Posted this area 12/16/06 0720hrs EST
Mass care in biodisasters, risk communications and lessons for journalists in the Idaho Duck die off.
In the event of a biodisaster the driving force for demand on medical services is risk communication. So from my hat as a medical volunteer and behavioral health expert, I am pleading for more consistent and aggressive journalist pursuit of good information. These apparent isolated events such as the Idaho duck die off provide a real life opportunity to improve in these areas.
I will focus just on a couple of representative reports.
http://edition.cnn.com/2006/US/12/14/ducks.reut/
In my opinion, much of the concern and future impact of this Idaho duck die off could be mitigated with better risk communication and better journalism. Better risk communication provides better information. Better journalism would not let such poor information pass as definitive.
First the poor journalism. See the last bullet in the quote ? Fears?.prove unfounded.? I have not seen one report provide any test results for avian influenza. We do not know what tests were conducted from what samples and what results. No proof at all has been presented. There are established protocols for investigating wildlife die-offs for H5N1. The responsible journalist would see that those protocols are followed or ask why not.
Next risk communication. The cornerstone of risk communication is credibility. I have posted before my simplistic synopsis of principles described by Lanard and Sandman. Credibility is further described as competence plus compassion. Then we look at competence as authority plus expertise. In some arenas authority comes from elected office in others administrative or scientific rank suffice. In this case I see quotes mostly from the Idaho wildgame authority Mr. Parrish and the federal USGS wildlife expert Mr. Slota. The most fundamental problem is their messages do not match. The second problem, the federal expert is downplaying avian influenza while the local expert keeps an open mind. Thirdly the federal expert (s) view of local history contrasts with the statements from the local expert. Mr. Parrish says ?I have never seen anything like this in 20 years.? Whereas the USGS wildlife center puts out statements that 500 mallards died from aspergilliosis last year (which may be a true statement, but then leads you to conclude that Mr. Parrish sees this as a different type of die off).
Two other areas ? probabilities and panic.
http://www.jacksonholestartrib.com/a...4400678cef.txt
Mark Drew, a wildlife veterinarian with the state Department of Agriculture?.
Is quoted
Yes a technically true statement. The known probability of something happening that has never happened before is zero. But in the context of the investigation the probability is more than zero. Thus if we allow these types of statements to become the norm, then once the improbable happens, the authorities lose credibility.
Finally my core aggravation on quotes early on the reports
There is never a good time to panic. I urge a plan for either providing good information from the beginning, or insisting on good information in the reporting, so that we maintain an environment of trust and effective responses.
I hope to see more journalists and publishers take an interest in pursuing better information. This will serve a tremendous public health service early on in any biodisaster. Remember- the most effective way to manage demand for medical services in a biodisaster is with effective risk communication.
Joe Thornton, M.D.
Mass care in biodisasters, risk communications and lessons for journalists in the Idaho Duck die off.
In the event of a biodisaster the driving force for demand on medical services is risk communication. So from my hat as a medical volunteer and behavioral health expert, I am pleading for more consistent and aggressive journalist pursuit of good information. These apparent isolated events such as the Idaho duck die off provide a real life opportunity to improve in these areas.
I will focus just on a couple of representative reports.
http://edition.cnn.com/2006/US/12/14/ducks.reut/
Moldy grain killed ducks, scientists say
POSTED: 0106 GMT (0906 HKT), December 14, 2006
? 2,000 mallards die of apparent food poisoning in Idaho
? Grain may have come from nearby agricultural operation
? Ducks often resort to poor food sources during bad weather
? Fears of avian influenza outbreak in U.S. prove unfounded
POSTED: 0106 GMT (0906 HKT), December 14, 2006
? 2,000 mallards die of apparent food poisoning in Idaho
? Grain may have come from nearby agricultural operation
? Ducks often resort to poor food sources during bad weather
? Fears of avian influenza outbreak in U.S. prove unfounded
First the poor journalism. See the last bullet in the quote ? Fears?.prove unfounded.? I have not seen one report provide any test results for avian influenza. We do not know what tests were conducted from what samples and what results. No proof at all has been presented. There are established protocols for investigating wildlife die-offs for H5N1. The responsible journalist would see that those protocols are followed or ask why not.
Next risk communication. The cornerstone of risk communication is credibility. I have posted before my simplistic synopsis of principles described by Lanard and Sandman. Credibility is further described as competence plus compassion. Then we look at competence as authority plus expertise. In some arenas authority comes from elected office in others administrative or scientific rank suffice. In this case I see quotes mostly from the Idaho wildgame authority Mr. Parrish and the federal USGS wildlife expert Mr. Slota. The most fundamental problem is their messages do not match. The second problem, the federal expert is downplaying avian influenza while the local expert keeps an open mind. Thirdly the federal expert (s) view of local history contrasts with the statements from the local expert. Mr. Parrish says ?I have never seen anything like this in 20 years.? Whereas the USGS wildlife center puts out statements that 500 mallards died from aspergilliosis last year (which may be a true statement, but then leads you to conclude that Mr. Parrish sees this as a different type of die off).
Two other areas ? probabilities and panic.
http://www.jacksonholestartrib.com/a...4400678cef.txt
Mark Drew, a wildlife veterinarian with the state Department of Agriculture?.
Is quoted
The highly pathogenic bird flu that we see in Southeast Asia has not been reported in North America," he said. "It would be extremely unusual that this would be the first occurrence of avian influenza.
Finally my core aggravation on quotes early on the reports
It's unusual in the number of birds and the sense that it's only mallards, but it's nothing that would cause anyone to panic."
I hope to see more journalists and publishers take an interest in pursuing better information. This will serve a tremendous public health service early on in any biodisaster. Remember- the most effective way to manage demand for medical services in a biodisaster is with effective risk communication.
Joe Thornton, M.D.
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