Address The World Health Orgazation's (WHO) concerns about how information pertaining to the recent outbreak of the Avian Influenza (Bird Flu) is being communicated to the general public.

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MGW 2100 Managerial Communication                                                       Averil Chan (19603363)

Assignment 2: Report

ABSTRACT

The purpose of this report is to address The World Health Orgazation’s (WHO) concerns about how information pertaining to the recent outbreak of the Avian Influenza (Bird Flu) that has infected and killed a number of people across the globe, is being communicated effectively to the general public. In particular, it focuses on the dissemination of information through its WHO official website, the Channel NewsAsia International television news broadcast and its official website, the Singapore Government Official Bird Flu website, websites offering general information, radio broadcast, pamphlets and newspaper articles from The Straits Times, Singapore. The report will however center itself around the use of the WHO’s official website as a central platform of communication of information pertaining to the crisis.

A combination of media channels has already been put in place to communicate and this report seeks to document the various media used to disseminate vital information pertaining to the Bird Flu and how each form of communication has been used and their effectiveness evaluated. Information gathered from the above-mentioned sources is analyzed and discussed using concepts and theories of communication, its nature both in the informative and persuasive aspects, language used, nonverbal cues and crisis communication.

Finally, the report will document recommendations of how a crisis may be managed in a more effective manner and how the WHO can ensure that the information it is providing to the public can stay relevant and credible in the long run.

1.        INTRODUCTION

  1. Purpose

The purpose of this report is to address the WHO’s concerns as to how different channels of communication have been used to communication information relating to the Bird Flu outbreak and the how effective each medium has been in disseminating timely information to the general public. It will also attempt to evaluate the strengths and weaknesses of each communication medium as will be discussed in the later parts of the report.

  1. Scope

A combination of communication channels that have already been widely used and put in place were examined to further document how the crisis has been communicated and managed. This report will base its contents in a Singaporean context. Among the many different forms of communication media looked into included television, radio, pamphlets, handbooks, newspaper reports and magazines that were widely available to the general public.

  1. Methodology

In the course of completing this report, several legitimate online websites were consulted to ensure that information provided was accurate and current. Keeping abreast of information published in the local newspapers and broadcasted on television and radio further purports the accuracy and reliability of information produced herein this report. Communication theories and concepts were also used to support and justify evidence and information provided herein.

  1. Limitations

The limitations of this report were related to the length, word limit and deadline stipulated for the completion of this report.

  1. Assumptions

In preparing information subsisting in this report, it is assumed that the general public relates to a global audience, including those not directly affected the epidemic and that all forms of communication channels are widely accessible and available to the general public.

  1. Background

The World Health Organization is the United Nations specialized agency for issues regarding health. It was established on 7 April 1948 and is governed by 192 Member States through the World Health Assembly composed of representatives from the WHO's Member States who monitor and make decisions on budgeting and major policy issues. Its objectives, as set out in its Constitution governing its activities, include attaining the highest possible level of health by all people and ensuring their complete mental, physical and social well being. (World Health Organization, 2004)

The recent outbreak of Bird Flu that has spread rapidly across the Asian states has resulted in escalating death tolls across the globe. This lethal strain of virus, to date, associated with an infectious disease of birds as stemming from the H5N1 strain that cost the lives of 6 people in Hong Kong in 1997 has sufficed again, calling for a cause of concern among global nations. (World Health Organization, 2004)

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Severe outbreaks of the disease had been reported in several countries in East and South-East Asia since as early as December 2003. Millions of poultry have since been culled to in a bid to curb the spread of this lethal disease and limit the rising number of human fatalities. (The Canadian Press, 2004)

As such, it is of utmost importance that all available information regarding the disease is provided across the globe by directly and in-directly affected nations and be continuously and accurately conveyed to the masses in all available forms of communication media.

2.        FINDINGS

The ...

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