SEARO – CSR Training on Outbreak Investigation Outbreak Communications

SEARO – CSR Training on Outbreak Investigation Learning Objectives At the end of the presentation, participants should be able to: –Explain the importance of outbreak communications –Describe best practices in outbreak communications –Develop clear and concise message –Identify basic structure in outbreak investigation report –Discuss benefits of integrating communication in overall outbreak management

Outbreak Communications SEARO – CSR Training on Outbreak Investigation Outbreaks: Urgent emergencies Unfolding/ Create anxiety Socially/ economically disruptive Behaviour plays role in transmission strong political dimensions Newsworthy! Unpredictable Unique public health events

Outbreak Communications SEARO – CSR Training on Outbreak Investigation Outbreak Communications - challenges Public expects access to its government Demand for information increases Workload increases Coordination is crucial

Outbreak Communications SEARO – CSR Training on Outbreak Investigation Outbreak Communications Best Practices

Outbreak Communications SEARO – CSR Training on Outbreak Investigation Best Practice # 1 – Build Trust WHO Outbreak Communications Guidelines, 2005 Doctor are you sure this is an approved surgical technique? The overriding goal for outbreak communication is to communicate with the public in ways that build, maintain or restore TRUST Public perceives communicator by: a.Motives b.Honesty c.Competence

Outbreak Communications SEARO – CSR Training on Outbreak Investigation Best Practice # 2 – Announce Early The most critical of all outbreak communication messages Must be early Likely to be wrong When officials are concerned, the public should be warned.

Outbreak Communications SEARO – CSR Training on Outbreak Investigation Best Practice # 3 - Transparency Transparency results in higher trust! Two main issues –Defining limits e.g., patient confidentiality –Information delay (>>>)

Outbreak Communications SEARO – CSR Training on Outbreak Investigation Best Practices Most important in the Asian setting! TrustAnnouncing EarlyTransparency

Outbreak Communications SEARO – CSR Training on Outbreak Investigation Best Practice # 4 – The Public It is nearly impossible to design successful messages that bridge the gap between the expert and the public without knowing what the public thinks.

Outbreak Communications SEARO – CSR Training on Outbreak Investigation Best Practice # 5 - Planning * WHO Outbreak Communications Guidelines, 2005 Outbreak communication plan MUST be a part of outbreak management plan

Outbreak Communications SEARO – CSR Training on Outbreak Investigation Message Development

Outbreak Communications SEARO – CSR Training on Outbreak Investigation Message Development When creating a message, consider Relationship to the event Give facts/ updateSpokesperson DemographicsRally to actionPrint media Level of outrageClarify event statusWeb Address rumorsRadio Satisfy media request Audience Purpose of Message Channel/ Format

Outbreak Communications SEARO – CSR Training on Outbreak Investigation Tips for clear, concise, interesting message Use message map –3 key messages with supporting materials –Each message can stand alone Keep messages brief –27 words (9 seconds) Understandable to the audience –4 grade levels below audience average Avoid unnecessary “absolutes” –Leave room for unknown information Avoid negative terms –Avoid “No”, “Do not”

Outbreak Communications SEARO – CSR Training on Outbreak Investigation Clear and easily understood Age-adjusted mortality rate A t t r i b u t a b l e r i s k Carcinogen C o n f i d e n c e i n t e r v a l C o n t r o l g r o u p Dose-response E p i d e m i o l o g y I n c i d e n c e r a t e Relative risk S t a t i s t i c a l s i g n i f i c a n c e T o x i c o l o g y Variance Prevalence Morbidity Mortality M u t a g e n Odds ratio Reference dose P r o p h y l a c t i c S u r v e i l l a n c e Standard deviation Vector

Outbreak Communications SEARO – CSR Training on Outbreak Investigation Message Map Title of Map Stakeholder: Question or Concern: Overarching Messages (short form): Key Message 1Key Message 2Key Message 3 Supporting Information 1-1Supporting Information 2-1Supporting Information 3-1 Supporting information 1-2Supporting Information 2-2Supporting Information 3-2 Supporting Information 1-3Supporting Information 2-3Supporting Information 3-3 General Public (could be any group, e.g., policymakers, media) (e.g., what should we know about cholera transmission?) This message should contain three sentences and three related concepts at most. It should require roughly 27 words. It should be stated as simply as possible. Most important message here.Least important message here.Second most important message here. Supporting information should add detail to overarching and key messages.

Outbreak Communications SEARO – CSR Training on Outbreak Investigation Message Map – an Example Title of Map Stakeholder: Question or Concern: Key Message 1Key Message 2Key Message 3 Supporting Information 1-1Supporting Information 2-1Supporting Information 3-1 Supporting information 1-2Supporting Information 2-2Supporting Information 3-2 Supporting Information 1-3Supporting Information 2-3Supporting Information 3-3 General Public What is pandemic influenza? Pandemic influenza is a new type of flu An influenza pandemic is likely to be more severe than yearly influenza The timing and nature of pandemics are unpredictable. It is caused by new viruses or by those that have not circulated among people for a long time. Illness and death rates are likely to be significantly higher than is normally seen during a seasonal influenza epidemic Influenza viruses change constantly, so it is impossible to predict their features and the impact on the population 11 It spreads easily from person to person through coughing and sneezing and causes serious illness. Most people will have little or no immunity to the new virus. Pandemic influenza viruses can spread worldwide within months, or weeks, and can cause illness and death in all age groups. Pandemic influenza will last longer than a regular influenza and will come in waves of activity separated by months. We cannot predict how fast a new influenza virus will spread. A vaccine cannot be made until the virus has been identified.

