Associate Director of Communication Science Dan Rutz of U.S. Centers for Disease Control and Prevention Discussed Outbreak Communication Guidelines at NCKU
Tainan, Taiwan, September 23rd, 2010
Associate Director of Communication Science Dan Rutz of National Center for Infectious Diseases (NCID), Centers for Disease Control and Prevention (CDC), U.S., was invited by College of Medicine at National Cheng Kung University (NCKU), Tainan, Taiwan, and American Institute in Taiwan (AIT) Kaohsiung Branch Office to deliver a speech on the Outbreak Communication Guidelines developed and promoted by World Health Organization (WHO).
Hoping to establish an international standard for optimal communications around actual and potential public health emergencies, these principles are being applied through several other U.S. international relationships, including the Global Health Security Initiative (GHSI) and International Health Regulation (IHR) implementation scheme.
The Outbreak Communication Outbreaks were created by the World Health Organization (WHO) to identify and disseminate information about the best practices for communicating with the public, often through the mass media, during a disease outbreak, aiming to help offer guidance that will promote the public health goal of rapid outbreak control with the least possible disruption to society.
The first outbreak communication principle is trust. The overriding goal for outbreak communication is to communicate with the public in ways that build, maintain or restore trust. This is true across cultures, political systems and level of country development.
The second outbreak communication principle is announcing early or timeliness. The parameters of trust are established in the outbreak's first official announcement. This message's timing, candour and comprehensiveness may make it the most important of all outbreak communications.
The third principle is transparency. The maintenance of the public's trust throughout an outbreak requires transparency, in other words, communication that is candid, easily understood, complete and factually accurate. Transparency characterizes the relationship between the outbreak managers and the public, allowing the public to "view" the information-gathering, risk-assessing and decision-making processes associated with outbreak control.
The fourth principle is the public or two-way communication. The understanding of the public is critical to effective communication. It is usually difficult to change pre-existing beliefs unless those beliefs are explicitly addressed. Also, it is nearly impossible to design successful messages that bridge the gap between the expert and the public without knowing what the public thinks.
The fifth and last principle is planning or top-down commitment. The decisions and actions of public health officials have more effect on trust and public risk perception than communication. There is risk communication impact in everything outbreak control managers do, not just in what is said. Therefore, risk communication is most effective when it is integrated with risk analysis and risk management. Risk communication should be incorporated into preparedness planning for major events and in all aspects of an outbreak response.
Mr. Dan Rutz pointed out, “If implemented effectively, these guidelines for outbreak communication will result in greater public resilience and guide appropriate public participation to support the rapid containment of an outbreak, thus limiting morbidity and mortality. In addition, effective outbreak communication will minimize the damage to a nation's international standing, its economy and its public health infrastructure.”
Additional Information:
Mr. Dan Rutz ' primary focus is emerging infectious diseases and bio-terrorism issues. In addition to serving as a communications lead for outbreak response, Rutz is involved in developing communications strategy as an integral component of crisis preparedness. He is involved with the World Health Organization (WHO) initiative to establish an international standard for outbreak risk communication, and is assisting in the development of the US Government and WHO pandemic influenza response plans.
To the extent that NCID is most commonly the lead CDC component to respond to acute public health events, Rutz is experienced in coordinating the Agency's communications response through CDC's Emergency Communications System (ECS), which has played key roles in the management of influenza vaccine distribution issues, West Nile virus, SARS, and monkeypox.
For nearly thirty years Dan Rutz has been professionally committed to health and medical communications. Prior to joining CDC, he served as Managing Editor and on-air Senior Medical Correspondent for the CNN domestic and international television and radio networks for 18 years. In 2001 he completed the Master of Public Health (MPH) degree from Emory University, and has worked as an independent consultant and health communications specialist.
Mr. Rutz has lectured in the former Soviet Republic of Georgia, on the media's role in cancer control and is an original signer of the International Paris Charter against Cancer. In 2002, Mr. Rutz was appointed to the Angiogenesis Foundation Board of Directors (Cambridge, Mass.). The organization supports research in novel approaches to major chronic diseases ranging from heart attack to cancer. Additionally, he is a board member of the International Campaign for the Establishment and Development of Oncology Centers.
