information for medical community and public module xxiv
TRANSCRIPT
INFORMATION FOR INFORMATION FOR MEDICAL COMMUNITY AND MEDICAL COMMUNITY AND
PUBLICPUBLIC
INFORMATION FOR INFORMATION FOR MEDICAL COMMUNITY AND MEDICAL COMMUNITY AND
PUBLICPUBLIC
Module XXIV
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SyllabusSyllabus Introduction Public information management programme Objectives of information programme Medical professionals as special category to
be informed Communication methods Questions of major public concern Fundamental principles of communication General interview guidelines Communicating with media Summary
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IntroductionIntroduction
“Public” not homogeneous People need clear, simple,
straightforward explanations Medical community as a special
category of population: to be educated themselves to educate the general public
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Public information Public information management programmemanagement programme
Purpose To ensure provision of timely, accurate and
up-to-date information public about cause and status of emergency, protective actions being taken to safeguard health and actions they should take to ensure own protection
To help to minimize anxiety in emergency
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Development of Development of comprehensive information comprehensive information
programmeprogramme Necessary elements
Clearly stated programme objectives Identification of audience according to objectives of
the communication programme Audience survey to identify need and messages to be
communicated and channels of communication Management plan with clearly stated goals for each
audience to achieve objectives, which considers a number of options
Evaluation plan to incorporate lessons learned in future planning
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Objectives of Objectives of information programmeinformation programme
Before an emergency
To create a climate whereby organization concerned is recognized as credible and trustworthy, and as having protection of public of primary concern
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Tasks to be performed Tasks to be performed before emergencybefore emergency
Review and develop national public information policy
Determine and allocate agreed responsibilities in providing public information
Develop and implement detailed plans for public information
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Information policyInformation policy
National public information policy review and development Review and document legal infrastructure Ensure agreement on public information
policy at all levels Make agreement with all involved
organizations
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Allocation of Allocation of responsibilitiesresponsibilities
Determine and allocate agreed responsibilities for public information provision Assign responsibilities independently of any
emergency response responsibilities Encourage co-ordination between groups
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Plans for public Plans for public informationinformation
Develop and implement detailed plans for public information Develop infrastructure and functional
capabilities needed to implement lower level nuclear emergency communications plans prepare and maintain plans and procedures designate staff roles install public information briefing centres and
equipmentdevelop and provide training
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Objectives of information Objectives of information programmeprogramme
In an emergency
To inform public about current state of emergency and provide information on safety
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Identify audienceIdentify audience Media Government leaders, business people
interested in nuclear industry Medical and health professionals Developers, end-users and operators of
nuclear technologies Academics/researchers in nuclear area Academics/teachers in related disciplines Special and public interest groups General public
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Medical and health Medical and health professionalsprofessionals
Medical professionals - most credible source of information to public
Very often don’t have enough information about radiation
Information could be provided via newsletter brochures video
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Types of information provided Types of information provided to medical professionalsto medical professionals
Basic knowledge about radiation for all medical professionals
Specific knowledge about radiation necessary for response in an emergency for those involved in response
Specific information about an accident necessary for response for those involved in response
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Developing a Developing a management planmanagement plan
Development of goals for each audience Message development Designated spokesperson responsible for
communicating the message Communication vehicle appropriate for
message Schedule for releasing various messages Crisis communication plan
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Communication Communication methodsmethods
Written Reports, studies, press releases, booklets, text in
calendars Oral
Speeches, briefings Visual
Videos, films Direct interaction: interviews Computer: e-mail, Internet Visits, tours, special events Training seminars
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Questions of major Questions of major public concernpublic concern
Control of sources of ionizing radiation NPPs Uranium mining and milling Nuclear fuel fabrication and reprocessing Storage of spent fuel Spent fuel disposal Application of ionizing radiation in medicine, industry,
agriculture and research Transport of radioactive material Disposal of radioactive waste Emergency preparedness Nuclear or radiological accidents
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Major public concern in Major public concern in emergency preparednessemergency preparedness
What to do in emergency situation? Enough assistance and expertise to deal
with situation? Who receives stable iodine? Necessary to evacuate? Emergency Plan?
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Major public concern in nuclear Major public concern in nuclear or radiological accidentsor radiological accidents
What happened? Consequences? Who is responsible for accident? Will I die? Water, food, house, money contaminated? Officials telling truth?
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Fundamental principles Fundamental principles of communicationof communication
Foundation of trust is truth and openness Communication ongoing and predictable Depth, not breadth Communication by trained people
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Fundamental principles of Fundamental principles of communicationcommunication
Earning trust and building credibility
Message “interference”
Jargon/technical terms Languages
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Interview – direct Interview – direct interactioninteraction
Interviews may help in providing public with correct information
Prerecorded interviews (formal or informal) edited before broadcast
Background interviews - for journalists to understand a subject in more depth - may or may not be used in report to public
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Interview – direct Interview – direct interactioninteraction
Types of interviews Live vs taped Print Broadcast General vs investigative Ambush vs prearranged Office vs on scene
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General interview General interview guidelinesguidelines
Be yourself comfortable and confident honest brief human personal prepared, positive, and consistent attentive energetic committed and sincere
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Communicating with the Communicating with the mediamedia
Why is it important? Provide information to public Prevent rumour Maintain credibility of response
organizations Allow responders to focus on response Reduce psychological impact
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MediaMedia
How would you describe the media?
Media goals
Media helps you get story out
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Communications with Communications with mediamedia
Identifying/designating authorized spokespersons
Information co-ordinated and approved before release
Joint information centre / emergency public information centre
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SummarySummary
Importance of communicating effectively with pubic
Objectives of information programme Medical community as special group Questions of major public concern Basic communication principles Media interview and guidelines