Running Head: COMMUNICATING A PUBLIC HEALTH CRISIS
Erika Lindwall
Communicating a Public Health Crisis: Contaminated Water Source
MPH525 Health Policy and Management
Dr. Hollie Pavlica, Ph.D.
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I. Introduction
Through the work of public health organizations partnering with the government on local,
state, and federal levels, there have been major improvements in the health of society. Things
like plumbing and waste management, vaccines, and safety improvements have added 25 years
to the average life span in the last century (CDC, 2013). Though society’s health has improved,
this does not mean that it is insusceptible to crisis. There are still outbreaks of infectious
diseases, contamination of resources, and other crises that threaten the lives of the public.
Managing these crises as they manifest is an important duty of public health workers.
One imperative aspect of managing a public health crisis is communicating information
and instructions about the crisis to the public. This functions to prevent further damage and
contain the crisis. However, information must be distributed in a manner that can be understood
by everyone, does not solicit panic, and reaches all demographics in the community (Connecticut
Department of Health, n.d.).
In the following discussion will be addressed how public health information and
instructions would be communicated to and carried out in a community in the event of Hepatitis
A contamination of a community water source. Next, the Communication for Persuasion Theory,
Mass Communication Theory, and the Cultivation Theory of Mass Media and how they are
relevant to the given case will be analyzed. Finally, recommendations on how to improve the
information distributing process will be given.
II. Distribution of Information and Instructions
Before delving into the topic of how information is distributed during a crisis, a
theoretical crisis must be established. For the purpose of this discussion, the crisis is
contamination of a community’s water source with Hepatitis A virus. The spread of this disease
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occurs mainly through the fecal-oral route from contaminated water or from person-to-person
through contact (WHO, 2015). Symptoms of a Hepatitis A infection range from no symptoms to
severe inflammation of the liver resulting in nausea, fever, body weakness and jaundice.
Typically symptoms resolve in a few days, and infected persons recover fully with no lasting
effects.
Due to the infectious nature of this virus, it is crucial that the public receive information
about how to protect themselves and others from the contaminated water supply. However,
distributing this information must be done in a strategic manner to ensure that it is easily
understandable, invokes a reaction of calm action, and reaches all demographics in the
community.
The first people to be notified in the event of this emergency is local, state, and federal
law enforcement, the Drinking Water Division of the Department of Public Health, local mayor
and health officials, and water testing labs (Connecticut Department of Public Health, n.d.). All
of these offices assist in maintaining order, addressing the problem through various safety and
containment activities, and assisting in communicating with the public.
Next to contact are high-risk populations like nursing homes, hospitals, schools, and
clinics (Connecticut Department of Public Health, n.d.). The notification message includes a
concise fact sheet of the issue, including precautions to be taken and also reassurances to ensure
all remain calm. Effective communication in this aspect is essential to keep everyone properly
informed and composed. To make sure no one panics about the situation, a designated
spokesperson, with credibility and authority, delivers the notification message to the media and
high-risk populations in person being mindful of body language and tone of voice. An example
of a message to be given to the public in the event of a crisis can be seen in Figure 1 (page 4).
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FIGURE 1 **
**Information from Figure 1 is from Connecticut Department of Public Health (n.d.).
Note that the message is honest about the situation. It is important that the public is fully
aware of the situation and that public health officials do not make untrue claims about the
severity of the water contamination (Figure 1). The message also expresses empathy and
explains what actions must be taken if infection has taken place. Other information that this
message might include is a health advisory. A health advisory gives directions on how to safely
use the contaminated water such as boiling it for drinking and cooking, or instructions to use
alternative water sources.
There are multiple venues that will be used to deliver the message to the public. The first
venue is the various sources of media including local newspapers, online news bulletins, local
television stations, and radio stations. By using all media sources, public health departments
ensure that the message reaches all people quickly. Another venue for getting the message out
would be to distribute written notices door-to-door. Though this second method is time
consuming and requires a lot of manpower, it is an effective way to reach all people in the
affected community.
There are many sources that public health professionals can use to get their message out
in a crisis. For example, emergency email and call centers can reach anyone with a cell phone or
internet access (CDC, 2012). They can also utilize social media, personal mailings, flyers, and
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newsletters to get the message out. The more sources used, the better the chances of reach every
individual affected by the crisis.
