Rhode Island Needs Info to Fight Bird Flu

Providence Journal
1/13/2006
By Patrick J. Kennedy and Tim Tinker

Today, federal Health and Human Services Secretary Michael Leavitt will be visiting Rhode Island to discuss preparedness for the possibility of an outbreak of pandemic influenza -- a flu virus that is widespread, potentially deadly, and easily transferred from human to human.

Over the last year, the focus surrounding pandemic influenza has been on questions such as the status of vaccines, the importance of masks, and the effectiveness of Tamiflu. All of these issues are covered in the federal preparedness plan that Secretary Leavitt is in town to discuss, and although these are important issues, time-tested examples show us that it is what the public does with this information that will truly affect the overall outcome of a pandemic.

Inaccurate information creates or escalates distrust among the public, and can be critically damaging. Recent examples of poor communication -- such as officials' delayed response to stress the urgency of evacuation prior to Hurricane Katrina, and the misinformation released about the men trapped in the West Virginia coal mine -- show the devastating effects that can result from ineffective and inaccurate communication.

In the event of pandemic flu, similar missteps could take a bad situation and create a catastrophe. One of the key conclusions of a bioterrorism exercise called Dark Winter was that it is not possible to forcibly vaccinate the public or impose travel restrictions on large groups of the population. To cooperate, of course, the public needs to know the plan, and trust that it is pertinent and fair.
Not surprisingly, then, Pillar 1 in the National Strategy for Pandemic Influence says: "A critical element of pandemic planning is ensuring that people and entities not accustomed to responding to health crises understand the actions and priorities required to prepare for and respond to a pandemic. . . ." Unfortunately, the federal plan does not elaborate much on how to undertake this planning. So what does this "critical element" look like for Rhode Island?

Responsible planning for pandemic flu must include developing a carefully considered communications strategy that lets Rhode Islanders know how to protect themselves, their families, and their community. Principles of risk communications suggest that the government should anticipate questions and be prepared to answer them honestly. It is also important during an emotionally heightened situation that information be concise, with no more than three key messages. By providing information in three small bites, it is easier for the public to take in the information or instructions, and put them into practice, implementing steps that could save lives.

Some of the questions that Rhode Island is currently preparing to respond to include: "What are the key things Rhode Islanders need to know if they or a family member is suspected of contracting pandemic flu?" "What are the appropriate precautions to take if you fear that you've been exposed?" "How is the virus transmitted?"
Without clear, trustworthy answers to these and other questions, even our best public-health plans cannot be implemented as we hope.

We have great confidence in the Department of Health and other public-health officials and their ability to put together a plan to keep Rhode Island as safe as possible, should a pandemic flu emerge. We also have trust in the public's ability to be full partners in preparedness and response, which requires this planning effort to focus on how to most effectively communicate critical information to the public.
The past year's tragic events must be taken as a wake-up call about how we approach communicating as a government, and effectively informing and engaging the public during crises.

Although we are making every effort to avoid a pandemic, and we all hope one never occurs, it is important to be prepared. Only by working together and communicating effectively can we be prepared today to respond tomorrow.

Patrick J. Kennedy represents Rhode Island's First District in the U.S. House. Tim Tinker is vice president at Widmeyer Communications and co-founder of the Consortium for Risk and Crisis Communication.