Partnering with broadcast and print media for risk communication: EVD control in Rivers State, Nigeria.

Abstract

In August 2014, the World Health Organization (WHO)1 declared the outbreak of Ebola Virus Disease (EVD) to be a public health emergency of international concern. Disease outbreaks are unique events in public health. They are typically sudden, frequently unpredictable and fraught with setbacks and surprises. Therefore, there is need, under most circumstances, for an emergency response.2 Outbreaks are eminently newsworthy. The public has a right to be informed and the media are key partners in the communication triangle with health officials.The role of the media is critically important, particularly at the start of an outbreak, to create an informed public who are equipped to protect themselves and others. Community media, particularly radio stations, often play a critical role in reaching rural residents.2,3 The media may also exert pressure on those in authority to act rapidly and positively. The EVD outbreak in Port Harcourt, Nigeria, brought to the fore the important role of the media in imparting positive and negative influences on the population.The Nigerian outbreak was first reported in Lagos in July 2014 and later spread to Port Harcourt, Rivers State on 20 August 2014. The outbreak in Nigeria is the first of its kind in the country, and its occurrence in two of its densely populated urban cities posed peculiar challenges to containment.4 A total of 19 confirmed cases, one probable case and eight deaths were recorded in Nigeria. Rivers State contributed four cases (one probable and three confirmed) and two deaths. In addition, contact tracing teams identified and followed up 530 contacts in Port Harcourt.Port Harcourt is home to 11 radio stations, five television stations with local and national coverage and several more cable/satellite television stations. A rapid community survey conducted by the Ebola Emergency Operations Centre (EOC) found that the majority of the population got their information about Ebola primarily from radio and television, with newspaper and social media platforms also being significant sources. The media took centre stage in the Lagos and Port Harcourt outbreaks. Early media reports evoked panic and irrational behaviour among the population; for instance, the media were awash with rumours of drinking concentrated salt water for the prevention of Ebola. In addition, on some occasions during the early stages of the outbreak, the media released confidential information about names and locations of some cases and contacts. These actions negatively impacted on surveillance efforts as it created distrust.The Rivers State Ebola EOC was set up in Port Harcourt with the purpose of mobilising resources for a rapid and coordinated response to the outbreak: the Communication and Social Mobilisation unit was part of this structure. Its objective was to use risk communication strategies to foster the adoption of practices that would facilitate the breaking of the chain of transmission of the virus. The unit quickly took advantage of the key role the media could play in achieving this objective.It went on to build partnerships with broadcast and print media agencies and supported them to relay balanced and accurate information to the public. This is in line with the key principles identified by the WHO5 to govern outbreak communications: announcing early, transparency, listening and planning. Two stakeholder meetings of the Rivers State EOC and top media executives were held within the first two weeks of the response. The result was commitments secured for continuous media public education programmes at state and local government area (LGA) levels. Trainings on ethical reporting of EVD issues, EVD prevention and control and appropriate EVD messaging were held for media correspondents. Following these meetings and trainings, health professionals working in the EOCs were granted daily slots for recorded and live interviews on various radio and television stations at no cost. …