Avian Flu: Crisis and Avian Flu: Crisis and Emergency Risk Emergency Risk
Communication Plan Communication Plan (ComPlan)(ComPlan)
Department of TourismDepartment of TourismPhilippinesPhilippines
Avian Flu Task ForceAvian Flu Task Force
Influenza Pandemics in Influenza Pandemics in HistoryHistory
In 1918, “Spanish Flu” killed 20-40 million humans (H1N1 In 1918, “Spanish Flu” killed 20-40 million humans (H1N1 Virus).Virus).
In 1957, “Asian Flu” killed 1-4 million humans (H2N2 Virus).In 1957, “Asian Flu” killed 1-4 million humans (H2N2 Virus).
In 1968, “Hong Kong Flu” killed 1-4 million humans (H3N2 In 1968, “Hong Kong Flu” killed 1-4 million humans (H3N2 Virus).Virus).
On Feb. 3, 2007, Indonesia sets to declare a national disaster On Feb. 3, 2007, Indonesia sets to declare a national disaster when avian flu killed 63 people.when avian flu killed 63 people.
On Feb. 3, 2007, Nigeria reports first case of avian flu in On Feb. 3, 2007, Nigeria reports first case of avian flu in humans.humans.
Recently, London reported a case of avian flu in a farm (H7 Recently, London reported a case of avian flu in a farm (H7 strain).strain).
Traces of H5N1 virus was discovered in a Hong Kong market Traces of H5N1 virus was discovered in a Hong Kong market leading to the slaughter of 2,700 poultry 1leading to the slaughter of 2,700 poultry 1stst week of June week of June 2008. Eighteen people were infected with bird flu in Hong 2008. Eighteen people were infected with bird flu in Hong Kong in 1997. Six of the victims died.Kong in 1997. Six of the victims died.
The CrisisThe Crisis A Crisis is any situation that threatens the A Crisis is any situation that threatens the
integrity or reputation of an institution integrity or reputation of an institution (e.g., tourism industry).(e.g., tourism industry).
Principal cause: adverse or negative media Principal cause: adverse or negative media attention.attention.
Examples: fire, flood, tornado, manmade Examples: fire, flood, tornado, manmade disaster or in this case, an influenza disaster or in this case, an influenza pandemic.pandemic.
If handled correctly the damage can be If handled correctly the damage can be minimized (to the industry).minimized (to the industry).
When crisis occurs, call your boss and PR When crisis occurs, call your boss and PR Dept immediately to implement or not the Dept immediately to implement or not the Plan.Plan.
WHO Phases of Pandemic WHO Phases of Pandemic AlertAlert
WHO UpdateWHO Update WHO believes that the world is now closer to another WHO believes that the world is now closer to another
influenza pandemic than at any time since 1968. WHO influenza pandemic than at any time since 1968. WHO uses a series of six phases of pandemic alert as a system uses a series of six phases of pandemic alert as a system for informing the world of the seriousness of the threat.for informing the world of the seriousness of the threat.
The designation of phases, including decisions on when The designation of phases, including decisions on when to move from one phase to another, is made by the to move from one phase to another, is made by the Director-General of WHO.Director-General of WHO.
Each phase of alert coincides with a series of Each phase of alert coincides with a series of recommended activities to be undertaken by WHO.recommended activities to be undertaken by WHO.
The world is presently in phase 3: a new influenza virus The world is presently in phase 3: a new influenza virus subtype is causing disease in humans, but is not yet subtype is causing disease in humans, but is not yet spreading efficiently and sustainably among humans.spreading efficiently and sustainably among humans.
In Bangladesh, the first bird flu case (16-yo child with In Bangladesh, the first bird flu case (16-yo child with H5N1) was detected in March 2007. Culled 1.6M fowl and H5N1) was detected in March 2007. Culled 1.6M fowl and destroyed 2.2M eggs.destroyed 2.2M eggs.
