Risk Communication in Health Emergencies: Course Introduction

Risk Communication
in Health Emergencies
Course Introduction
Module objectives
§ Define risk communication

§ Identify its foundational building
blocks
§ Discuss guiding principles for best
practices
©WHO2017 2
Significance of risk communication today
Risk communication is an integral part of any public health response. The importance of
effective and timely communication is particularly high during an emergency, where the
situation is rapidly evolving and the need for information is particularly high.
©WHO2017 3
What is risk communication?
Working definition derived from the International Health Regulations (IHR)
working group on risk communication, 2009
§ Risk communication(s) refers the real- § Its ultimate purpose is that everyone at
time exchange of information, advice and risk is able to take informed decisions to
opinions between experts or officials and mitigate the effects of the threat
people who face a threat (hazard) to their (hazard), such as a disease outbreak,
survival, health, or economic or social and take protective and preventive
well-being. action.
Information
Decision Action
& Engagement (Risk reduction)
International health frameworks:
WHO’s application of risk communication
WHO Constitution – Health is a human right and part of social justice.

Informed opinion and active co-operation on the part of the public are of
the utmost importance in the improvement of the health of the people.
International Health Regulations, IHR (2005) – Risk communication is

one of eight core capacities for mitigating the effects and outcomes of
health events and emergencies.
Pandemic Influenza Preparedness (PIP) Framework – Risk

communication is one of five strategies within the PIP Framework.
Regional and Programme Strategies – Outbreak response, Global

Outbreak Alert and Response Network (GOARN), humanitarian action
framework, WHO reform for outbreaks and health emergencies.
A multi-disciplinary approach
Risk communication uses a mix of communication and

engagement strategies and tactics, including, but not limited
to, media communications, social media, mass awareness
campaigns, health promotion, stakeholder engagement,
social mobilization and community engagement.
©WHO2017 6
An integrated model for emergency risk communication
Adapted from new IHR external assessment tool – WHO
Dynamic listening Risk communication

and rumour systems
management
Communication Internal & partner

engagement with communication &
affected communities coordination
Public
communication
Risk communication building blocks
1 2
Credibility Trust
3 4 5
Technical Expression
Values
information of care
©WHO2017 8
The building blocks
§ People need to know that you

care for them or respect them in
1 2 how you present your information
§ Credibility is partly influenced by
Credibility Trust the reputation you and your
organization have
3 4 5
§ It could depend on your expertise
and/or your skills
Values
information of care § It can be lost if people feel you
are lying or withholding
information
©WHO2017 9
The building blocks
§ Trust in individuals and

organizations is by far the
1 2 greatest factor in
communicating risk
Credibility Trust § It is either strengthened or
weakened every time officials
3 4 5 and experts speak or make
announcements
information
Values
of care § It is made up of four key
elements linked to the other
building blocks
©WHO2017 10
The building blocks
§ Information should be evidence-

based when possible, but
1 2 adapted to the languages and the
contexts of the public or audience
Credibility Trust
– translational communication
§ Credible speakers (scientists,
3 4 5 opinion leaders) produce more
opinion change
information
Values
of care § People's values and beliefs
colour how they perceive expert
or official information
©WHO2017 11
Guiding principles for risk communication best practices
Create and maintain trust

2
Acknowledge and communicate even in uncertainty
Coordinate
4
Be transparent and fast with the first and all
communications
Guiding principles for risk communication best practices
Be proactive in public communication

