Publicly Confronting Measles

As parents we want to protect our children. From the time we drop them off at the school house door to the moment we greet them at the bus stop, we worry -- not so much about them, but about the other students around them.

  • "Are they vaccinated?"
  • "Have they been exposed?"
  • "Is that rash measles?"
  • Will my child's vaccination work?"

For day care centers, schools, corporations with day care, churches and rec centers, camps, amusement parks, restaurants, arcades, malls and anywhere else exposure to measles and other infections may occur need to have a plan, a strategy for communicating with their parents, customers and clients before an outbreak is reported and have a plan in place for should one ever occur. 

  • What's your policy?
    Right now draft a letter outlining your policy. Do you accept children who have not received a vaccination?  
  • What's your plan?
    If a case is reported, even if a child begins to have a fever, what will you do? What is the protocol? What does the letter say that you will send home with the child? Is there a section on your website to refer parents?
  • Handling the media?
    They will call so what will your response be? Do you have a PR firm on retainer to refer calls to?

In communicating publicly,

  • Stick to the facts.
  • Don't embellish.
  • Be straight, upfront and direct.
  • Don't reveal personal information about the victim or other children involved. 
  • Work with your legal counsel and PR counsel to communicate quickly and effectively to ensure every concern is addressed and the children are safe.  

Daniel Cherrin

DANIEL CHERRIN |served the City of Detroit as its Communications Director and the Press Secretary to Detroit Mayor, Ken Cockrel, Jr. He is a public relations + affairs specialist who just happens to be a lawyer, with 20 years of experience providing senior public relations and government relations’ counsel to organizations on state and federal regulatory and legislative matters, as well as issues affecting corporate and individual reputation, crisis management and the media. Daniel is the founder of NORTH COAST STRATEGIES (Est. 2005) an independent public relations consultancy that combines the best of a big agency with hands-on executive-level experience and support. As a signatory company to the United Nations Global Compact, we are dedicated to addressing issues around human rights, labor, the environment, and anti-corruption. We are also focused on redefining your brand and changing the conversation to create an impact.