So far, we've looked at how transparency of our messages, and coordinating with partners in the community, allow us to communicate more effectively. But let's not forget that true communication should go two ways. We communicate with people, not to people. When gathering information, developing messages, and making decisions, it's vital to include those impacted by a crisis in the discussion. People will let you know what they need, if you really listen. Listen to sincerely hear, rather than listening to just respond. Without involving affected communities, we might put out messages and recommendations that aren't understood, or accepted. Situations can change, so, we need to engage affected communities to learn how to best adapt our messages. Listening through dialogue works to ensure effective communication efforts, to provide meaningful engagement with those affected and involved, understand community perceptions, and adapt communication messages, materials, and strategies. Let's revisit our fictional island of Kareeb agian to see how listening through dialogue is vital to effectively communicate during an emergency. It's been another three months on the island of Kareeb. Unfortunately, Zika remains an ongoing endemic health risk. Meaning the issue is likely here to stay. But another mosquito-borne disease threat, yellow fever, has emerged and is presenting a serious emergency risk communication challenge. Yellow fever most often lasts only four or five days with symptoms of fever, nausea, and muscle pains. But can sometimes result in severe infection that can lead to death. The disease is sweeping across the region, and there have been many severe, and high profile cases resulting in death. An effective vaccine exists, but with the scale of the outbreaks, supplies are threatened globally. Authorities are hearing some of the rumors that are circulating, especially among a key minority population including; vaccine manufacturers are manipulating the threat in order to make more money, and vaccines do not work and only increase the risk of serious illness. In the meantime, health authorities expect serious challenges in minority populations that traditionally have not readily accepted Western medicine, especially vaccines. Progress has been made in engaging communities on Zika, but yellow fever presents new challenges built around the widespread vaccine hesitancy in the community. As with most crises, the situation and needs evolve. We must remain diligent to ensure that our communication remains relevant, and continues to address the current needs. In this scenario, what is a current communication challenge? What target audiences do you need to engage regarding this challenge? And, what is the most effective way to work with this audience? Let's look at one example. The communication challenge might be the rumors circulating about vaccines. The target audience for this challenge would be the minority population. Effective solutions for combating this challenge could involve a town hall meeting. That would allow you to hear concerns and issues, as well as work with the community leaders to talk about vaccines. There is rarely one right answer for how to best engage your audience. There just isn't a one size fits all solution. Instead, we must identify and engage specific audiences to best understand their needs and their perceptions. Only then, can we adapt our messages, interventions, and strategies so that they're most meaningful, and effective.
