CriCoRM Project 1st Interim Report - Europa · CriCoRM Project First Dissemination Report 3 1. Dissemination activities report . As regards WP2 “Dissemination of the project”,

CriCoRM Project

1st Interim Report

Annex H Dissemination report

D1

CriCoRM Project WP2: DISSEMINATION OF THE RESULTS

Deliverable D1:

FIRST DISSEMINATION REPORT

CriCoRM Project First Dissemination Report

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1. Dissemination activities report ........................................ 3

1.1 Leaflet .................................................................................................................................. 3

1.2 Articles in specialized magazines and newsletters ................................. 5

1.3 Participating in meeting and workshop .......................................................... 6

1.4 Poster ................................................................................................................................... 7

1.5 Web tools ........................................................................................................................... 8

1.6 Agreement with interested organizations in the project ..................... 9

1.7 Logo ...................................................................................................................................... 9

2. Dissemination activities evaluation ................................ 10

3. CriCoRM website description .......................................... 11

3.1 Website structure ....................................................................................................... 12

Annexes ............................................................................. 15


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1. Dissemination activities report As regards WP2 “Dissemination of the project”, ASL Brescia, as WP leader, elaborated the “Dissemination Plan”, with the contribution of all the consortium: each partner identified and indicated how they intended to disseminate awareness on project results. The Plan identifies objectives, target, activities and tools related to the results dissemination. Furthermore, for every tools we identified objective, target, level of interest of the Project target, general aspects of the tools and contents. In the first year of the Project, the dissemination activities of the partners were related to the objectives’ and work plan’s presentation at European, National, Regional and local levels. The tools that the partners used were:

- Leaflet and its distribution at conferences or other events; - Articles in specialized magazines and newsletter; - Participating in meeting and workshop; - Poster; - Web tools; - Agreement with interested organizations in the project; - Logo.

Below, we list the activities carried out.

1.1 Leaflet ASL prepared a leaflet in English language, with the collaboration of all partners. The final version of the leaflet was sent to all the partners and it was asked them to translate it in their languages and disseminate it (Annex A and Image 1).


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Image 1: CriCoRM leaflet

Image 1: CriCoRM leaflet


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All partners involved in the dissemination activities sent the leaflet to the major EU health stakeholders. The CriCoRM leaflet was sent to 1.000 European key stakeholders selected among public health institutions and their networks, ministries to national, regional and local levels, health professional’s associations, consumer and voluntary associations, media. ASL distributed the Italian version of the leaflet during SITI Conference “Società in Movimento. Nuove sfide della sanità pubblica”, hold in Sirmione (Bs) on the 30th November 2012, where attended 250 health professionals (Annex B). LMU handed out CriCoRM flyer to all participants of the 5th Common workshop of Institute of Communication and Health (University of Lugano) and Ludwig-Maximilians-Universitat Munchen. UMU disseminated CriCoRM Project (leaflet, website and general information) through several spanish and latinamerican associations, researchers, websites and journals specialized in health communication and organizational communication (crisis communication), listed below:

- Research Association in Health Communication; - Revista Imagen y Comunicación (Journal Image and Communication); - Blog Bidireccional de Paul Capriotti (Researcher in Crisis Communication); - Red Dircom Iberoamericana (Iberoamerican Network of Communication

Director); - Dircom España (Spanish Association of Communication Directors); - Blog de Michael Ritter (Argentinean expert in Crisis Communication).

1.2 Articles in specialized magazines and newsletters LMU elaborated the article “EU-Project zu Crisis Communication in the Area of Risk Management" published on the Newsletter “Medien und Gesundheitskommunikation” n.18, October 30 2012, and sent out to 600 scholars and practitioners in health communication (Annex C). LMU drew up one article on risk communication and the role of mass media in risk communication: Rossmann, C.&Brosius, H.-B., 2013, Die Risiken der Risikokommunikation – Die Rolle der Massenmedien in der Risikokommunikation, Bundesgesundheitsblatt, 56, 118-123 (Annex D). ASL, which goes on issuing the Healthreats Newsletter that was created in the context of the EU funded Project Healthreats, published the article on the first Newsletter of 2013 "An overview on CriCoRM Project" (Annex E) . UMU elaborated the article "Comunicación en crisis sanitarias: el proyecto Cricorm" (translation: Communication in Health Crisis: the Cricorm Project") published in the Journal “Comunicación e Imagen” (Communication and Image), Nº 40, May 2013 (Annex F).


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1.3 Participating in meeting and workshop

LMU mentioned the project within a presentation about “Communication about Vaccination” to the 13th meeting of Munich Center of Health Sciences (October 9th 2012, Munich, Germany). LMU mentioned Project CriCoRM within any presentation participating in seminaries and convention. In particularly, LMU made:

- a presentation about “Health Communication Activities” to the 5th Common workshop of Institute of Communication and Health (University of Lugano) and Ludwig-Maximilians-Universitat Munchen;

- a presentation about “Health Communication Activities” to the Research Colloquium at the Institut Ludwig-Maximilians-Universitat Munchen.

LMU elaborated 2 abstracts submitted to conferences; one of which was already accepted for an oral presentation in October:

- Abstract 1 (status: accepted): Submitted to the Interpersonal Communication and Social Interaction Conference, October 2013, Lugano “Interpersonal public communication during health crises: A content analysis of online discussions and press coverage of the H1N1 pandemic” by Constanze Rossmann, Lisa Meyer, Ramona Ludolph and Lena Ziegler (Annex G);

- Abstract 2 (status: submitted): Submitted to the 3rd International Conference on Crisis Communication in the 21st Century, October, Erfurt, Germany “Effective crisis management during health crises: the role of stakeholders in communicating the H1N1 pandemic” (Annex H).

On November 7th 2012, INOVA+ made a brief presentation of CriCoRM project during a meeting with representatives of HCP - Heath Cluster Portugal, at INOVA+, to prepare the participation of HCP associates in FP7 - ICT+Health calls. INOVA+. INOVA+ also disseminated the project with brief presentation on several events:

- ICT Proposers' Day 2012 Event in 26 & 27 September 2012 in Warsaw; - HCP event ICT4Health in Matosinhos, November 9th 2012; - Visit to MEDICA & COMPAMED Fairs in Germany, November 2012; - Visit to MedeTel, THE INTERNATIONAL eHEALTH, TELEMEDICINE AND

HEALTH ICT FORUM, April 10-12, 2013, in Luxembourg.


