COMMUNICATION AT OIE. Mrs Glaïeul Mamaghani Acting Head of the Communication Unit

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1 COMMUNICATION AT OIE Mrs Glaïeul Mamaghani Acting Head of the Communication Unit

2 OUTLINE Bits about communication What happenned at OIE Performing change Challenges OIE Communication tools

3 COMMUNICATION

4 Why communicate? INSTITUTION Inform on broad action Inform on change (e.g. legislation) Inform on health hazards AUDIENCE Enhance knowledge/awareness on institution Gain acceptance/support Motivate behavioural change Manage crises

5 Your communications say a lot about you INSTITUTION Regular information flow Personality Clear and repetitive Set of values information on Intangible change assets IMAGE Fast to inform on health hazards AUDIENCE PERCEPTION Familiar Legitimate Credible In control Reactive Transparent Trustworthy

6 The role of communicators Exchange of information Continuous information flow Consistent communication to all partners/stakeholders INFORMATION MANAGEMENT

7 Designing messages Why => Inform, guide and motivate What => action, activities, service When => place information in time Whom => Stakeholders, citizens, consumers How => distribution channels

8 Different missions External or corporate communication Public affairs Financial communication Media relations Event organisation Graphic design Internal communication

9 OIE

10 A WAKE UP CALL Highly pathogenic avian influenza Animal health services did not lead communication Consumer panic Resources to prevent pandemic Little reporting of the disease

11 The need for a paradigm shift From strictly short-term emergency communication outbreak communication To Mid and long-term strategy communication integrated to infrastructure of VS

12 Get the work done and let them know Policy makers and civil society must be convinced of the economic and social worth of animal health management and of national VS missions.

13 Why? To promote a sound animal health environment For the continuous implementation of communication guidelines in animal health policies and activities To make consumers throughout the world aware of the importance of animal health issues

14 Key messages Investing in animal health is good for Disease control Reduction of Poverty Safe Trade and Food Improved Public health

15 An OIE resolution on communication May 2001 OIE s International Committee votes Resolution n XXI on the role played by communication management in support to Veterinary Services Fourth OIE Strategic Plan

16 Fifth Strategic Plan Communication Promote animal and veterinary public health policies Develop and spread an international communication strategy for OIE objectives Reinforce Veterinary Services capacities in the field of communication Send appropriate messages to the general public, decision-makers and OIE partners

17 PERFORMING CHANGE

18 Achieving change through capacity building 5 Communication seminars: 2007: Buenos Aires, Argentina 2008: Bangkok, Thailand 2009: Gaborone, Botswana 2010: Muscat, Oman 2010: Rabat, Morocco

19 National OIE Focal Points Focal Points are nominated by the Delegate for each of the following fields: Aquatic animal diseases Wildlife Animal disease notification Veterinary products Animal welfare Animal production food safety Communication Upcoming: Veterinary laboratories

20 National OIE Focal Points Terms of reference Act as a focal point with OIE on matters relevant to communication Prepare comments for the Delegate including on new or revised standards, guidelines or recommendations relating to communication Establish a network of relevant communication experts within the country/region or to communicate with existing networks

21 National OIE Focal Points First training seminar in Prague, Czech Republic in September 2011 Second seminar held in Beijing, China in March 2013 Two seminars to be held in Africa in November OIE national focal points

22 Achieving change through standards SEPTEMBER 2008 : Ad hoc Group on communication The Group looks into definitions contained in the Code SEPTEMBER 2009 : First round of comments by Members through the Code Commission JUNE 2010 : Draft chapter on communication standards MAY 2011: Chapter on Communication is adopted by Members at the 79th General Session

23 Achieving change through standards Chapter 3.3 of the OIE Terrestrial Animal Health Code General considerations Communication is recognised as a discipline within the VS Communication should be an integral part of all the activities of the Veterinary Services including animal health, animal welfare, veterinary public health and veterinary medecine Principles Definitions Communication system

24 OIE Code definition Communication means the discipline of informing, guiding and motivating individual, institutional and public groups, ideally on the basis of interactive exchanges, about any issue under the competence of the Veterinary Services.

25 CHALLENGES

26 The death of traditional media?

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28 Social media Communication Collaboration Multimedia Entertainment

29 New public and media relations

30 New communication rules Dialogue with audience Information is produced, disseminated and consumed at faster speed and on multiple media More sources of information Credible, legitimate and accurate source of information? Loosing control?

31 A long way ahead Building a brand Identity vs. image Ranking target audiences Delivering on expectations Resources Continuous monitoring and adapting of strategy

32 OIE COMMUNICATION TOOLS

33 Communication tools Corporate brochure Leaflets on the OIE, the role of VS, guidance on disease notification and reports Fact sheets on key actions of the OIE Disease cards Animal Health A multifaceted challenge Annual report OIE A-Z An online photo gallery Video interviews of scientific experts Short films

34 The OIE website Constantly improving access to information

35 Follow us on

36 Thank you for your attention Organisation mondiale de la santé animale World Organisation for Animal Health Organización Mundial de Sanidad Animal 12 rue de Prony, Paris, France - oie@oie.int