Risk communications: in search of a pandemic.

This paper explores the difficulties in managing risk communications in the face of uncertainty of an avian flu pandemic over a protracted period. The communications effort has also been made more difficult by the confusion and cacophony in the media and claims by experts and politicians worldwide. While Singapore secured much praise for its handling of the severe acute respiratory syndrome (SARS) just 4 years earlier which threatened its very existence as a nation-state, it also had to "unlearn" and "unfix" assumptions and mindsets that grew out of that experience. A protracted crisis of uncertainty has also raised difficult questions of sustaining public awareness and alertness. Compounding these problems is the seemingly high reliance of Singaporeans on Government to manage the crisis at all stages. Risk communications has become a crucial necessity in an increasingly troubled world and evokes contradictions for many in medicine and public health - calling on Governments to raise the alarm whilst also calming fears at the same time. It is hoped that Singapore's experience throws up some useful lessons for other countries. The basic principles of risk communications employed are in line with the best practices adopted by many other countries. The experience may also contribute to the ongoing and somewhat contentious debate on whether the manner in which Singapore manages the information flow can be replicated or applied by other states and cultures.

SARS revisited: managing "outbreaks" with "communications".

"Risk communications" has acquired some importance in the wake of our experience of SARS. Handled well, it helps to build mutual respect between a government or an organisation and the target groups with which it is communicating. It helps nurture public trust and confidence in getting over the crisis. The World Health Organization (WHO) has also come to recognise its importance after SARS and organised the first Expert Consultation on Outbreak Communications conference in Singapore in September 2004. This article assesses the context and the key features which worked to Singapore's advantage. Looking at the data now widely available on the Internet of the experience of SARS-infected countries like China, Taiwan, Canada, the article identifies the key areas of strategic communications in which Singapore fared particularly well. Another issue discussed is whether Singapore's experience has universal applicability or whether it is limited because of Singapore's unique cultural, historical and geographical circumstances. Finally, the article also looks at some of the post-SARS enhancements that have been put in place following the lessons learnt from SARS and the need to confront new infectious outbreaks like avian flu.