Perils of Risk Communication II

Start with the news.

“The federal government originally promised 120 million doses of swine flu vaccine by now. Only 13 million have come through.”

Now recall HHS Secretary Sebelius leading the charge on swine flu vaccinations.

In the military this is called a “say-do” gap which means promising what you don’t deliver.  And if you have a say-do gap, your credibility is compromised.

Anyone with any experience in public health knows the production chain for “routine” vaccines is tricky.  Promising 120 million doses on a deadline date for a new vaccine is somewhat past tricky.  This isn’t good.

Remember the Rules.

All Bad Persuasion Is Sincere.

If You Can’t Succeed, Don’t Try.