Public Health Crisis Communication Management
3 minutes read
- The pandemic showed the value of good public health crisis communication management in tackling fear, uncertainty and misinformation.
In the midst of the storm, in a world paralysed by fear of infection and drowning in a historic economic recession, we realise the valuable role of proper public health crisis communication management in creating an environment of greater trust and calm.
All the unmistakable signs are there that we are in a crisis of huge proportions. It has taken us by surprise, generating great fear and uncertainty, instability and confusion, with a major impact on all of the population’s activities.
But in the eye of the storm it is difficult to make the right decisions. Just when we were hopeful of starting to lift our heads, we find ourselves with two consecutive years of blows to the heart of our economy and, worse still, we feel our lives are under threat.
Health and safety are basic human needs. These are the times when we need strong leadership with high credibility and the ability to react quickly. It is a challenge to achieve this in the midst of this tsunami. Hours or days of delay can have a catastrophic impact.
It has never been truer (especially in the health sector) that the best way to face a crisis is to prepare before it happens. We know the question is not whether a person, country or company will face a crisis, but when.
Raise your hand if managing a pandemic was part of your contingency plan. Some 16 years ago I attended a meeting with Communications directors from 50 countries, and I remember that one of the agenda items was Pandemics. At the time it seemed like science fiction.
I confess I never imagined we could live through a situation like the one the whole world is experiencing. It surely won’t be the last, so we must face this challenge life has presented with courage and fortitude, especially in the Health and Tourism sectors, as it affects our physical wellbeing, family, work, lifestyle, customs, economy, relationships – in short, EVERYTHING.
Communicate, educate and raise awareness are the key words. Seeking official, highly credible sources should be how we inform ourselves. Respecting and complying with the authorities’ regulations should be the norm. Collaboration and developing an awareness of protecting others are essential. We need to be resilient to come through this situation successfully.
A natural tendency in these scenarios is to look for someone to blame, misinform, or exaggerate or minimise the problem. Social media, while a highly valuable and useful tool, is a double-edged sword, because with or without bad intentions it can be misused, amplifying or distorting reality.
However, although this situation is not over, we can start taking stock of the first lessons learned. Here are some of the things we should and shouldn’t do when crisis strikes.
Let us remember:
- We must prepare before the crisis happens.
- Reacting slowly can be disastrous.
- Staying calm is essential, because things can always get worse.
- Burying your head in the sand is never a good strategy.
- Trying to play down the situation is highly damaging.
- Spokespeople must be properly prepared. Top leaders must always be involved.
- Let us base statements on verified data and facts from authoritative sources.
- Let us learn from the experience and good practices of others.
- A continuous, well-organised and regular flow of communication is necessary.
- It is essential that authorities, health centre managers, companies and the media continuously monitor the situation and align their communication to ensure the same message reaches the whole population.
- This is everyone’s problem, so we must come together to tackle this situation.
I trust in collective intelligence, in the diligent action of our authorities, in the service of health workers and in the common sense of our population to keep moving forward.
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