Effective Media Communication during Public Health Emergencies. PACKAGE
Package Handbook + Field Guide
Nonserial Publication
Hyer, R.N., Covello, V. T.
World Health Organization
Order Number    11502684   
Price    CHF    50.00 / US$    60.00 Developing countries:    CHF    35.00
English     2007
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Summary
Effective communication through the media is an essential responsibility of public health officials, particularly during emergencies. Urgent, high-concern situations present a unique communication challenge. Recent outbreaks of severe acute respiratory syndrome (SARS) and avian influenza, releases of anthrax and sarin, and the tsunami disaster in south-east Asia underline the importance of communication during public health emergencies. Poor communication can erode public support, fan emotions, undermine confidence, and amplify social and economic costs. Effective communication can rally support, calm a nervous public, provide much-needed information, encourage cooperative behaviors, and help save lives.

This handbook presents an integrated, principle-based approach to media communication for those charged with caring for public health. Topics covered include how journalists gather and process information about public health emergencies, steps for planning and implementing an effective media communication programme, identifying and reaching target audiences, media interviews, traps and pitfalls, and identifying and refining key messages.

"I commend this book to anyone who has the daunting task of leading emergency communications. I can think of no other work that covers so much ground in so practical and down-to-earth terms."
- Brian Butler, Director of Communications, British Medical Association and former Director, UK Counter-Terrorism Communications