Public Com For Emergency - B4 - EN

Public communication
for health emergencies

Module B4
OpenWHO.org ©WHO2017 1
Module objectives
 Describe the importance of public

communication in outbreak and
health emergency response
 Describe ways of communicating
effectively with large audiences
during a health emergency
 Describe why media monitoring
is important
Why communicate in an emergency?
Photos: WHO/A.Esiebo
Communication is an integral part

of public health response to
disease outbreaks and health
emergencies
 People have the right to be
informed about risks and how to
protect themselves
 Communication helps influence
behaviour change
Photo: WHO/A.Bhatiasevi
Why communicate in an emergency?
Photo: WHO/J.Perugia
 Misinformation and rumours must

be identified early and addressed
 Frequent and frank communication
builds support for the emergency
response and builds and maintains
TRUST – this is essential for people
to follow our advice and support the
response
Photo: WHO/S.Gborie
Why use public communication channels?
 Quickest way for reaching wide audiences

within the shortest time, in a cost-effective
way – to get information out and to listen
to concerns
 If used appropriately, communication can
help maintain Trust
Photos: WHO/V.Martin
Why use public communication channels?
 The situation evolves rapidly in an

emergency. Therefore, it is important to
provide updates as quickly as possible so
that people can make informed decisions
 Respond to people’s concerns and fears
(i.e., social media, dial in radio shows,
iReport, etc.)
Photos: WHO/H.Ruiz
Key channels of public communication
 Media
 Social media
 The internet – web, blogs, etc.
 Mobile technology
 Awareness campaigns, social
mobilization
Photos: WHO/U.Zhao
 Distribution of messages through radio

or TV spots or through printed IEC
(information education and
communication) materials
 Other channels
Note:
 Know your audiences' characteristics and practices
to determine what platform to use e.g. SMS + radio
 Find out their preferred channels of communication Photos: WHO/V.Martin
Working with the media
Photos: WHO/J.Rivaca
Why work with the media?

 Quick way to get information out to large numbers of people in a
cost-effective and engaging way
 Influential - Radio, TV, text messages were the top 3 sources of
information for the public in the 2014 Ebola outbreak in West Africa
 Usually free or at very low cost
If you are not visible in the mass media
People think
 You are not on the
ground  You are not responding
 You are not relevant  You do not care

For mass media, think and speak in key messages
Think of the headline you would like to see

from your interview. You could prepare by
 Writing three key messages

 Make sure there is no jargon
 Make sure it is a fact and not an opinion
 It is important to say what is known,
what is unknown and what is being done
by your organisation to find out more
Image: http://www.aahh120.com/wp-
 Anticipate and address people's content/uploads/2015/09/Headline-News.jpg
concerns
Why use social media
 Social media can connect millions of

people within a short period of time
 It is the quickest way to monitor what
individuals or groups are saying about a
health emergency
 Response organisations engaged in
social media are able to immediately
provide clarification or correct
misinformation to large audiences within a
short period of time
Why use social media
 It allows for quick and interactive

communication and engagement with
individuals and groups active in the social
media
 Social media fills the gap when
spokespeople are unavailable or don’t
have time to answer smaller queries
Tips for using social media
 Show the realities on the ground,

highlight immediately key health
priorities
 Promote ownership and involvement
in the response by social media
 Use social media to highlight fast
key messages
 Information should be provided in
brief and can be provided as
frequently as desired
Tips for using social media
 Use images and infographics. They

are powerful tools and engage
people.
 Make sure the messages are
evidence-based
Note: Listen, then  Avoid engaging in an argument and
communicate, adjust your
messaging. Think of how your
never criticise an individual or
message will be perceived by organisation
all of audience – BEFORE
posting on the internet
The internet and web blogs
 The internet is  Information on

the quickest and websites are
often one of the referred to
cheapest ways even years
to communicate after it has
with audiences been posted,
across the world if still available
 It is important to link the information on your website with

