Pan American Health Organization World Health Organization Module

Pan American Health Organization World Health Organization Module 3: IHR Risk Communication Capacity: Information Dissemination including media relations Pandemic and Outbreak Communication PAHO/WHO

Pan American Health Organization World Health Organization Risk Communication • 1970 s – risk issues emerged as central themes • Investigations of risk perception and the role communication plays increased • 3 main risk communication models: – Psychometric: key differences in risk perception between experts and the lay public – Socio-political: risk messages exist in a sociopolitical context and how they are received is determined by people's relation to power – Cultural: messages are interpreted though cultural frames of reference Pandemic and Outbreak Communication PAHO/WHO

Pan American Health Organization Risk Communication World Health Organization Old Model: New Model: One-way communication to inform Two-way communication to dialogue Old Objective: Warn of risk New Objective: Partnership to co-manage risk Pandemic and Outbreak Communication PAHO/WHO

Pan American Health Organization World Health Organization Risk communication Key variables in the public's tolerance of risk: - Perception of authorities concern - Whether or not impacts of problem are shared equitably - Voluntary or coerced - Manmade or natural - Information sharing by authorities - Responsiveness of decision making - Trustworthiness of those in charge Pandemic and Outbreak Communication PAHO/WHO

Pan American Health Organization World Health Organization Risk communication Key variables in the public's tolerance of risk: • Trustworthiness of those in charge Components of trust: • motives, honesty, competence Relative importance of openness, credibility and fairness 4 X that of competence Pandemic and Outbreak Communication PAHO/WHO

Pan American Health Organization World Health Organization Case Study: Media Relations BSE: United Kingdom • 1984 strange illness emerges in British cattle • 1986 -87 BSE identified and Ministers informed of new animal disease • 1988 Report of independent committee: human health risk is remote • Disease among cattle population spreads • New research suggest other species at risk • Independent experts warn of human risk • Select school authorities ban beef • High media attention Pandemic and Outbreak Communication PAHO/WHO

Pan American Health Organization World Health Organization Case Study: Media Relations BSE: United Kingdom • UK Government position remains: "There is no risk to human health" • Key agricultural sector: billions at-risk • Agriculture Minister under pressure to reassure consumers, farmers, trading partners…. . Minister's Communication strategy: • Feed his 4 year old daughter beef on national TV Pandemic and Outbreak Communication PAHO/WHO

Pan American Health Organization World Health Organization Case Study: Media Relations BSE: United Kingdom • Reassuring photo emerged in a specific context: – Government selective in the information released – Experts/Partners contradicting assessment of risk – Ignoring clear signs of elevating public risk perception • Link between BSE and human health was acknowledged 1996 • 164 dead of v. CJD • Global ban on British beef • Persistent, low trust in management of health issues 10 years after crisis Pandemic and Outbreak Communication PAHO/WHO

Pan American Health Organization World Health Organization Developing Messages MEDIA NGO PARTNERS Who is your audience? HEALTH WORKERS TRADING PARTNERS VICTIMS OTHER MINISTRIES POLITICIANS Pandemic and Outbreak Communication PAHO/WHO

Pan American Health Organization Developing Messages World Health Organization RISK ASSESSMENT? ECONOMIC IMPACT? DECISION MAKING? What do your audiences need or want to know? WHAT NEXT? FAIR AND EQUAL? ACCOUNT- INFORMATION? ABILITY Pandemic and Outbreak Communication PAHO/WHO

Pan American Health Organization World Health Organization Developing Messages Are the messages understandable? – Eg. Avoid jargon and technical language Are the messages complete, honest and open? – Eg. Acknowledge uncertainty – Eg. Acknowledge mistakes Are the messages respectful of concerns? – Concerns about their health – Concerns about fairness – Concerns about the future Are the messages sensitive to cultural practices? Do the messages express empathy for victims? Pandemic and Outbreak Communication PAHO/WHO

Pan American Health Organization World Health Organization Information Dissemination IHR Risk Communication Capacity: Information dissemination/media relations 1. Identify spokespersons and ensure risk communication training 2. Adopt risk communication message development templates and tools 3. Integrate communication channels to provide hard to reach groups with useful information Pandemic and Outbreak Communication PAHO/WHO