(1) Interesting way to put it -- "in year 2000, but not for today." It sounds like they should try to form telco partnerships to streamline the delivery of txt messages to cell phones, wireless PDAs etc. Eventually, video PSAs from the local representatives should be available to stream over the GSM to video-ready handsets.
(2) It sounds like once the messages are crafted/adapted for various MSM and new media formats/outlets, partnerships and agreements with major Internet portals in several languages, social networking sites, new media delivery networks and ISPs should be in place to disseminate the information.

(3) Another way to harness the new CDC communications might would be to publicize rich-media pandemic crisis communications training on the Internet along with guidelines for PR/comm. practitioners to help out in times of great need.

(4) Maintaining a conversation through some sort of new media initiative is not a bad idea, but it would take some creative thinking to offer more than a "wash your hands regularly" blog. It seems as though the greatest benefit to attaining a horizontal conversation would be to emphasize that the CDC is not just for responding to pandemics.

Richard,

Similar to what you mention, the World Health Organization set up a rumor-monitoring unit during the SARS crisis.

Below is a story that I wrote on it.

Tom

http://www.iht.com/articles/2003/06/05/t1_13.php

Secret of SARS control: Follow those rumors

International Herald Tribune

MANILA: To call Rosanne Muller the office gossip queen would not be an insult. It is, in fact, her job.

Working from a corner desk in the SARS war room of the World Health Organization's Asian headquarters, Muller spends each day finding, chasing and spreading rumors on the disease.

"This is the perfect job for me," Muller said. "I do actually have a history in gossip."

Richard,

Aside from not having a way to monitor the blogosphere, the CDC apparently does not participate in it. Would it make sense for the CDC to launch a blog as one method to reconnect with their audience and communicate with it?

Sincerely,

Carl Carlson

Thanks for this very interesting post.

Are you (and the CDC as a whole) aware of the disaster preparedness exercises being done inside virtual worlds? This might seem like a frivoulous comment, but it isn't -- I know that some CDC grant money was used to prototype this system, and I'd think the cost savings and other benefits would make it hugely advantageous for the CDC to expand on this (for training sessions.) I know Dr. Yellowlees says the test was a great success, efficent and useful, and very inexpensive compared to usual methods:

"In a recent contract with the UC Davis Medical Center, Rufer-Bach created virtual clinics in Second Life to train emergency workers who might be called upon to rapidly set up medical facilities in a national crisis. The work is
funded by the Centers for Disease Control. "In the event of a biological attack… the CDC have to set up emergency 12-hour push sites, to distribute
antibiotics," said Rufer-Bach."
http://www.wired.com/news/technology/1,70153-0.html

I'm told they'd like to expand this system, but when I spoke with CDC representatives, they were not aware of the stystem. I would like to see the CDC to have every opportunity to do their work efficiently and well, taking advantage of every tool available to do the job better and less expensively.

Thanks -- I'll be interested to hear what you think of this.

Richard -

Carl Carlson's suggestion of a CDC blog is a good one, and I endorse it wholeheartedly.

I would also point out that when you speak to "key local bloggers in every community" you need to be careful to comprehend and leverage on the blogoshere for what it really is. All blogs are local, and "communities" in the blogoshere are defined by areas of common interest; just as there are blogs that are touchstones for the media on political and economic issues, so too must there be blogs that are cutting edge on health issues and tracked by those media segments that report in that arena. They should be aggressive - RSS feeds, push messaging and all the rest should be employed. This new environment is, as you suggest, critical for the CDC. Understanding it, defining it and leveraging effectively on it is a bit more complex.

EH it is the type of content being offered the channels through which it is delivered
And the idea that it is a conversation with the blogosphere not just producer consumer mentality

TC,
Very interesting piece. I go even farther than the response to rumor. I believe peer to peer media should get equal treatment to Mainstream Media. Specifically, CDC could do partnerships with the telcos on delivering to cell phones in a crisis and to the social networks such as MySpace to get the conversation going with teens. Thanks TC

CC,
No doubt the CDC should get a few of its researchers to blog--plus Dr. Julie Gerberding, the director, who is a marvelous asset for the agency

You make an excellent observation No blogs are truly local
There are some bloggers who position themselves as city specific Others as product or category specific CDC needs to engage with both

KC this is very interesting
I will track it down within CDC and come back to you

Richard, I see your point about the significance of how content is offered. There is support, with good reason, for a CDC blog. For example, my philosophy professor subscribes to a publication, "Emerging Infectious Diseases," and I see real value in creating a conversation within the community about issues related to the CDC. Although, given the many functions the CDC must fulfill in good times and bad, and the various publics of concern to its mission, many blogs may be necessary to generate the largest conversation possible. At least so those without a Ph.D. are not lost in the effort. This also brings to mind Steve Rubel's post about boards vs. blogs in the healthcare realm (http://www.micropersuasion.com/2006/05/why_boards_domi.html). Would this apply to, or even hinder, launching a CDC blog? Great topic btw.

EH,
Even if it takes more time, it is urgent that we begin the process now in Germany. The DAX 30 companies have a lot to gain in credibility and human persona for the management.

