As for Mexico, reports on Tuesday showed that the number of new cases reported has actually been declining daily, according to the Associated Press. This is obviously a very good sign that seems to have escaped most cable news stations. That’s unfortunate given the negative impact this outbreak is having on entire countries and the travel industry in particular. Literally millions of people are being adversely affected by news of this outbreak, much more than the actual outbreak itself, which in Mexico has been limited to approximately 2,000 people mostly around Mexico City. Contrast that with this fact: the “regular” flu kills roughly 35,000 people in this country alone each year

I’m not discounting the potential for a serious health crisis here, just the sensationalist approach that the consumer news media seem to take on virtually any story that’s comes to light in this multi-media age. There are so many ways that consumers get information that the new mantra in serving that information is “more is more,” regardless of whether it’s on target or relevant to most of us.

It is certainly prudent for all of us to take appropriate precautions whenever there is “something going around.” We do it with our kids, our employees and our work spaces. It’s part of everyday life.

Cable news channels and other media sensationalized the outbreak as if it were a Hollywood movie–a real-life sequel to Dustin Hoffman’s 1995 hit Outbreak. A medical historian at the University of Toronto, Edward Shorter, watched what was going on and called the phenomenon “mass psychosis.”

Meanwhile, that year–and in every year this decade—between 30,000 and 50,000 American deaths were recorded from complications related to the seasonal flu. Another 40,000 people died in automobile accidents. And each year, gunshot wounds account for 30,000 deaths, around 4,000 people drown while swimming or boating and 60 people die from lightning strikes.

“The public is driven by irrational fears. They didn’t go to medical school,” says Shorter. “They’re responding to an abdication of leadership by political leaders.”

So far, the U.S. has responded to the swine flu with restraint. President Obama said the problem is a “cause for concern” and “not a cause for alarm.” And the declaration of a public health emergency is not quite as scary as it sounds. It is an important precautionary measure, like declaring a state of emergency in Florida because a hurricane may or may not hit. But Russia banned pork imports from Mexico. And Hong Kong has said it won’t accept flights from Mexico. “That’s irrational, except to whip up public sentiment against the Mexicans,” Shorter says.

The American public—and the news media—was captivated for an entire weekend by the prospect of a swine flu crossing our border. Is it the beginning of the next pandemic? Will the U.S. State Department ban travel to Mexico? Will the border be sealed? Will San Diego be next?

Let the public health officials make these decisions, Shorter recommends. No matter how virulent an outbreak seems at the beginning, public health departments will react aggressively. That’s their job—better safe than sorry—and that’s how epidemics are contained. But everyone else should learn to relax.

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I advise consumers to be extremely skeptical about unsolicited email, postcard and phone solicitations saying you’ve been selected to receive a fabulous vacation or anything free. Be especially wary of firms requiring you to wait at least 60 days to take your trip. Be sure to read the fine print. Be cautious about  giving out your credit card number unless you initiate the transaction and you are confident about the company with which you are doing business. You should receive complete details in writing about any trip prior to payment. These details should include the total price; cancellation and change penalties, if any; and specific information about all components of the package. Know when to walk away. High-pressure sales presentations  which require that you disclose your income are red flags to be heeded.

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