Once the message has been distributed, the next step is to make sure that individuals in
the community are complying with the instructions. If a message is distributed but no one
implements the advisories, the crisis will not be contained. One way to ensure that the advisories
are being implemented is to enlist the help of local officials like law enforcement, health
departments, and hospitals (WHO, 2008). These officials can distribute emergency provisions
and be listening for feedback about how the containment process is going. Adjustments to the
communication strategy can be made as local officials monitor the community’s progress.
Listening to feedback and monitoring the implementation of mandates are also a ways to make
sure the community understands the message.
III. Communication Theories
There are three communication theories that relate to the topic of communicating a public
health crisis like the contaminated water source: Communication for Persuasion Theory, Mass
Communication Theory, and the Cultivation Theory of Mass Media. Though all of slightly
different, each plays a role in how public health officials communicate with the public.
First, the Communication for Persuasion theory states that the goal of communication is
to influence others so that they will act in a certain way (Dainton, 2004). However, just because
one presents a convincing argument does not mean that people will follow through on
instructions given to them. In the case of the message given to a community about a
contaminated water source, depending on how the message is given, people may or may not be
influenced to implement the advisories. The key is to present convincing consequences to
inaction or rewards for action.
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Next, the Cultivation Theory and Mass Communication Theory go hand in hand. Both
state that the media, mostly television, is responsible for shaping society’s perception of the
world’s realities, even if it is not always based in truth (University of Twente, 2010). This means
that cumulative exposure of the public to mass media influences the cultivation of social culture
and beliefs. How this relates to the topic at hand is that by communicating the crisis message
through the media, the affected individuals are likely to take the advisories seriously and follow
the given directions.
IV. Recommendations and Conclusion
There are ways that public health professionals can improve their community
communication. First, it would be beneficial for every local community to have in place a plan
for the event of a contaminated water supply. The plan should include who is responsible for
what so that the problem is dealt with in an efficient manner and the public is kept in the know
on the status of the situation.
Another helpful change would be to make sure that there are special messages for the
disabled. In order to contain the crisis and ensure the safety of the community, everyone must be
informed and given instructions. However, having written notices and using the media may not
be enough for the disabled and those with special needs. Having newsletters in brail may be
beneficial. Also, employing social workers that are skilled in communicating with the disabled
and impaired would make certain that every community member understands the situation and
instructions for how to keep him or herself safe.
Communication in the event of a crisis is of extreme importance. By contacting the
proper authorities, high-risk populations, and the media, public health professional can insure
that the message is properly distributed. Tailoring the message with empathy, honesty, and
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practical ways to keep the community safe guarantees that there will be no panic or rash action.
Listening to feedback from local officials about how the containment process is going allows for
the proper adjustments to be made so that the community is cared for in the best way possible.
Finally, utilizing the theories of communication in the methods for distributing the public health
message ensures that the public acts on the given instructions.
References
Centers for Disease Control and Prevention. (2013). Ten Great Public Health Achievements in
the 20th Century. History. Retrieved from http://www.cdc.gov/about/history/tengpha.htm
Center for Disease Control and Prevention. (2012). Crisis Emergency Risk Communication.
Retrieved from http://emergency.cdc.gov/cerc/resources/pdf/cerc_2012edition.pdf
Connecticut Department of Public Health. (n.d.). Emergency Response Planning Guide for
Public Drinking Water Systems. Retrieved from
http://www.ct.gov/dph/LIB/dph/drinking_water/pdf/CT_ERP_GUIDE.pdf
Dainton, M. (2004). Chapter 5: Explaining Theories of Persuasion. Applying Communication
Theory for Professional Life: A Practical Introduction. Sage Publications: Thousand
Oaks. Retrieved from http://www.sagepub.com/upm-data/4985_Dainton_Chapter_5.pdf
University of Twente. (2010). Cultivation Theory. Theory Clusters. Retrieved from
http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Media,%20Culture%2
0and%20Society/Cultivation_Theory-1/
World Health Organization. (2015). Water Related Diseases: Hepatitis. Water Sanitation Health.
Retrieved from http://www.who.int/water_sanitation_health/diseases/hepatitis/en/
COMMUNICATING A PUBLIC HEALTH CRISIS
World Health Organization. (2008). Outbreak Communication Planning Guide. Who Document
Production Services. Retrieved from
http://www.who.int/ihr/elibrary/WHOOutbreakCommsPlanngGuide.pdf
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