the various search engines so that they can be easily
accessed by various audiences browsing the internet
Mobile technology - Using SMS during health emergencies
 Mobile phone technology can be available even in the most remote

areas of low resourced settings
 SMS may be one of the quickest ways to get to get to large
numbers of individuals at a personal level
Mobile technology - Using SMS during health emergencies
 For health emergencies, SMS could be one of the quickest ways to

get information to geographically hard to reach populations where
other communication may not be easily accessible
 Contact and get service providers to pre-agree to send out health
messages
Awareness campaigns and social mobilisation
Social mobilisation is a process that

engages and motivates a wide range of
partners and allies at national and local
levels to raise awareness of and demand
for a particular development objective
through dialogue - UNICEF
 One of the most commonly used

interventions for raising health
awareness, including during Photos: WHO/AMRO
emergencies
Awareness campaigns and social mobilisation
 An effective way to mobilise and reach

out to large numbers of people at the
community level
 Allows for quick distribution and
demonstration of use of materials for
positive health outcome, e.g. distribution
of mosquito nets for prevention and
control of malaria
 Engages volunteers, identifies potential
champions for community engagement Photos: WHO/AMRO
Production and distribution of IEC materials
 Often the first thing demanded by health responders is

production and distribution of materials to raise
awareness on the desired health behaviours
 These information, education and communication (IEC)
products are often done in the form of posters, flyers,
leaflets, brochures, radio broadcast or TV spots
 These products and materials are often used during
social mobilisation and awareness campaigns
Photos: WHO/AMRO
 They must be translated into local languages,
contextualised to suit the local population, and account
for cultural views
 Also take into account whether communities have an
oral or written culture
Media monitoring -1
What is it?
 Process of reading, watching or

listening to media on an ongoing basis
to identify content that is important to
you and its analysis
Media monitoring -1
Why monitor?
 Spot rumours, misinformation and

reputational risks early; shape
messaging; respond in a timely manner.
Media monitoring -1
What to look for in the

monitoring report?
 Misinformation, rumours
 Who is making the news related to the
emergency? Who is being quoted?
These may become your influencers if
appropriate
 Mentions of your organisation in major
media outlets or social media
 Message fidelity and consistency in
media, social media and text
messaging campaigns Photo: WHO/C.Black
Media monitoring -2
 What should we do with monitoring

reports
 Compile and analyse daily, or
even more frequently
 What is needed?  Ensure all relevant personnel
receive and use them
 Dedicated staff
 Have a mechanism for deciding
 Service providers
what to ignore, what to monitor
 Decision-making and what to respond to
mechanisms
 Integrate any response from
media monitoring into the
Photo: WHO/C.Black response programme fast
 Monitor the reactions to your
interventions
Reminder
 It is essential to communicate early and

frequently in an emergency
 Informed decisions can help mitigate

health risks
 Public communication is one of the most

efficient channels of communication to a
wider audience during an emergency
 Effective and timely information helps

build and maintain trust

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Public communication

for health emergencies

 Describe the importance of public

Communication is an integral part

 Misinformation and rumours must

 Quickest way for reaching wide audiences

 The situation evolves rapidly in an

Key channels of public communication

Key channels of public communication

 Distribution of messages through radio

Why work with the media?

 You are not relevant  You do not care

Think of the headline you would like to see

 Writing three key messages

 Social media can connect millions of

 It allows for quick and interactive

 Show the realities on the ground,

 Use images and infographics. They

 The internet is  Information on

 It is important to link the information on your website with

 Mobile phone technology can be available even in the most remote

 For health emergencies, SMS could be one of the quickest ways to

Social mobilisation is a process that

 One of the most commonly used

 An effective way to mobilise and reach

 Often the first thing demanded by health responders is

 Process of reading, watching or

 Spot rumours, misinformation and

What to look for in the

 What should we do with monitoring

 It is essential to communicate early and

 Informed decisions can help mitigate

 Public communication is one of the most

 Effective and timely information helps

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