The document discusses California's media plan for responding to the 2009 H1N1 pandemic flu. It describes how California conducted weekly teleconferences and press briefings, created PSAs and a video contest to provide information to the public. It also details how the response utilized various new media platforms like websites, social media, text messaging and online banner ads. The key lessons learned were the importance of regular public communications, using risk communication strategies, and including new media in all public health activities during a crisis.