An Experience in Managing Crisis Communication Centre

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•Hotline

•Preparing Press Release

•Providing & Coordinating Information

Outline of Presentation

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NATIONAL COMMAND CENTRE ORGANIZATION CHART

(Crisis Preparedness & Response Center ~ CPRC)

Inter-ministry Crisis-Disaster Committee(Chairman: Minister of Health)

Ministry of Health Crisis-Disaster Technical Committee

(Chairman: DG of Health, MOH)

Logistic

Secretariat Supplies and Procurement Health

Information and Promotion

Guideline

Surveillance and Epidemiology

Independent Expert Team

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If we do not communicate immediately, we shall lose our greatest opportunity to

control media

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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.my www.moh.gov.my www.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

Sources of Info during crisis:

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Main media (TV, Radio, Newspaper)Word to mouthCoffee shop talk (rumours)New media (FB, twitters, blogs): Pay

attention !

Sources of Info during crisis:

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Strength of Social Media

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Strength ofImportant in Current & Future Health

CrisisMalaysia total no. of Facebook

users :12,366,580 millionPosition in the world list: 17th Penetration of population: 47.27% Penetration of online population: 73.16%

Source: http://www.socialbakers.com/facebook-statistics/malaysia

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Strength of Social Media

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Asian Countries: % of Twitter Users & Total Users

No.

Country Ranked

% Twitter Users (Sysomos report)

Est. total

1 Indonesia 6 2.34 5,616,000

2 Japan 8 1.47 3,528,000

3 India 10 0.97 2,328,000

4 Singapore 12 0.88 2,112,000

5 Philippines 13 0.85 2,040,000

6 Malaysia 18 0.47 1,128,000

7 Thailand 25 0.30 720,000

Source: http://www.greyreview.com/2010/01/26/twitter-in-asia-total-users-by-country/ 10

Strength of Social Media

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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

How many Bloggers in Malaysia?

Strength of Social Media

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Prerequisite to Establish Crisis Communication Center

EquipmentPersonnelRules/SOPs/Standing Instructions

Hardware : PC/Laptops with internet connections

Software : recording facilityAnalysis of information: who called ? how

often ?Establish a contact log:Date

Name Of Caller

Questions Asked

Tel.No.Person Responsible For Response

Follow-up Needs

Data collected is used for analysis

Isu Daripada Panggilan Hotline Dan Emel Pada 15 September 2009

Sehingga 4.30 petang, sebanyak 13 panggilan telah diterima melalui talian hotline dan 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.

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TopicCurrent Cumulative

Telephone calls

e-mailTelephone

calls e-mail

27/4/2009 -25/8/2009

8270 894 8270 894

26/08/09 75 15 8345 909

27/08/09 56 11 8401 920

28/08/09 44 4 8445 924

29/08/09 14 7 8459 931

30/08/09 13 2 8472 933

ANNEX 1

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Calls To The Hotline And Emails Received According To Topics

No Topic Hotline Email1. Travel Advisory 0 0

2. Symptoms and mode of transmission 2 0

3. Treatment/vaccine 2 1

4. Current situation 3 0

5. Preventive measures 3 06. screening 1 07. Quarantine 0 08. Health Educ Materials 0 09. Briefings/Talks 0 0

10. Designated Hospital 0 0

11. Others 2 0

Total 13 1

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ANNEX 2

EQUIPMENT

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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)

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PERSONNELPERSONNEL

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PersonnelPersonnel

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

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(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 ?

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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

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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

23* National Influenza Pandemic Preparedness Plan

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?

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How we did it in 2009? GIVE before media asks or demands Prompt (timely), accurate, consistent &

readily available

NEEDS TO BE COORDINATED

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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

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How Do You Respond To How Do You Respond To Media?Media?

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REMEMBERREMEMBER

DO’SDO’SCONTROLCONTROLCONCERNCONCERNCONFIDENTCONFIDENTCREDIBLECREDIBLECONCISECONCISE

DON’TsDELAYDENYDISTORT

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News Releases - News Releases - StrategiesStrategiesShare information with team members Share information with team members

before releasedbefore releasedBe concise (use brief short sentences)Be concise (use brief short sentences)Do not use technical jargonDo not use technical jargonMost important message must go first Most important message must go first

(lead)(lead)

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Press Release/Statement:Press Release/Statement:

IntroductionIntroduction

Main information (Body)Main information (Body)

SummarizeSummarize

News Releases – News Releases – StrategiesStrategies

Facts about outbreak are importantFacts about outbreak are important State what the current situation isState what the current situation is State what you are doing about itState what you are doing about it State any constraint that you faceState any constraint that you face Send public messages clearlySend public messages clearly

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Press release Press release Media briefingMedia briefing Press conferencePress conference Post-cabinet press Post-cabinet press

conference.conference.

When (what channel) to release information?

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Press News

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