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WHO: Who we are and What we do | 8 November 2013
1 |
WHO:
Communicating for Health
Christy Feig, Director of Communications
November 2013
WHO: Who we are and What we do | 8 November 2013
2 |
WHO core functions
Provide leadership on matters critical to health and engage
in partnerships
Develop norms, standards and guidelines
Use evidence and research to frame policy options for
countries to improve people's health
WHO: Who we are and What we do | 8 November 2013
3 |
WHO core functions
Provide technical support
to countries that do no have
sufficient capacity
Work with national and
regional agencies to monitor
and assess global health
trends
Help strengthen health
systems
WHO: Who we are and What we do | 8 November 2013
4 |
WHO & Communications
Goal: Help people live healthier lives
Audiences: policy-makers, health workers, media,
general public
Share health information
Protect the Organization's reputation
WHO: Who we are and What we do | 8 November 2013
5 |
WHO & communications 4 risk communication strategies*
Small Big
Apathy
Outrage/
fear
Hazard (nature, magnitude) as defined by experts
Public
perc
eption
of th
e h
aza
rd &
em
otio
na
l en
ga
ge
me
nt
Outrage
management
Crisis
communication
Health education Precautionary
advocacy
* by Peter M. Sandman http://www.psandman.com
WHO: Who we are and What we do | 8 November 2013
6 |
Example: Outrage management
Rumour about veganism, vegetarianism
are mental illnesses
WHO: Who we are and What we do | 8 November 2013
7 |
WHO & communications 4 risk communication strategies*
Small Big
Apathy
Outrage/
fear
Hazard (nature, magnitude) as defined by experts
Public
perc
eption
of th
e h
aza
rd &
em
otio
na
l en
ga
ge
me
nt
Outrage
management
Crisis
communication
Health education Precautionary
advocacy
* by Peter M. Sandman http://www.psandman.com
WHO: Who we are and What we do | 8 November 2013
8 |
Example: Health education
International Ear and Hearing Care Day
WHO tweeted 12 facts on ear and
hearing care and it generated over
100 personal stories within 12 hours
Read more of the personal stories on the
International Ear and Hearing Care Day here
WHO: Who we are and What we do | 8 November 2013
9 |
WHO & communications 4 risk communication strategies*
Small Big
Apathy
Outrage/
fear
Hazard (nature, magnitude) as defined by experts
Public
perc
eption
of th
e h
aza
rd &
em
otio
na
l en
ga
ge
me
nt
Outrage
management
Crisis
communication
Health education Precautionary
advocacy
* by Peter M. Sandman http://www.psandman.com
WHO: Who we are and What we do | 8 November 2013
10 |
Example: Precautionary advocacy
World Mental Health Day 2012
Read more of the personal stories on
World Mental Health Day 2012 here
WHO: Who we are and What we do | 8 November 2013
11 |
WHO & communications 4 risk communication strategies*
Small Big
Apathy
Outrage/
fear
Hazard (nature, magnitude) as defined by experts
Public
perc
eption
of th
e h
aza
rd &
em
otio
na
l en
ga
ge
me
nt
Outrage
management
Crisis
communication
Health education Precautionary
advocacy
* by Peter M. Sandman http://www.psandman.com
WHO: Who we are and What we do | 8 November 2013
12 |
Example: Crisis Communications
MERS-nCoV
Breaking
news 23 Sept 2012
WHO: Who we are and What we do | 8 November 2013
13 |
Example: Crisis Communications
MERS-nCoV
WHO: Who we are and What we do | 8 November 2013
14 |
"Public relations/customer service" function
WHO: Who we are and What we do | 8 November 2013
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Communications Trends
Today Previously
• Audience driven • Top down
• Digital media, real time • Traditional media,
accuracy first
• Constant conversation • Deliberate conversation,
timely
• Peer opinion
• Expert opinion
WHO: Who we are and What we do | 8 November 2013
16 |
Facebook (text, images, AV)
359,541 likes
Twitter (text, images, AV)
971,413 followers
Google+ (text, images, AV)
120,260 likes
LinkedIn (text, images, AV)
50,050 followers
Instagram (images)
14,897 followers
Storify (text, images, AV)
Foursquare (text, images)
YouTube (AV)
WHO HQ presence on social media
WHO: Who we are and What we do | 8 November 2013
17 |
Adapting Approach for Trends
H7N9 Influenza
WHO: Who we are and What we do | 8 November 2013
18 |
Moving forward
Expanding the public’s knowledge
Clear messages about how WHO’s work impacts public
health
Raise visibility for the work of the Organization and
protect its reputation
Global communications strategy exploring new
audiences