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1.4 Poster ASL prepared a poster template in English language (Image 2) and sent it to all partners asking them to translate it in their languages and disseminate it.

INTRODUCTIONHealth crisis is a field of public health with specificrelevance and a huge possible impact on people’s livesand social texture on a global dimension. Indeed, healthcrisis situations by nature have the potential to disruptsocial structure, and they may put many lives at risk.

It has been shown that adequate preparedness is one of the most important ways to limit harm and damage and prevent risk.

Each crisis potentially generates also an information vacuum that needs to be filled by the institutions in charge at local, regional, national or international levels, in giving rapid clear and trasparent information to the citizen.

The communication to the public becomes essential in health crisis management, particularly in the field of infectious diseases, where people’s behaviour can makethe difference

CriCoRM PROJECT

Project on crisis comunication in the area of risk management

THE PROJECTCriCoRM is a project implemented by an internationalconsortium, coordinated by ASL Brescia, and partiallyfunded by the European Commission within the Public Health programme.

Its objective is to improve health crisis communicationin order to strenghten health security during emergency.An effective communication strategy aims to increasepopulation compliance with public healthreccomendation.

THE WORK PLANThe CriCoRM Project is structured into 7 Work Packages .

1) COORDINATION OF THE PROJECTActions undertaken to manage the project and to make sure that it is implemented as planned

2) DISSEMINATION OF THE PROJECTActions undertaken to ensure that results of the project will bemade available to the target groups

3) EVALUATION OF THE PROJECTActions undertaken to verify if the project is being implementedas planned and reaches the objectives

4) ANALYSIS OF THE COMMUNICATION PROCESSESActions undertaken to review the state of the art, identify key stakeholders and analyze communication processes

5) GUIDELINES DEVELOPMENTActions undertaken to improve guidelines for crisis communication

6) IMPLEMENTATION OF WEB 2.0 TOOLS FOR CRISIS COMMUNICATIONActions undertaken to develop Web 2.0 tools applied to crisis communication in public health

7) TRAININGActions undertaken to develop crisis communication training modules

THE PARTNERS

Azienda Sanitaria Locale di Brescia

INOVA+

Ludvig Maximilan Universitat Munchen

Università dagli studi di Brescia

Universidad de Murcia

SPECIFIC OBJECTIVES

KEY STAKEHOLDERS IDENTIFICATIONWe will identify the key stakeholders that include health professionals and healthcare workers’ organisations and their networks, media, social partners, Member State authorities and regional authorities when in charge of health

COMMUNICATION ANALYSISWe will analyze communication measures taken to mitigate the various health crises, with particular focus on H1N1, in order to identify reasons for different public reactions.

GUIDELINES IMPROVEMENTSWe will develop and suggest improvements to existing guidelines for crisis communication related to health threats based on experience with health crisis

IMPLEMENTATION OF TOOLS FOR CRISIS COMMUNICATIONWe will develop tools, especially using Web 2.0 toolsapplications, for communicating health messages to the public, monitoring the impact in the real time, thus understanding the information needs of the public and how to react to them rapidly during a crisis

TRAININGWe will develop crisis communication training modules which can be re-used at regional, national and EU level, inviting also the EU Health Security Committee and Communicators' Network. This will help to develop a common communication system during crises and strengthen common communication capacities

www. cricorm.eu

SPECIFIC OBJECTIVES

STATE OF THE ART REVIEWWe will review the state of the art regarding communication to the public during major health emergencies, with special focus on the H1N1 pandemic

Image 2: CriCoRM poster template


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LMU translated a CriCoRM poster in German language and posted up 2 copies in the University (Annex J). INOVA+ translated a CriCoRM poster in Portuguese language and exposed it in INOVA+ conference room.

1.5 Web tools The EACH web site is linked to the LMU web site at the page “Project at LMU funded by the European Commission”. UMU disseminated the Project CriCoRM through social networks, as Facebook and Twitter. INOVA+ disseminate the project on company’s website and on LinkedIn: − (http://www.inovamais.eu/engine.php?cat=195) − (http://pt.linkedin.com/in/joaopcorreia/ and pt.linkedin.com/in/joanasoares/). ASL made available on the website “Public Health Crisis” (www.publichealthcrisis.eu) the link to the CriCoRM Project website (Immage 3)

Image 3: Screenshot of Public Health Crisis website

http://www.inovamais.eu/engine.php?cat=195

http://www.publichealthcrisis.eu/


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1.6 Agreement with interested Organizations in the Project UMU drew up an agreement with the Asociación Española de Comunicación Sanitaria (and the journal Revista Española de Comunicación de Salud, ISSN 1989-9882) for future collaboration. INOVA+ is participating in a proposal for a Capability project in the Security area for "Development of Coordination Mechanisms During Different Kinds of Emergencies" with 13 organizations:

- Cambridge University Hospitals - EUROPEAN DYNAMICS SA - Koç University - University of Cyprus - Hellenic Rescue Team - STICHTING CRISISLAB - SIVECO - Crisis Training - Technical Research Centre of Finland - National Centre for Scientific Research “Demokritos” - Global Security Intelligence - Public Safety Communication Europe Forum AISBL - ESRI Portugal.

1.7 Logo

ASL developed the graphical design of the official CriCoRM logo with suggestions of all partners.

Image 4: CriCoRM logo


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2. Dissemination activities Evaluation Basing on the partners’ reports we can summarize activities carried out in the first year of the Project CriCoRM: Leaflets Sent to 1000 stakeholders

(ASL, LMU, UMU, INOVA+)

Posters 2 (LMU, INOVA+)

Press releases No partners used this tool

Articles in newspapers No partners used this tool

Articles in specialized magazines 4 (1 ASL, 2 LMU, 1 UMU)

Meetings No partners used this tool

Website pages 2 (1 ASL, 1 LMU)

Participating in Conferences/Trade fairs/Events in the field

8 (LMU, INOVA+) + 2 ABSTRACTS (LMU)

Agreements with interested organizations in the project

14 (UMU, INOVA+)

Web 2.0 4 (UMU, INOVA+) In the following table, it’s possible compare the Target previewed in the Evaluation Plan at M12 (May 2013) for some dissemination tool with Results achieved by all partners involved in the dissemination activities:

TARGET RESULTS (M12)

Leaflets 400 Sent to 1000 stakeholders

Posters 4 3

Articles in newspapers and specialized magazines

1 4

Participating in Conferences/Trade fairs/Events in the field/Meetings

4 8


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3. CriCoRM Website Description ASL developed the Project web site (www.cricorm.eu) improving them with suggestions of all partners. The Project web site is accessible to everybody. The activities related to CriCoRM web site were:

- registration of internet domain cricorm.eu; - conceptual design: proposal and definition of the structure of site areas and

contents; - layout and graphical design; - collection of contents and contributes from partners; - implementation and upload of contents collected from partners; - sharing of all previous activities with partners for comments and approval.

