1 |1 | COUNTRY OFFICE FOR Viet Nam Outbreak Communications Shelaye Boothey WHO Communications Officer GOARN – Melbourne

2 |2 | COUNTRY OFFICE FOR Viet Nam 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.

3 |3 | 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

4 |4 | 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

5 |5 | COUNTRY OFFICE FOR Viet Nam Outbreak communications - A vital tool

6 |6 | COUNTRY OFFICE FOR Viet Nam WHAT IS GOING ON?? PANIC CONFUSION FEAR

7 |7 | COUNTRY OFFICE FOR Viet Nam Effective Outbreak Communication can… reduce illness and save lives reduce economic impact limit political instability

8 |8 | COUNTRY OFFICE FOR Viet Nam 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!

9 |9 | COUNTRY OFFICE FOR Viet Nam 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

10 | COUNTRY OFFICE FOR Viet Nam 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

11 | COUNTRY OFFICE FOR Viet Nam Why YOU need to care EVERY SINGLE public health intervention during an outbreak will SUCCEED OR FAIL based on the way you COMMUNICATE.

12 | COUNTRY OFFICE FOR Viet Nam 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 – no one will follow – it will FAIL

13 | COUNTRY OFFICE FOR Viet Nam What is effective communications? NOT just a press release or poster NOT just public relations Whole of society approach

14 | COUNTRY OFFICE FOR Viet Nam 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

15 | COUNTRY OFFICE FOR Viet Nam 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

16 | COUNTRY OFFICE FOR Viet Nam 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!!!!

17 | COUNTRY OFFICE FOR Viet Nam Working with the media

18 | COUNTRY OFFICE FOR Viet Nam What is a JOURNALIST?

19 | COUNTRY OFFICE FOR Viet Nam WHAT IS A JOURNALIST? Like you and me Harassed Just trying to get through the day Hoping to please the boss

20 | COUNTRY OFFICE FOR Viet Nam More respectful Not so aggressive State run media allows greater control Vietnamese journalists ASIAN VS EUROPEAN/AMERICAN

21 | COUNTRY OFFICE FOR Viet Nam More direct Possibly more mature/confident/informed More difficult International media ASIAN VS EUROPEAN/AMERICAN

22 | COUNTRY OFFICE FOR Viet Nam 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!

23 | COUNTRY OFFICE FOR Viet Nam 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? PREPARING FOR INTERVIEWS

24 | COUNTRY OFFICE FOR Viet Nam Do you have a reason to talk? Do you have a message? Have you done your homework? GENERAL TIPS

25 | COUNTRY OFFICE FOR Viet Nam 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

26 | COUNTRY OFFICE FOR Viet Nam BACK TO BASICS After last question, come back to your key messages Write the headline again Ask if anything unclear

27 | COUNTRY OFFICE FOR Viet Nam 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

28 | COUNTRY OFFICE FOR Viet Nam 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

29 | COUNTRY OFFICE FOR Viet Nam 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

30 | COUNTRY OFFICE FOR Viet Nam Thank you Xin cảm ơn