Respond: Command, control and communicate
fact that they are relatively inaccessible for geographical reasons or because of the practice of nomadism or transhumance or because of civil unrest. Such areas frequently have little contact with outside government officials. The conventional approaches recommended above will need to be modified in these circumstances. Only those staff who are experienced in the local conditions and who can gain the confidence of local communities should be used for these areas. Sometimes the main outside contacts of such communities will be through agricultural and other specialists employed by NGOs. NGOs and their staff should be regarded as a valuable resource for assistance in implementing animal health programmes in difficult areas, including epidemic livestock disease-control campaigns. Negotiations should therefore be carried out with appropriate NGOs to obtain their collaboration in this area. The necessary training and resources should then be supplied to their staff.
Communication guidelines – press and public during outbreaks An important aspect of disease control is communication with stakeholders at all levels, from producers to the general public. It is best to agree on who will provide interviews and restrict media communications to those designated and trained. The following guidelines are adapted from WHO’s “Best Practices for Outbreak Communication” and the Centers for Disease Control and Prevention’s “Crisis Emergency Risk Communication”. They form the basic principles of emergency outbreak communication.
Basic principles of emergency outbreak communication 1. TRUST is the goal
Each communication builds or erodes trust
2. TRANSPARENCY is the tool
Tell stakeholders everything that you can, proactively and voluntarily
3. Announce EARLY
Even with incomplete information, to control rumours and establish leadership; provide frequent updates
4. LISTEN to the public and respond
Build messages to show you are listening to the public’s concerns, even when those concerns seem unreasonable
5. PLAN your communications for the extreme demands of an outbreak
Be First. Be Honest. Be Right. Be Credible. Be Consistent. Build trust and credibility, expressing: • empathy and caring; • competence and expertise;
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