Creating a Communication Strategy for Avian/Pandemic Influenza

This document, produced by the Pan American Health Organization (PAHO) in 2007 and updated in 2009, presents a strategy to communicate with the public and stakeholders within health systems during a public health emergency. This strategy guide was produced in alignment with guidelines issued by the World Health Organization (WHO) and PAHO Strategic Plan for Responding to Pandemic Influenza.

The document attempts to use the scenario of avian influenza (AI) or bird flu communication management as a model for other disaster or public health emergencies. It states that using communication which builds, maintains, and restores public trust is fundamental in an emergency because public confidence gives stability and viability to economic, political, and health systems. It suggests objectives, audiences for messages, key messages, tools, channels for delivery, and action plans for communication on avian flu.

It is organised in two sections, one written for government offices and agencies, which includes the following three phases: the pandemic alert period of pre-pandemic preparedness, the emergent outbreak rapid response and containment phase, and the pandemic influenza declared phase. The other section is for the media and follows a two-phase framework of the pandemic alert phase and the pandemic influenza declared phase.

Each phase includes a list of goals followed by an "activities" checklist. A sample of checklist points from the two sections includes:

• staging simulations and discussing the scenarios;
• training senior officials;
• creating a chain of command;
• naming spokespersons;
• reaching out to partners;
• creating messages;
• contacting celebrities, opinion leaders and trusted sources, and noted persons;
• working with technical experts; and
• promptly address rumours.

Its annexes include: Components of a Communication Plan, An Effective Pandemic Influenza Communication Plan Should... , Seven Key Risk Communication Concepts, Seven Cardinal Rules of Risk Communication, and Pandemic and Avian Influenza Messages.