Internal communication Outbreak and Crisis Communication. Training for Trainers Workshop Washington D.C. 18-20 July 2006 Internal communication Cristiana Salvi Information Outreach WHO Regional Office for Europe

Who is your internal client? Your technical people Your Minister National Committee Your Prime Minister

What do you do internally? have ready the crisis communication plan with crisis communication staff roles and activate it shortly after crisis notification; identify spokespersons, brief them and distribute interviews from the media to the appropriate person(s); meet with leadership shortly after crisis notification to provide an evaluation of the crisis from a media perspective; inform leadership regularly of the specific steps that are being taken, internally and by other organizations, to interact with the media; identify those in the organization who should be informed about the communication plan when a crisis occurs.

Who is your “internal” partner? Not only your internal counterparts, but ALL partners in a crisis are part of the internal communication process.

Identify the key partners, and other health agencies other sectors (i.e. animal health, education) PAHO/WHO other UNs NGOs (…)

…set up a communication system develop procedures for coordination with key partners agree on ownership of information release (who releases what/when/how); coordinate the release of information before going public; coordinate speaking with one voice; identify the leading spokespeople across the various partners

Clearance procedures Early reporting is critical to build and maintain trust. This implies that procedures are in place for rapid and effective clearance Ensure clearance of information for public dissemination and coordinate it with other partners Facilitate the rapid release of information (ideally, within hours) for enhanced credibility Develop streamlined procedures to check information and clear/approve documents

An AI national committee? The establishment of a national committee on AI centralizes operations and consolidate action. Nevertheless it risks paralyzing rapid initiative and identification of responsibilities. The human health sector should take the leadership in coordinating the outbreak and involve the other sectors within the national committee. You should be empowered more or as much as other partners’communication officers.

Working with the UN Working with UN agencies, i.e. human health (PAHO/WHO), animal health (FAO/OIE), education (UNICEF) contributes to synergy increases economic and human resources Initiate task force on specific issues involving all concerned ministries and institutions, plus the UN agencies working in the field media training and workshops social mobilization production of informative materials

Which tools? Activate the (joint) crisis room and fix operational hours for crisis communication activities Develop and disseminate talking points using internal mailing lists and password-protected sites; Send draft media statements to partners for coordination and, if needed, approval Mobilize resources in case of need

The talking points This is the main tool for internal (meaning all partners) coordination ensuring timely dissemination of information consistency speaking with one voice They are developed in a way to ensure that communication does not damage credibility should new information be developed that stands in contrast to existing statements or that the outbreak evolves and changes existing lines.

Talking points/(topic) Written by: Cleared by: DATE 2006 Updates in bold _______________________________________________________________ This is an internal WHO document and is guidance for your interviews only Headline: Summary: Current key messages: Long term messages: H5N1 is still essentially an animal disease, and cases in humans remain relatively rare but also continue to occur, Infections in people often have serious consequence with a high case fatality in humans (56%), even higher in age group 10-39y (66%) Since 2003, the epidemiology of H5N1 infection in humans has shown that cases are occurring in more areas, in parallel largely with poultry infections

Chronology: Lab testing: Emerging issues to watch: Feedback: (what are the public concerns being raised?) Conclusions and Concerns: WHO Action: WHO HQ contacts: Dick Thompson ext. 1-2684 WHO Regional contacts: WHO National contacts: Recent Articles:

Outbreak and Crisis Communication. Training for Trainers Workshop Washington D.C. 18-20 July 2006 Thank you Cristiana Salvi Information Outreach WHO Regional Office for Europe csa@ecr.euro.who.int Ph. 0039 06 4877543