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3. PLANNING ASSUMPTIONS
3.1 It is impossible to predict disease scenarios so it is necessary to be prepared to respond to a wide range of potential disease control situations including worst case scenarios. The Communications Strategy is therefore designed to be able to withstand:
- disease being present within GB but out with Scotland;
- an extended multiple Infected Premises ( IP) outbreak;
- two or more exotic animal diseases live in GB and running concurrently.
3.2 The Communications Strategy must also recognise the environment within which it will operate. The nature and scale of communications must be tailored to take into account:
- the 24 hour global media environment;
- the increasingly diverse ways in which people access information;
- the growing target audience who desire understandable, comprehensive and up-to-date information;
- the expectation on government to be geared up to respond swiftly and effectively to exotic animal disease.
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