The Public Health Information Rapid Exchange (PHIRE) is a collaborative National Center for Health Marketing/National Center for Public Health Informatics project to provide consistent, accurate, and early information through multiple modalities (Web, fax, e-mail, text messaging) to important new audiences and expanded current audiences requiring only low-level security. Key features of PHIRE allow the CDC to push out information in a targeted way to laboratories, hospitals, and clinicians, CDC staff members, and Health Alert Network state coordinators, and to engage in two-way communications through moderated forums.