Effective messaging and delivery strategies: CDC's post-Katrina experience

The Centers for Disease Control and Prevention (CDC) was asked by the Federal Emergency Management Agency (FEMA) to assist in health studies and tests related to formaldehyde in FEMA-issued trailers more than 18 months after Hurricane Katrina devastated the Gulf Coast. CDC began its work when many of the residents living in trailers--and the news media that continued to follow their plight-- questioned the federal government's sincerity and credibility.

Drawing on risk communication research to understand how audiences judge messages in a climate of uncertainty, mistrust, and change, CDC developed clear, consistent messages and factual content, timely communication, and remained honest and open about the realities of the situation. CDC also ensured that messages were consistent by limiting the number of agency spokespersons. When press conferences were conducted, subject matter experts were equipped with key messages that were empathetic, caring, and factual, and conveyed a deep commitment to the trailer residents.

While no one module exists as a source for a specific discipline for media relations or risk communications, CDC incorporated theory and the work of professionals in the risk communication field to make the best possible decisions in tailoring messages and developing delivery strategies.

Comparing the number of calls to the CDC toll free information line before and after key messages and delivery strategies were in place, and analyses of caller questions and ongoing media coverage helped CDC determine their communication effectiveness with both the public and the media, and to adjust messages accordingly.