title: Lessons from the pandemic: the need for new tools for risk and outbreak communication.
abstract: The influenza pandemic of 2009 revealed shortcomings in the existing guidelines for risk and outbreak communication. Concepts such as building trust proved hard to achieve in practice, whereas other issues such as communicating through the internet and coping with the political fallout of disease outbreaks are not dealt with in existing guidelines. This article surveys the current guidelines and makes recommendations for additional tools and guidelines to be developed in four areas: integrating long-term behavior change models with outbreak communications; research to develop a better understanding of communicating through the internet; research to understand how to use communications to build trust; and developing guidelines and principles to understand the political nature of disease outbreaks.
authors.affiliation: Public Health Communication Programme, Journalism and Media Studies Centre, The University of Hong Kong, Pokfulam, Hong Kong; thomas@hku.hk.
authors.forename: Thomas
authors.initials: T
authors.lastname: Abraham
keywords: health communication; outbreak communication; pandemic; pandemic risk communication