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D3.1 - New Framework Model for Outbreak Communication

on Sat, 03/08/2014 - 10:11

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D3.1 - New Framework Model for Outbreak Communication

While pandemic outbreaks in the last decade showed that public health authorities use the best tools available and the newest technologies to contain outbreaks from a medical point of view, the aspect of outbreak communication does not always reflect the new communication reality.

The public's noncompliance with the vaccination campaign and a crisis of trust between the public and international organizations and governments are the consequence of a deficit of theoretical and applied knowledge in the area of risk communication and public inclusion through social media.

The goal of the Framework model is a pioneering effort to overcome these deficits, formulating the implementation of risk communication beyond the state of the art. Generally, the framework model addresses the main research questions presented by the TELLME project:

  1. How can the general population be persuaded through public health communication to take effective preventive actions during infectious disease outbreaks?
  2. What are the most appropriate communication methods to deal with the complexity, uncertainty, misinformation and malicious information?
  3. What are the best communication strategies to maximize compliance with vaccination, and to assist health professionals and agencies to cope with vaccine-resistant groups?

In order to establish a framework model that aims to answer the general questions, it considers the following challenges:

  • How can the public be included in decision making effectively during the crisis?
  • What response can be given to public health workers’ concerns and fears?
  • How can media professionals be included in risk communication to the public (not only as informers but as partners during the pre-crisis, warning, emergency, resolution and evaluation stages)?
  • What messages/issues should be communicated to different subpopulations during pandemics?
  • How can public sentiment be tracked during real time pandemics and respond immediately and forcefully, bring about maximum public participation and collaboration?

The main objective is thus to define and design a new framework model for outbreak communication.