Opinion: Avian Flu - Panic or Pandemic? by Grant Common Editor published June - July 2006 Grant has 30 years direct experience in public relations and communication in Australia and New Zealand - as well as directing and managing programs in the UK and USA. He has consulted to Governments, publicly listed companies, industry bodies, marketing organisations, multinationals and not-for-profit organisations. He is Managing Director of Sydney-based Network PR and as a Fellow of the Australian Institute of Company Directors (having completed the Company Directors Diploma examination) he is also one of the few PR practitioners to have the perspective of the company director. Getting the balance right in risk communication These days, public relations is a legitimate communication tool used in every form of commercial life, supporting the marketing of products, communicating the merits of Stock Exchange moves for public companies, handling crises and building corporate reputation, to name a few. But for communication purists, PR really comes to the fore in large-scale public information campaigns, where a whole range of communication tools need to be used to reach a diverse range of audiences.  Furthermore, in most instances, the cause is pure and there is a discernable public benefit from being better informed. However in 2006 for Australia, and most of the developed world, the international information campaign that is in the minds of most communicators is Avian Flu, or what is more commonly known as ‘Bird Flu”. So what is Australia doing? How are we doing compared with other countries?  Has the Government done the necessary groundwork?  What is our likely approach? Are we going to inform, educate and arm the public before this pandemic breaks?  Or are we going to largely deal with the crisis when it breaks? Risk and crisis communications models strongly suggest that it is wise to take a proactive and inclusive approach.  This includes: Showing commitment Providing transparent and consistent messages in a timely manner Acknowledging the uncertainty Involving the public Exhibiting Trust and empathy Australia doesn’t have to develop its approach in isolation.  More thought and discussion has probably gone into how to prepare the peoples of the world for this pandemic than any other similar crisis in the history of mankind. The World Health Organisation (WHO) has taken the lead with its pandemic planning guides for public health emergencies with some specifically for Avian Flu. WHO sees its role as setting the standards but for each country to interpret its environment and undertake campaigns in the ways and with timeframes they are comfortable with. The major countries which Australia should model itself against,  the US, the UK and Canada, have all done a great deal of background work through their Health Departments in setting up resources, such as websites and developing operational strategies. However, among these it is the US that has sought to engage the public the most. In addition to developing Pandemic Guidelines the US has community websites up and running and the Department of Health and Human Services has already developed communication tools using Message Mapping and these are now available publicly for use.  http://www.pandemicflu.gov/rcommunication/pre_event_maps.pdf         In May this year a US movie shown on the ABC: “Fatal Contact: Bird Flu in America” was a fictitous account of how the pandemic could pan out.  The Department of Health and Human Services used this as an opportunity and prepared a Viewer’s Guide with the hope that they could help inform, not panic, the public. Interestingly, despite this work, a recent US report released by the Trust for America’s Health and the Mailman School of Public Health of Columbia University showed all was not well regarding journalists views on a possible pandemic.    Journalists believed there were weaknesses in government planning included unclear government leadership and poor communication with the business community and public on how to maintain day-to-day life during a pandemic. Surprisingly it is our near neighbour, New Zealand, which seems to be leading the world in preparing their communities for Bird Flu. Their Ministry of Health (MoH) began their public awareness campaign about Bird Flu in 2005. Their campaign included a 10 day TV-based campaign sharing key messages about the importance of planning for an infuenza pandemic.  Additionally, Radio NZ  created a series of public service announcements, website information with guides, FAQs, brochures and posters.  Polling by MoH in November 2005 revealed that 80 percent of New Zealanders had a very high awareness of the possible pandemic. Not to rest on those figures, early this year a nationwide letterbox drop containing information on emergency kits, hygiene and guides to running businesses from home, were disseminated. Avian Flu is very much on the public agenda just three hours from our shores! However, Australia appears to be taking a more cautious approach to alerting, let alone involving, the public.  An Australian Management Plan for Pandemic Influenza was  released last June, a critical component of which was the Communication Plan which apparently follows the WHO alert periods and actions phases. The Australian Department of Health and Ageing has the key role for informing the public and liaising with key stakeholders. Exercise Eleusis, a three day simulation involving ‘lead response agencies’ was held last year. In addition, the Health Department’s website carries considerable information and an 1800 toll number for the public. And in March this year the Australian Science Media Centre ran a seminar “What everyone should know about bird flu”, a briefing for journalists. The framework and planning is clearly in place. But as yet no obviously visible public communication campaign has been released. It raises the question as to why are Australia and New Zealand following completely different communication strategies?  Is New Zealand over-reacting? Or is Australia being complacent? And can two near neighbours afford to have completely different strategies given our closeness? Given Australia appears to have taken a deliberate strategy not to engage (or entrust!) its public with the dangers of the Avian Flu why has it done so?  Does it assess the risk as low?  Is the Australian psyche different?  Does research support a different strategy?  Is the Government ‘gun shy’ following its terrorist, “be alert but not alarmed’ campaign? It would be fascinating to know how aware, concerned and informed the Australian public feels about Avian or ‘Bird’ flu.  Equally, it would interesting to run a survey among Australian media similar to that run in the US. Watch this space.  If and when a public campaign does unfold in Australia it will be interesting to see how it is run.  And should the Avian Flu get to Australia before the government gets around to a campaign it will be even more interesting. Grant Common - Managing Director, Network PR Do you need assistance with risk communication regarding Avian Flu?   Network PR  has a close affiliation and ability to draw on resources from www.ketchum.com Ketchum have already established a global task force of specialists on Bird Flu communication. Interested? Contact us at network.syd@networkpr.com.au

PR Influences: Panic or Pandemic? Getting the balance right in risk communication. Avian flu risk communication health information campaign