WORLD HEALTH ORGANIZATION
ORGANISATION MONDIALE DE LA SANTE
REGIONAL OFFICE FOR
THE WESTERN PACIFIC
BUREAU R~GIONAL OU PACIFIQUE OCCIDENTAL
REGIONAL COMMITTEE Thirty-eighth session Beijing 8-14 September 1987 Provisional agenda item 23
WPR/RC38/19 25 MAY 1987 ORIGINAL: ENGLISH
WHO'S PUBLIC IMAGE Report by the Regional Director
It is considered that a great effort should be made to promote the public image of WHO, which should assume a more active communications role. This paper sets out various regional and global suggestions for intensifying the promotion of WHO's activities. It proposes a plan of action for promoting WHO's public image through its health development work, focusing particularly on specific events in 1987 and 1988, and seeks to enlist the cooperation of Member States in this effort.
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It is felt in some quarters that WHO has generally been too conservative in publicizing its activities, having usually preferred to let its work be its advocate. In the view of some regions, possibly the Organization is already paying the price for not having been more aggressive and more interested in communicating its achievements and contributions to the world. It is essential for WHO to recognize the need to communicate what it is doing and what it is trying to achieve, thereby enhancing the public's perception of its role. This is of fundamental importance for the strengthening, if not the survival, of the Organization in the current international environment. In the tough media-oriented world of today, where image is allimportant, a change in policy and tactics is required as a way of promoting WHO's policies and programmes. It is felt that a more open policy should be adopted towards health advocacy and the media, based on communicating more effectively the successes and accomplishments of the Organization, with the twofold objective of: (a) increasing the impact of WHO's policies and programmes, including technical cooperation with countries, and (b) ensuring its survival in the face of the present cold economic climate and general hostility to the United Nations. Opportunities need to be exploited much more vigorously than hitherto, with far more sensitivity and sense of timing. Ideally, three aspects should be reflected in any message the Organization delivers: its usefulness for people should be emphasized; its effectiveness in dealing with a problem should be and its image as the scientific authority on health demonstrated; matters should be reinforced. WHO's image at the country level The image of WHO projected by the WHO Representative at country level is considered to be crucial. Because of their daily contacts with nationals, WHO Representatives contribute significantly to the image and reputation people ascribe to WHO in their countries of assignment. It is important therefore that WHO Representatives in particular should be provided with all the necessary information, training and support to play this role effectively. They should be encouraged to use the national media in their country of assignment to enhance WHO's image with the local population; they should be active also in helping to establish an effective distribution network in order to assure a high circulation for WHO's publicity output. On the whole, people in the developing countries are much more aware of the Organization's activities than in the industrialized countries. WHO's presence in the former is much more visible. The problem of its public image therefore is perhaps not as great in the Western Pacific Region as it is perceived to be in other WHO regions. However, this is not a cause for complacency; there is still a need to build up its image wherever possi ble, particularly in a way that will have an impact on the industrialized countries. Some of the
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latter are very important contributors to the regular budget as well as a major source of extrabudgetary funds. Ways must be identified of maintaining WHO constantly in the public eye in these countries. The media is the most important ally that must be won over before an impact can be expected on other audiences. Another view is that priority should be given to reaching the ministers of foreign affairs, then the media and general public, and members of parliament. It is felt that WHO is already doing rather well in reaching scientific groups, medial associations, health departments and donor agencies. It is also important to reach the real policymakers, who are often the financial or planning ministers and the cabinets. Particular attention should be paid to health policymakers since they are crucial in transmitting WHO's messages. Health for all linked to WHO's image Ways of linking WHO self-advocacy with health for all/primary health care advocacy should be explored. Governing bodies have endorsed the strategy proposed by the Organization for the development of health-for-all leadership. The action already taken in this field could be broadened to involve in a more systematic manner the existing networks of collaborating scientists and institutions, as well as to reach influential nationals and institutions outside WHO's traditional sphere of influence. This growing network of potential health-for-all leaders/advocates should also be kept abreast of relevant technical, managerial and scientific developments taking place in health-related fields. It might also be useful to provide these networks with basic facts concerning the Organization. Strengthening the political, economic and managerial capabilities of the ministries of health should also continue to be an essential target of the Organization. · Topics for advocacy As regards what should be publicized, to a great extent the goal of health for all provides a solid unifying theme. Within this overall framework, certain issues should be selected, to become the object of a more intensive campaign. For the industrialized countries, these might include for example smoking, equity in health services, the elderly and youth. In other countries, it might be more advantageous to make maximum use of programmes delivering services as part of primary health care, such as maternal and child health/family planning, expanded programme on immunization, control of diarrhoeal diseases and other specific diseases, essential drugs and the like, which are well understood by the public. A few clear messages oriented towards the public are better than too many. In this way the credibility and visibility of the health-for-all concept is reinforced by each programme and, conversely, the more well-known health for all becomes, the more each programme stands to benefit.
