A B S T R A C TThe paper examines the communications that occurred between the news media, the general public and the government during the 2009 outbreak of the H1N1 influenza virus from a crisis communications perspective, focusing on events in Ontario, Canada. In crisis communications theory and practice, the analysis borrows from secondlevel agenda-setting literature, which suggests that an issue's attributes can affect the perceived level of salience among both the media and the public. The analysis combined a review of government crisis communications planning, a content analysis of radio, television and print news coverage of H1N1, and opinion polling and other data indicating the public's level of awareness and concern over H1N1. ©Journal of Professional Communication, all rights reserved."What we've got here is (a) failure to communicate."From the 1967 film Cool Hand Luke hen a health care crisis occurs, as it did in 2009 with the outbreak of the H1N1 or "swine flu" virus, it puts immediate and enormous pressure on the professional communicator. A successful public health campaign involves many important logistical functions such as coordinating health care workers and resources to vaccinate the public. Equally as important is the communications function. The communications function, defined within the narrow context of the challenge of addressing a public health care crisis, is to inform the public and health care practitioners and stakeholders on ways of mitigating the crisis, by reassuring and educating the public.The verdicts on how well Canadian public health officials handled the H1N1 crisis are in, and few of them were kind. By suggesting that the government's W