Associate Director of Communication Science Dan Rutz of National Center for Infectious Diseases (NCID), Centers for Disease Control and Prevention (CDC), U.S., was invited by College of Medicine at National Cheng Kung University (NCKU), Tainan, Taiwan, and American Institute in Taiwan (AIT) Kaohsiung Branch Office to deliver a speech on the Outbreak Communication Guidelines developed and promoted by World Health Organization (WHO).
Hoping to establish an international standard for optimal communications around actual and potential public health emergencies, these principles are being applied through several other U.S. international relationships, including the Global Health Security Initiative (GHSI) and International Health Regulation (IHR) implementation scheme.
The Outbreak Communication Outbreaks were created by the World Health Organization (WHO) to identify and disseminate information about the best practices for communicating with the public, often through the mass media, during a disease outbreak, aiming to help offer guidance that will promote the public health goal of rapid outbreak control with the least possible disruption to society.
The first outbreak communication principle is trust. The overriding goal for outbreak communication is to communicate with the public in ways that build, maintain or restore trust. This is true across cultures, political systems and level of country development.
The second outbreak communication principle is announcing early or timeliness. The parameters of trust are established in the outbreak's first official announcement. This message's timing, candour and comprehensiveness may make it the most important of all outbreak communications.
The third principle is transparency. The maintenance of the public's trust throughout an outbreak requires transparency, in other words, communication that is candid, easily understood, complete and factually accurate. Transparency characterizes the relationship between the outbreak managers and the public, allowing the public to "view" the information-gathering, risk-assessing and decision-making processes associated with outbreak control.
The fourth principle is the public or two-way communication. The understanding of the public is critical to effective communication. It is usually difficult to change pre-existing beliefs unless those beliefs are explicitly addressed. Also, it is nearly impossible to design successful messages that bridge the gap between the expert and the public without knowing what the public thinks.
The fifth and last principle is planning or top-down commitment. The decisions and actions of public health officials have more effect on trust and public risk perception than communication. There is risk communication impact in everything outbreak control managers do, not just in what is said. Therefore, risk communication is most effective when it is integrated with risk analysis and risk management. Risk communication should be incorporated into preparedness planning for major events and in all aspects of an outbreak response.
Mr. Dan Rutz pointed out, “If implemented effectively, these guidelines for outbreak communication will result in greater public resilience and guide appropriate public participation to support the rapid containment of an outbreak, thus limiting morbidity and mortality. In addition, effective outbreak communication will minimize the damage to a nation's international standing, its economy and its public health infrastructure.”
Additional Information:
Mr. Dan Rutz ' primary focus is emerging infectious diseases and bio-terrorism issues. In addition to serving as a communications lead for outbreak response, Rutz is involved in developing communications strategy as an integral component of crisis preparedness. He is involved with the World Health Organization (WHO) initiative to establish an international standard for outbreak risk communication, and is assisting in the development of the US Government and WHO pandemic influenza response plans.
To the extent that NCID is most commonly the lead CDC component to respond to acute public health events, Rutz is experienced in coordinating the Agency's communications response through CDC's Emergency Communications System (ECS), which has played key roles in the management of influenza vaccine distribution issues, West Nile virus, SARS, and monkeypox.
For nearly thirty years Dan Rutz has been professionally committed to health and medical communications. Prior to joining CDC, he served as Managing Editor and on-air Senior Medical Correspondent for the CNN domestic and international television and radio networks for 18 years. In 2001 he completed the Master of Public Health (MPH) degree from Emory University, and has worked as an independent consultant and health communications specialist.
Mr. Rutz has lectured in the former Soviet Republic of Georgia, on the media's role in cancer control and is an original signer of the International Paris Charter against Cancer. In 2002, Mr. Rutz was appointed to the Angiogenesis Foundation Board of Directors (Cambridge, Mass.). The organization supports research in novel approaches to major chronic diseases ranging from heart attack to cancer. Additionally, he is a board member of the International Campaign for the Establishment and Development of Oncology Centers.
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