EH usual smart remarks. CDC should speak through multiple blogs--all positive to public understanding of what the agency does and how it does its work--true personalisation of message.

Mr. Edelman,

What an interesting post! As someone with a strong interest in the infectious disease/emergency response field, I think the CDC has a number of viable options for improving the depth and speed of its media outreach.

1. To take your ESPN analogy and run, it would be fascinating to see the CDC website overhauled and redesigned by the folks who created ESPN.com. ESPN.com is a model website for it's ability to mix an impressive quantity of real-time sports gamecasts, general sports news, and credible stats. In comparison, the CDC website is very hard to navigate, focuses on facts (without referencing today's news), and can be out-of-date. The CDC website is reorganized frequently, but the structure does not match common news/medical website structure, making it more difficult to find relevant facts. If the CDC wants to become a trusted source for health information online, they need to blend news with facts.

2. During times of crisis, EmergencyCasts could provide second-by-second updates from FEMA with info from all parties involved (including the CDC, National Guard, State Depts of Health, etc.) This would improve both transparency and coordination.

3. Establishing a "face of the CDC" through an online/televised vehicle would increase their relationship/credibility with consumers. Anderson Cooper and the NBC photojournalist at the Superdome were most effective during Hurricane Katrina because they were *on the ground*. Documenting CDC (or FEMA) work by pairing them with CDC photojournalist who could post live video updates would provide broadcasters a fresh perspective from a credible source. On Demand video segments would spread through established online social networks like YouTube.com or Myspace.com.

4. Instead of reaching out through influential bloggers via MySpace, I'd almost be more interested to see an opt-in on the CDC website where I can ask to receive Breaking News updates from the CDC, similar to the new alerts I receive from Google.com, CNN.com and Forbes.com. Bloggers can trackback at will. The current RSS feeds don't provide "big picture" news at the same level as their journalist counterparts.

The CDC has an unmatched level of expertise and scientific knowledge. By expanding their online reach and speed, the CDC will become a trusted online source during times of crisis.

Interesting comments on CDC, but as a communication person and taxpayer, I find them simplistic and naive. For example, monitoring the blogosphere? It's estimated that there are possible 8-12 million bloggers and bloggers (with no way to actually know), and most blogs have less than 6 readers. How exactly does a federal government agency whose work touches hundreds of health topics, determine which bloggers belong on its list? How does it even find them? And what do you do if you find them-- people who blog that mercury causes autism aren't going to change their minds or position simply because CDC sends a message to there blog. And how long would it take before someone thought that a federal government agency establishing a list of bloggers was inappropriate and questionable? Similarly with respect to working with the telcos- again, the CDC is a federal government agency. Lots of people have concerns about government agencies and their involvement in such things. Finally, CDC-TV? The poor avian influenza movie that ABC aired in the past week likely cost at least $10 milion to produce. Producing interesting, relevant, quality programming costs tens of millions of dollars, and at the end of the day, few people are going to be watching CDC TV (check the rating for Discovery Health). As a taxpayer and communication person, I'd much prefer CDC continue to effectively use traditional media, and find appropriate ways to enhance those efforts.

Forgot the telcos and the influential blogs -- CDC can accomplish the end goal more effectively (and cheaply) by working with the CIA, which is already collecting the needed information regarding conversations and who is having them. If the CIA lends the CDC the personal information it's been collecting, CDC can send personalized messages to those who need them whenever a phone conversation or blog posting warrants intervention.

Very helpful ideas. Could you elaborate more on CDC researchers and their use of blogs?

DB,

We have to get CDC researchers to begin blogging--same with the Director. This is key to achieving credibility.

JH,

You are a funny guy. Check out Newsweek cover story this week on telco surveillance to make your skin really crawl.

KN,

I respectfully disagree. CDC TV doesn't have to be a 24 hour huge expenditure network. But it certainly could play an important role on prevention and as trusted source of information on crisis issues like avian fl.

KG,

I particularly like the idea of CDC alerts to consumers Good post

Mr. Edelman:

Kudos on a brilliant thread that will hopefully enlighten many. Please rest assured that many of us in the public safety and health arena have taken your comments not merely to heart, but to action.

Respectfully Yours in Safety and Service,

Brian Humphrey
Firefighter/Specialist
Public Service Officer
Los Angeles Fire Department

CDC gets a lot of media attention, even in non-crisis situations. We already have relationships with key health reporters across country. We normally know who we are going to be dealing with.
In a crisis situation, the media scene changes. Most news rooms put all their reporters on the story and ask them to find a unique angle on the topic. Previous relationships become irrelevant.
You can never deal with all media requests, so using a triage system is important.
Media conferences for everyone can also address this situation.
CDC started with teleconferences and moved to video conferencing. CDC now has a very sophisticated media relations facility.

The director of the CDC's Center for Health Marketing has started a Weblog. I've visited the blog over the last few weeks and have found it interesting. However it has its problems. Most significantly, it is not frequently updated. Right now articles appear about once a month. This is okay, but I'd prefer to see something at least every two weeks. My advice is for CDC to develop an editorial calender or posting plan and have more people contribute guest posts to keep the content flowing.