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In the absence of 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 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, email 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 j urisdiction(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;
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
websites 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 website.
- 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
of a variety of approaches (e.g., increasing information available
through websites 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 website.
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