Crisis Communications: An Examination of the SARS Outbreak and Implications for Communications The SARS outbreak of 2003 presented a definite crisis for the Centers for Disease Control. Not only was the potential for an epidemic a matter of immediate practical concern, but the organization had to deal with inaccurate and incomplete information coming from China (where the outbreak originated), a lack of knowledge regarding he disease itself, and other complicating factors that limited the avenues of action that could be taken. The communications aspect of this crisis was especially important, as it was only through proper public warning and education that the outbreak could be effectively controlled and a true epidemic avoided, while at the same time the reputation of the CDC was at stake. The following pages will examine the communications implications of this crisis.

Identifying the Crisis

The SARS crisis is not easily defined according to the categories presented. In part a natural disaster and in part a crisis of deception for the CDC, the way in which the information and actions related to SARS needs to be dealt with is highly sensitive and complex. The outbreak constitutes a natural disaster in that the root of the problem doesn't lie with human fault or error, and there is no blame for the fact that the virus causing the disease exists (Natural Disasters). At the same time, information coming -- and not coming -- from China and from other sources presents a substantial difficulty to effectively dealing with the issues in this case, and while the CDC itself is quite wary of presenting misinformation or inaccurate data or conclusions to the public, there...

Four strategic elements or factors that have been identified as especially important for dealing with a natural disaster are mitigation, preparedness, response, and recovery, as well as effectively understanding and coping with the role of the news media in such events (Natural Disasters). This latter issue is of special relevance and importance in this case, as public awareness is a major part of the mitigation, preparedness, and response activities of the CDC when it comes to a potential epidemic, and the news media is vital in achieving this public awareness. When it comes to a potential crisis of deception, necessary management strategies include ending any and all releases of misinformation/inaccurate information, engaging in more thorough research, and providing full and timely reports to media outlets and other parties that are entirely open and honest regarding the current state of knowledge and the progress of the underlying crisis (Crises of Deception). Ethical issues in this case revolve heavily around the aspect of honesty and full disclosure, with the right to full, complete, and accurate knowledge by the populous and other members of the healthcare community vastly outweighing any institutional concerns the CDC might have about its lack of information or direct preparedness (Importance of Ethics). Maintaining…