This document discusses risk communication principles for influenza events. It begins by defining risk communication and explaining its importance for public health responses. It describes how the public perceives risks and how perceptions are influenced by factors like control and familiarity. The document outlines lessons from past outbreaks that effective risk communication requires building trust, acknowledging uncertainty, coordination, transparency, and involving affected communities. It recommends steps for risk communication including knowing when and to whom to communicate and translating scientific information for different audiences. The key principles of risk communication are creating and maintaining trust and understanding public concerns.

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Dr Gaya Gamhewage
Risk communication
for influenza events

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By the end of this unit, you will be able to…
1. List the core ideas and principles for
emergency risk communication for
an influenza event
2. Explain why facts are not enough to
communicate risk
3. Describe steps to take to prepare for
risk communication

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What is Risk communication?
Risk communication is the real-time
exchange of information, advice
and opinions between experts or
officials and people who face the
threat (from a hazard) to their
survival, health or economic or
social well-being.

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Control
Opportunity
Rapid public health response,
including proactive
communication of real or
potential risk
Proactive communication
in infection control saves lives

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Public Perceptions of Risk
- Slovic et al, 1970s
Photo : WHO /Aphaluck Bhatiasevi

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Public Perceptions of Risk
- Slovic et al, 1970s
Less concerned about
health risks that are:
 Voluntary
 Familiar
 Controllable
 Controlled by self
 Fair
 Chronic
 Diffuse
 Not fatal
Photo : WHO /Aphaluck Bhatiasevi

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Public Perceptions of Risk
- Slovic et al, 1970s
Less concerned about
health risks that are:
 Voluntary
 Familiar
 Controllable
 Controlled by self
 Fair
 Chronic
 Diffuse
 Not fatal
More concerned about
health risks that are:
 Involuntary
 Unfamiliar
 Uncontrollable
 Controlled by others
 Unfair
 Acute
 Focused in
time and space
 Fatal
Photo : WHO /Aphaluck Bhatiasevi

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Perception
rooted in the sub-conscious
often not logical
influenced by culture
coloured by emotions
not always expressed verbally
shows in behaviour

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Risk Communication building blocks
Technical information
Values
Trust
Credibility
Expression of caring

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Risk Communication building blocks
Technical information
Values
Trust
Credibility
Expression of caring
Trust in individuals and organizations is by far the greatest
factor in communicating risk.

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Lessons learnt: Use a mix of strategies and tactics
1. public communication
2. media communication
3. social media
4. mass awareness initiatives
5. IEC
6. health promotion
7. social mobilization
8. community engagement
9. interpersonal comms
10. internal communication
11. Social and behavior
change communications
(SBCC)
12. COMBI, C4D, etc
13. reputation management and
institutional communications
14. stakeholder communication
15. partner engagement
16. political communication

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Early 20th Century:
- Death and fear
Early 21st Century:
- personal protection,
- disruption to life and
livelihoods
- More than a health issue
The Present:
- High speed spread, travel and
trade,
-influence of information
technology,
- access to vaccines and
growing vaccine hesitancy,
- economic and political factors
and impacts,
- apathy and rumours
- Diminishing trust in authorities
- Urbanization, porous borders,
and migration
- Climate change , vectors
- Human-animal interface
RISK COMMUNICATION FOCUS

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SARS 2003
Pan Flu
2009
MERSCoV
-2012
Ebola 2014
MERSCoV
Korea 2015
Zika 2015
Yellow fever
Africa 2016
History and evolution

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Lessons learnt: best practice
1. Create and maintain trust
2. Acknowledge and communicate even in uncertainty
3. Coordinate
4. Be transparent & fast with the first and all communications
5. Be proactive in public communication
6. Involve and engage those affected – not tell them what to do!
7. Use integrated approaches, social science research and approaches
to understand perceptions, barriers and enablers
8. Build national capacity, support national ownership

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Risk communication is not optional – it is
core to managing emergencies
Bio-medical
Operational
Social

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Risk communication intervention points in
epidemics and pandemics
Emergence
(human-
animal
interface)
Outbreak
(localized
transmission)
Epidemic
amplification
Control
Anticipation
and
preparedness
Early
detection
Containment Mitigation

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Influenza events of today
 Only in animals?
 Animal-human?
 Economic and cultural
context?
 Who says what,
when?
 Who is most at risk?
 What is the prevailing
perception?
 Current use of
pharmaceutical and non-
pharmaceutical
interventions?
 Who is trusted?
 Who is most at risk?
 What is the prevailing
perception?
 Vaccine demand versus
vaccine hesitancy?
 Current use of
pharmaceutical and non-
pharmaceutical
interventions?
 Who is trusted?
Zoonotic Influenza
Seasonal influenza
outbreaks
Pandemic influenza

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What are the basic principles?
Create and maintain trust
Understand (listen to) and address perceptions of
at-risk people and concerns about the threat/hazard
Coordinate, coordinate, coordinate
Be first, be fast, be frequent
Be proactive and transparent

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One-way, evidence-based
communication prevented effective
engagement of communities
Key challenges and issues
It has been difficult to build and
maintain trust
In previous experiences, key challenges to effective
ERC have been:

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Media and social media surveillance, partner, stakeholder,
community feedback, emergency anthropology KAP studies,
other social science tools
TRANSLATIONAL
COMMUNICATION
PUBLIC
COMMUNICATION
COMMUNITY
ENGAGEMENT
STAKEHOLDER
COORDINATION
DYNAMIC
LISTENING
Main components

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So what should you do?

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Four steps to effective risk communication
Know when to communicate risk – novel virus, lab confirmation,
correct misinformation and rumours?
Know who to alert, inform and tell: who should know, who should
speak?
Translate into levels of understanding of stakeholders –
officials, media and lay people require "translating" of science to suit
their contexts
Get training to communicate risk effectively and with empathy
– online and face-to-face training offered by WHO

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WHO Global tools
WHO Zika App
Risk Communication Training portal
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Knowledge packs

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Communicate risk before it is too late

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Key expert
Dr Gaya M. Gamhewage
Manager, Interventions and Guidance
Expert Networks and Interventions Unit
Infectious Hazard Management Department
WHO Health Emergencies Programme
World Health Organization
Geneva, SWITZERLAND
Tel + 41 22 791 4030
Mobile + 41 79 475 5563
email: gamhewageg@who.int