Project
Create a bioterrorism public communications strategy
Situation
Top Montgomery County Public Health officials realized that they were not organized to deal with the media and the public during a bioterrorism event. Existing public information resources were limited. Officials responded immediately to bioterrorism incidents and threats, but had little time to deal with communications. Missing from its medical bag was a communications strategy for quickly reaching out to the public during an incident.
Strategy
- Prepared a communications plan that was flexible and addressed immediate needs
- Made the media aware of the agency’s level of preparedness
- Expedited the publication of a brochure that detailed emergency procedures for homeowners
- Provided communications counsel
- Provided media training to top Public Health officials
- Created TV public service announcements to allay public fears and raise visibility
- Distributed brochure to 300,000 households via postal carrier routes
- Issued media advisories to reassure public of preparedness
- Created dynamic, 10-minute video to engage participants in bioterrorism preparations
Results
This campaign positioned the highly regarded Montgomery County Public Health
Services as a leader in coping with public health matters. It generated favorable
media attention to Public Health’s role in a crisis.
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