CONTENTS; STEP 1: Assess media needs, media constraints, and internal media-relations capabilities; STEP 2: Develop goals, plans and strategies; STEP 3: Train communicators; STEP 4: Prepare messages; STEP 5: Identify media outlets and media activities; STEP 6: Deliver messages; STEP 7: Evaluate messages and performance; ANNEXES
Summary
Effective communication through the media is an essential responsibility of public health officials, particularly during emergencies. Urgent, high-concern situations present a unique communication challenge. Recent outbreaks of severe acute respiratory syndrome (SARS) and avian influenza, releases of anthrax and sarin, and the tsunami disaster in South-east Asia underline the importance of communication during public health emergencies. Poor communication can erode public support, fan emotions, undermine confidence, and amplify social and economic costs. Effective communication can rally suppo
