Bird flu: A Wake-up Call to the African Media

According to this article, the arrival of H5N1 in Nigeria is a wake up call for the African media that better communication is key to effectively and adequately inform the public on how to successfully combat avian influenza. The author begins by listing some specific reasons why Africans should be concerned about the spread of avian flu, including the fact that many African villages border on swamps and wetlands which could increase the incidence for contact between wild fowl and domestic poultry. He also notes that Africa’s poor infrastructure means the continent lacks sufficient vaccines and the means to distribute them successfully.

To adequately address these concerns, the author states that “the only weapon Africa can affordably deploy against bird flu is an effective communication strategy for educating the public about the risk of outbreaks in their poultry, and of a possible human pandemic.” He stresses the importance in empowering the African media to reliably inform the African public about bird flu and its associated risks. The article then goes on to list some of the different roles that the media can undertake to effectively communicate about avian influenza. These include:

• The media can work in partnership with veterinary and public health officials to ensure that the correct information about bird flu is communicated
• The media can urge governments to implement effective practices and policies to contain avian flu outbreaks
• The media can prod national institutions, such as radio stations, to take action by devoting air-time to messages about avian influenza
• The media can raise public awareness about migratory birds to avoid the unnecessary killing of healthy birds

The article points to training in media skills through seminars, journalism fellowships and graduate training, as possible ways to build the media’s skills in communicating effectively on pressing medical and public health issues.