Outbreak Communications SEARO – CSR Training on Outbreak Investigation He who does not understand a look will not understand a long explanation either. (Arab proverb) Positively perceived non-verbal communication Excellent eye contact honest, open, competent, caring, empathetic sincere, dedicated, confident, knowledgeable, interested Sitting slightly forward in chair interested, enthusiastic, concerned, cooperative Open hands open, sincere Speaking outdoors in low-wind conditions dedicated, hardworking, involved, concerned Hand to chest/heart region open, honest, dedicated, sincere Erect posture self-confident, self-controlled, assertive, determined Lowering voice self-assured, honest, caring

Outbreak Communications SEARO – CSR Training on Outbreak Investigation Basic message component Express empathy What you know What you don’t know Dealing with the problem Commitment Sources of information Basic Message Component

Outbreak Communications SEARO – CSR Training on Outbreak Investigation Example: Create a Message A virulent strain of Type A influenza has caused 1500 infections and 150 deaths in Southeast Asia In the past 3 days, people have become ill in New York and Los Angeles Today, 30 area residents were admitted to the hospital with high fever, difficulty breathing, and severe pneumonia; lab results will be available in hours No vaccines or drugs are known to be effective Symptoms are treatable with supportive medical care Public health is operating on the assumption that this is the same flu reported in Asia and the US Public health is working closely with hospitals and medical staff to identify other cases

Outbreak Communications SEARO – CSR Training on Outbreak Investigation Example: Create a Message 1.Expression of empathy and caring “We’ve all been hearing news about the flu, and we’re concerned about what we might be facing in our communities.” 2.Confirming facts “Today, 30 people were admitted to hospitals with high fever, difficulty breathing, and severe pneumonia.”

Outbreak Communications SEARO – CSR Training on Outbreak Investigation Example: Create a Message 3.What you don’t know about the situation “We suspect it is the same influenza that has recently appeared in southeast Asia and parts of the US, but we cannot conclusively identify this disease at this time.” 4.Process to deal with the problem “However, specimens have been sent to the state laboratory and we are awaiting the results. In the meantime, we have brought together the best medical and scientific expertise to care for the sick, learn the cause of their illness, and if it is a contagious disease, work to contain it.”

Outbreak Communications SEARO – CSR Training on Outbreak Investigation Example: Create a Message 5.Statement of commitment “This is a process that is going to take a little time. We will update the public on any information as it comes to light.” 6.Where people can get more information “We have established a public health hotline to answer people’s questions and have important information on our Web site. The number to call is AFLU, or visit

Outbreak Communications SEARO – CSR Training on Outbreak Investigation Outbreak Investigation Report Complexity of the report depends on the type of investigation, the extent of the outbreak, and the audience of the report

Outbreak Communications SEARO – CSR Training on Outbreak Investigation Outbreak Investigation Report: What and Why What –Findings during different stages of outbreak investigation Why –To document for action –Share new insights –Provide record of performance –To verify and substantiate recommendations In order to: –To enhance quality of investigations –prevent future outbreaks –assist in investigation and control of similar incidents –provide a document for potential legal issues

Outbreak Communications SEARO – CSR Training on Outbreak Investigation Some outbreak reports have become part of history…….

Outbreak Communications SEARO – CSR Training on Outbreak Investigation Outbreak Investigation Report: Who writes, when, who reads Who writes –The outbreak investigation team –Other authors as assigned When –When the investigation is ‘complete’ –When the investigation is ‘ongoing’ Who reads –All agencies involved in outbreak investigation and response –Policy making bodies, professional colleagues –The public, the lawyers, the media

Outbreak Communications SEARO – CSR Training on Outbreak Investigation Outbreak Investigation Report: Basic Structure Summary Introduction and Background Methods and Results Discussion and Lessons Learned Recommendations Acknowledgements

Outbreak Communications SEARO – CSR Training on Outbreak Investigation Outbreak Investigation Report: Challenges Writing reports –delay or not writing at all Confidentiality –to patients, involved communities Accountability –who owns the report/ data

Outbreak Communications SEARO – CSR Training on Outbreak Investigation Built on trust, effective outbreak communication will help speed up control WHO Outbreak Communication: Best Practices for Communicating with the Public during an outbreak, 2004

Outbreak Communications SEARO – CSR Training on Outbreak Investigation References Conducting an Outbreak Investigation. The North Carolina. Communicable Disease Control Manual, North Carolina Division of Public Health. Accessed at Crisis and Emergency Risk Communication. Atlanta, Center for Disease Control and Prevention, Effective Media Communication during Public Health Emergencies: A WHO field guide. Geneva, World Health Organization, (WHO/CDS/ a). Message Mapping. PowerPoint presentation in: Risk and Emergency Communication for Avian Influenza and Pandemic Preparedness Workshop. Center for Disease Control and Prevention (CDC), Thailand, February Outbreak Communication Guidelines. Geneva, World Health Organization, Outbreak Communication handbook for Journalists, Geneva, World Health Organization, Outbreak Communications Guidelines (Draft). Geneva, World Health Organization, 2008 Risk Communication. PowerPoint presentation in: Risk Communication Workshop, MOPH, Thailand. Ray Kemp Consulting Ltd., November Risk and Crisis communication for Avian Influenza Rapid Response Team (AI RRT). PowerPoint presentation in: Training of Trainers for AI RRT, Thailand, July The Outbreak Investigation Report. PowerPoint presentation by Arnold Bosman and Meirion Evans. Epiet. Accessed at Writing an Outbreak report. PowerPoint presentation in: I is for Investigation, Outbreak investigation from mystery to mastery. The North Carolina. Communicable Disease Control Manual, North Carolina Division of Public Health. Accessed at:

Outbreak Communications SEARO – CSR Training on Outbreak Investigation