Risk Communications: theory to practice

including crisis communications & the Media

24 July 2009 Adelle Springer, Risk Communication Officer, WHO SEARO

Chadin Tephaval, Communications Officer, WHO Thailand

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ContentsContents

Overview of risk communications

Role of risk communications in public health emergencies

Crisis communications and the Media

Theory to practice: planning, audiences, messaging, M&E

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Multi-faceted,

integrated

public health

emergency

Campaign

Broad Scope Of Risk Communications

Prevention/

migration Surveillance

concern/ Pre-event

EventEvent decline

Normalization/

Chronic Problem

PREPARE RESPOND RECOVER(Public Health Continuum)

Behaviour Change Comms

Policy + Advocacy – health Comms: -

- Comms Coordination

- Transparency

Strategic Comms Plan with Risk Assessment

+ Integration of Findings into BCC

Media Management

ListeningAudience research + profiling, base-lining Monitoring & Controlmessage

development + testing

Emergency Comms PlanEvaluation, Feedback

Stakeholder engagementHealth Promotion Social Mobilization

Sign posting to

support servicesHealth Promotion

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Risk Communication applied to Infectious Disease Outbreak

Risk Communication applied to Infectious Disease Outbreak

Delayed Response

DAY

CASES

Late Detection

First Case

Control Opportunity

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Risk Communication applied to Infectious Disease Outbreak

Risk Communication applied to Infectious Disease Outbreak

Rapid Response

CASES

Early Detection

Control Opportunity

DAY

Proactive communication of real or potential risk

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Communication Challenges of Public Health Emergencies

Communication Challenges of Public Health Emergencies

Emergencies have unique characteristics, including:

high human impact Economic consequences extreme time pressure increased work load Shift from national to international interest Non-health media involvement involvement of multiple organizations/departments Direct involvement of senior political actors

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Role of Risk Communication in Public Health Emergencies

Role of Risk Communication in Public Health Emergencies

Risk communication for emergencies must be:

– skilled

– coordinated

– flexible and responsive

Risk communications are essential to builds the trust needed to prepare for, respond to and recover from serious public health threats

Crisis communications & the media

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กุ�ญแจสู่��กุารสู่��อสู่ารกุ�ญแจสู่��กุารสู่��อสู่าร Trust (ความไว�ใจ)

Early Announcement (ประกุาศแต่�เนิ่��นิ่)

Transparency (ความโปร�งใสู่)

The Public (ร� �จ�กุชาวบ้�านิ่)

Planning (กุารวางแผนิ่)

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News THINKGovernment must come clean over H1N1

By: Apiradee Treerutkuarkul Published: 13 May 2009 at 12:00 AM Newspaper section: News

The government has been heavily criticised over its decision to control the release of information regarding the two confirmed A (H1N1) influenza cases involving Thai nationals.

Its decision to restrict the core details of the cases such as the age and sex of the people infected with the virus, and when they returned to the country, infringes on the public's right to know.

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Chan denied WHO compromised science

TORONTO, 4 June 2009 — The head of the World Health Organization has defended the agency's handling of the swine flu outbreak, insisting its credibility as a science-driven organization has not been compromised.

"There is no question of WHO compromising science," Chan told The Canadian Press.

"I did not compromise."

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Crisis & the MediaCrisis & the Media

Emergencies are characterised by chaos and confusion

Our task during a crisis is to minimise these, otherwi se fear will turn into panic

The m edia, whether you like it or not, is a key chann el of communication with the public

Newspapers, TV, radio stations, wire services, and in - creasingly web based journalists will all come at you

in an emergency!

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Work with the MediaWork with the Media

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Working with the MediaWorking with the Media

Disasters are media events: the more catastrophic the disast er, the more press attention you will get.

First rule of engagement: DON’T LIE! The consequence can b e a disaster in itself.

The media live on accurate and timely information.

Give them that by sticking with what you know. Don’t specula te, give them the facts. But put these facts in context for the

m.

Don’t let them speculate either. If you don’t know the relevan t information that they need – find out.

