Tackling Epidemic through Crisis Communication in Public Health

Tackling Epidemic through Crisis Communication in Public Health
By Harafat E. Mukadam

Nigeria has long been grappling with a multifaceted humanitarian crisis that encompasses diverse and complex challenges. From armed conflicts in the Northeast involving groups like Boko Haram to banditry violence in the Northwest and farmer-pastoral conflicts in the Middle Belt, the nation’s troubles are pervasive. Climate change has further exacerbated these issues, contributing to land degradation, increased competition for fertile land, and a rise in natural disasters.

As a result, Nigeria has seen a sharp increase in food insecurity, disrupted livelihoods, and a surge in both internal and international displacement. The humanitarian situation is dire, with over 2.1 million internally displaced persons and 10.6 million people in urgent need of assistance. Alarmingly, nearly two-thirds of Nigeria’s population lives in poverty, and the country ranks 163 out of 191 on the Human Development Index.

Climate change has intensified Nigeria’s vulnerability to natural disasters, particularly flooding. The catastrophic flooding in 2022, which impacted 33 states, displaced over 1.4 million individuals and severely damaged critical infrastructure. This disaster underscored the pressing need for enhanced crisis preparedness and effective communication.

Health concerns have further complicated the crisis, exemplified by the recent cholera outbreak in Lagos. The widespread flooding has led to a surge in cholera cases, with 23,550 suspected cases reported across 31 states, and Lagos suffering the highest number of victims.

The country has faced recurring cholera outbreaks in recent years, with a notable event in 2018 affecting 22 states and resulting in 42,466 reported cases. The 2021 outbreak in Kano State, which recorded 12,477 suspected cases, further highlights the urgent need for proactive crisis management strategies.

The cholera outbreak in Lagos was effectively managed through a combination of strategic responses. Health authorities declared the outbreak on June 15, 2024, following the reporting of 436 suspected cases. This aligns with effective crisis communication principles, which are essential in managing public health emergencies as outlined in “Impactful Public Relations in Crisis Management” by Kabir Abdulsalam and Maryam Umar Na’Allah.

To contain the spread of the outbreak, Nigerian health authorities collaborated with the World Health Organization (WHO) and partner organizations to mobilize community health outreach teams. These teams implemented prevention and control measures, with volunteers and local government facilitators providing public health education and actively searching for cases in health facilities and communities.

The WHO’s contributions were pivotal in the response efforts:
– Providing technical assistance
– Supporting outbreak investigations and response initiatives
– Facilitating international coordination
– Supplying medical equipment and materials

Furthermore, partnerships with the Ministry of Environment and other organizations bolstered community sanitation efforts and outbreak control. Healthcare workers administered rehydration therapy, antibiotics, and zinc supplements to manage patients. Additionally, oral cholera vaccines were recommended for high-risk populations as a preemptive measure.

Crisis management is a vital tool for public relations, as exemplified by the cholera outbreak in Lagos. The situation could have been significantly worse had it not been effectively managed. According to Abdulsalam and Na’Allah, the fundamental principles of effective crisis communication include transparency, timeliness, consistency, an audience-centered approach, two-way communication, preparedness, and media management.

During the outbreak, effective crisis communication strategies included:
– Transparent information sharing
– Timely alerts to the public
– Consistent messaging from health authorities
– Community engagement initiatives
– Collaboration among stakeholders

Understanding that effective crisis management hinges on robust crisis communication is essential. Many organizations overlook this critical aspect in their public relations strategies. As John C. Maxwell aptly stated, “In times of crisis, people want to know you care before they care what you know.” This emphasizes the necessity of crisis communication in conjunction with crisis management.

The cholera outbreak in Lagos serves as a critical reminder of the role that crisis communication plays in managing public health emergencies. Nigeria’s ongoing humanitarian crisis demands proactive communication strategies to mitigate adverse effects. By learning from this outbreak, we can enhance crisis management practices and save lives.

Harafat Eniola Mukadam, PRNigeria Fellow, writes from Ilorin [email protected]