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5 Communications Strategy
Background
5.1 One of the major themes in the Lessons to be Learned Inquiry Report, commissioned to investigate the handling of the Foot and Mouth Disease ( FMD) outbreaks of 2001 was that communications must be well targeted and effective. Scottish Government responded by launching Scotland's Exotic Animal Disease Communications Strategy.
5.2 However experience of events when Avian Influenza H5N1 virus was identified in a dead swan in Fife in 2005, and other arising disease situations suggested a need to further widen its scope. As a result the Strategy was reviewed by independent consultants who made recommendations primarily aimed at ensuring it is applicable to exotic animal disease emergencies in general. The Strategy has since been revised to take account of these recommendations and also those made in the Foot and Mouth Disease Review (Scotland) 2007 which considered Scotland's handling of the impact of the outbreaks in Surrey last year.
The revised Strategy
5.3 The Strategy is now based on strategic objectives so that it is clear what the benchmarks are for a successful communications response. Planning assumptions are also used as a basis to confirm the range of potential disease scenarios the Strategy is geared up to deal with. The standard set of procedures that will be adopted when responding to suspicion or confirmation of disease have been reviewed and the decision making process within these set out. The emergency response structures which will be activated are detailed and the various groups' roles and responsibilities within this framework defined at all levels and every stage in the disease response. This includes setting out how these groups will interact with each other and the wider stakeholder community. The forward planning required to ensure communications can be delivered with speed and certainty, the infrastructure needed to disseminate targeted information and the strategy for engaging with the media are all also detailed.
5.4 The Strategy aims to detail the strategic management of all communications aspects of a disease control response. The Strategy should also act as a basis for operational partners and stakeholder groups to further develop their own communications systems and strategies, ensuring these dovetail with the command control role that will be assumed by Scottish Government. It will be important to receive feedback from stakeholder groups to ensure they feel the Strategy will achieve what it sets out to do.
5.5 Questions for stakeholders
- Would you add to any of the strategic objectives or planning assumptions?
- Would you add to any of the communications channels identified e.g. website, stakeholder meetings, helplines etc?
- Can you identify any more pre-prepared materials that could be usefully produced?
- Does the Strategy support your organisation's levels of disease preparedness and response capabilities?
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