This persuasion brief suggests that the rhetorical concepts of techne and rhetorical work facilitate the creation of public health crisis communication. To illustrate this claim, we present findings from a case study with the Johns Hopkins Medicine Ebola Crisis Communications Team, a transdisciplinary group that collaborated with Centers for Disease Control and Prevention during the 2014 Ebola crisis. The team created multimodal documentation to support healthcare providers as they prepared to treat patients and crafted communication to alleviate the fear among health workers and the public caused by the threat of Ebola. Ultimately, we frame public health crisis communication as a rhetorical endeavor guided by a focus on failure, situated expertise, and techne. This focus pushes specialists to tend to the processes involved in creating a response, and it highlights how gut feelings factor into the process of designing and implementing a public health crisis intervention.

This paper examines how the cognitive framework of collective mindfulness complements tenets of user experience in public health crisis communication. Collective mindfulness attunes an organization into preemptively identifying and avoiding potential failures that can have adverse safety and public relations outcomes. To illustrate the connection between this cognitive framework and user experience, this article shares findings from a case study with the 2014 Johns Hopkins Medicine Ebola Crisis Communications Team, whose primary goals were to improve the usability of Ebola personal protective equipment protocols and to prepare healthcare providers for a U.S. Ebola crisis. Based on a grounded theory investigation, this article suggests that the collective mindfulness principles of deference to expertise, resilience, and refusal to simplify complex procedures informed the team's ability to avoid a catastrophic communication failure. Additionally, these principles allowed the team to attune to key user experience principles, including addressing user context and user limitations.