Objective: We investigated local media reporting during the emergence of influenza A/Hong Kong/68 in Hong Kong to understand how indolent social awareness contributed to delays in warning of the pandemic.

Methods: Daily output from 1 English-language and 4 local Chinese-language newspapers published in Hong Kong between July 1 and August 31, 1968 were manually reviewed for all references to the presence of respiratory disease or influenza in southern China and Hong Kong. Public announcements from the World Health Organization Weekly Epidemiological Record were used to approximate international awareness.

Results: Influenza A/Hong Kong/68 appeared abruptly in Hong Kong and within 1 week began to affect the functioning of the health care sector as well as civil infrastructure due to worker infection and absenteeism. Substantial delays in communication between Guangzhou, China, and Hong Kong officials contributed to delays in warning globally.

Conclusions: The 1968 experience emphasizes the need to use the news media in the operational setting as a critical component in warning of a pandemic. (Disaster Med Public Health Preparedness. 2009;3(Suppl 2):S148–S153)