Risk communication presentation.ppt
Transcript of Risk communication presentation.ppt
Risk Communication
Risk Communication
in preparing and
responding to Health
Emergencies Emergencies
Messaging for special audiences : Decision Makers: Tourism Industry; Food Handlers, Households, Schools…
Objectives• To increase national
preparedness and response capacity for Health Emergencies with the focus on Cholera and other outbreaks of water and food borne diseases.
• To introduce and refresh
knowledge on risk
communication ….
• To outline the process for
developing a risk
communication strategy as
• To train key personnel in the main strategies of managing a Cholera outbreak
• To identify main areas for strengthening national response plans for health emergencies.
an essential component of
national preparedness and
response…
• To explore the dynamics of
developing key messages
for targeted audiences
Communication
•imparting or exchanging of information
• the successful conveying or sharing of ideas and feelings
Communication for Health (WHO)
• Communication is an important component in managing any infectious disease outbreak, and is essential in the event of an epidemic or pandemic.
• Accurate and timely information at all levels is criticalin order to:
▫ minimize unwanted and unforeseen social disruption and economic consequences, and to
▫ maximize the effective outcome of the response.
Effective Communication
1. Commands Attention
2. Communicates a benefit
3. Caters to the HEART, HEAD and POCKET 3. Caters to the HEART, HEAD and POCKET
4. Calls to Action
5. Clarify messages (information)
6. Is Consistent
7. Creates trust
What is Risk Communication?
Risk communication is an integral component of public health risk management. It is focused on dialogue with those affected and concerned and strives to ensure communication strategies are evidence based.
Under the IHR, risk communication for public health Under the IHR, risk communication for public health emergencies includes the range of communication capacities required through the preparedness, response and recovery phases of a serious public health event to encourage informed decision making, positive behaviour change and the maintenance of trust.
PAHO 2010
4 Kinds of Risk Communication Peter Sandman
1. Public Relations: High Hazard, Low Outrage
2. Stakeholder Relations: Moderate Hazard, Moderate OutrageOutrage
3. Outrage Management: Low Hazard, High Outrage
4. Crisis Communication: High Hazard, High Outrage
2
3 4
2
1
Public relations/ health education
• Audience: apathetic, aren’t interested, getting their attention is quite difficult
• Task: messages that reinforce appeals
1. High Hazard, Low Outrage
• Task: messages that reinforce appeals to move the audience towards your goals, provoke more outrage – action
• Medium:monologue via the mass media
• Barriers: audience inattention, size, media resistance
Stakeholder relations
• Audience: stakeholders – interested and attentive audience, neither too apathetic or too upset to listen
2. Moderate Hazard, Moderate Outrage
• Task: to discuss, explain, respond to the audience/ stakeholder
• Medium: dialogue, supplemented by specializes media
• Barriers: inefficiency of one on one dialogue
outrage management
• Audience: outraged – anger , largely at you, ‘fanatics’, (justified or not) you have
their attention
• Task: to reduce audience outrage –listening, acknowledging,
3. Low Hazard, High Outrage
listening, acknowledging, apologizing, sharing control and credit
• Medium: in person dialogue, audience does most of the talking
• Barriers: outrage
4. High Hazard, High Outrage
crisis communication – in a crisis there is no ‘PUBLIC’ everyone is a stakeholder
• Audience: very upset, outraged – more fear and misery than anger
• Task: to help the audience bear its fear and miseryand misery
• Medium: monologue via the mass media, dialogue – one on one where possible
• Barriers: stress of the crisis, missing the difference between crisis
communication and routine PR
‘Risk communication should be
incorporated into preparedness
Planning
Preparation Preparation Preparation
planning for major events and in all aspects
of an outbreak response.’
WHO
CRISIS
Preparation Start Control Recovery
PAHO Model 2010
What is the situation – diagnosis
Why communicate -objectives
To Whom - target audienceHow – channels, toolsWhen – time lineWho – responsible personsWith What - resources
How is it going –monitor
How effective was it –follow up evaluation
Activities:
• Form a cross-cutting communication team to
support the main goals of understanding, informing
and increasing awareness prior to and in the event of
an actual health event.
• Engage the business community in health emergency
preparedness planning and find ways in which they
can support the public health response:
• Develop a communication Strategy▫ Blueprint/Framework
▫ Doesn’t exist in isolation, furthers objectives and goals
▫ Interactive and flexible
▫ Addresses both internal and external communicationcommunication
▫ Ties in with National Emergency Plans
▫ Spells out key messages, target audiences and actions
SaysTo
In WHICH With WHAT WHO
Communicator
SaysWHAT
Message
To WHOM
Target Audience
In WHICH CHANNEL
Medium
With WHAT EFFECT
Effect
Communication Strategy for Cholera and Other
Water Borne Diseases
Goals
• Tie in with established protocols
• Identify regional and local objectives
InternationalInternational
WHO Cholera Guidelines
IHR2005
RegionalRegional
CAREC Cholera
Guidelines
National
National
Emergency
Plans
Communication Strategy
•Develop consistent messages:
▫ What is the risk… ▫ What is the risk…
▫ Effects of potential risk…
▫ How potential situation can
be prevented…
▫ How to respond in the event…
21
Communication Process
Signal
Source of
informationTransmitter Receptor Destiny
Message MessageInterferences
emitted received
Perception
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Perception in Risk Communication
Signal
Real RiskPerceived
Risk
Source of
informationTransmitter Receptor Destiny
Message MessageInterferences
emitted receivedReal Risk
Risk
Risk Perception
• Risk is the probability of an
event occurring.
