Recorded presentation

Tia B. Jenkins, BS¹, Kristen Clements-Nolle, PhD, MPH¹, Deborah Ballard-Reisch, PhD¹, and Randall Todd, DrPH². (1) Masters in Public Health Program, University of Nevada, Reno, Department of Health Ecology/274, Reno, NV 89557, (775)784-4041 ext. 239, TJenkins2@yahoo.com, (2) Nevada State Health Division, 505 E. King Street, Carson City, NV 89701

Purpose: The terrorism events of 2001 shocked the nation and demonstrated a strong need to develop effective risk communication plans to address diverse populations. To determine the bioterrorism risk communication needs of various stakeholder groups throughout Nevada, the University of Nevada collaborated with the State Health Division and the Centers for Disease Control and Prevention to conduct a Statewide study using focus group and telephone interview methodologies.

Methods: Between October 2002 and November 2003 twenty-one focus groups were conducted with representatives from the following diverse stakeholder populations: elected and appointed public officials, emergency first responders, casino risk and safety officers, tribal health leaders, infectious disease and emergency medical providers, and the public (e.g. urban, rural, students, low and high socioeconomic status, homeless, seniors and diverse racial/ethnic groups). In addition, key informant interviews were conducted with 23 media representatives and 41 community health nurses.

Results: A qualitative thematic analysis demonstrated that bioterrorism risk communication must occur before, during, and after public health emergencies. Communication must also be : 1) honest, accurate, consistent and immediate; 2) initiated by credible spokespersons; 3) disseminated through multiple high and low technology methods; and 4) available 24/7. All stakeholders stressed that ongoing education and training of the media is essential for effective public health risk communication.

Implications: Risk communication plans and strategies must be responsive to the needs of diverse populations. Without ongoing public education and risk communication, manageable public health emergencies could escalate into crisis situations, fueled by public fear and mistrust.

Learning Objectives: At the conclusion of this session, participants will be able to

• articulate bioterrorism risk communication needs of diverse populations;
• identify appropriate risk communication strategies that could be used before, during and after a public health emergency; and
• identify methods for developing trust and collaboration between stakeholder groups.

Keywords: Risk Communication, Public Health Education and Health Promotion

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.

Recorded presentation