Image 5: CriCoRM website

The CriCoRM web site (www.cricorm.eu) offers an aggregation point to the community and a mechanism to reach the wider public in order to disseminate the achievements arising from the project. The current version of the website is documented, as the web site might evolve according to the project dissemination needs and outputs.

http://www.cricorm.eu/

http://www.cricorm.eu/


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3.1 Website structure

The website is organized in the following main content areas:

- Homepage - Associated Partners - Collaborating partners - Work Plan - Events - Documents - Links

A separate service menu gives access to the function: Login to private area. Homepage The homepage hosts:

- a short project description: The Problem, The Project and Specific Objectives;

- a Printable Version of the CriCoRM leaflet; - links to other sections.

The EACH’s role and co-funding is duly indicated next to the Project name. The contact of Project leader is highlighted in the below bar of website’s layout. Associated Partners This section provides a list of CriCoRM partners with logo and the name linking to a detail page, that contains the following data (provided by each partner):

- Partner description, in English language; - Partner Contact (name, email, phone, fax); - Link to official website.

Collaborating Partners This section provides a list of CriCoRM collaborating partners with the name linking to a detail page that contains the following data (provided by each partner):

- Partner description, in English language; - Contact person (name, email, phone, fax); - Link to official website; - Official Logo.

Work Plan This section contains a more detailed description and goals of 7 Work Packages of the CriCoRM Project. It was decided to have a separate section for this in order to provide a place where users can get a precise idea of the distinctive values of CriCoRM Project. This page can host news about the progress of the project with links to public documents under the “Documents” section and links to other dissemination materials.

http://www.cricorm.eu/docs/CriCoRM_leaflet.pdf


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Image 6: CriCoRM website Events A list of News and Events related to the project, listed by date, with newer events coming first. Different access criteria may be added when the number of news will grow as a consequence of project’s activities.

Image 7: CriCoRM website


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Documents This area gives access to public documents related to the Project.

Image 8: CriCoRM website Links This area is a list of links to related projects and institutions. For a better result each link should provide a very short description of the destination.


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Annexes Annex A: CriCoRM Leaflet in English Annex B: CriCoRM Leaflet in Italian Annex C: The article “EU-Project zu Crisis Communication in the Area of Risk Management" published on the Newsletter “Medien und Gesundheitskommunikation” n.18, October 30 2012 Annex D: The article Rossmann, C.&Brosius, H.-B., 2013, Die Risiken der Risikokommunikation – Die Rolle der Massenmedien in der Risikokommunikation, Bundesgesundheitsblatt, 56, 118-123; Annex E: The article “An overview on CriCoRM Project" published on Healthreats Newsletter, I 2013; Annex F: "Comunicación en crisis sanitarias: el proyecto Cricorm" (translation: Communication in Health Crisis: the Cricorm Project") published in the Journal “Comunicación e Imagen” (Communication and Image), Nº 40, May 2013; Annex G: “Interpersonal public communication during health crises: A content analysis of online discussions and press coverage of the H1N1 pandemic” by Constanze Rossmann, Lisa Meyer, Ramona Ludolph and Lena Ziegler (Abstract submitted to the Interpersonal Communication and Social Interaction Conference, October 2013, Lugano; status: accepted) Annex H: “Effective crisis management during health crises: the role of stakeholders in communicating the H1N1 pandemic” (Abstract submitted to the 3rd International Conference on Crisis Communication in the 21st Century, October, Erfurt, Germany; status: submitted) Annex J: CriCoRM poster template in German

LUDWIG-MAXIMILIANS-UNIVERSITÄTMÜNCHEN

LUDWIG-MAXIMILIANS-UNIVERSITÄTMÜNCHEN

„Newsletter Medien und Gesundheitskommunikation“, Nr. 18, Oktober 30, 2012 (sent out to 600 scholars and practitioners in health communication)

Article in specialized press EU-Projekt zu "Crisis Communication in the Area of Risk Management"

Seit Juni 2012 läuft das internationale und im Rahmen des EU Health Programme geförderte Forschungsprojekt CriCoRM, das sich mit dem Thema Krisenkommunikation im Gesundheitsbereich auseinandersetzt. Ein Teilprojekt identifiziert relevante Stakeholder auf EU- und Länderebene und analysiert ihre Kommunikationsaktivitäten im Zusammenhang mit der H1N1-Pandemie (u.a. im Rahmen einer Inhaltsanalyse von Pressemitteilungen, Diskussionsforen und Presseberichterstattung in zehn europäischen Ländern). Neben wissenschaftlich-theoretischen Erkenntnisfortschritten verfolgt das Projekt das Ziel, die Kommunikationsaktivitäten der EU im Krisenfall zu verbessern, indem Empfehlungen für eine effektive Krisenkommunikation ausgearbeitet und Web 2.0-Anwendungen zur Verbesserung der Kommunikation entwickelt werden. Leitung des Gesamtprojekts: ASL Brescia Leitung des Teilprojekts Kommunikationsanalyse: Dr. Constanze Rossmann, Institut für Kommunikationswissenschaft und Medienforschung der LMU München » Zur Website

CriCoRM Project Dissemination LMU

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4) Article on risk communication and the role of mass media in risk communication: Rossmann, C. & Brosius, H.-B. (2013). Die Risiken der Risikokommunikation – Die Rolle der Massenmedien in der Risikokommunikation. Bundesgesundheitsblatt, 56, 118-123.

THE CONCEPT OF HEALTH (Claudia Zanini and Sara Rubinelli, University of Italian Switzerland, Lugano)

2013, Number 1 Newsletter

Health is a difficult concept to define.

In the last decades, two conceptualizations of health have been developed: descriptive and normative theories of health.

Descriptive theories define health on the basis of statistical normality of physiological and psychological parameters. These theories describe health as the absence of dis-ease.

