CS315829-A

CERC in an Infectious Disease Outbreak

1. Be First: Quickly sharing information about a 

disease outbreak can help stop the spread of disease, 

and prevent and reduce illness and even death. 

People often remember the first information they hear 

in an emergency, so the first information they receive 

should come from health experts.

• Even if the cause of the outbreak or specific 

disease is unknown, share facts that are available. 

This can help you stay ahead of possible rumors.

• Share information about the signs and symptoms 

of disease, who is at risk, treatment and care 

options, and when to seek medical care. 

2. Be Right: Accuracy establishes credibility. 

Information should include what is known, what 

is not known, and what is being done to fill in the 

information gaps.

• Public health messages and medical guidance 

must complement each other. For example, public 

health officials should not widely encourage 

people to go to the doctors if doctors are turning 

people away and running out of medicine for 

critically ill people.

• Always fact check with subject-matter experts. 

One incorrect message can cause harmful 

behaviors and may result in people losing trust in 

future messages.

3. Be Credible: Honesty, timeliness, and scientific 

evidence encourage the public to trust your 

information and guidance. Acknowledge when 

you do not have enough information to answer a 

question and then work with the appropriate experts 

to get an answer.

• Do not make promises about anything that is not 

yet certain, such as distribution of vaccines or 

medications without confirmed availability. 

• Clinicians should be present at press or 

community events to answer medical questions.

4. Express Empathy: Disease outbreaks can 

cause fear and disrupt daily lives. Lesser-known 

or emerging diseases cause more uncertainty and 

anxiety. Acknowledging what people are feeling and 

their challenges shows that you are considering their 

perspectives when you give recommendations.

• For example, during a telebriefing for the 

coronavirus disease 2019 response: 

“Being quarantined can be disruptive, frustrating, 

and feel scary. Especially when the reason for 

quarantine is exposure to a new disease for which 

there may be limited information.” 

5. Promote Action: In an infectious disease outbreak, 

public understanding of and action on disease 

prevention is key to stopping the spread. 

• Keep action messages simple, short, and easy to 

remember, like “cover your cough.”

• Promote action messages in different ways to 

make sure they reach those with disabilities, 

limited English proficiency, and varying access 

to information. 

6. Show Respect: Respectful communication is 

particularly important when people feel vulnerable. 

Respectful communication promotes cooperation and 

rapport. Actively listen to the issues and solutions 

brought up by local communities and local leadership.

• Acknowledge different cultural beliefs and 

practices about diseases, and work with 

communities to adapt behaviors and promote 

understanding.

• Do not dismiss fears or concerns. Give people a 

chance to talk and ask questions.