• Perceived risk from a • Perceived risk from a
particular threat and the
actual probability of that
threat occurring often bare
little relation to each other
Risk Perception
Based on:
1. Facts
Treat with:
1. Trust
2. Transparency
2. Feelings
3. Fear
2. Transparency
3. Early response
4. Listening
5. Planning
• Research what the target audience perceives and
believes. Awareness of Knowledge, Attitudes, Practices
and Beliefs will enable the communication team to tailor
messages and information.
• Create preparedness messages based on the research of
attitudes and knowledge. In all cases, messages must be attitudes and knowledge. In all cases, messages must be
clear, concise, consistent and call to action.
• Facilitate formal and informal dialogue with the
community to monitor what they need and want, and
inform: town hall meetings, panel discussions…
Role of Risk Communication in
Public Health Emergencies
• Help at risk populations make informed decisions
• Encourage protective behaviors
• Complement existing surveillance systems• Complement existing surveillance systems
• Coordinate health and non-health partners
• Minimize social and economic disruption
• Builds the trust required to prepare for, respond to and recover from serious public health threats
• key government officials • sectoral partners
▫ business leaders
• healthcare system and providers▫ cleaners
Define the audiences to be reached.
▫ cleaners
• media• special or vulnerable groups
▫ schools▫ food handlers
▫ hospitality/tourism industry...
Decide what communication
channels will be used:
• Print: posters, billboards, direct mail…
• Electronic: e-mail, web…
• Broadcast: radio, television…
Traditional: loud speakers…• Traditional: loud speakers…
• Novel: social media, theatre…
• Personal communication: community health
workers...
• Special events:
http://new.paho.org/blogs/haiti/?cat=5
Identify and train spokespersons and
other senior health and other sector
officials▫ Speak with one voice, even if there are several
people
▫ Ensure the spokespersons are trained in risk ▫ Ensure the spokespersons are trained in risk
communication
▫ Prepare taking points
Key Components:
•transparency
•acting quickly
•empathy
•trust
Information Management Flow Chart
Information Management Flow
Information Information Sources
Collection Analysis Products
•Health situation room•National EOC•PAHO Technicians•UN Agencies•NGOs
Conversion of data to information:
•Definition of analysis criteria•Cross reference of variables of analysis•information process•Graphic representations•Technical analysis of the results
Situation reports
ProtocolsIEC material
Other…
Evaluate the effectiveness
of your communication
• Throughout:
pre during post
• Adjust along the way• Adjust along the way
• Scale up what works as appropriate
• Identify lessons learned
• Refine communications plans for the future
Remember....�Reach out to partners, such as representatives from community groups,
youth groups, schools, mayors, unions, churches and associations. They can
assist later in keeping the public informed.
�Maximize Health Care opportunities - primary health care doctors and
community health promoters are key in supplying as well as transmitting community health promoters are key in supplying as well as transmitting
health information.
�Contact , collaborate with and incorporate leaders, gatekeepers and
celebrities, to communicate key messages.
�Stage simulations, discuss scenarios, what-ifs, so that contingencies can be
made to keep the public prepared, the government operating, and basic
services available.
Messaging• Message maps – developed to transmit
information simply
• Organize ideas
• Develop messages in response to anticipated
community concernscommunity concerns
• Link messages and actions to desired
behaviours
Problem:
Concern Evidence Audience Messages Channels Materials
• Risk communication planning and training is essential for a
comprehensive public health response
• Resources need to be allocated for risk communication activities
Decision Makers
• Surveillance and surveillance reports are a key internal
communication activity informing external communication
• Public health education on basic sanitation and hygiene is the
starting point
...households, schools, health
care workers, hospitality
sector...
• What is cholera and other water borne/diarrheal diseases
• How these diseases can be spread –• How these diseases can be spread –
• How these diseases can be prevented –
▫ Use safe water , How to make your water safe
▫ How and when to wash hands
▫ Safe personal sanitation (how to use toilets)
▫ Food safety – 5 keys to safer foods
• How these diseases may be treated at home
▫ Preparation of ORS
Health Care Providers
• Treatment and management protocols
▫ Cholera Guidelines
• Maintain surveillance systems and make reports • Maintain surveillance systems and make reports in a timely manner
• Cleaners:
▫ How to clean hospital facilities
▫ How to protect themselves when cleaning
Key Messages –
Food Handlers
Key Messages
School ChildrenSchool Children
Key Message
Households
• Video How to prevent diarrheal
diseases 60 secsHouseholds diseases 60 secs
Conclusions• The risk communication strategy and its components are
essential parts of national risk management plans.
• The most important aspects of the risk communication strategy are prepared in advance of a public health emergency. Beginning preparations at the time of an emergency is
tantamount to missing opportunities to control it. tantamount to missing opportunities to control it.
• During the preparation stage, it is vital to ensure fluid internal and inter-institutional coordination for the appropriate flow of information and communication.
• The risk communication strategy is not a poster, spot or campaign
Resources • PAHO - www.paho.org/riskcomm• WHO Food safety -
http://www.who.int/foodsafety/micro/riskcommunication/en/
• Peter Sandman - http://www.psandman.com/• US CDC - http://www.bt.cdc.gov/cerc/• US CDC - http://www.bt.cdc.gov/cerc/• Centre for risk communication -
http://www.centerforriskcommunication.com/• PAHO PED documents...
http://new.paho.org/disasters/index.php?option=com_content&task=view&id=997&Itemid=1&lang=en
• Witte, Meyer and Marell. Effective Health Risk Messages A step by step guide. London: Sage Publications 2001