The latest flu outbreak has brought back unfortunate comparisons with severe acute respiratory syndrome. Not because it is anywhere near as serious, but because, as in 2003, the government's and the Hospital Authority's communication with the public has been poor, causing needless anxiety.
A comparison with previous years shows that the number of people falling ill is not out of the ordinary for the flu season in Hong Kong. Yet, the level of anxiety and concern is far higher than normal. The outbreak also made international news, perhaps feeding the perception of Hong Kong as a place where serious infectious disease outbreaks occur regularly.
The media is frequently blamed for causing panic but, in this case, the real cause for concern is poor communication. Public anxiety and the global ripple the outbreak created could have been allayed if the government had a better risk-communication strategy.
The World Health Organisation has laid out five basic principles for communicating with the public during an infectious disease outbreak. Two of these have not been followed: ensuring transparency in communication and listening to the public.
Risk communication is about building trust with the public so that, when a crisis occurs, people will be confident that the health authorities are acting competently, and that the advice they are receiving is as sound as circumstances permit. An essential element in creating trust is communicating with the public in a way that is open, easily understood and factually accurate. Authorities must also explain clearly to the public why particular decisions were taken.
The way the decision about closing schools was announced by Secretary for Food and Health York Chow Yat-ngok is a classic example of a lack of transparency. From a public health point of view, the decision cannot be faulted. But poor communication and a lack of transparency turned a sensible public health decision into a politically clumsy move.
Consider the way the decision was announced. On the afternoon of March 12, Dr Chow told reporters that 'we have to see for a few more days' before deciding whether primary schools needed to close. Eight hours later, just before midnight, the government suddenly announced that primary schools, kindergartens and child care centres would be closed with immediate effect.