By contrast, according to normative theories, health is a human good with an intrinsic value, which is instrumental to individuals’ wellbeing. An example of a normative defini-tion of health is the one formulated in 1948 by the World Health Organization (WHO): “Health is a state of complete physical, mental and social well-being and not merely the absence of disease or infirmity”.

From its origin, the WHO definition has been a source of debate for two main reasons. On the one hand, by equating health with complete wellbeing, health becomes an al-most unachievable ideal. On the other hand, human intuition suggests that health is only one of the elements that compose wellbeing (Callahan 1983).

The International Classification of Functioning, Disability and Health (ICF), published by the WHO in 2001 is a program to operationalize the concept of health by taking into account the role of health in the achievement of wellbeing, without equating health with wellbeing. The ICF considers the body functions and structures (health in a narrow sense of the term), but also the impact that impairments at the level of body functions and structures mediated by environmental and psycho-logical factors have on the individuals’ activities and participation.

The value and the role that normative theories attributed to health has important political implications: if health is a resource for everyday life to facilitate the achievement of the person’s own ambitions and needs (Ottawa Charter 1986), then health promotion becomes part of the politi-cal agenda (national and international) that aims at the population wellbeing.

The concept of health 01

Don’t understand: a health emergency

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Strengthening Public Health services and capacity: an action plan for Europe

03

An overview of Cri.Co.R.M. Project

03

Role of Surveillance Networks in Imported Diseases: the GeoSenti-nel and EuroTravNet Networks.

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Summary

DON’T UNDERSTAND: A HEALTH EMERGENCY (Marta Nobile and Peter J. Schulz, University of Italian Switzerland, Lugano)

Why is it important to talk about Health Literacy (HL) related health emergencies? The HL is an important topic for

health professionals because it has been demonstrated a correlation be-tween inadequate levels of HL and negative outcomes of health

(increased use of emergency ser-vices, less use of prevention ser-vices, greater probability of ineffec-tive manage chronic diseases, and

THE OTTAWA CHARTER FOR HEALTH PROMOTION

Newsletter Page 2

consequently growth of health costs) (AHRQ, 2011).

Furthermore, the proportion of people without adequate levels of HL is considerable: in 8 European countries was recently managed a survey which has highlighted that about the 12% of population has an inadequate HL level, and more than one third (35%) has a just enough level (The European Health Literacy Project 2009-2012).

Around the half of the people that searches for health information, believe that the Net (Internet) is a good source and that it allows them to fully understand their health problems, facilitating also the interactions with their doctor (Kondilis, 2008).

According to what said before, it is however legitimate to think that often the people doesn’t really understand the information found on Internet and this can nega-tively influence their requests and choices related to the health.

The purpose of this article is to provide a clear definition of the meaning of HL and of the possible developments of research.

The concept of HL appears for the first time in 1974 in a document

and responsible in the choices about their health, in order to limit the costs and, not less important, improve people’s health outcomes.

Increasing the patient’s empower-ment means to improve his availability to be more involved in the health deci-sional process; it is then essential to ensure that the patient has the neces-sary skills which are at the base of the concept of HL.

Shultz and Nakamoto integrated the notions of HL and Empowerment. They assert that although HL and Empowerment are two different terms, they are tightly integrated, and that their combination is able to ex-plain better health behaviours. In fact, patients empowered who don’t have adequate level of HL could make dan-gerous choices for their health, as well as littered patients with poor em-powerment could be overly de-pendent on health professionals.

Considering that today the involve-ment of patients in conscious health choices represents a current chal-lenge for public Health, also in order to improve and make more responsi-ble the use of health services, it is important to act both on Empower-ment, which motivates the citizen to engage, and on HL, which allow him to make informed choices in order to obtain the best possible profit in terms of health.

which defined the American mini-mum educational standard; over the years HL’s definition has ex-panded.

The World Health Organization (WHO) has defined the HL as a set of “cognitive and social skills which determine the motivation and the ability of individuals to access, understand and use infor-mation to promote and maintain good health”.

In the document “Healthy people 2010”, HL is defined as the degree to which individuals have the ca-pacity to obtain, understand and use basic health information needed to make health care deci-sions.

Nutbeam was among the firsts to apply these larger notions of HL in a context of health communica-tion, recognizing three levels of HL: functional, interactive, critical.

In addiction to the concept of HL, also the term “Empowerment” has gained an increased importance in the study of health behaviours. Empowerment can be defined as a process by which people gain con-trol on their life.

The interest for the Empowerment answers to an ethical need, as people have to be more involved

AN OVERVIEW OF Cri.Co.R.M. PROJECT (Carmelo Scarcella, ASL Brescia )

Health crisis management is a field of public health with specific relevance and a huge possible impact on people’s lives and social texture on a global di-mension.

Considering the potentially destructive effect of one crisis on the social and economic structure, its consequences can affect not only the population but also the organizations, especially the health organizations. In emergency situations, risk communi-cation requires the application of spe-

cific strategies in order to manage the "uncontrollability" of the reactions that the propagation of news and beliefs could generate in the popula-tion.

Processes of exchange of informa-tion between the institutions and people are very complex, and the risks of misunderstanding are sub-stantial when the knowledge of the "technical experts" are translated by the media and broadcasted to the public.

It is important to highlight that media and social media exert a great influ-ence on people and that they have an impact in at least four cases: knowledge, opinions, attitudes and behaviors.

For this reason, it’s really important to know which psychological dy-namics influence the people reac-tions in order to properly set up communication strategies.

Furthermore, although the commu-

STRENGTHENING PUBLIC HEALTH SERVICES AND CAPACITY: AN ACTION PLAN FOR EUROPE (Umberto Gelatti, University of Brescia)

The main challenge for public health is to ensure that

services adapt and respond to societies and countries

changing over time.

Across the WHO European Region, the main challenges

facing public health, which are exacerbated by the eco-

nomic crisis, include inequalities, globalization, ageing,

migration and urbanization, environmental break-down

and climate change.

“The European Action Plan

(EAP) for Strengthening Public

Health Services and Capacity

and Resolution” has been

elaborated by the WHO in this

perspective.

It is built on a solid base of evi-

dence and presents ten essen-

tial public health operations

(EPHOs), clustered into:

− core EPHOs focusing on service delivery (health

promotion, health protection and disease prevention),

− enabler EPHOs (strengthening governance, work-

force development, financing, communication and

research)

− intelligence EPHOs (surveillance, monitoring and

preparedness for response) according to an inte-

grated approach.

