Information
October 2005
The Role of Risk Communications in Pandemic Planning
Accurate and timely information both before and during a pandemic will be key to the successful management of a pandemic influenza outbreak. The public, governments, and their key stakeholders will require appropriate information to make effective and timely decisions.
This purposeful exchange of information with the public and stakeholders is referred to as "risk communications." A global understanding and approach to risk communications will assist in minimizing the serious illness, loss of life, and social and economic disruption that will result from a pandemic. Effective communication to manage a potential risk must involve more than the sharing of information when an influenza disease outbreak occurs. Information is required in advance of an event so that people and communities can prepare themselves to take appropriate action when an event occurs. Risk communications activities may include consulting with key organizations to solicit input and advice, research to gauge the level of knowledge and concern among individuals and groups, and disseminating information on how people can protect themselves if a pandemic were to occur.
Individuals require information in advance because once a pandemic has begun, they will have a limited ability to absorb and respond to new information. Also, international studies in risk communications and decision-making have shown that the public is more likely to take appropriate action during a crisis if they have been involved in the decision-making process.
The World Health Organization (WHO) recognizes the value of risk communications in pandemic planning. In 2004, the WHO published Outbreak Communications Guidelines that outline key public communications needs during an infectious disease outbreak. The WHO has since created an international risk communications working group to improve global understanding and application of risk communications theory and practices, with a particular emphasis on pandemic influenza preparedness. The aim of this working group is to address and overcome barriers to effective international risk communications.
Risk communications activities centred on pandemic influenza preparedness include:
- Developing a user-friendly website dedicated to pandemic influenza;
- Creating easy-to-use research tools to assess public knowledge and attitudes before and during a pandemic;
- Developing adaptable public communications messages;
- Identifying ways to communicate with hard-to-reach populations;
- Identifying and partnering with existing networks of people for health protection information.
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