Scottish Government

2. STRATEGIC OBJECTIVES

2.1 In controlling and eradicating exotic animal disease it will be vital that communications aspects are fully integrated into the response from the suspicion phase through to confirmation of disease, disease control and finally disease eradication and a return to normal conditions. Only by getting the right mix of communication channels operating at the right time and fully coordinated with wider government, operational partners and disease control stakeholders will SG be able to achieve its objectives in leading Scotland's national response to disease incursion anywhere within GB. The key strategic objectives for SG in leading the communications response are:

• to assume the command and control role on all disease response communication activities and promote a coordinated approach with and between operational partners and disease control stakeholders;
• to ensure the right information is targeted and available to all SG responders when they need it;
• to supply operational partners, and where appropriate other disease control stakeholders, with the pertinent facts and figures before they enter the public domain;
• to maintain a close working relationship with all GB Rural Affairs administrations regardless of where disease incursion takes place in GB (strong links will also be maintained with Department of Agriculture and Rural Development in Northern Ireland ( DARDNI));
• to utilise the right mix of communication channels in order to maximise coverage of information to all target groups and individuals and ensure there are no gaps in the information cascade;
• to maintain a close working relationship with the media in order to usefully influence and drive the story and avoid misleading and contradictory information reaching the public domain.