University of Maryland Marketing and Communications

Communication Protocol for Infectious Diseases

Overview
In the instance of an infectious disease or similar health crisis at the University of Maryland, University
Communications will play the lead role in strategic communications and will serve as the central source for
information to internal and external audiences. University Communications should be alerted immediately
at the onset of an outbreak.
Goal
Provide accurate information to key audiences in a timely fashion.
Channels
There are many channels available for distributing information to internal and external audiences.
University Communications will determine which channels will be utilized and the sequencing of
communications based on the specifics of the situation. The channels include:
UMD Right Now website
@UMDRightNow
UMD.edu
@UofMaryland
University of Maryland Facebook
UMD Alerts
School, college, center and department websites (i.e. University Health Center)
Campus emails (all-campus listserv; 3Ds listserv: deans, directors, department chairs,
communicators listserv)
Printed materials for bulletin board distribution across campus (flyers, letters, brochures and
information packets)
Open forums and educational seminars (such as infectious disease prevention and management)
University hotlines (IT Help Desk: 301-405-1500, Campus Information Hotline: 301-405-1000)
In the case of an ongoing health threat and/or high volume of public and media inquiries, a designated email
address may be established to provide a means for email inquiries, questions and concerns. This email will
typically be monitored by University Communications. Development of a microsite specific to the crisis will
also be considered. Audiences should refer to UMD Right Now, www.umdrightnow.umd.edu, and
@UMDRightNow on Twitter for the most timely and accurate crisis updates, including press releases and
official statements.
Messaging
Messaging regarding an infectious disease threat and/or health emergency will be crafted in real-time,
informed by the situation, on a case-by-case basis and developed in collaboration with relevant campus
partners. Those partners may include:
University Health Center
Office of Emergency Preparedness
Office of Legal Counsel
Office of Student Affairs
Office of Resident Life
Office of Parents and Family Affairs
Office of the Provost
Office of the President

University of Maryland Police Department

University Communications will also collaborate with the Incident Response Team (IRT) as well as state and
county public health officials. All remarks about university crises or infectious diseases will be made by
designated university spokespersons and/or the Chief Communications Officer.
Audiences
Campus community (students, faculty and staff)
Parents
The public/external community, including potential visitors to campus
Media
Surrounding neighborhoods and communities
Alumni and donors
Trustees and board members
Legislators
Corporate partners
Media Relations
All media inquiries should be centralized through University Communications. All official statements will be
prepared and distributed through this office. The chief communications officer will also serve as
spokesperson during a health emergency.
Additional spokespeople (i.e. doctors, campus experts, etc.) will be identified on a case-by-case basis and
will be informed by the specifics of the situation.
For inquiries and requests after regular business hours, media are encouraged to call the University
Communications on-call phone at 301-257-0073.
The following list of tactics will be considered for managing media during a health emergency:
Press conference
Media conference call
Official statements, press releases or other important communication materials
One-on-one media interviews
Talking points (for spokespeople, call centers and campus communicators*)
Issue briefs outlining messages, facts and spokespeople (prepared for campus communicators and
broader distribution to faculty and staff)
Heightened media and social media monitoring
*Campus communicators will be advised to forward any and all media inquiries to University Communications during
times of crisis.

Hotlines
A designated call center may be necessary to handle inquiry and calls of concern. University
Communications will partner with the Division of Information Technology to establish a dedicated hotline, if
deemed appropriate, and prepare scripts for those answering phones. Additionally, communications
training will be provided on how to answer difficult questions.
Scripts will also be developed for existing university hotlines, which include the IT Help Desk (301-405-1500)
and the Campus Information Hotline (301-405-1000).