Transcript Outbreak Communications Shelaye Boothey WHO Communications Officer 1| COUNTRY FOR Viet Nam GOARN –OFFICE Melbourne WHO are we? WHO acts as the health conscience for the globe. Our role is to act.

Outbreak Communications
Shelaye Boothey
WHO Communications Officer
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COUNTRY
FOR Viet Nam
GOARN
–OFFICE
Melbourne
WHO are we?
WHO acts as the health
conscience for the globe.
Our role is to act as a catalyst
and advocate for action on
health issues.
Our purpose is to lead the
response to public health issues
on all fronts - medical, technical,
socio-economic, cultural, legal
and political.
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COUNTRY OFFICE FOR Viet
Nam
Our world is changing as never before
Populations grow, age, and move
Diseases travel fast
Microbes adapt
Chemical, radiation, food risks increase
Health security is at stake
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COUNTRY OFFICE FOR Viet
Nam
“We have had great success in
the last five years in controlling
outbreaks, but we have only
recently come to understand that
communications are as critical to
outbreak control as laboratory
analyses or epidemiology”
Dr Jong-wook Lee, WHO Director
General 2004
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Nam
Outbreak communications A vital tool
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Nam
WHAT IS GOING ON??
FEAR
CONFUSION
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Effective Outbreak Communication can…
 reduce illness and save lives
 reduce economic impact
 limit political instability
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COUNTRY OFFICE FOR Viet
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Communications challenges
During an outbreak there will be:
 extreme pressure on the Government to provide accurate and timely
information;
 a surge in media attention – both nationally and internationally
 information voids which if not filled by official sources are often filled by
non-official, misinformed and potentially damaging sources;
 communication systems subjected to severe stress and testing;
 communication breakdowns;
 bad decisions resulting from poor communications and information; and
 unexpected events!
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COUNTRY OFFICE FOR Viet
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Outbreak Communications Principles
 Trust is the goal – each communication builds or erodes trust.
 Transparency is the tool.
 Announce early – control rumor and misinformation.
 Listen to the public and respond
 Plan – your communication for the extreme demand of an outbreak.
TAKE ACTION
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Trust
"The over-arching communication goal during an outbreak is to
communicate with the public in ways that build, maintain or restore
trust."
WHO Outbreak Communication Guidelines
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Why YOU need to care
EVERY SINGLE
public health intervention
during an outbreak will
SUCCEED OR FAIL
based on the way you
COMMUNICATE .
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Examples

Rapid Containment – if your population does not understand its
importance - it will FAIL

Antiviral strategy – if your population rejects it because it is not
understood - it will FAIL

Social distancing – if it is not understood won’t be implemented and –
it will FAIL

Hand hygiene – importance not understood and inappropriate
language
– OFFICE
no one
COUNTRY
FORwill
Vietfollow
Nam – it will FAIL
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What is effective communications?
 NOT just a press
release or poster
 NOT just public
relations
 Whole of society
approach
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COUNTRY OFFICE FOR Viet
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WHO working with MOH
Achieving results:
 Train Preventative Medicine staff in
outbreak investigation and response
 Infection Control
 Zoonotic disease surveillance and response
 Improving laboratory procedures for quality
testing and investigation
 Risk Communication
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COUNTRY OFFICE FOR Viet
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MoH action/WHO support
Outbreak Communications Plan
 Protocols for clearance and quick release
of information to media and public
 Advice on best messages for public
 Training for MoH spokespeople and
technical staff
 Training more editors and journalists about
pandemics and infectious disease
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Why media matters!
 Using mass media to communicate is the MOST IMPORTANT COMMUNICATION
TOOL in an outbreak.
 Other channels of communications are important
 In an outbreak situation even those who do not regularly access any media will turn
to traditional media sources for information.
 Information to media should be – TIMELY AND TRANSPARENT
Communicating effectively with the media will protect the public’s health and
SAVE LIVES!!!!
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Working with the media
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What is a
JOURNALIST?
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WHAT IS A JOURNALIST?
Like you and me•
Harassed •
Just trying to get through the day•
Hoping to please the boss•
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ASIAN VS EUROPEAN/AMERICAN
Vietnamese journalists
More respectful•
Not so aggressive•
State run media allows greater control•
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ASIAN VS EUROPEAN/AMERICAN
International media
More direct•
Possibly more•
mature/confident/informed
More difficult •
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MEETING THE PRESS: AN OPPORTUNITY –
NOT A VISIT TO THE DENTIST’S
Don’t waste the chance•
Inform the public•
Promote your organization’s work•
Generate key messages•
BUT BE PREPARED! •
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PREPARING FOR INTERVIEWS
What is the line of questioning?•
Who are the journalists? Local or •
overseas?
Any of them have a reputation as hostile •
to your organization?
Are they informed? •
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GENERAL TIPS
Do you have a reason to talk?•
Do you have a message?•
Have you done your homework? •
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DO YOU HAVE A MESSAGE?
What is your ideal headline?•
3 or 4 key statements for the message•
A few “hot words” that will get noticed•
No jargon or acronyms •
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BACK TO BASICS
After last question, come back •
to your key messages
Write the headline again•
Ask if anything unclear •
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DO’S AND DON’TS IN AN INTERVIEW
Do
Use short sentences. Prepare catchy expressions
Use everyday language
•
•
Use positive terms (“We’re effective” rather than
“we’re not without skills”)
•
Try to explain how what you say affects the journalist’s
audience
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COUNTRY OFFICE FOR Viet
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•
DO’S AND DON’TS IN AN INTERVIEW
Don’t
Say “no comment”. It’s a comment •
Waffle when unsure. It’s ok not to know – •
honestly!
Speak off the record with a journalist you don’t
know and trust
Assume the microphone is off •
Offer a personal view •
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•
TO RECAP
Are you ready?•
What will your ideal headline be?•
What are the key messages to back •
the headline?
Don’t lose that precious trust•
Remember: Journalists can be allies•
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Thank you
Xin cảm ơn
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COUNTRY OFFICE FOR Viet
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