Public concerns about avian flu and the implications for health communication: An analysis of national survey data

Communication of health information to the general public is an important function of the Centers for Disease Control and Prevention (CDC). Effective communication with the public concerning avian flu and preparedness requires an understanding of the audience. This presentation examines national survey data on the public's concerns about avian flu. Specifically, the presentation contains an analysis of 2006 and 2007 national survey data from the Porter Novelli ConsumerStyles and HealthStyles surveys. The ConsumerStyles survey, with 12,000 respondents covers product use, lifestyle, and media habits. The HealthStyles survey with 4,000 respondents, who have also completed the consumer survey, covers health status, attitudes, and behaviors, along with level of concern with avian flu and attention to coverage of avian flu the media. The linked data sets provide a large amount of information for understanding the public from the perspective of health communication. Levels of concern and attention are related to demographics, health status, interest in health information, and attitudes toward other health issues. Decision tree analysis is used to identify distinct audience segments with differing levels of concern. Implications for health communication planning are outlined.