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Biosecurity BriefingStudy Reinforces Critical Role of Effective Communication with Public in Health Emergencies, FCC Approves Text Messaging Alert System for Disasters By Brooke Courtney, April 11, 2008 The results of a new study published ahead of print in the American Journal of Public Health highlight the importance of communicating effectively with the public about emerging health threats, especially those involving toxic chemicals, biological agents, and radioactive materials. Based on the findings, the authors conclude that “the public will respond to a threat situation by seeking protective information and taking self-protective action” and offer several recommendations for agencies and professionals communicating about health threats. The study was supported by the U.S. Centers for Disease Control and Prevention (CDC) through an agreement with the Association of Schools of Public Health.1 Over a two-year period, the study teams “examined communication needs related to 4 agents—radioactive materials, plague (infectious agent), botulinum toxin (noninfectious agent), and VX (nerve agent)—in 3 threat categories—radioactive agents, biological agents, and chemical agents” through focus groups and interviews. The goals of the study were t (1) in year 1, investigate the general public’s current knowledge, concerns, and potential responses to threats and pretest existing agent-specific informational materials developed by the CDC; (2) in year 2, develop and pretest new message materials based on the first year’s findings; and (3) in year 3, assess study findings in comparison with relevant published research. Over the course of the study, the research team conducted “79 focus group interviews with 884 participants and individual cognitive response interviews with 129 respondents, for a total sample of 1013 individuals.”1 According to the article, the study found that members of the general public have a “limited understanding of biological, chemical, and radioactive materials hazards,” with participants often having difficulty understanding the differences among categories of agents (e.g., between infectious and noninfectious agents).1 In addition, the results showed that, when faced with an emergency, the public needs detailed information about the nature of the threat, the official response to the situation, and how to protect themselves and their families, including information about how to avoid exposure and treat effects. The study also found that the public will seek emergency information about an event from broadcast media (especially television) first, and that the internet was “less preferred during a crisis and more likely to be used later.” Finally, the findings show that, consistent with past research, the public “questions the capacity and readiness of the local, state, and federal governments to handle terrorist disasters.”1 While recognizing that “[e]ffective emergency messages are not a panacea for the challenges posed by emerging public health threats,” the authors conclude that “by rapidly providing people with the information they need, they can reduce morbidity and mortality and help maintain public confidence.” The authors also offer several recommendations for agencies and professionals that seek to inform the public about biological, chemical, and radiation threats. For example, messages should emphasize simple and practical steps and basic information about the threat, rapidly provide people with clear instructions on self-protection measures, foster self-efficacy, and be disseminated quickly, and spokespersons delivering the messages should have credibility with regard to health issues.1 Additional communication materials are available at http://www.bt.cdc.gov/firsthours/intro.asp. In other communication news, the Federal Communications Commission (FCC) adopted rules on April 9, 2008, “that will support the ability of the nation’s wireless carriers to transmit timely and accurate alerts, warnings and critical information to the cell phones and other mobile devices of consumers during disasters or other emergencies.”2 The FCC will appoint a federal agency to develop messages and relay them to participating cell phone companies.3 After being fully implemented, “the Commercial Mobile Alert System (CMAS) will help ensure that Americans who subscribe to participating wireless services receive emergency alerts when there is a disaster or emergency that may impact their lives or well-being.”2 The types of alerts that consumers can expect to receive include those for disasters, such as terrorist events, that would trigger a national alert from the president; imminent or ongoing threats, such as hurricanes; and child abductions and AMBER alerts.2,3 Several cell phone companies, including AT&T, T-Mobile, and Verizon, have stated that they would likely opt into the program, and participating wireless carriers must comply with the rules within ten months of the date announcing the designation of a federal agency.2,3 Under the plan, subscribers will have the option to opt out of receiving alerts, and carriers will be required to provide special signals for individuals with disabilities.2,3 References
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