Anticipating or Precipitating Crisis? Health Agencies May Not be Heeding Best Practice Advice in Avian Flu Press Releases

Precrisis information disseminated by public health information officers (PIOs) will play a critical role in preparing and safeguarding publics amidst a possible avian flu pandemic. This article analyzes avian flu press releases issued by leading health agencies, the Centers for Disease Control and Prevention, the National Institutes of Health, the Department of Health and Human Services and the World Health Organization, to reveal their purposes and the nature of organizational response constructed therein. Results of this analysis indicate important considerations for practitioners may not manifest in the press releases they issued: The threat was not localized; outlets for publics to contact for more information were not always present, and there was inconsistency in how avian flu was referenced. There was a steady increase in the volume of releases since 2004, and PIOs generally seemed to recognize the importance of partnerships and timeliness in pandemic preparedness. Examining the possible pandemic flu situation may yield a more thorough understanding of audience psychology and behavior during health crises as well as enhance the salience of crisis communication models for public health emergencies when public safety is of utmost concern.