The last regional workshop for OIE National Focal Points for Communication of Europe was focused on modern communication tools for its facilitation, as well as for learning objectives, in particular, digital tools, which is the calling of the present era.
The representatives of 35 countries of the Europe Region came together in Budva, Montenegro, from 19 to 21 November 2019, to strengthen the network of Focal Points for communication of the region. The newly appointed national communication specialists have acquired advanced knowledge on the OIE and on risk communication methods and strategies in the animal health sector, and the experienced Focal Points have contributed with substantive practical and first-hand experience.
Ahead of the meeting, the participants were invited to complete three e-learning modules, dedicated to the OIE presentation, their role as Focal Points for communication, and the OIE Communication Handbook for Veterinary Services.
Thanks to the interactive sessions using an online platform and table exercises, the members of the OIE Communication Unit, represented by the Head of the Unit and the outreach and digital communication managers, engaged the participants during the workshop and refreshed good practices to build adequate risk communication strategies on animal health and welfare.
The seminar participants also benefited from the expertise of two experts coming from partners organisations and representing the strong will to develop One Health collaboration that is one of the focuses of the OIE Communication Unit along with the implementation of the 6th OIE Strategic Plan.
Vicky Houssiere, WHO consultant, provided guidance on the adaptation of scientific information to different audiences and channels, as well as on the management of rumours and fake news. The Messages and communication must be clear, simple and consistent, to generate the trust and attention of the audience. “Define the results you want to achieve, analyse your audience, develop your messages in advance, avoid technical and professional jargons and abbreviations, and share through selected channels” said the speaker. The principles and case studies presented to the audience ensured easy perception of the topic.
Dante Licona, Senior Social Media Officer of the International Federation of Red Cross and Red Crescent Societies (IFRC), provided an outline on digital world, particularly the last figures on the most visited websites, top social platforms, mobile apps, etc. The speaker presented the advantages of the visual content and their variety, that the participants had the chance to experience through practice and application using different online tools.
Based on the OIE pillar of solidarity, some countries presented their communication experiences and shared the different challenges faced with other participants, who had the possibility to learn from them. Just as the communication challenges can be shared among countries, the solutions to them too.
Finally, one section of the agenda was dedicated to the importance of using storytelling techniques to make impactful videos and motivate target audiences to act. Representatives from the European Commission joint electronically this section and were able to participate in the exercise of building stories based on storytelling principles.
‘It was really valuable to interact with a group like this, coming from different structures and cultures, and speaking different languages. It’s always a pleasure to come. I bring back my suitcase full of ideas and enriching contacts,’ mentioned one of the participants from the seminar. The OIE will continue to implement capacity building activities to support its Member Countries communication efforts.
The OIE would like to thank the Government of Montenegro and the European Commission for their significant support in organising this workshop.