As of June 2008, Indonesia has the highest death toll at As of June 2008, Indonesia has the highest death toll at 108 confirmed human fatalities of the 241 people killed 108 confirmed human fatalities of the 241 people killed in a dozen countries from bird flu. Unconfirmed reports in a dozen countries from bird flu. Unconfirmed reports indicate that the virus has claimed its 109indicate that the virus has claimed its 109thth victim victim (www.ternalert.org)(www.ternalert.org)
The Crisis Communication The Crisis Communication TeamTeam
Key members: Secretaries (DOT, DA, Key members: Secretaries (DOT, DA, DOH), Usecs, Directors, Regl DOH), Usecs, Directors, Regl Directors, Legal Dept, PRs, media, Directors, Legal Dept, PRs, media, health dept, police, othershealth dept, police, others
Plan of action and designated Plan of action and designated spokespersonspokesperson
A management recall roster with A management recall roster with contact numberscontact numbers
List of team members and List of team members and responsibilitiesresponsibilities
Public Relations DeptPublic Relations Dept Comprised of competent people who can Comprised of competent people who can
answer phones and assist mediaanswer phones and assist media
Prepared statement for media is Prepared statement for media is recommendedrecommended
Appropriate messages: “Tell it all, tell it fast Appropriate messages: “Tell it all, tell it fast and tell the truth”and tell the truth”
Don’t let lawyers make the decisionsDon’t let lawyers make the decisions
Steps to UndertakeSteps to Undertake Decide on the role of DOT in such Decide on the role of DOT in such
emergencies (minimize damage to emergencies (minimize damage to industry)industry)
Designate a spokesperson with deputiesDesignate a spokesperson with deputies Designate backup spokespersons: Designate backup spokespersons:
technical experts or advisorstechnical experts or advisors Establish media center and media policies Establish media center and media policies
and procedures (e.g., locations, interviews, and procedures (e.g., locations, interviews, oculars, controls, answering tough oculars, controls, answering tough questions)questions)
Do collateral materials: technical, fact Do collateral materials: technical, fact sheets, how-to handoutssheets, how-to handouts
Select audience: tourism publicSelect audience: tourism public
Authority and ReferenceAuthority and Reference UNWTO call for all member organizations to UNWTO call for all member organizations to
respond to avian flu and be prepared for respond to avian flu and be prepared for possible human pandemic on April 13, 2006;possible human pandemic on April 13, 2006;
DOT Circular No. 2006-10 dated October 17, DOT Circular No. 2006-10 dated October 17, 2006 created Avian Flu Task Force chaired by 2006 created Avian Flu Task Force chaired by Usec. Oscar Palabyab, membered by Dir. Ma. Usec. Oscar Palabyab, membered by Dir. Ma. Victoria Jasmin, Dir Rolando Canizal, and RD Victoria Jasmin, Dir Rolando Canizal, and RD Ronaldo Tiotuico;Ronaldo Tiotuico;
DOT Memo Circular No. 2007-02 dated DOT Memo Circular No. 2007-02 dated February 5, 2007 informing officials and February 5, 2007 informing officials and employees of the department, including employees of the department, including pubic and private sectors, on the creation of pubic and private sectors, on the creation of the DOT-Avian Flu Tourism Task Force;the DOT-Avian Flu Tourism Task Force;
ObjectivesObjectives Anticipate crises and prevent them Anticipate crises and prevent them
when possible;when possible; Respond to crises effectively (e.g., Respond to crises effectively (e.g.,
accurate verification, timely accurate verification, timely notification, rapid assembly of crisis, notification, rapid assembly of crisis, effective response to rumors);effective response to rumors);
Provide timely, accurate and helpful Provide timely, accurate and helpful information to the tourism public, information to the tourism public, stakeholders, partners, media and stakeholders, partners, media and other audiences before, during and other audiences before, during and after the crisisafter the crisis
Scope of the ComPlanScope of the ComPlan Direct communication from the DOT Direct communication from the DOT
through external relations with the through external relations with the news media; andnews media; and
Information dissemination to educate Information dissemination to educate the tourism public regarding exposure the tourism public regarding exposure risks and effective response risks and effective response (consideration for special needs-(consideration for special needs-population like language translation population like language translation when necessary)when necessary)
Media News PolicyMedia News Policy Open-door news media policyOpen-door news media policy
Responses to news media should be prompt, Responses to news media should be prompt, accurate and credibleaccurate and credible
Task force reserves the right to suspend open-door Task force reserves the right to suspend open-door policy in highly sensitive or controversial situations policy in highly sensitive or controversial situations and public health emergencies;and public health emergencies;
In such situations, all news media inquiries should In such situations, all news media inquiries should be directed to the Office of the Secretary, or his be directed to the Office of the Secretary, or his designee;designee;
When to Activate the PlanWhen to Activate the PlanUnexplained disease, syndrome, or Unexplained disease, syndrome, or deaths;deaths;
Single case of disease caused by Single case of disease caused by influenza-like illness influenza-like illness
Multiple unusual or unexplained disease Multiple unusual or unexplained disease entities coexisting in the same patient entities coexisting in the same patient without other explanation;without other explanation;
Disease with unusual geographic or Disease with unusual geographic or seasonal distribution (e.g., influenza in the seasonal distribution (e.g., influenza in the summer);summer);
When to Activate……When to Activate……Unusual “typical patient” distribution (e.g., Unusual “typical patient” distribution (e.g., several adults with unexplained rash)several adults with unexplained rash)
Unusual, atypical, genetically engineered, Unusual, atypical, genetically engineered, or antiquated strain of agentor antiquated strain of agent
Endemic disease with unexplained increase Endemic disease with unexplained increase in incidencein incidence
Simultaneous clusters of similar illness in Simultaneous clusters of similar illness in non-contiguous areasnon-contiguous areas
Death or illness among birds or animals, Death or illness among birds or animals, which may be unexplained, that precedes which may be unexplained, that precedes or accompanies illness or death in humans. or accompanies illness or death in humans.