The overall vision of the EAP is to promote greater health

and well-being in a sustainable way while aiming to

strengthen integrated public health services and reduce

inequalities.

“Everyone can play a role in promoting health and well-

being now and for future generations” is the closing mes-

sage. Governments can work in partnership to develop

and implement a policy to influence the wider determi-

nants of health. Public health professionals can apply

information and evidence intelligently to prioritize. All sec-

tors (education, nongovernmental organizations, agricul-

ture, housing…) can participate in shaping healthy envi-

ronments, reducing inequalities, promoting protective factors.

2013, Number 1 Page 3

nication takes place throughout the crisis management process, it changes continuously in the different stages of the crisis because the in-volved groups and the problems are transforming during the process.

Considering the importance of identi-fying effective communication strate-gies in order to increase the citizens compliance to preventive measures recommended by the institutions, ASL Brescia has promoted the pro-ject "Project on crisis comunication in the area of risk manage-ment" (Cri. Co.RM).

Cri.Co.R.M. is a project imple-mented by an I n t e r n a t i o n a l consortium, co-ordinated by ASL Brescia and partially funded by the European C o m m i s s i o n within the Public Heal th Pro-gramme. Partners

The international consortium is com-posed by the following partners:

Azienda Sanitaria Locale di Brescia It is one of the territo-rial structure of the I t a l i an Na t iona l Health System and it

is responsible for the health status of the population living in the area.

Università degli Studi di Brescia It manages researches in the field of Public Health, Epidemiology, Health Policy, Health Crisis Man-

agement, evaluation of Health Or-

ganizations. It has developed spe-cific competences in the field of Health and Crisis Communication, with a focus on the impact of the Internet on Public Health.

Ludwig-Maximilians-Universität di München

It is one of the largest and in terms of research

and publishing most successful communication departments in the German-speaking world. Its com-petencies reach from journalism over public relations to media ef-fects and it has gained increasing competencies in health communi-cation, specifically health cam-paigns, depiction and impact of health in the media and risk com-munication.

Universidad de Murcia It is special-ized in mass and social

media. Specifically, there are two main areas: organizational com-munication and the management of crisis communication and media content analysis and the represen-tation of individuals and events in mass and social media.

INOVAMAIS It has large experi-ence in ICT pro-jects applied to

the health area, for diagnosis, tele-monitoring and early warning, treatment and decision support systems for crisis management. INOVA+ certified Training Unit acts mainly on the conception, develop-ment and promotion of training (adult learners, companies’ staff, local authorities, etc.) and assess-ment of training processes, includ-

ing diagnosis and evaluation.

The objectives

The main objective of the project is analysing, elaborating and experiment-ing communication strategies that are appropriate to the target audience, in order to strengthen health security dur-ing emergencies, including through the use of social media. It will define strategies and it will offer suggestions to improve the existing guidelines for crisis communication performed by the key actors involved in the health crisis management.

The work plan

In order to achieve the project objec-tives, the following activities will be implemented:

− Analysis of the communication processes. Actions undertaken a) to review the state of the art regard-ing communication to the public during major health emergencies, with special focus on the H1N1 pan-demic; b) to identify key stake-holders and c) to analyze communi-cation processes taken to mitigate the various health crisis.

− Guidelines development. Actions undertaken to improve existing guidelines for crisis communication at a European level.

− Implementation of tools for crisis communication. Actions under-taken to develop tools applied to crisis communication in public health, especially web 2.0 applica-tions, for communicating health messages to the public, monitoring their impact in real time, thus under-standing the information needs of the public and how to react to them rapidly during a crisis.

Newsletter Page 4

− Training. Actions undertaken to develop crisis com-munication training modules which can be re-used at regional, national, and EU level, also inviting the EU Health Security Committee and Communicators’ Net-work. This will help to develop a common communica-tion system during crisis and to strengthen common

communication capacities.

The duration of the project

The project, which began on 1st June 2012, will last three years.

ROLE OF SURVEILLANCE NETWORKS IN IMPORTED DISEASES: THE GEOSENTINEL AND EUROTRAVNET NETWORKS (Francesco Castelli and Silvia Odolini, University of Brescia and Spedali Civili of Brescia)

Today’s increasing pace and scale of global human movement have enhanced the opportunities for disease spread and translocation across continents.

To better understand travel related health issues, travel medicine has emerged as an autonomous discipline, repre-sented by the International Society of Travel Medicine (ISTM).

In 1995, the ISTM and the CDC (Centers for Disease Control and Prevention) initiated GeoSentinel, a communica-tion and data collection network of ISTM member travel/tropical medicine clinics for the surveillance of travel related morbidity among travelers, immigrants and refugees.

The European clinics belonging to GeoSentinel also collaborate with EuroTravNet, the Europe-an Travel Medicine Network founded in 2008 by ISTM and ECDC (European Centre for Disease Prevention and Control).

2013, Number 1 Page 5

COMMUNICATORS’ NETWORK

The EU Health Security Committee has established Communicators' network, a system that brings together communicators from national risk-management authorities, the Commission and EU agencies.

Within the EU, it helps communicators cooperate with each other: − during a crisis, through sharing information in the early stages and coordi-

nating common strategies and messages to the public; − longer-term, exchanging best practice on health risks/crisis communication

and recommendations for preventing diseases caused by the health threats.

Globally, the network is an important channel for containing and mitigating global health threats. It enables the EU to spread information rapidly world-wide, by connecting with existing communicators' networks under the Global Health Security Initiative and the WHO network under the International Health Regulations.

Editor in chief

Dr. Carmelo Scarcella

Editorial Board Prof. Umberto Solimene - University of Milano

Prof. Peter J. Schulz - University of Italian Switzerland, Lugano

Prof. Francesco Castelli - University of Brescia

Prof. Pietro Baroni - University of Brescia

Prof. Umberto Gelatti - University of Brescia

Prof.ssa Sara Rubinelli - University of Italian Switzerland, Lugano

www.publichealthcrisis.eu

Page 6 Newsletter

The University Division of Infectious and Tropical Diseases of the University of Brescia – Spedali Civili General Hospital collaborates with both GeoSentinel and EuroTravNet, entering in a general database all clinical and epidemiological data of inpatients and outpatients with travel-related diseases, then periodi-cally analyzed.

