Communication

Article 3.3.1.

General considerations

In general, communication entails the exchange of information between various individual, institutional and public groups for purposes of informing, guiding and motivating action. The application of the science and technique of communication involves modulating messages in accordance with situations, objectives and target audiences.

The recognition of communication as a discipline of the Veterinary Services and its incorporation within it is critical for their operations. The integration of veterinary and communication expertise is essential for effective communication.

Communication should be an integral part of all the activities of the Veterinary Services including animal health (surveillance, early detection and rapid response, prevention and control), animal welfare and veterinary public health (food safety, zoonoses) and veterinary medicine.

Objectives of this chapter on communication for the Veterinary Services are to provide guidance for the development of a communication system, strategic and operational communication plans and elements to assess their quality.

Article 3.3.2.

Principles of communication

1. Veterinary Services should have the authority and capability to communicate on matters within their mandate.

2. Veterinary and communication expertise should be combined, and have established linkages with relevant agencies, particularly for management of disasters which could have impact on animal health and animal welfare, and for exotic disease control.

3. Communication should be targeted and follow the fundamental criteria of transparency, consistency, timeliness, balance, accuracy, honesty and empathy and respect the fundamental principles of quality of Veterinary Services (Article 3.1.2.).

4. Communication should be a continuous process.

5. Veterinary Services should have oversight of planning, implementing, monitoring, evaluating and revising their strategic and operational communication plans.

Article 3.3.3.

Definitions

’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.

’Crisis’: means a situation of great threat, difficulty or uncertainty when issues under the competence of the Veterinary Services require immediate action.

’Crisis communication’: means the process of communicating information as accurately as possible, albeit potentially incomplete, within time constraints in the event of a crisis.

’Outbreak communication’: means the process of communicating in the event of an outbreak. Outbreak communication includes notification.

Article 3.3.4.

Communication system

In addition to the Principles of Communication the following elements should be used in conjunction with Chapter 3.1., when planning, implementing and assessing a communication system:

1. Organisational chart indicating a direct link between the communication personnel and the Veterinary Authority, through the chain of command, such as dedicated communication unit or communication officer

2. Human resources

   1. Identified and accessible official communication focal point

   2. Job descriptions of communication personnel identifying roles and responsibilities

   3. Sufficient number of qualified personnel with knowledge, skills, attitude and abilities relevant to communication

   4. Continuous training and education on communication provided to communication personnel.

3. Financial and physical resources

   1. Clearly identified budget for communication that provides adequate funding

   2. Provision or access to appropriate material resources in order to carry out roles and responsibilities: suitable premises or accommodation that is adequately equipped with sufficient office and technical equipment, including information technology and access to the Internet.

4. Management of the communication system

   1. Roles and responsibilities of the communication personnel

      1. Report to the Veterinary Authority

      2. Engage in decision-making process by providing guidance and expertise on communication issues to the Veterinary Services

      3. Be responsible for the planning, implementation and evaluation of the strategic and operational plans for communication and relevant standard operating procedures

      4. Function as contact point on communication issues for the Veterinary Services with established linkages to relevant Competent Authorities with which Veterinary Services collaborate

      5. Provide and coordinate continuous education on communication for the Veterinary Services.

   2. Strategic plan for communication

      A well-designed strategic plan for communication should support the Veterinary Services strategic plan and have management support and commitment. The strategic plan for communication should address all high level organisation-wide long-term communication objectives.

      A strategic plan for communication should be monitored, periodically reviewed and should identify measurable performance objectives and techniques to assess the effectiveness of communication.

      The strategic plan for communication should consider the different types of communication: routine communication, risk communication, outbreak communication and crisis communication, to allow individuals, affected or interested parties, an entire community or the general public to make best possible decisions and be informed of policy decisions and their rationale.

      The key outcomes in effectively implementing a strategic plan for communication are increased knowledge and awareness of issues by the public and stakeholders, higher understanding of the role of the Veterinary Services, higher visibility of and improved trust and credibility in the Veterinary Services. These will enhance understanding or acceptance of policy decisions and subsequent change of perception, attitude or behaviour.

   3. Operational plans for communication

      Operational plans for communication should be based on the assessment of specific issues and should identify specific objectives and target audiences such as staff, partners, stakeholders, media and the general public.

      Each operational plan for communication should consist of a well-planned series of activities using different techniques, tools, messages and channels to achieve intended objectives and utilising available resources within a specific timeframe.

nb: first adopted in 2011; most recent update adopted in 2014.