Prevention Communication

Talk of swine flu is sweeping much of the world these days. Let us hope that, in the end, it turns out to be the talk that ends up having more of an impact than the flu itself. But talk is important, particularly if it informs, helps to solidify relations among various publics, contributes to positive actions on the part of its participants, and does not lead to irrational or destructive behavior. Within this context, this swine flu situation is a good example of what I would term prevention communication rather than the more traditional crisis communication. Crisis communication pertains more to when the crisis is present while prevention communication revolves around the preparation for a possible crisis. Given that context, how is our federal government doing thus far? Is it helping or hurting?

Whether it is prevention or crisis communication, the key element they both share is information. It is this ingredient during times of impending uncertainty that often spells the difference between calmness and panic, insecurity and confidence. At the same time, information must be coupled with credibility and guidance or negative consequences can ensue. I believe this is what we are seeing in parts of our country and world right now. Federal authorities, overall, are doing a good job of providing us with valuable information in terms of symptoms to look for and what do if we or family members begin not feeling well. Another positive is that our current leaders have given us no reason not to believe what they are saying unlike the previous administration. But it is in the area of guidance where we are witnessing possible breakdowns.

There have been a number of reports of panic and misguided interpretation of information in various parts of the country, particularly in Texas. Emergency rooms are being swamped with parents and their children. Schools are being shut down. Perhaps this is understandable given Texas' very close proximity to Mexico, the start of the swine flu breakouts. Nevertheless, authorities need to view these occurrences as reasons why information before the fact is essential so that people are better able to handle themselves should the "real thing" occur. Remember all those fire drills so many of us used to participate in when we were in elementary school? I sure do and I am way beyond those years now. Given this swine flu situation, perhaps it is time for authorities to use this as a good reason to begin developing similar strategies that instill within us the tools and information we need to minimize behavior that only adds to a potentially negative situation.