This collaboration guarantees the immediate identification of infectious diseases threatening Public He-alth, from influenza H1N1 epidemic in 2011, to Chikungunya virus outbreak in 2007 in the province of Ra-venna or to the recent clusters of sarcocystosis in Malaysia and of autochthonous Plasmodium vivax mala-ria in Greece.

A continuous update in knowledge about preventive measures to be taken before travel is therefore ne-cessary as well as an improvement in physicians’ knowledge of "exotic" diseases, now really frequent in our country.

On December 3rd, 2012, Professor David Freedman, the head of GeoSentinel, came to Brescia with a tight schedule which saw him involved in work meetings with Italian GeoSentinel personnel in our Clinic of Infectious and Tropical Diseases of Brescia, in a visit to the Disadvantage Medical Service — Center for Transcultural Medicine and STDs of the ASL (Local Health Authority) of Brescia and in a lecture at the University on the issue of travel-related diseases, which was attended by students, staff and the Director General of the ASL of Brescia and Infectious diseases clinics’ Directors and physicians of different Gene-ral Hospitals located in northern Italy.

Newsletter

Pubblication on line registrated to the Court of Brescia, number 35/2009 of the 30/06/2009

REDES SOCIALES, CRISIS Y COMUNICACIÓNSu efecto en la reputación online

EDICIÓN

Nº40Abril 2013

Campaña electoral en Venezuela

Comunicación de crisis en alertas sanitarias

Quien marca la agenda marca el destino

Un tema de interés de los países de la Unión Europea

El caso TASA

El resultado de ser socialmente responsable

La Revista Oficial del DirCom

(Parte I)

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Revista imagen y comunicación abRil 2013

COMUNICACIÓN DE CRISIS EN ALERtAS SANItARIAS

5

Un tema de interés de los países de la Unión Europea

José Carlos LosadaDoctor y consultor en comunicación corporativa Universidad de MurciaEspaña

Leonarda GarcíaProfesora asociada

Universidad de MurciaEspaña

Cuatro países europeos se unen para investigar los parámetros y el protocolo adecuado para un efectivo proceso de comunicación en situaciones de emergencias sanitarias como son las pandemias. El proyecto tiene como fin elaborar una guía de actuación para que las autoridades y actores involucrados en una crisis de salud pública sepan comunicarse mejor con su público. Los investigadores apuestan por el uso de las herramientas 2.0 para las estrategias y acciones de trabajo.

Escriben:

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El que fue director general de la Organización Mundial de la Salud (OMS), Jong Wook Lee, aseguraba con enorme convencimiento: “En los últimos 5 años hemos tenido un gran éxito en el control de brotes, pero sólo recientemente

hemos llegado a entender que las comunicaciones son tan críticas en el control como los análisis de laboratorio o la epidemiología”.

Esta aplastante descripción de la realidad del antiguo alto cargo de la organización sanitaria, recogía la manifestación más evidente de una creciente obviedad en el mundo de la salud pública: la confirmación de que en una sociedad cada vez más interconectada y más globalizada, la comunicación es una de las variables más decisivas en la gestión de cualquier tipo de alarma sanitaria, un tipo de situación de enorme potencial de preocupación social, y en la que la población necesita y busca información rápida, veraz y creíble para poder reaccionar y situarse ante los acontecimientos.

Alertas sanitarias producidas en los últimos años como la gripe A, la gripe aviar o el denominado Mal de las Vacas Locas nos sitúan ante escenarios de enorme preocupación social, una preocupación proporcional a lo sensibles que son estos hechos en cuestión, a la siempre recurrente desinformación media de la población y, cómo no, a la participación en el debate público de agentes externos, tanto organizaciones del sector como medios de comunicación social. Un escenario, pues, perfecto donde abonar una sensación generalizada y peligrosa que puede ir desde la incertidumbre hasta el pánico.

Conscientes de la importancia de conocer y aplicar los recursos comunicativos más correctos en este tipo de situaciones de crisis, la Comisión Europea, a través de su Programa de Salud Pública, aprobó la financiación en el 2012 de un ambicioso

proyecto de investigación denominado CriCorm, proyecto en el que participan investigadores de cuatro países europeos: Alemania, Italia,

Portugal y España, representadas por sus socios institucionales: la Azienda Sanitaria Locale di Brescia y la Universitá degli Studi di

Brescia, la alemana Ludwig-Maximilians-Universität Munchen, el Inovamais-Serviços de Consultodoría em Inovaçao

Tecnológica y la Universidad de Murcia.

COmUNICACIÓN DE CRIsIs EN ALERTAs sANITARIAs

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Revista imagen y comunicación abRil 2013 7

El objetivo principal de este ambicioso proyecto de investigación no es otro que el de optimizar el proceso de comunicación en la gestión de situaciones de emergencia -especialmente pandemias- por parte tanto de las diferentes autoridades implicadas como de los actores especializados que intervienen en alguna parte del proceso. Bajo este objetivo se esconde el convencimiento de que una comunicación profesional y acertada incrementará la complicidad de la población respecto a las recomendaciones de las autoridades sanitarias, lo que acabará redundando –sin duda- en una menor incidencia de las epidemias sobre la población, con todo lo que ello supone para los ciudadanos y para las administraciones. Se trata, por ello, de entender la dinámica de la comunicación de crisis en este tipo de situaciones y permitir a las instituciones públicas de salud comunicarse mejor con su público durante estas situaciones tan delicadas.

Cuando finalice este proyecto de investigación, en dos años, el grupo ofrecerá a la comunidad científica y a los profesionales de la comunicación una serie de resultados de aplicación directa en la gestión de crisis sanitarias, entre los cuales estará la elaboración de una guía o protocolo de actuación aplicable a todo tipo de crisis sanitarias, que pueda orientar sobre las estrategias y acciones necesarias en situaciones de este tipo con el objetivo de encajar adecuadamente la preocupación pública con las decisiones técnicas de las autoridades médicas.

Esta guía pondrá un especial énfasis en el mejor uso de las herramientas 2.0. en este tipo de situaciones de crisis, al reconocerlas como uno de los vehículos más eficaces de contacto e intercambio entre las autoridades públicas y la población afectada. Gracias a estas herramientas que hace posible Internet, no sólo se permite una eficaz retroalimentación entre ciudadanos y administraciones, sino que, sobre todo, se logra comprobar en cada momento la efectividad de los mensajes enviados a la población.

