Outbreak Communication

This document reports the proceedings of the World Health Organization Expert Consultation on Outbreak Communications held in Singapore on September 21–23 2004 following the outbreak of severe acute respiratory syndrome (SARS). The WHO first reviewed risk communication literature and then called the consultation with the intent of assessing selected communication features against actual experience in order to identify evidence-based, field-tested communication guidance that would promote the public health goal of rapid outbreak control with the least possible disruption to economies and society.

From the Introduction:

"The report has two parts. The first, devoted to outbreak experience, describes the special case of outbreaks and the many difficult challenges they present for communicators. It also summarizes presentations during the consultation that looked at recent outbreaks in terms of what they have to say about effective communication and the consequences of certain errors. The second part translates these experiences into best practices for communication during an outbreak. Contents are organized around five essential practices for effective outbreak communication identified during the consultation: build trust, announce early, be transparent, respect public concerns, and plan in advance."

Participants recommended building trust both with the public and with political infrastructure of each country; using media early and with clarity, frequency, and transparency to communicate with the public; responding to public concerns; and preparing in advance the chains of command to coordinate particularly the communication aspects of interventions.

The following points were set forth to keep the media on track and avoid sensational reporting:

• Anticipate media needs;
• Accept media interviews (or media will appoint their own experts);
• Know which media are reliable and concentrate on getting the story to them;
• Adapt messages to different media;
• Concentrate on facts and figures, but humanise the situation with metaphors and anecdotes; and
  
• Get professional media training.
  

Steps forward identified in the document include the need for outbreak communication training for communicators in public health agencies. Preparedness tools need to be developed, including: secure websites; list-serves; evaluation tools; model talking points; and frequently asked questions. A virtual network of senior risk communicators should be developed to provide guidance for problems in specific member states. Links with the private sector and other stakeholders should be strengthened.