Section 6 - Communication
50. The FMD Inquiry Reports of 2002 emphasised the role of communications in successful disease control. The Scottish Executive commissioned independent consultants to carry out a review of the information needs of stakeholders and the most effective methods of communicating with them. On the basis of this a Communication Strategy for use in Exotic Disease outbreak has been developed and sits alongside this Plan.
51. Key features of the Communications Strategy include:
- Detailed course of action for each stage of an outbreak (suspect, confirmed, ongoing).
- Clear description of the policy position on the naming of locations.
- The issuing of a map of the controlled zones along with press releases.
- Definitions of roles and responsibilities with job descriptions for key players.
- Description of tools and infrastructures used to disseminate information effectively.
- A communication Matrix, identifying a wide range of audiences, the information each will require and the best channel of communication with them.
Internal
52. The AI/ ND Strategy Unit will be responsible for ensuring that Scottish policy is effectively communicated. For this reason a role has been created for a Communications Co-ordinator, who will be responsible for overseeing the effective dissemination of accurate information both internally and externally. In addition a Scottish Executive Press Officer will be sent to the LDCC to co-ordinate communications at the local level. A priority will be to ensure that the staff in the field are fully aware of policy, but it will also be vital that appropriate communication is undertaken with other parts of the Scottish Executive, particularly Environment, Health, Enterprise and Tourism colleagues to ensure that the disease control work is fully joined up with any work on its wider impact.
Veterinary Emergency Instructions
53. Where a specific Scottish delivery plan is developed and instructions need to be issued to veterinary field staff, this will be done through existing channels by the SVS Headquarters staff. Similarly any veterinary instructions which do not apply in Scotland will not be directly issued to Scottish field staff but will be copied to DVMs for information.
Media Relations
The Media message will be lead from the Scottish Executive's Media and Communications Group. A member of this will join the LDCC and co-ordinate a press response from there. They will also work with the SCG and any relevant sub-group to manage media relations at the scene of incidents and to ensure a consistent message is being projected from all agencies.