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Crisis Communication Management Experience in Malaysia Health Sector

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  1. RISK COMMUNICATION An Experience in Managing Crisis Communication Centre 19 December 2012 SASITHERAN K.NAIR Health Education Division Ministry of Health Malaysia

  2. Outline of Presentation • Hotline • Preparing Press Release • Providing & Coordinating Information

  3. Inter-ministry Crisis-Disaster Committee (Chairman: Minister of Health) Ministry of Health Crisis-Disaster Technical Committee (Chairman: DG of Health, MOH) Independent Expert Team Secretariat Supplies and Procurement Health Information and Promotion Guideline Surveillance and Epidemiology Logistic NATIONAL COMMAND CENTRE ORGANIZATION CHART (Crisis Preparedness & Response Center ~ CPRC) National Command Centre (Chairman: Director Disease Control)

  4. If we do not communicate immediately, we shall lose our greatest opportunity to control media

  5. Sources of Info during crisis: CONTAINMENT PHASE • Call-ins (hotlines) • HOTLINE – 0388810200/0300 • 8.00 am – 5.30 pm (7/7) • 8.00 am – 5.30 pm (Mon-Fri) • 8.00 am – 9.30 pm (7/7) • On-line: • Emails • cprc_h1n1@moh.gov.my • Websites • http//:h1n1.gov.mywww.moh.gov.mywww.infosihat.gov.my • establish a new website (easier to update, can cater for • specific issue related to affected population) • link state websites to MOH website

  6. Sources of Info during crisis: • Main media (TV, Radio, Newspaper) • Word to mouth • Coffee shop talk (rumours) • New media (FB, twitters, blogs): Pay attention !

  7. Strength of Social Media

  8. Strength of Important in Current & Future Health Crisis • Malaysia total no. of Facebook users :12,366,580 million • Position in the world list: 17th • Penetration of population: 47.27% • Penetration of online population: 73.16% • Source: http://www.socialbakers.com/facebook-statistics/malaysia

  9. Strength of Social Media

  10. Asian Countries: % of Twitter Users & Total Users

  11. Strength of Social Media

  12. Strength of Social Media How many Bloggers in Malaysia? To a question in Dewan Rakyat on Freedom of Media: • the Information, Communication and Culture Minister - Datuk Seri Dr Rais Yatim affirmed there are two million bloggers in Malaysia. (Monday, June 28. 2010)*This approximately 7.7% of Malaysians population are bloggers* Source: http://julianhopkins.net/index.php?/archives/293-How-many-Malaysian-blogs-are-there.html

  13. Prerequisite to Establish Crisis Communication Center • Equipment • Personnel • Rules/SOPs/Standing Instructions • Hardware : PC/Laptops with internet connections • Software : recording facility • Analysis of information: who called ? how often ? • Establish a contact log: Data collected is used for analysis

  14. Contoh analysis Isu Daripada Panggilan Hotline Dan Emel Pada 15 September 2009 Sehingga 4.30 petang, sebanyak 13 panggilan telah diterima melalui talian hotlinedan 1 pertanyaan melalui e-mail di website (Lampiran 1). Daripada 13 pertanyaan yang diterima, 3 pertanyaan masing-masing mengenai situasi semasa dan langkah-langkah pencegahan, 2 pertanyaan masing-masing mengenai simptom/penyebaran dan rawatan/vaksin, 1 pertanyaan mengenai saringan,nasihat perjalanan, dan kuarantin manakala selebihnya 2 pertanyaan mengenai hal-hal lain. Email yang telah diterima melalui website meliputi 1 pertanyaan berkaitan dengan rawatan/vaksin. Rumusan kepada kategori pertanyaan dapat dirujuk dalam jadual di Lampiran 2.

  15. Analysis sample ANNEX 1

  16. Analysis sample ANNEX 2 Calls To The Hotline And Emails Received According To Topics

  17. EQUIPMENT

  18. Equipment • Land/fixed line phone; multiple lines optional with a voice mail system • PC with internet connection (fast & high capacity) • Email accounts for specific tasks: • public complaint/queries • data/returns from states/districts • Fax machine & copier • Suitable furniture (computer tables with appropriates chairs, etc)

  19. PERSONNEL

  20. Personnel First of all; • need to identify a pool of officers to be on duty. • they should be TRAINED; train early during peaceful time. • Training will make them: (1) Knowledgeable: • Technical expertise – required to assist in answering calls or clearing doubts

  21. (2) Possess Good Communication skills : • to handle calls…calls of all sorts! • callers can be very difficult to satisfy (trouble makers!) • What to tell? Have standard, prepared template… • How much to say? • When to pass the phone to another officer? • Language mastering, (English / BM / Mandarin, etc) – Is there someone who may be able help ?

  22. RULES / SOPs / STANDING INSTRUCTIONS • The basic rules: the Crisis Communication Centre is responsible for establishing & maintaining control over communication for veracity of the information, and for speaking with authority of leadership

  23. The following documentations must be present: • the crisis management plan (like the *NIPPP) • all the contact lists – verified & updated (can be used by management & respondent teams) • guidelines in the crisis communication policy for establishing & controlling internal & external communication/info flow • Out going communication (feed back) is approved by main committee, e.g. under NIPPP, we have the Technical Committee * National Influenza Pandemic Preparedness Plan

  24. Why Analyze Calls & Emails? To capture: • level of knowledge of public (callers) • their concern/problems? • their attitude towards the issue? • their opinion of MOH’s actions?

  25. How we did it in 2009? • GIVE before media asks or demands • Prompt (timely), accurate, consistent & readily available NEEDS TO BE COORDINATED

  26. Dissemination of info: • Establish a channel of communication. Identify and appoint one/two person(s) to disseminate the final messages. • Need scrutiny, verification, validation, clearance & delivery

  27. How Do You Respond To Media?

  28. DO’S CONTROL CONCERN CONFIDENT CREDIBLE CONCISE DON’Ts DELAY DENY DISTORT REMEMBER

  29. News Releases - Strategies • Share information with team members before released • Be concise (use brief short sentences) • Do not use technical jargon • Most important message must go first (lead) • Press Release/Statement: • Introduction • Main information (Body) • Summarize

  30. News Releases – Strategies • Facts about outbreak are important • State what the current situation is • State what you are doing about it • State any constraint that you face • Send public messages clearly

  31. Press release Media briefing Press conference Post-cabinet press conference. When (what channel) to release information?

  32. Press News

  33. Thank You

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