Conscientes de la importancia de conocer y aplicar los recursos comunicativos más correctos en este tipo de situaciones de crisis, la Comisión Europea, a través de su Programa de Salud Pública, aprobó la financiación en el 2012 de un ambicioso proyecto de investigación denominado CriCorm, proyecto en el que participan investigadores de cuatro países europeos: Alemania, Italia, Portugal y España

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Otro de los resultados a los que pretende llegar el grupo de trabajo es el de obtener el catálogo de públicos estratégicos implicados en la gestión de todo tipo de crisis sanitarias, puesto que son estos actores los puntos de conexión indiscutibles que hacen posible que circule la mejor información y que llegue a la población. En este sentido, el trabajo quiere enfocarse sobre los dos públicos objetivos que son afectados: las entidades (entre las que se encuentran las instituciones públicas regionales, nacionales e internacionales, las asociaciones de consumidores y los medios de comunicación) y los grupos de riesgo entre la población. En este grupo de interés será importante estudiar no sólo sus características en términos de consumo de medios de comunicación sino, sobre todo, su comportamiento y confianza en fuentes de información concretas, lo que será fundamental en la elaboración y personalización de los mensajes dirigidos a ellos.

Una última parte del trabajo consistirá, no sólo en conocer los públicos implicados en la gestión de crisis sanitarias y la creación de un protocolo de actuación en estos casos, sino que llegará al diseño de una serie de módulos de entrenamiento para responsables sanitarios a nivel regional, nacional y europeo.

En definitiva, un ambicioso trabajo en el que participan expertos del mundo sanitario, del mundo tecnológico y, por supuesto, del mundo de la comunicación, concientizados de la importancia de poner en conexión estos tres ámbitos especializados para una adecuada gestión de las consecuencias de una crisis sanitaria a todos los niveles.

Toda la información de CRICorM en su web http://www.cricorm.eu/

COmUNICACIÓN DE CRIsIs EN ALERTAs sANITARIAs

El objetivo principal de este ambicioso proyecto de investigación no es

otro que el de optimizar el proceso de comunicación en la gestión de situaciones de emergencia

-especialmente pandemias- por parte tanto de las diferentes autoridades

implicadas como de los actores especializados que intervienen en

alguna parte del proceso

Abstract 1: Submitted to the Interpersonal Communication and Social Interaction Conference, October 2013, Lugano (Status: accepted)

Interpersonal public communication during health crises:

A content analysis of online discussions and press coverage of the H1N1 pandemic

Constanze Rossmann, Lisa Meyer, Ramona Ludolph and Lena Ziegler

Health crises, such as the H1N1 pandemic, lead to high degrees of uncertainty. Interpersonal

communication plays an important role in these situations, both regarding information seeking and

participation in crisis management (Avery, 2010; Dutta-Bergmann, 2004; Sutton et al., 2008).

In the past, interpersonal communication took place in private and was beyond reach of scientific

observation. Nowadays, it has become visible in the form of interpersonal public communication,

e.g. online discussion forums. Haas and Brosius (2011) showed that discussion forums are a valid

indicator for the intensity of interpersonal offline communication and public opinion in the political

domain. Considering that online health communication has become increasingly important (Fox,

2013) forum discussions are also relevant in the health domain and offer an innovative way of

analyzing public opinion during health emergencies. Therefore, our study examines how European

Internet users discussed the H1N1 pandemic, which frames, consequences, measures and

evaluations (Shih et al., 2008) dominated and whether they mirrored press coverage.

We conducted a quantitative content analysis of forum discussions and newspaper coverage about

the pandemic in nine European countries (UK, Spain, Italy, France, Germany, Portugal, Sweden,

Romania and the Czech Republic) from 2009 to 2011. One discussion forum was selected per

country; every thread about the H1N1 pandemic was coded (n=132 threads). For press coverage

two daily newspapers were selected per country and a random sample of articles was coded

(n=1828). Preliminary analyses indicate remarkable differences between press coverage and

interpersonal public communication. Whereas the consequence frame dominated press coverage,

uncertainty was the dominant frame in online discussions. The observed hesitancy to get vaccinated

(Racine, 2012) became also apparent in online discussions, whereas press coverage evaluated the

vaccination more positively. Further results will be presented and discussed against the background

of methodological limitations and theoretical and practical implications for health crisis

communication.

References Avery, E. (2010). Contextual and Audience Moderators of Channel Selection and Message Reception of Public Health Information in Routine and Crisis Situations. Journal of Public Relations Research, 22, 378-403.

Dutta-Bergmann, M. J. (2004). Interpersonal communication after 9/11 via telephone and internet: a theory of channel complementarity. New Media & Society, 6, 659-673.

Fox, S. & Duggan, M. (2013). Online health 2013. Online: http://pewinternet.org/Reports/ 2013/Health-online.aspx (30.04.2013).

Haas, A. & Brosius, H.-B. (2011). Interpersonal-öffentliche Kommunikation in Diskussionsforen - Strukturelle Äquivalenz mit der Alltagskommunikation? [Interpersonal public communiatino in discussion forums – structural equivalence with every-day communication?] In J. Wolling, A. Will & C. Schumann (Eds.), Medieninnovationen. Wie Medienentwicklungen die Kommunikation in der Gesellschaft verändern (pp. 103-119). Konstanz: UVK.

Racine, T. (2012). 2009 Influenza A/H1N1 Mass Vaccination Strategy: A multinational comparison. Online: http://www.nccid.ca/files/Evidence_Reviews/NCCID_H1N1_MASS_ Vaccinat_HR.pdf (30.04.2013).

Shih, T.-J., Wijaya, R. & Brossard, D. (2008). Media coverage of public health epidemics: Linking framing and issue attention cycle toward an integrated theory of print news coverage of epidemics. Mass Communication & Society, 11, 141-160.

Sutton, J., Palen, L. & Shklovski, I. (2008) Backchannels on the front lines: Emergent use of social media in the 2007 Southern California fires. Paper presented at the Information Systems for Crisis Response and Management Conference (ISCRAM 2008).

Abstract 2: Submitted to the 3rd International Conference on Crisis Communication in the 21st Century, October, Erfurt, Germany (status: submitted)

Effective crisis management during health crises:

the role of stakeholders in communicating the H1N1 pandemic

The H1N1 pandemic is a good example for crises that are crossing national boundaries and affect

important areas of society in various countries. Although the health consequences turned out to be

less devastating than expected in Europe, the crisis revealed significant deficits in crisis

management.

