Crisis communication in the event of a flu pandemic

Abstract

When we talk about planning we cannot avoid discussing information, prevention and reaction, three notions that underlie communication in times of emergency. From a management point of view, emergency information in the event of an influenza pandemic comes under two headings: preventive information and reactive information. An example of preventive information provided by GEIG has aimed to sensitize public opinion about the phenomenon of influenza, correcting various preconceived ideas about the illness and reinforcing faith in the influenza vaccine. The strategy adopted by GEIG is founded on a few simple rules: (1) One message/one voice, GEIG unites its areas of competence by relying on a Scientific Council that guarantees the legitimacy of its influenza information, (2) the collection and coordination of information, (3) the identification and prioritisation of target groups, (4) an understanding of the media based on working relationships, making GEIG a reference when it comes to opinion, (5) the conception of information packs adapted to different categories of the public (press packs, documents for health professionals, leaflets for the general public, etc.), and (6) side-by-side with its role as broadcaster, the GEIG has set up a mechanism for listening and for evaluation (public opinion surveys, special enquiries, etc.). These are reliable monitoring tools allowing constant updating of our information policy. Emergency strategy: reactive information. An influenza pandemic is a special kind of crisis, since it is a crisis of collective responsibility, requiring a rapid deployment of adapted communication techniques. Faced with this situation, those in the public health sector have both a responsibility and a duty to inform in order (1) to defuse panic and avoid rumours, and (2) to reinforce the usual communications mechanisms and make sure they do not become vulnerable under extreme pressure. A central element of this approach is the setting up of a crisis unit, where every member will have well-defined responsibilities and must be able to put into action procedures for managing the crisis: (1) to coordinate information interactively on a large scale between competent national and international bodies, (2) to make available all the necessary information on the illness (how the epidemic develops, special precautions for those most at risk, etc.), (3) to define information loops rigorously (who says what to whom ?) to ensure that information is only broadcast by competent authorities, (4) to develop information procedures adapted to different target groups, and to use existing networks (notably the media) and designate a spokesperson who will organise regular meetings and press releases, etc. An emergency plan cannot be improvised at the last minute. A mechanism of information has to be set up today so that it can be brought into action nationally and internationally tomorrow if an influenza pandemic were to occur.