The Ebola story is instructive on a number of levels when it comes to communication and public response. It's helpful to keep these points in mind when responding to any public issue, but especially one where the public's health is at the center.
1. People want information. The faster you can communicate, the more you keep people from going elsewhere and possibly getting false or misleading information.
2. People jump to conclusions. It's human nature to assume the worst. This is why point #1 is so important.
It may be fall, but it's not too early to start thinking about the upcoming holiday season and whether there's an opportunity for you to make news. So much of news is generated by the calendar and is based on nothing more than a little creative thinking.
So, grab a legal pad and a pen and start making a list for ways you can generate a press release or photo op between now and the end of the year. Here are just a few examples: