One
person cannot handle all aspects of media relations in the event of a widespread
SARS outbreak. A JIC is the best way to coordinate and manage media relations
activities. Public information officers from a range of federal, state,
and local agencies will need to work side-by-side handling media inquires,
writing releases, and providing information on their agencies and other
duties as appropriate. If a JIC is not activated, the various participants
of a JIC and the ECS should establish a daily briefing among participants
for coordination and communication on media briefings and media materials.
The role
of the state and local health department should be made clear in all
contacts with the media and in other public communications (e.g., press
briefings, interviews, teleconferences). Cooperation and understanding
among all the involved agencies will greatly enhance the success of the
media operation. It will be important that federal health personnel (i.e.,
CDC), local and state health departments, and transportation agencies
work together closely. Together, these groups will create and manage
the flow of information to the media. It will also be important to work
closely with mayoral, governor, and congressional media and communication
staff. Key messages should be used consistently to convey the priorities
of state and local health departments and their actions. Public information
officers at state and local health departments can offer valuable insights
into important issues in the state and local community, as well as guidance
in dealing with local media. In addition, they can provide information
about media contacts, outlets, directories, and telephone and fax numbers
to facilitate distribution of information to the media. State and local
personnel may be able to locate facilities and infrastructure for briefings.
Media offices at local hospital should not be overlooked; they generally
have good relationships with the media, as does the local fire department
public information officer. In most communities, fire departments deal
on a daily basis with the local media and can be valuable resources.
Public health spokespersons should answer questions concerning SARS
and the actions being taken to control and respond to the outbreak. Personnel
dealing with the media should be trained on the type of questions they
should answer and those that should be directed elsewhere. They should
also be trained in strategies for emphasizing key message in all responses.
Adhering to key messages will allow communication to be consistent over
time. Key messages must be science-based, reflect current knowledge,
and based on good public health practice.
Communication personnel should identify and create new messages and
materials that address emerging questions and concerns of the media,
public, healthcare providers, policy makers, and others. As appropriate
and feasible, field team communication staff should tailor SARS education
and communication materials to community needs, with a special emphasis
on subgroups who are most directly affected by SARS and who may be subject
to stigmatization.
The ECS or Joint Information Center should implement daily routines
for informing, and responding to inquiries from the media, healthcare
providers, and the public:
- Establish
daily or twice-daily press briefings. Once routine briefings are
established, they will be invaluable in terms of relaying rapidly
changing messages. As necessary and possible, without compromising
the work commitments of subject matter experts, daily activities
can be extended,
- 'In-person'
press briefings are best for major public health announcements.
- Ideally,
the same experts will conduct the media briefings to ensure continuity
of messages. Experts should be reassuring about the ability of
the public health authorities to respond to a crisis but should not
minimize the severity of the situation in a way that could invalidate
public concern.
- Limit
media briefings to 30 to 45 minutes.
- The
state or local public information officer representing the public
health should moderate, begin, and end the briefing. The moderator
should: 1) set ground rules, 2) announce times of future briefings,
3) make administrative announcements, and 3) briefly introduce each
panel member
- Each
panel member should speak for 3 to 5 minutes on issues related
to his/her area of expertise. Questions should be held until all
panel members have spoken. Questions should be directed to the moderator,
who will either answer the question or refer it to the appropriate
panel member.
- All
spokespersons should leave at the end of the briefing and avoid
participating in individual media interviews.
- The
state or local public information officer (or lead communication
staff person) and the CDC field liaison should be notified immediately
of any potential issues (e.g., inaccurate information, reports of
rumors in the community, unanswered questions) that were identified
during the briefing and need to be addressed.
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