South-East Asia Regional Conference on Epidemiology

158 | <strong>South</strong>-<strong>East</strong> <strong>Asia</strong> <strong>Regional</strong> <strong>Conference</strong> on Epidemiology
• On planning: The plans did not fully meet their objectives and senior communication decisionmakers
were not fully engaged in emergency communication planning.
• On coordination: Not all key actors were involved in risk communication committees. Lack of
synergy was evidenced in duplicating and overlapping efforts, and tools to ensure consistent
messages (e.g. internal talking points and briefing notes for partners) were lacking.
• On listening: Data were not fully synthesized and made available for use by communicators.
• On media management: Often, basic risk communication principles were not applied; for
instance, there were over-reassurances by health leaderships and frequent changes in the
level of information provision. These practices, as well as conflicting messages from senior
spokespersons and political overtones in emergency communication, led to suspicion and
mistrust among media.
In addition, a number of useful recommendations were made in the joint review report, some of
which are listed below:
• A media communication strategy for H1N1 vaccine should be developed that addresses issues
of shortfall, prioritization and possible adverse events.
• Senior spokespersons should be trained on emergency risk communication.
• Communication committees should be restructured and streamlined to reduce duplication and
overlap. Key internal and external partners should be included and assigned responsibility to
ensure efficiency and strong leadership.
• Existing communication intelligence such as media monitoring, call-line questions, risk
perception research and related information should be better utilized.
• Intelligence data should be gathered, analysed and distilled into a succinct report with key
recommendations to guide communication decision-making.
• A short public communication message document (e.g. talking points) should be produced
and updated regularly to guide spokespersons and partners in their own media interviews and
communication activities.
• A policy or guideline on the public release of risk-related information should be developed and
publicized to reassure citizens, media and stakeholders of the Government’s commitment to
transparency.
These findings and recommendations would be seriously considered by the MOPH and partners to
improve preparedness planning for future pandemics as well as other public health emergencies.