6
Involve and engage those affected
Use integrated approaches
Build national capacity, support national ownership

1. Trust
▪ Building and maintaining TRUST is

fundamental
▪ With TRUST, the public health
advice given during an emergency
will be taken seriously
Image source: http://dmlcompetition.net/Blog/wp-

content/uploads/2014/10/trust.png
©WHO2017 14
2. Uncertainty
▪ In emergencies, risk
communication
occurs in a complex,
shifting environment
where information is
incomplete
▪ Risk communication
must recognise that
information and
advice can shift as the
emergency evolves
Image source: http://getentrepreneurial.com/wp-content/uploads/2014/07/Danger-Ahead.jpg
3. Coordination
▪ Proactive internal communication

and coordination with partners
before, during and after an
emergency is crucial to ensure
effective, consistent and trustworthy
risk communication that addresses
both information and public
concerns
Image credit:
https://libraryeuroparl.files.wordpress.com/2014/11/
eprs-aag-542142-open-method-of-coordination.png
©WHO2017 16
4. Transparency and speed
▪ During emergencies, communication-

related activities have to be fast, frequent
and sustainable
▪ First announcement frames the risk and
addresses concerns
▪ Communication must include what is
known and what is not yet known
Image credit: http://community.uservoice.com/wp-

content/uploads/22.jpg
©WHO2017 17
5. Proactive communication
▪ All public communication (including media outreach and via other

preferred channels to the affected populations and stakeholders,
even with incomplete info) prevents rumours and misinformation,
while demonstrating transparency and sincerity
Image source: http://www.acftrainingcentre.org/wp-

content/uploads/2014/03/proactivity.png
©WHO2017 18
6. Involvement and engagement
▪ Community engagement
is not optional
▪ Communities must be at
the heart of any health
emergency response
©WHO2017 19
7. Integration of approaches
▪ All components of risk

communication are brought together
for effective Emergency Risk
Communication (media and social
media, social mobilisation, health
promotion and community
engagement)
Image source:
http://www.eavi.eu/joomla/images/stories
/Media_Literacy/MediaLiter.jpg
©WHO2017 20
8. National capacity strengthening
▪ Strengthening policies, plans, trained

personnel, platforms, processes, etc.,
of key stakeholders, including
government, NGOs, civil society,
journalists, and other key national and
international players, is key to
preparedness for effective risk
communication for health emergencies
Image credit: http://4.bp.blogspot.com/-
pRjBxjlbwN0/UXHG3wHTXKI/AAAAAAAAApg/1gTg0LKMJ
sY/s1600/Physical+Strength_revision_01.jpeg
©WHO2017 21
Existing WHO guidance on risk
communication for health emergencies
§ Communication for behavioural impact (COMBI)

§ http://www.who.int/ihr/publications/combi_toolkit_outbreaks/
en/
§ Effective Media Communication during Public Health
Emergencies
§ http://www.who.int/csr/resources/publications/WHO_CDS_2
005_31/en/
§ Outbreak Communication. Best practices for
communicating with the public during an outbreak
§ http://www.who.int/csr/resources/publications/WHO_CDS_2
005_32/en/
§ WHO outbreak communication planning guide
§ http://www.who.int/ihr/publications/outbreak-communication-
guide/en/
§ Effective Communications Participant Handbook
§ http://www.who.int/risk-communication/training/who-
effective-communications-handbook-en.pdf?ua=1

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Risk Communication

§ Define risk communication

WHO Constitution – Health is a human right and part of social justice.

International Health Regulations, IHR (2005) – Risk communication is

Pandemic Influenza Preparedness (PIP) Framework – Risk

Regional and Programme Strategies – Outbreak response, Global

Risk communication uses a mix of communication and

Dynamic listening Risk communication

Communication Internal & partner

§ People need to know that you

§ Trust in individuals and

§ Information should be evidence-

Create and maintain trust

Acknowledge and communicate even in uncertainty

Be proactive in public communication

Involve and engage those affected

Use integrated approaches

Build national capacity, support national ownership

▪ Building and maintaining TRUST is

Image source: http://dmlcompetition.net/Blog/wp-

▪ Proactive internal communication

▪ During emergencies, communication-

Image credit: http://community.uservoice.com/wp-

▪ All public communication (including media outreach and via other

Image source: http://www.acftrainingcentre.org/wp-

▪ All components of risk

▪ Strengthening policies, plans, trained

§ Communication for behavioural impact (COMBI)

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