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Lessons LearntLessons Learnt

If you don’t already have one, name a spokesperson

Don’t have too many spokespersons saying different things

Draft talking points for responsible officials so that t hey do not say contradictory things and confuse the

public

Form alliances and coordinate with relevant agencie s to come up with common key messages that they

could hammer home

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What Went Wrong?What Went Wrong?

Do an autopsy on your media communications

Why didn’t people believe you? (trust)

Did somebody else get to them first? (early announcement)

Did your measures appear to be above board to the public? (transparency)

Was there feed back from the public? (listening)

Was media part of the broader communications strategy? (planning)

Risk Communications: theory to practice

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Planning communicationsPlanning communications

Theory: Emergency communication planning Emergency communications planning as part of broader

risk communications and the overall PP&R strategy, makes for an integrated response to public health emergencies.

Practice: Utilise simple good planning steps to form a

strategic base from which to develop tactics - think: what, why who, how…

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What, why, who & howWhat, why, who & how

What do we want to tell people? - What they can do to protect themselves and prevent the spread of H1N1

Why are we telling people this? - Because we want people to take action and use preventative measures

Who are our audience(s)? – Young people, office workers, pregnant women, tourists (not just ‘general public’!)

How will we reach them? – What tools & tactics, that is what materials and what channels?

– Broadcast level media, or community forums, – Give people direct access to information themselves (eg on a

website), and/or from other sources (eg from health professionals?)

– The best solution is usually a combination of tools and tactics

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Understanding & reaching audiencesUnderstanding & reaching audiences

Theory: Listening to affected groups and populations

Check that we are speak with people effectively

The ‘general public’ comprises different audience segments – identify and gain insights about them such as:

– family and gender dynamics – everyday language and literacy levels – socio-economic status and cultural norms – interaction with livestock

Practice:

Communication should be a 2-way dialogue, provide opportunities for direct contact, listening and feedback.

Integrate messaging for consistency at all levels, building both mass awareness and driving specific action and behaviour change over time.

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Integrated messagingIntegrated messaging

Backdrop or broadcast – heard by and relevant to the broadest audience

Audience groups – targeted to particular groups, overheard by those with a relevant interest

Specific target audiences – relevant only to those directly affected

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Monitoring & EvaluationMonitoring & Evaluation

Theory: Communication Evaluation The capacity to effectively and efficiently evaluate communication

during an event is crucial to inform the modification of communication strategies and messages so that public health objectives are met.

Practice: Set indicators of success against SMART objectives:

– S – specific– M – measureable– A – achievable– R – realistic– T – Targeted and timed

Embed monitoring, control and evaluation indicators and feedback mechanisms in the planning stage

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Listening & understanding nowListening & understanding now

Monitor, adapt and evaluate during, not just after the event. Use techniques such as:

– provide feedback mechanisms such as ‘your questions answered’ section on the website,

– hold small, local Q&A sessions with senior MoPH and/or health professionals – Give VHVs postcards that they leave for people to write their concerns on,

so at the next visit these can be discussed with the community. – Provide health centres with standardised, simple mechanisms for reporting

back so that the incoming data is consistently formatted, making it easier to analyse and make use of the results.

– Use the hotline to gather statistical data and importantly anecdotal concerns

– Monitor print (local, not just national) and online media to capture what is being said by the citizens, not just reporters.

– Conduct straw polls or rapid surveys (online, telephone or in the field) and observation studies – understand not just what people think, but also what they are actually do.

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Multi-faceted,

integrated

public health

emergency

Campaign

Broad Scope Of Risk Communications

Prevention/

migration Surveillance

concern/ Pre-event

EventEvent decline

Normalization/

Chronic Problem

PREPARE RESPOND RECOVER(Public Health Continuum)

Behaviour Change Comms

Policy + Advocacy – health Comms: -

- Comms Coordination

- Transparency

Strategic Comms Plan with Risk Assessment

+ Integration of Findings into BCC

Media Management

ListeningAudience research + profiling, base-lining Monitoring & Controlmessage

development + testing

Emergency Comms PlanEvaluation, Feedback

Stakeholder engagementHealth Promotion Social Mobilization

Sign posting to

support servicesHealth Promotion

Thank you