A Case Report of Media Communication of Campus Tuberculosis Clustering, 2011
Chiu-Mei Chen, Li-Li Ho, Mei-Chen Peng, Shih-Hao Liu
2012 Vol.28 NO.17
Correspondence Author： Chiu-Mei Chen
From the print media surveillance data in recent years, we realized that the trends of news reporting on tuberculosis in campus were increasing year by year. Especially the campus tuberculosis clustering in “School A”, October 2011, drew considerable media attention which demonstrated the media placed much importance on these epidemics. In this report, we used the news surveillance data obtained from Taiwan Centers for Disease Control in analyzing news contains and surveillance data to probe into the direction of media news report, and to modulate government’s communication strategies. Our results showed that in addition to grasp direction of news through news surveillance, the vigilance of senior Spokesperson could help for crisis early warning and initiate crisis management promptly. For epidemics involving multi-level authorities, it would be better to communicate with stakeholders, unify direction of statement, and hold joint press conference if necessary, to control the powering of dominating issues. After continuously communicating with media, the diction of media reports turned into neutral, with less negative news which demonstrated the strategic importance of media communication. A tuberculosis clustering in campus might involve both local and central epidemic prevention and control authorities and education authorities, we recommend that the local authorities in charge of announcement of the epidemic, and take action in vertical and horizontal multi-organization communication beforehand. Moreover, the local authorities should comprehend media culture and use clear vernaculars in communicating with general public and media. Furthermore, it takes unremitting efforts for the government in promoting correct perception of tuberculosis, and alleviating panics of students in campus and general public.