We remember SARS back in 2003, then the bird flu two or three years ago, and now the swine flu outbreak has taken over the media incessantly.
We wonder sometimes how news like this make headlines for two or three months until the popularity - or panic - dissolves and the story’s importance plateaus… and then picks up again at slower rate, when it eventually dies. That’s usually the cycle of news.
I’m not going to explore here whether the flu will turn into a pandemic, it already sounds more serious that previous outbreaks, but it is interesting to follow this story as it affects the public directly, and so immediately.
The impact on travel is another tie in to this specific story. We all know of people, colleagues, friends or acquaintances that took a trip to Mexico and are now back, and worried. And how does the flu affect air travel, driving and crossing the border and simply interacting with others? Is this headline advising us that the flu is so close to home, or should it be something to just be generally aware of? Is this really the time to panic, or not yet?
Relating to the most recent NYTimes story on this, http://www.nytimes.com/2009/04/28/health/28docs.html?ref=health, gathering information and staying aware of our surroundings is all we can do at this time. From a PR perspective this item is not going anywhere anytime soon. Depending which way the facts are reported on the swine flu, the story will escalate a lot more.
It will be interesting to follow it over the next few weeks and see how the public is influenced and how it will respond to the media’s reporting.
Tags: bird flu, Media Relations, news cycles, pr crisis, sars, swine flu, swine flu pr, travel flu
I think news cycles go through this process with most big headlines. I also think that it is partly to influence ratings, selling enough papers, gaining web subscribers to a newsfeed. I agree with you on how much this swine flu story might get much more panic-striken before it rests, particularly because it has to deal with public health, just like you mentioned. It’s important to understand the differences of exaggeration of the meida, vs. actual facts and then try to form an opinion.
I posted this to Twitter! #swineflu!
I think that this is an excellent example of how much the news cycle works. There are already “swine flu” trackers on the internet showing where the disease has spread etc. From a PR perspective, I think it would be very interesting for you to track how the company that owns the pig farm widely regarded as the “ground zero” of the swine flu is dealing with the aftermath. They are apparently issuing statements, but that’s about it…
Great historical example of how media outlets can definitely impact the already worried traveler. The PR machines of Travel, Tourism, and Hospitality ought to be gearing up their efforts and further avoid their disappointing fiscal year projections. Being at a top convention/meeting destination, the Swine Flu has currently reduced group room expectations for May & June. Time will tell if the media continues put the Swine Flu on their immediate agends and cripple these areas.