This crisis management guide, written for the United States Agency for International Development (USAID), intends to provide elements essential to communicating about Avian Influenza (bird flu) if the virus strikes or is spreading locally. It emphasises preparation for this event based on the disciplines of response, control, and decision making, all of which are based on the receipt of timely information and the recognition that there are situations where decision-making must be escalated to higher levels. Crisis Management, as stated here, also may be based on a team approach of honesty, common sense, and a sensitive urgency, eliminating individual decision-making. The document is structured for mobilising teams to provide comfort to various constituencies, prevent rumours, and protect the reputation of the USAID office and staff.

Step 1 explains mobilising the Crisis Communications Team. It provides a chart of whom the communications officer or team may need to contact, their expertise or role, sample responsibilities, the potential national counterpart, and the potential international counterpart.

Step 2 describes conducting a rapid assessment. This chart contains types of issues to be considered and questions to be asked about each in order to gather the information required.

Step 4 outlines the development of a communication action plan including:

1. Determining what types of information will be disseminated;
2. Determining who will deliver that information (e.g., a spokesperson); and
3. Deciding how to follow up on these activities.

The chart that follows these steps contains the processes:

• Identify and Obtain (Goals that can determine action plans);
• Consensus on Communication Goals;
• Identify Target Audiences;
• Identify Priority Channels of Communication;
• Decide on the Messages to be Conveyed; and
• Determine the Materials to be Distributed.

The document includes important points on Avian Flu (AI)communication and lists of already existing communications-related AI materials available.

Step 5 gives a time frame with action steps.