Concept of OperationsConcept of OperationsNationalNational1. Department of Tourism1. Department of Tourism2. Department of Health2. Department of Health3. Department of Agriculture3. Department of Agriculture4. National Tourism Associations 4. National Tourism Associations (PTAA, PHILTOA, NAITAS, IATA, SKAL, (PTAA, PHILTOA, NAITAS, IATA, SKAL, PATTO, ETC.)PATTO, ETC.)5. National Media Associations5. National Media Associations
Concept of OperationsConcept of OperationsRegionalRegional1. DOT Regional Office1. DOT Regional Office2. DOH Regional Office2. DOH Regional Office3. DA Regional Office3. DA Regional Office4. Regional Tourism Council4. Regional Tourism Council5. Hotels and Restaurants Assoc.5. Hotels and Restaurants Assoc.6. Travel Agencies Assoc.6. Travel Agencies Assoc.7. Airline Operators, if any7. Airline Operators, if any8. Other8. Other
Concept of OperationsConcept of OperationsLocal LGU OperationsLocal LGU Operations1. LGU thru provincial or city 1. LGU thru provincial or city
tourism tourism 2. Local health officer2. Local health officer3. Local agriculture officer3. Local agriculture officer4. Local tourism-related assoc.4. Local tourism-related assoc.5. Other5. Other
News Dissemination News Dissemination MethodsMethods
InterviewsInterviews News releases thru e-mail, fax, WebNews releases thru e-mail, fax, Web Updates posted on Updates posted on
www.visitmyphilippines.comwww.visitmyphilippines.com News conferencesNews conferences Media briefingsMedia briefings Other (video or audio news releases, Other (video or audio news releases,
or news featuresor news features
DOT HotlineDOT HotlineTo be activated upon:To be activated upon:–Declaration of the Declaration of the national government;national government;
–Order of the DOT Order of the DOT Secretary; orSecretary; or
–Order of the Department Order of the Department of Health. of Health.
The Technical Working The Technical Working Groups Groups
– Leadership (Command and Control)Leadership (Command and Control)– Content and ClearanceContent and Clearance– Clinician CommunicationClinician Communication– Communication Monitoring and ResearchCommunication Monitoring and Research– Community Health EducationCommunity Health Education– Government CommunicationGovernment Communication– HotlineHotline– MediaMedia– Public Health Communication/PartnersPublic Health Communication/Partners– SpokespersonSpokesperson– WebWeb
Worksheets to be Worksheets to be AccomplishedAccomplished
Staffing Planning WorksheetStaffing Planning WorksheetCall Tracking sheetCall Tracking sheetMedia Log Planning WorksheetMedia Log Planning WorksheetMessage DevelopmentMessage DevelopmentEvent AssessmentEvent AssessmentSituation Verification WorksheetSituation Verification WorksheetNotification/Coordination WorksheetNotification/Coordination WorksheetStakeholder Reaction AssessmentStakeholder Reaction AssessmentEquipment and Supplies WorksheetEquipment and Supplies WorksheetStrategies and Techniques WorksheetStrategies and Techniques Worksheet
The BudgetThe Budget Equipment and suppliesEquipment and supplies Salaries and wages (outsourced Salaries and wages (outsourced
staffing)staffing) Transportation and communicationTransportation and communication Website developmentWebsite development Collateral materials (printing)Collateral materials (printing) RepresentationRepresentation
It wasn’t even raining when It wasn’t even raining when Noah built the Ark!Noah built the Ark!
Let’s be prepared.Let’s be prepared.
