Presented at the Diploma and Master Programs in Biomedical and Health Informatics, Faculty of Tropical Medicine, Mahidol University, Bangkok, Thailand on October 5, 2021

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Crisis Communication
Nawanan Theera-Ampornpunt, M.D., Ph.D.
www.SlideShare.net/Nawanan
Images from HwangMangjoo (rawpixel)

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Nawanan Theera-Ampornpunt, M.D., Ph.D.
2003 M.D. (First-Class Honors)
2011 Ph.D. (Health Informatics), University of Minnesota
Deputy Dean for Operations and Lecturer, Department of Clinical
Epidemiology and Biostatistics
Faculty of Medicine Ramathibodi Hospital, Mahidol University
Interests: Health IT for Quality of Care, Social Media,
IT Management, Security & Privacy
www.SlideShare.net/Nawanan

3. 3 https://asia.nikkei.com/Spotlight/Coronavirus/Asia-on-alert-over-mysterious-virus-outbreak-in-China

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As a citizen, what do you expect from the government
in a New Virus Outbreak situation?
•Full Grasp of the Situation
•Communication
•Speaking the Truth
•Competence
•Situation Under Control

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As a citizen, what do you expect from the government
in a New Virus Outbreak situation?
Image from Pixabay

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CDC’s Resources on
Crisis & Emergency Risk Communication
https://emergency.cdc.gov/cerc/ppt/CERC_Introduction.pdf
https://www.cdc.gov/eis/field-epi-manual/chapters/Communicating-Investigation.html

7. 7 https://emergency.cdc.gov/cerc/ppt/CERC_Introduction.pdf

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Trust & Credibility
4 factors that people would perceive as trusted & credible
•Empathy & caring
•Honesty & openness
•Dedication & Commitment
•Competence & Expertise
https://www.cdc.gov/eis/field-epi-manual/chapters/Communicating-Investigation.html

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Beginning an Outbreak Response
•Determining Roles & Responsibilities
•Situational Awareness
•Identify affected populations (target audiences)
•Identify behavioral factors that might place persons at risk
•Identify partners who might be able to reach affected populations
•Identify perceptions in the community that might affect communications
•Communications Strategy
https://www.cdc.gov/eis/field-epi-manual/chapters/Communicating-Investigation.html

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Effective Messaging During Outbreak Responses
•Start with empathy
•Identify & explain the threat
•Explain what is currently known and unknown
•Explain what actions are being taken and why
•Share dilemmas
•Foreshadow possibilities of future changes
•Emphasize a commitment to the situation
https://www.cdc.gov/eis/field-epi-manual/chapters/Communicating-Investigation.html

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Crisis Communication
Nawanan Theera-Ampornpunt, M.D., Ph.D.
www.SlideShare.net/Nawanan
Images from HwangMangjoo (rawpixel)

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5 Pitfalls to Avoid
•Mixed messages from multiple experts
•Information released late
•Paternalistic attitudes
•Not countering rumors and myths in real-time
•Public power struggles & confusion
https://emergency.cdc.gov/cerc/ppt/CERC_Introduction.pdf

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Do’s & Don’ts of Being a Spokesperson
https://www.cdc.gov/eis/field-epi-manual/chapters/Communicating-Investigation.html

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Do’s & Don’ts of Being a Spokesperson
https://www.cdc.gov/eis/field-epi-manual/chapters/Communicating-Investigation.html

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Do’s & Don’ts of Being a Spokesperson
https://www.cdc.gov/eis/field-epi-manual/chapters/Communicating-Investigation.html

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Do’s & Don’ts of Being a Spokesperson
https://www.cdc.gov/eis/field-epi-manual/chapters/Communicating-Investigation.html

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Do’s & Don’ts of Being a Spokesperson
https://www.cdc.gov/eis/field-epi-manual/chapters/Communicating-Investigation.html

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Do’s & Don’ts of Being a Spokesperson
https://www.cdc.gov/eis/field-epi-manual/chapters/Communicating-Investigation.html

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Do’s & Don’ts of Being a Spokesperson
https://www.cdc.gov/eis/field-epi-manual/chapters/Communicating-Investigation.html

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Crisis Communication
Nawanan Theera-Ampornpunt, M.D., Ph.D.
www.SlideShare.net/Nawanan
Images from HwangMangjoo (rawpixel)

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Spokesperson’s Lessons Learned

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Spokesperson’s Lessons Learned
https://news.thaipbs.or.th/quote/225

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Spokesperson’s Lessons Learned
https://www.trendsmap.com/twitter/tweet/1250644493713371136

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#PresidentCuomo
https://www.businessinsider.com/andrew-cuomo-leadership-lessons-coronavirus-pandemic-new-york-2020-3

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#ICantBreathe
https://nypost.com/2020/06/01/official-me-report-rules-homicide-in-george-floyds-death/

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#ICantBreathe
https://www.bbc.com/news/world-us-canada-52890650

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Crisis Communication
Nawanan Theera-Ampornpunt, M.D., Ph.D.
www.SlideShare.net/Nawanan
Images from HwangMangjoo (rawpixel)

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Social Media Crisis Communication
• Crisis Team
• “Surveillance” System
• Incident Response
• Crisis Communication Response Strategies

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Social Media Crisis Communication
More Strategies: Silence, Combinations

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Drafted by Dr. Nawanan Theera-Ampornpunt
Approved by the National Health Commission
Published in the Royal Gazette on March 24, 2017
http://www.ratchakitcha.soc.go.th/DATA/PDF/2560/E/088
/12.PDF
Social Media Best Practices: Announcement of the National Health
Commission on Social Media Guidelines for Health Workers, B.E. 2016

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•Respect for the Law
•Respect for Professional Ethics
•Respect for Institutional Policy
•Respecting Human Dignity and Avoiding Defamation and Cyber-
bullying
•Report of Misconduct
•Academic Freedom
Social Media Guidelines: General Principles

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•Protection from Harms
•Beneficence
Social Media Guidelines: General Ethical Principles
for Health Professionals

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•Maintaining Professionalism
•Pausing Before Posting
•Appropriate Behaviors Online
•Privacy Settings and Separating Personal and Professional Information
•Periodic Self-Auditing
Social Media Guidelines: Professionalism

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•Professional Boundaries with Patients
•Professional Boundaries with Others
Social Media Guidelines: Professionalism

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•Protecting Information Security and Non-Disclosure of Patient
Information
•Informed Consent
Social Media Guidelines: Patient Privacy Protection

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•Non-Advertising
•Full Disclosure
•Self-Identification
•Avoiding Misrepresentation
•Fact Checking before Sharing
Social Media Guidelines: Integrity

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•Cautious Practice for Online Consultation
•Documentation of Professional Communications
Social Media Guidelines: Online Consultation

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More Strategies: Silence, Combinations
Crisis Communication Strategies

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www.SlideShare.net/Nawanan
Communication in Crisis and
Hospital Social Media Management