The purpose of this primer is to provide a resource for public officials on the basic tenets of effective communications generally and on working with print, online, broadcast, and social media specifically. This guide focuses on the following areas: * A brief orientation and perspective on the media for public officials, including discussion of how the media thinks and works, and on the public as the end-recipient of information * Techniques for responding to and cooperating with the media in conveying information and delivering messages before, during, and after a public health crisis * Tools of the trade of media relations and public communications * Strategies and tactics for addressing opportunities and challenges that may arise as a consequence of communications initiatives