared to immediately address questions related to the initial case(s) and to provide guidance to the public regarding disease susceptibility, diagnosis, and management. Case counts will need to
be continually placed in context.
- Be prepared to address more complex questions. As is the case with most newly emerging microbial agents, most healthcare providers have never seen a case of SARS and will be relying on state/local health departments to provide needed information rapidly.
- Ensure the availability of communications products in multiple languages, based on the demographics of the jurisdiction. Health departments may choose to use or adapt translated materials on CDC's Web site.
Communications Activities in the Presence of SARS
Objective 1: Coordinate local/state and national communications efforts related to SARS.
Activities
- Make every effort to work in close consultation with CDC communications colleagues to ensure a consistent and accurate communications response.
- In the event of a widespread SARS outbreak in the United States, it may be necessary to establish a Joint Information Center (JIC) in field locations where outbreak(s) are occurring. Most state and local jurisdictions currently have plans in place to facilitate such an installation if necessary. The JIC will become operational at the beginning of a Health and Human Services (HHS)-wide federal response to the outbreak and will consist of representatives from all local, state, and federal agencies involved in the outbreak response. States and localities will coordinate all communication activities through the JIC or through an emergency communications center if the JIC has not been activated. The CDC Director's Emergency Operations Center (DEOC) will coordinate CDC's interface with the JIC. Additional information on the JIC is provided in Appendix G1 of the original guideline document.
- Interact, as appropriate, with CDC's Emergency Communication System (ECS). Once SARS activity is confirmed, CDC will activate the ECS to serve as a resource to state and local communications personnel and coordinate the federal public health communication response. ECS will direct all CDC SARS-related communication activities, including communication strategy development, key message development, CDC Web site management, materials development and dissemination, national media relations, media monitoring, and all other national communication components. Some ECS staff will be designated to focus on national level issues, whereas others will coordinate field personnel. The ECS will fully support JIC activities.
- Interact, as appropriate, with federal communication liaisons. To better understand and to encourage a reciprocal relationship between state and local communication officials, it is important to understand the roles of the federal communication liaisons in relation to the communications portion of the SARS response plan. Additional information can be found in Appendix G2 of the original guideline document.
- Harmonize messages used at the national and local levels (see "Key Messages" in the original guideline document).
Objective 2: Keep communications staff informed and ready with accurate, up-to-date information that is relevant to the situation in the jurisdiction.
Activities
- Establish a procedure for release of daily case counts at a specified time and location (e.g., Web site).
- Develop a "library" of SARS-related material for reference. Local and state health departments should develop a listing of SARS resources and references that can be readily available to communications and public information officers. Although information on SARS is available from multiple sources, CDC's Web site offers the most up-to-date official information. Local and state health departments should visit the CDC Web site at http://www.cdc.gov/ncidod/sars/ for updated guidance, protocols, press releases, travel advisories, and educational materials in other languages.
- Equip all communications staff with a resource booklet identifying
Web sites relating to SARS. Have the information technology department bookmark these links on staff members' workstations.
- Maintain a library of relevant articles and publications in hard copy for use during field operations.
- Know the community. Ensure that communication materials address the
language needs and cultural aspects of the affected community.
- Know your hotlines. Hotlines can provide ongoing guidance on new messages and materials that need to be developed to respond to public inquiries and concerns.
- Coordinate and maintain communication with local partners, such as:
- Public affairs directors and information officers from local and state health departments
- City and state government public affairs offices
- Local congressional delegation and offices
- Local police and fire departments and emergency management officials
- Regional Health and Human Services health officers and regional Office of Emergency Preparedness
- Local hospital public relations/affairs departments
- State and local Emergency Operations Center coordinators
- Federal Emergency Operations Centers
Objective 3: Communicate key messages, and provide up-to-date information on global and domestic SARS activity.
Activities
- Participate in and make available federal agency telebriefings and satellite broadcasts on SARS.
- Use Web sites as a central component in managing information requests from the public. Strategically designed Web sites can be used to organize and quickly provide information, updates, fact sheets, responses to frequently asked questions, healthcare provider resources, and media materials to a range of audiences.
- Provide information for travelers. SARS activity anywhere in the world will prompt immediate attention to travelers' movements to and from affected areas and will likely result in travelers' alert messages and surveillance at relevant ports of entry.
