Is there a swine flu epidemic? Or not?
The fact that more than 150 people are reported to have died in Mexico is tragic for those who are suffering with what has been labeled swine flu. The question on our minds is, how does it affect us? Should we panic?
This is definitely a classic example of crisis communication and management. Crisis communication requires very careful handling. The spokesperson should appear to be confident and in charge of the press conference. There should be an expert there to give background information or explanation of the specifics. No one should say “no comment” and no one should act like they don’t have a real clear understanding of the situation as is stands at this moment.
We advise our clients that if you are a person responsible for communicating on behalf of your company, there is one very important rule. Before you make a public statement — to the press, government officials, the public, or employees — be sure you are armed with the basic facts.
The Department of Homeland Security quickly called a press briefing saying we were facing a medical emergency. That part was good. In a crisis it’s important to address the press as soon as you have information.
The part that went poorly was the performance.
A reporter asked Homeland Security Secretary Janet Napolitano if there were health professionals to screen the arriving visitors. Secretary Napolitano replied, “It depends on which port you’re entering at, you know, because there are different sizes, different locales, and all the rest.”
Why was the Director of Homeland Security the spokesperson? All the advice she could give was, “Wash your hands, with soap. Bury your mouth into your elbow when you cough or sneeze. And stay away from crowds, especially on airplanes.” That only adds to the feeling of unease.
Better be careful, Madame Secretary. That sounds a lot like Hurricane Katrina talk. Someone running for office can get away with a comment like that. But not the Secretary of Homeland Security representing the United States government.
And the story continues to create headlines, even though no one can say exactly how serious a threat the disease represents.
Thanks to Irv Hamilton for the analysis of this crisis communication implementation.
I must say, politics and religion bring out the best and also the very worst in people. The very best because both can result in folk being incredibly kind, the worst because both can result in amazingly obstinate and irrational acts. I’m not having a pop at you, your post merely made me realize this, so thanks for that.