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8. ONGOING ACTIONS UPON CONFIRMATION
Developing a communications system
8.1 Upon confirmation of disease, once the initial actions have been undertaken, the emphasis will be on providing consistent, accurate and up-to-date information both internally and externally. In all this, a pivotal role will be played by the Communications Co-ordinator, who will ensure that the Scottish Government assumes the command and control communications role for all disease control communication and has suitable communication channels in place to provide targeted and timely information to the organisations and individuals who need it.
The Communications Coordinator's role
8.2 The Communications Coordinator's role will centre on coordinating the distribution of information to the appropriate parties and providing clarification as required. Given the importance of communications to the overall disease response strategy, the Communications Coordinator will have direct input to DSG. Consideration will be given to making available a full-time resource to concentrate on this role solely and without the distraction of policy considerations e.g. in the event of an extended, multiple IP outbreak. An Assistant Communications Coordinator will provide support to the Communications Coordinator and the National Communications Officer, and act as a central contact point. Job Descriptions for both roles can be found at Appendix D.
News Releases
8.3 News Releases are a means of getting key messages into the public domain and controlling the media story. These will be drafted by MDRT but will always go to the Disease Strategy Unit for comment prior to issue. News Releases will re-enforce the need for good biosecurity and vigilance while covering headline announcements such as:
- outbreak status updates;
- relaxation of key movement restrictions;
- important Commission Decision.
Stakeholder group meetings
8.4 As part of Scottish Government's commitment to a two-way communication process, regular stakeholder meetings at both the national and local level will be held for the duration of the outbreak. The frequency of meetings will be determined in discussion with stakeholders but it is anticipated that stakeholder groups at both levels will meet at least weekly.
Wider stakeholder contact
8.5 The Communications Coordinator should ensure that the right mix of communication channels is being utilised in order to maximise exposure to target audiences. Communications channels might include:
- 'Dear Producer' letters informing them of the situation as early as possible and thereafter providing updates when milestones are reached. Details can also include advice on how to minimise disease risk, such as information on biosecurity and the need for vigilance;
- pre-prepared material such as letters to show organisers and posters for display at markets providing simple lists of do's and don'ts;
- targeting of organisations who represent special interest groups e.g. hobbyist farmers.
Local and national helplines
8.6 Local and national helplines will remain in place until is deemed necessary. It is likely that this will be for the duration of the outbreak, until restrictions are lifted. Call volume will be monitored and will help determine the hours of business and when to scale up or down staffing levels.
Local disease control operations
8.7 The Local Communications Officer will continue to work with the DVM and ROD to ensure that a coordinated and consistent message is disseminated to support the local disease control operations and related activities. This coordination will occur through the LDCC Management Control Team and through specific communication coordination meetings with SCG members and others. The main expectation is that operational partners will focus on their specific area of expertise and collaborate with others to ensure that a joined up message is sent out.
8.8 The Local Communications Officer will set up a local media briefing at the LDCC as and when required.
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