Bird Flu in the News: Getting it Right for Public Health

Widespread and recurrent outbreaks of highly pathogenic H5N1 avian influenza (AI) have created an unprecedented epizootic across much of the world. AI has become endemic in poultry across parts of Asia, and Africa; episodic outbreaks occur in these continents and elsewhere; and, human infection, while relatively rare, remains a constant threat in areas where animal disease is present and, when contracted, extremely dangerous. In maintaining the importance of preparedness for a possible influenza pandemic, influenza experts look to the AI epizootic as a significant risk factor for such an occurrence. Under the auspices of the US Department of State, and Broadcasting Board of Governors (Voice of America Administration) a series of workshops for journalists has been completed in AI-affected countries. Results from workshops in six such countries demonstrate: significant journalist interest in technical training around AI, pandemic influenza (PI), and seasonal influenza (SI); capacity to recognize significant risk factors for AI, including lapses in bio-security, and include timely notice in stories; sustained interest in AI / PI issues. Facilitated field exercises, coupled with classroom instruction, appears optimal in presentation and retention of relevant concepts around AI preparedness and response. These workshops demonstrate opportunities for meaningful journalist engagement as part of a comprehensive plan for AI / PI preparedness and response.