Communicating with the public about emerging health threats: lessons from the Pre-Event Message Development Project.
OBJECTIVE
We sought to better understand the challenges of communicating with the public about emerging health threats, particularly threats involving toxic chemicals, biological agents, and radioactive materials.


METHODS
At the request of the Centers for Disease Control and Prevention, we formed an interdisciplinary consortium of investigative teams from 4 schools of public health. Over 2 years, the investigative teams conducted 79 focus group interviews with 884 participants and individual cognitive response interviews with 129 respondents, for a total sample of 1013 individuals. The investigative teams systematically compared their results with other published research in public health, risk communication, and emergency preparedness.


RESULTS
We found limited public understanding of emerging biological, chemical, and radioactive materials threats and of the differences between them; demand for concrete, accurate, and consistent information about actions needed for protection of self and family; active information seeking from media, local authorities, and selected national sources; and areas in which current emergency messaging can be improved.


CONCLUSIONS
The public will respond to a threat situation by seeking protective information and taking self-protective action, underlining the critical role of effective communication in public health emergencies.
Wray
Ricardo J
RJ
Saint Louis University School of Public Health, St. Louis, MO, 63104, USA. wray@slu.edu
Becker
Steven M
SM
Henderson
Neil
N
Glik
Deborah
D
Jupka
Keri
K
Middleton
Sarah
S
Henderson
Carson
C
Drury
Allison
A
Mitchell
Elizabeth W
EW
D000328:Adult; D001294:Attitude to Health; D002487:Centers for Disease Control and Prevention, U.S.; D021821:Communicable Diseases, Emerging / Q000517:prevention & control; D003142:Communication; D004189:Disaster Planning / Q000458:organization & administration; D005260:Female; D017144:Focus Groups; D006266:Health Education / Q000458:organization & administration*; D006801:Humans; D033181:Information Dissemination / Q000379:methods; D008297:Male; D008402:Mass Media; D020380:Needs Assessment / Q000458:organization & administration*; D016730:Program Development; D015980:Public Health Practice; D036301:Qualitative Research; D018788:Radioactive Hazard Release / Q000517:prevention & control; D018570:Risk Assessment; D012581:Schools, Public Health; D012648:Self Care; D011795:Surveys and Questionnaires; D023481:Terrorism / Q000517:prevention & control; D014481:United States