1. OIE Regional Seminar on Communication
The importance of communication for VS worldwide
OIE Regional Seminar on Communication
Bangkok, October 2008
Maria Zampaglione

2. THE FRAMEWORK Resolution Nr XXI OIE General Assembly 2001
Fourth OIE Strategic Plan ( )

3. WHERE DO WE STAND
Acknowledged need for better understanding animal health issues
Acknowledged need of decision and policy makers throughout the world for better defining animal health systems
BUT
Still low awareness that early detection of animal diseases and an immediate response are keys to effective prevention and control of natural or intentional animal health disasters
Recent years have seen increased public attention on animal diseases, their zoonotic potential and the measures used for their control. Avian influenza, FMD, Bluetongue and other emerging and re-emerging diseases have proven that there is an acknowledged need of the media and the general public for better understanding animal health issues which, in fact, are also social and economical issues.

4. IMPROVING COMMUNICATION: a strategic direction for the OIE
INVESTING IN ANIMAL HEALTH MECHANISMS:
Poverty alleviation
Trade
Disease
Public health
It must be clearly communicated that investing in animal health mechanisms not only protects countries from disease occurrence, but also safeguards public health, reduces poverty and opens all possibilities for trading their agricultural products freely with the rest of the world.

5. COMMUNICATION MUST BE ACKNOWLEDGED AND SUPPORTED BY VS
“Get the work done and let them know”
Improving communication is therefore a major strategic element for the OIE. To be effective, this communication must be acknowledged and supported by the relevant stakeholders, first of all by national Veterinary Services. In many cases, a lack of adequate structure and expertise in communication has led to a loss of visibility and credibility of their actions in the face of scrutiny by the general public. Along with the ancient adage “Get the work done and let them know”, the Veterinary Services must become fully aware of the overriding need for improved communication, in order to convince and influence policy makers and civil society of the economic and social worth of the missions these services perform every day.
Policy makers and civil society must be convinced of the economic and social worth of the missions the VS perform every day.

6. COMMUNICATION MUST BE ACKNOWLEDGED AND SUPPORTED BY VS
Recent animal disease crises have helped the international community to appreciate, in practical scientific, economic, political, social and ethical terms, the many advantages brought by effective animal health policies and programmes
But VS fail to take full leadership of their activities
This hinges on the capacity to effectively communicate. .

7. WHAT IS THE GOAL? To promote a sound “animal health environment”
Foundation of an animal health communication strategy
For the continuous implementation of the relevant communication guidelines in animal health policies and activities
To make consumers throughout the world aware of the importance of animal health issues
There is a need to promote a sound “animal health environment” and this should become the foundation of a communication strategy for the continuous implementation of the relevant communication guidelines in animal health policies and activities. There is a pressing need to influence policy development and commitment and public opinion at the national level. Consumers throughout the world must be made aware of the importance of animal health issues. To that end, communication as well as professional communicators must be fully integrated into the veterinary infrastructure. .

8. EFFECTIVE ANIMAL HEALTH COMMUNICATION
HOW ? .

9. ‘A KEY EVENT’
Animal Health Communicator’s Roundtable – Rome, April 2007 (FAO/OIE)
Advocate the importance of the process of communication
The experts recognized the urgent need to strengthen communication capacity and the role of communication professionals in the process of supporting responses to emerging animal diseases, including those that pose a risk to human health, specifically highly pathogenic avian influenza H5N1.
It identified that communication professionals brought specialized skills to augment and improve the effectiveness of the technical aspects of the prevention, preparedness, response, and recovery phases of animal disease occurrences.

10. ‘A KEY EVENT’
Communication strategies should be embedded in a framework that adheres to the principles of inclusion, participation and self-determination.
Effective communication values local knowledge and socio-cultural norms while at the same time strengthening capacity through the provision of relevant technical information.
The response to animal diseases can be understood, contextualized and acted upon at all levels

11. THE CONCEPT OF OWOH
FAO/OIE/WHO/UNICEF in response to the New Delhi recommendation
(The International Ministerial Conference on Avian and Pandemic Influenza, December 2007).
A global strategy for managing risks of infectious diseases at the animal-human-ecosystems interface

12. THE CONCEPT OF OWOH Multidisciplinary approach needed
Develop coordinated communication teams with national Public Health and Veterinary Services
Address other related issues (i.e. environmental health, market impacts, consumer concerns) in close collaboration with other Ministries

13. Use of Capacity Building to achieve this change
THE FUTURE OF COMMUNICATION WITHIN VETERINARY SERVICES THE NEED FOR A PARADIGM SHIFT
From To
strictly short-term reactive emergency communication campaigns
Mid and long-term proactive communication strategies
Public VS with communication elements in infrastructure
Use of Capacity Building to achieve this change

14. AND… HOW TO GET THE BUY-IN FOR SUCCESS?
Need for immediate investments and advocacy in strengthening national communication capacities and expertise, especially among MoA and VS, to ensure consistency and sustainability of interventions over the long-term
AND…

15. HOW TO GET THE BUY-IN FOR SUCCESS?
An improved global veterinary governance must encompass
communication strategies

16. Communication within the OIE
The importance of communication as a discipline and a profession has been well recognized
The need for definitions, terms of reference and standards has been identified
Ad Hoc group on communication

17. THE OIE CODE
Proposed chapter on communication to be introduced in the Code
The full integration of communication into the Code will be the effective mechanism to create the necessary incentive for countries, ministries to incorporate communication strategies within animal health policies

18. of Veterinary Services
THE OIE-PVS TOOL
OIE-PVS
a tool for
Good Governance
of Veterinary Services
In accordance with:
Chapter : Evaluation of Veterinary Services
Chapter : Guidelines for the Evaluation of VS

19. THE OIE-PVS TOOL AND COMMUNICATION
The OIE is currently reviewing and updating this tool
Elements to assess the competence and commitment to communication of a modern Veterinary Service are being incorporated

20. Thank you for your attention
Organisation Mondiale de la Santé Animale
World Organisation for Animal Health
Organización Mundial de Sanidad Animal
12 rue de Prony, Paris, France - –