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WHO should also be attentive to controversy and debate in the fields of health policy and technical or development issues and should use these opportunities to participate in the debate and appear to be active or reactive in the eyes of the public. It has been suggested that, if WHO is really serious about improving its public image, it may have to review and modify throughout the Organization the role and functions of the Public Information Office, and strengthen quantitatively and qualitatively the resources allocated to this function. Cooperation of national officials Improving tl1e public image of WHO is a complex task which requires the joint efforts of many people. National information officers in the ministries of health and other departments may prove valuable in this respect. There is also a need for regular contact with the ministers of foreign affairs, who should be fully briefed about WHO's work and activities. In this area the WHO Representatives could make a significant contribution, working through and with the help of public relations officers in the ministries of health. The principle of selectivity in publicizing material is essential and priority could be given to items which highlight the involvement of high-ranking personalities in the work of WHO. It is also possible to use nationals working in WHOsupported programmes to publicize, through personal contacts and mass media at national levels, collaborative activities between Member States and WHO and to focus on successful programmes and other achievements. More emphasis should be placed on relations with the electronic media. A number of countries broadcast brief (30 seconds to 3 minutes) public education "spots" on safety, etc. As such stations are often government-owned, WHO should request the authorities concerned to air and perhaps even produce 'spots' devoted to WHO's activities in the respective countries. Similar possibilities exist as regards radio networks. Since more emphasis seems to be required on both advocacy and image building, it is proposed to use certain upcoming "key" events to boost national health development activities and the health-for~ all strategies based on primary health care, as well as to promote WHO's public image. Such events include the fortieth anniversary of WHO in 1988 (coinciding with the tenth anniversary of the Alma-Ata Conference on Primary Health Care) and the tenth anniversary of the eradication of smallpox this year. Some Member States are already planning various activities for the fortieth anniversary. It may be necessary to mobilize additional resources at all levels for such activities. In spite of the financial difficulties, the Director-General has already taken steps to make some additional resources available at the global level this year, and also in the regular budget for 1988-1989. Similar efforts may be needed to mobilize additional resources for these events at regional and country levels.
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In view of the considerations outlined in this paper, Secretariat wishes to propose for the Committee's consideration endorsement the plan of action for the promotion of WHO's image out below: Proposed Plan of Action for the promotion of WHO's image Note:
the and set
These activities should be considered in conjunction with document WPR/RC38/12 on Communication and health, which addresses the concept of advocacy for health and its role in information work. In view of the opportunity for information activities presented by the celebration of WHO's fortieth anniversary in 1988, it is additionally proposed to combine certain activities related to the anniversary with those related to the question of public image. Update the existing information package describing the structure of WHO and its work in the Western Pacific Region. Produce special feature articles for the mass media on the fundamental role of health in overall global development, highlighting WHO's achievements in the Region over the last four decades. Produce television and radio messages lasting from thirty seconds to three minutes, in social marketing format, stressing the humanitarian role of WHO and outlining important achievements and objectives (to be recorded/dubbed in the major languages of the Region). Produce a video film on Western Pacific Region. selected activities of vJHO in the
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Use notable events (World Health Day, the tenth anniversary of smallpox eradication) for special publicity exercises. Use the highlighting of WHO priority programmes and key developments as publicity mobilizing drives. in mounting Identify successful experiences of countries activities with WHO collaboration, and publicize these in the media throughout the Region. Expand contacts with journalists/broadcasters.
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