Rabies communication in Estonia
Enel Niin Rabies project leaderVeterinary and Food
Board of Estonia
Structure of Veterinary and Food Board
3
Director General
Deputy Director General
Deputy Director GeneralLawyer
Animal Health, Welfare and Feedingstuffs Dep.
Animal Health Office
Animal Welfare Office
Feedinfstuffs Office
Food Dep.
Office for Food of Animal Origin
Office for Retail, Organic Farming and Food of Non-animal Origin
Trade, Import and Export Dep.
Surveillance and Control Office
Luhamaa BIP
Muuga and Baldiski BIP
Narva BIP
Animal Breeding and Market Regulation Dep.Office of Animal BreedingOffice of Genetic ResourcesMarket Regulation Office Alcohol Regulation Office
General Dep.
Accounting Office
Budgeting Office
Personnel Office
Administrative Office
IT Office
County Veterinary Centres (15) Authorised Veterinarians
Organisation of Rabies control and prevention in Estonia
4
Ministry of Agriculture
Veterinary and Food Board
(strategy, surveillance, control)
15 district departments
Community veterinarians
Veterinary and Food Laboratory (lab. investigations)
3 regional laboratories
Veterinary and Food Department(legislation)
Authorities responsible for Rabies communication
Veterinary and Food BoardHealth InspectorateMinistry of AgricultureMinistry of Social AffairsVeterinary and Food Laboratory
Division of communication strategy
Communication in “peace time”Communication in case of suspicion/outbreak
Communication concerning oral vaccination (ORV) activities
General rules of communication (1)
Offer information in advancePrepare clear and well understandable
ground message (repeat message minimum 3 times)
“Translate” the message to the format receiving group understands
Give every possible kind of additional information needed
Time counts, be effective and punctual
General rules of communication (2)
Media is interested in conflict!Be tolerant and friendly Do not speculate nor lieDo not become emotional, even if
journalist provokes itDo not declare personal opinion, your
responsibility is to represent an authorityIf you are not the correct person to
comment, forward the problem
General rules of communication (3)
Antedate “fires”, prepare press releaseInform persons involved inside institution
about problematic situations in advanceIf feasible, ask to formulate questions and
give information out in written format to avoid misinterpretations
Ask to see the final text for commentingGive feedback to journalist (if possible,
positive one)
Legal bases of VFB`s communicationBasic legal acts
Law of Public InformationLaw of Public Service
Degree of Director General of VFB no 149 from 08.12.2010“ Rules to communicate with media”
SpeakersDirector General, Deputy Director
GeneralHead of Department, BureauHead of Local Veterinary CentreSpecialists of area
Communication in “peace time”Main messages:
To prevent rabies infection in domestic animals parenteral vaccination of pet animals is compulsory (paid by State), vaccination of agricultural animals in endangered area is suggestible.
It is obligatory to notify about every suspicion of rabies to veterinary authorities.
Local authorities shall organise the maintenance of records concerning dogs and, where necessary, of other household pets.
Target group- veterinarians, pet animal keepers, farmers, hunters, vet. students, foresters, local governments e.c. 11
Flow of information in case of rabies suspicion
Veterinary and Food Board
Local Veterinary
Centre
Open phone-line in VFB 605 47 50 (24 h.)
Local Veterinary Centre
Action by vet. official or authorised vet. (sampling, restrictions e.c.)
Suspicion
Website of VFB
Authorised or licensed veterinarian (most common way)
Flow of information in case of
rabies diagnoseVeterinary and Food
Laboratory
Local Health Board
Local Veterinary Centre
Veterinary and Food Board
Health Board
Hunters Organisation
European Commission
International Professional Unions
Info in web site
Press release
Communicationwith publicity
Local Hunters Organisation,Regional Government, regional press
(if feasible)
Positive rabies diagnose
Communication in case of suspicion/outbreak Main messages similar as in “peace time”
All unvaccinated pet animals should be vaccinated immediately (free of charge)
Authorised vet./vet. official decides need of vaccination of agricultural animals in endangered area (free of charge)
All suspected animals should be isolated/euthanized/tested for virus
Additional restrictions, if necessary (prohibition of hunting with dogs, animal exhibitions, shows e.c.)
All animal bites must be treated with extreme care, seek for medical attention (all procedures free of charge)
Communication concerning ORV activities in early stage (1)
First step- to convince decision-makers about pressing need to conduct large scale ORV for several years. Meetings, briefingsSpeeches Press releasesArticles, commentsWritten reports, applications
Communication with publicity most intense before and at the time of first ORV campaigns (2005-2008).
Communication concerning ORV activities in early stage (2)
To improve receiving rate of the message a leaflet (in Estonian and Russian) with vaccination activities description and suggestions of action were sent straight before each ORV campaign to all private postal addresses in countryside.
Regular communication at the time of ORV activities (1)
Press releases at the beginning and end of ORV campaigns
Up do date information concerning ORV activities (area to vaccinate on daily bases, maps) in main web page of VFB
Commercial in National TV and most popular private TV cannel at the time of ORV
Commercial in National radio station(in Estonian and in Russian)
Data concerning ORV area of certain day in news block of National radio station
Advertisement in local newspapers at the time when ORV is conducted in this county
Regular communication at the time of ORV activities (2)
• TV and radio interviews• Articles in press, comments • Open phone line 24 h. in VFB 605 47 50• Possibility to contact directly
• leader of vaccination team (mobile phone and e-mail published in advertisements and webpage)
• representative of vaccine company (mobile phone printed in warning-sign of each vaccine distributed)
Passive communication, web info, VFBData about rabies in question and answers
format with links to additional informationhttp://www.vet.agri.ee/?op=body&id=50Rabies booklethttp://www.vet.agri.ee/static/artiklid/123.Marutaudi%20infovoldik.pdf
Booklet of infectious diseases spread by small predators
http://www.vet.agri.ee/static/files/978.marutaud%20voldik.pdf
Passive communication, web info, Health InspectorateRabies in humanshttp://www.terviseamet.ee/fileadmin/dok/Nakkushaigused/nakkused/marutobi.pdf
Data concerning animal baitshttp://www.terviseamet.ee/fileadmin/dok/
Nakkushaigused/loomahammustused.pdf
Educating target groupsRegular training courses for vet. officials,
authorised veterinarians, licensed veterinarians, hunters
Booklets spread via veterinary centres, vet. clinics, hunters organisations, schools, kindergartens, local governments, health protection institutions, environment agencies e.c.
Thank you for attention !