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THE SWINE FLU…THE MEDIA’S IRRESPONSIBLITY IS CAUSING PANIC AND YOU NEED TO BE READY
May 01, 2009

Two weeks ago, the news was full of Mexican drug violence and horror stories…it was drug violence 24 hours a day for weeks. So, either the drug problem has been solved, all the drug lords have come down with swine flu…or the media is on to their next sensational 24 hour news story…you can guess which one. Yes, the swine flu is making the media act like pigs (pun intended)…by all reports the current strain is mild and causes only a few days of illness to the average American. This is not to minimize the impact of getting sick or the terrible tragedy to those who have died. But, tens of thousands of Americans die each year for the run of the mill flu strain, far more than the current “pandemic.” While the facts may be very different than the hysteria that is being fed by the media, the fear that it has created is real. And that fear, rational or not, has the potential to cause significant harm to your business or organization.

In all likelihood your organization is actively monitoring the Swine Flu crisis and like many, you’ve already communicated to your employees travel warnings, guidance on limiting exposure to the virus and procedures to follow should they feel ill.

Now, just how ready is your organization to manage the necessary communications triggered by a confirmed infection among your employees? What about a suspected infection or even a rumor?

The Centers for Disease Control and both state and local health organizations have clear guidelines for dealing with public health issues. Companies experiencing a confirmed case will be directed to identify and notify other employees, customers, etc. with whom there was likely contact. In the case of a suspected infection or a rumor, some organizations may even lean towards preemptive notification in an effort to stay ahead of the issue.

It will be extremely difficult to keep such notifications "quiet," particularly with an issue of this scale and potential impact. Internal memos quickly become public and social media platforms virtually guarantee exposure within minutes. And for organizations whose employees who interact with the public on a regular basis such as retailers, restaurants, universities, hospitals, etc., communicating through the media may be a necessary part of the response plan.

In all cases it is critically important that the communications process be handled correctly and the message be right. Downplay the incident and you appear uncaring. Overplay the incident and you start a panic. Both can have a devastating impact on an organization's reputation and business prospects.

If you are not already thinking about "what's next" you should be. Among the many things to be thinking about, a few include:

• Employee communications detailing corporate policies and advising on precautions
• Contingency planning, notification procedures and related communications associated with confirmed and/or suspected cases among employees
• Website content, social media communications and call center scripts on the issue
• Investor communications detailing risk management protocols, business impact, etc.
• Monitoring media and online sources for rumors and promptly addressing them
• Media relations support including the fielding of incoming calls
• Spokesperson training
• Tracking industry / competitor reactions to the crisis
• Working with industry associations on statements and activities related to the crisis

In the end, this points out the need for strong contingency planning by American companies and institutions…because there is always something unexpected that happens…and not being prepared is often worse than the event or disease.

Posted by Michael Kempner at May 1, 2009 10:26 AM