Especially the communication policy of responsible authorities and institutions has been criticized.

Because the threat of the pandemic was perceived as exceptionally large, the swine flu raised high

public interest and caused a great deal of media coverage. Correspondingly, communication

scholars gave much attention to crisis communication processes during the H1N1 pandemic.

Several studies dealt with public relations and government information (Gesualdo et al., 2010; Ting

Lee & Basnyat, 2013), the role of social media (e.g., Chew & Eysenbach, 2010; Ding & Zhang,

2010; Kim & Liu, 2012) and mass media coverage (e.g., Goodall et al., 2012; Hilton & Hunt,

2010). Despite this large number of studies, the role of stakeholders in crisis communication

management as well as the relevance of cross-national and cross-cultural differences in this context

has not been considered yet, although the involvement of stakeholders plays an important role in

effective health crisis management, both for consensus building and for establishing communication

networks. Therefore, this study intends to fill this research gap.

Theoretical background is the concept of crisis and risk communication in health contexts

(Reynolds & Seeger, 2005; Seeger & Reynolds, 2008) claiming that each crisis situation potentially

generates an information vacuum that needs to be filled by the institutions in charge, being at

regional, national or international levels, in giving rapid, clear and transparent information to the

public (Bentele & Janke, 2008). Considering that an effective communication strategy can increase

population compliance with public health recommendations, we assume that understanding the

perspective of key stakeholders involved in health crisis management is crucial for analyzing crisis

communication strategies. Especially in the field of public health, the credibility of an organization

– which is composed of expertise and trustworthiness – is important (Coombs 2012). For effective

crisis communication a public health authority should continuously train its staff to reach a high

degree of expertise and establish good relationships to its stakeholders. As public health crises

“generally concern the outbreak of particular diseases or the identification of specific risks from

environmental or life-style factors” they usually affect a wide range of different stakeholders

(Reynolds & Seeger, 2005, p. 44). Additionally, in times of globalization, stakeholders are located

in several countries or continents, which demands for international cooperation and coordination

among public health organizations (Ulmer et al., 2008, p. 108). These particular challenges also

require a cross-national perspective in research.

Therefore, this study, which is part of an EU funded project, aims to gain insight into cultural

differences in crisis communication and management in order to improve Pan-European crisis

communication processes. For ten selected EU countries (Czech Republic, Germany, Romania, the

UK, Italy, Spain, Portugal, Sweden, France, Belgium) we identified 1137 stakeholders, including

health authorities, health professional organizations, patient organizations, and the media, both on

an EU level and on a national level. In order to assess stakeholder-specific risk perceptions, cultural

differences in risk perception and communication strategies, openness to new communication

channels, and lessons learned from the pandemic, we conducted qualitative interviews with German

experts from different areas and a quantitative online-survey of the identified stakeholders from ten

selected countries.

Preliminary analyses of the qualitative interviews with experts from the Robert-Koch-Institut (RKI),

the Bundeszentrale für gesundheitliche Aufklärung (BZgA), the Hartmannbund and the

Bundesministerium für Gesundheit (BMG) show that sufficient resources and maximum

transparency is essential in crisis situations. Media coverage is seen as mainly negatively framed,

which is why stakeholders try to influence the media tenor and to counteract with clear, reliable

facts.

The paper will present further analyses of the qualitative interviews as well as the results from the

quantitative survey which is currently in the field. The findings will be presented with an emphasis

on the comparison of the role of institutions and communicators in different European countries and

of their understanding of effective crisis communication und will be discussed against the

background of their theoretical and practical implications.

References

Bentele, G. & Janke, K. (2008). Krisenkommunikation als Vertrauensfrage? Überlegungen zur krisenbezogenen Kommunikation mit verschiedenen Stakeholdern. In T. Nolting & A. Thießen (Eds.), Krisenmanagement in der Mediengesellschaft. Potenziale und Perspektiven der Krisenkommunikation (pp. 112-132). Wiesbaden: VS Verlag für Sozialwissenschaften. Chew, C. & Eysenbach, G. (2010). Pandemics in the Age of Twitter: Content Analysis of Tweets during the 2009 H1N1 Outbreak. PLoS ONE, 5, e14118. Coombs, W. T. (2012). Ongoing crisis communication. Planning, managing, and responding. Los Angeles: Sage. Ding, H. & Zhang, J. (2010). Social media and participatory risk communication during the H1N1 flu epidemic: A comparative study of the United States and China. China Media Research, 6, 80-90. Gesualdo, F., Romano, M., Pandolfi, E., Rizzo, C., Ravá, L., Lucente, D. & Tozzi, A. E. (2010). Surfing the web during pandemic flu: availability of World Health Organization recommendations on prevention. BMC Public Health, 10, 1-8. Goodall, C. E., Sabo, J., Cline, R. & Egbert, N. (2012). Threat, efficacy, and uncertainty in the first five months of national print and electronic news coverage of the H1N1 virus. Journal of Health Communication, 17, 338-355. Hilton, S. & Hunt, K. (2011). UK newspapers' representations of the 2009–10 outbreak of swine flu: one health scare not over-hyped by the media? Journal of Epidemiology and Community Health, 65, 941-946. Kim, S. & Liu, B. F. (2012). Are All Crises Opportunities? A Comparison of How Corporate and Government Organizations Responded to the 2009 Flu Pandemic. Journal of Public Relations Research, 24, 69-85. Reynolds, B. & Seeger, M. W. (2005). Crisis and Emergency Risk Communication as an Integrative Model. Journal of Health Communication, 10, 43-55. Seeger, M. W. & Reynolds, B. (2008). Crisis Communication and the Public Health. Integrated Approaches and New Imperatives. In M. W. Seeger, Sellnow, T. L., Ulmer, R. R. (Eds.), Crisis Communication and the Public Health (pp. 3-20). Cresskill, NJ: Hampton Press. Ting Lee, S. & Basnyat, I. (2013). From Press Release to News: Mapping the Framing of the 2009 H1N1 A Influenza Pandemic. Health Communication, 28, 119-132. Ulmer, R. R., Alvey, R. J. & Kordsmeier, J. (2008). Best practices in public health communication. Managing West Nile Virus in Arkansas From 2002-2003. In M. W. Seeger, Sellnow, T. L. & Ulmer, R. R. (Eds.), Crisis Communication and the Public Health (pp. 97-110). Cresskill, NJ: Hampton Press.