Avian Influenza Emergency Risk Communication

This risk communication management guide provides a team-based approach to the scenario of an Avian Influenza (bird flu) outbreak, offering the steps necessary to first plan and develop a response, and then to implement the plan. It intends to provide practical direction on how to effectively communicate correct information and what to do during the pre-outbreak, outbreak, and post-outbreak periods. The guide notes that it addresses only the communications aspect of a response to avian flu, which is only one part of an overall risk management response, but it offers 8 appendices of further risk management planning materials.

From the introduction:

"This Guide is separated into two parts: Part I - Avian Influenza Emergency Risk Communication Planning and Part 2 - Taking Action and Communicating Effectively during an Avian Influenza Outbreak. Part 1 ...explains how to establish an Avian Influenza Communication Task Force, and discusses the roles and responsibilities of each Task Force member and their importance to your organization during an outbreak. It also discusses what you should consider when anticipating an outbreak of avian influenza and the kinds of partners and alliances you should form to prevent and control further outbreaks."

It contains:

• Forming an Avian Influenza Communication Task Force;
• Gathering Information Resources;
• Identifying Partners and Alliances;
• Working with the Community; and
• Working with the Media.

"Part 2 ...provides practical examples and lessons for communicators from the field of risk management science. At the conclusion of Part 2, we anticipate that you will be familiar with the steps and actions necessary to communicate effectively with the media and your community using methods developed over years of experience. This guide is designed to be used in the active development of procedures and protocols for using communication in responding to an outbreak of avian influenza. It is not a textbook to be read, but a series of exercises and checklists that can guide ...[an organisation's] approach."

Part 2 contains:

• Conduct a Rapid Assessment;
• Determine Immediate Response and Make Assignments;
• Develop a Communication Plan of Action;
• Communicate Effectively During the Crisis/Outbreak;
• Identify Priority Channels of Communication;
• Monitor Developments and Prepare for Longer-Term Strategy Development; and
• Conclusions.

The document concludes with key points on communication and then lists already existing materials available for risk management planning beyond the scope of communication planning.