Back to Annual Meeting Page		American Public Health Association 133rd Annual Meeting & Exposition December 10-14, 2005 Philadelphia, PA

Abstract #107917

Anthony J. Russo, BS, CHES, Ricardo J. Wray, PhD, Keri Jupka, MPH, and Jennifer Rivers, BA. Health Communication Research Laboratory, School of Public Health, Saint Louis University, 3545 Lafayette Avenue, St. Louis, MO 63104, 314-977-4075, wray@slu.edu

Thirty-two focus groups were conducted over a two-year period in rural Missouri, California, Oklahoma, Alabama, and Texas to develop and assess the quality and effectiveness of print and broadcast informational materials for release immediately following a terrorist attack. The first phase (16 focus groups) tested currently available informational fact sheets for possible agents (plague, botulism, chemical VX, and radiological) using a terrorist attack scenario. The second phase (16 focus groups) tested modified materials and new radio and television emergency messages about the same agents. Although different ethnic and regional groups were tested, unique themes among rural populations emerged. The concerns expressed by rural participants include: Fear that government agencies would not provide necessary resources to deal with a local terrorist attack; lack of knowledge concerning water/food contamination and possible protective action steps; belief that the media and the government would withhold specific information; and desire for pre-event preparation information. Rural participants felt information is best received from local authorities, but noted that despite limitations of television coverage in rural areas, national television (available through satellite broadcast) and local radio would be the best place for these messages. According to our findings, emergency communication materials need to accurately convey information to all affected areas, include specific action steps for self, family, and animals, and explain contamination of water and food supplies. Rural individuals will best receive emergency messages if they include: appropriate disclosure of information, a willingness to allocate needed resources, and describe specific action steps that are easily understood.

Learning Objectives: At the conclusion of the session, the participant (learner) in this session will be able to

(
• Recognize three concerns rural communities hold regarding a terrorist attack. (
• Recognize the preferred way of emergency message delivery during a terrorist attack for rural communities. (
• Learn two ways that acceptance of materials in rural communities can be achieved.

Presenting author's disclosure statement:

I wish to disclose that I have NO financial interests or other relationship with the manufactures of commercial products, suppliers of commercial services or commercial supporters.

Recorded presentation