Communication during influenza pandemics
Worst-case scenario in Finland 1st wave lasts 8 to 12 weeks. 35 per cent fall ill. 11,000 to 36,000 patients are hospitalised. 3,000 to 9,000 patients die. Possible 2nd and 3rd waves come later.
Communications responsibilities Responsibility for communication lies where the responsibility for operational management lies Ministry of Agricultural and Forestry avian influenza communication Ministry of Social Affairs and Health influenza pandemic Each ministry is responsible for its own sector State Provincial Offices hospital districts health centres National Public Health Institute
Preconditions for successful communication People trust the authorities. Trust is built in advance. Past successes and failures have an influence. In Finland citizens trust the authorities. BUT: healthy mistrust exists. The media finds failures. How things are said can be decisive "The authorities understate the case".
Communications duties slowing down the spread of the disease, treatment and other instructions, maintaining society's ability to function, preventing rumours and wrong information, establishing trust in managing the situation, maintaining the population's spirits, monitoring the progress of society's functions.
Question wake awareness in advance? different opinions in EU-countries (some) Finnish experts and authorities find this unnecessary (harmful) at this stage has to be discussed
Information is truthful, sufficient, easily accessible, understandable and unambiguous, consistent and unconflicting, timely, in Finnish, Swedish, English and partially in Russian, tailored for different target groups.
Target groups the population the media social and healthcare professionals employees in administrative sectors (internal communications) professionals in different administrative sectors numerous interest groups
Channels of communication the media the Internet telephone advice, hot lines e-mail, letters direct mail paid advertising
More "channels" professionals in different sectors employees Representatives of interest groups - a shared, unconflicting outlook is needed
Healthcare professionals National Public Health Institute gives instructions. websites telephone advice customer contacts
Media Communication during normal circumstances to be made more efficient. press releases Internet, including WHO pages daily briefings information through the Internet telephone conferences official and emergency press releases
Internet basic tool Information collected on Government pages. Ministries and institutes have their own pages. good links basic information package FAQ WHO pages
Telephone calls many to be expected Health centre and hospital telephone advice crucial State Provincial Offices Ministry of Social Affairs and Health, National Public Health Institute other ministries and institutes many complaints and appeals
technical preparedness? personnel resources? training? collecting feedback? on-call duty?
Letters and e-mails According to the Administrative Procedures Act, must be answered. numerous who gives replies? according to what timetable? how to collect feedback?
Advance material Internet material "back pocket material" paid advertising instructions, addresses, telephone numbers etc.
Resources Personnel additional work force at all levels telephone, Internet, e-mail internal transfers, prioritisation personnel reserved in advance expert communication emphasized experts as communication contact persons
Tools capacity of the network telephone services Money purchased services material production distribution costs overtime hours
Monitoring and evaluation evaluation of communications carried out in connection with the evaluation of other operations during pandemic after pandemic