從SARS經驗建構重大疫情媒體溝通之標準作業流程

Standardized Operation Process for Communication with Mass Media during Disease Outbreaks: Based on Experiences from SARS

10.6288/TJPH2007-26-03-08

吳宜蓁(Yi-Chen Wu)

SARS ； 風險溝通 ； 標準作業流程 ； SARS ； risk communication ； Standard operation process

台灣公共衛生雜誌

26卷3期（2007 / 06 / 01）

241 - 249

繁體中文

目標：從檢視2003年台灣SARS疫情的媒體溝通機制與報導失誤問題，建構一套未來發生重大疫情的媒體溝通標準作業流程(SOP)，作為政府與媒體皆可遵循的疫情新聞處理準則。方法：首先從二手資料及初步訪談中建立本研究的SOP初步架構，再進行深度訪談法與焦點座談法搜集修正意見。從2004年1月到4月訪談實地參與SARS防疫工作的衛生署官員、醫藥記者或主管及專家學者共19人。結果：根據資料所建構出的重大疫情媒體溝通SOP，包括應變指揮中心、機構發言人、新聞警戒線、媒體監看與新聞更正等重點。新聞警戒線視疫區封鎖情況，分為「媒體拍攝區」、「中央廚房式」及「全面禁止進入」等三層次之採訪準則。新聞更正則可透過與媒體記者與編採部門主管的直接溝通，或引用相關罰則來處理。結論：一、面對疫情危機，政府宜立即建立緊急應變機制及發言人機制；二、媒體應確實遵守三層次之採訪準則；三、對於錯誤報導，政府應直接與記者及其主管連繫要求立即更正。

Objectives: The aim of this study was to create a standardized operation process for Taiwan government communication with mass media during disease outbreaks. After assessing the government-media communication during the 2003 outbreak of Severe Acute Respiratory Syndrome, we built a model with standard information flows. Methods: Our model was developed from a review of the literature and was then modified on the basis of in-depth individual interviews and focus group interviews from January to April 2004. Results: Our proposed standardized operating process consists of three parts: the unified command center and spokesperson; guidance for three-level interviews; and surveillance and corrections of media coverage. Conclusions: First, when facing serious disease outbreaks, government should employ several spokespersons who speak consistently. Second, media reporters should follow the ”three zone rules”-media reporting zone, central kitchen zone (media representative permitted only), and media prohibition zone-to cover the outbreak. Third, in case of inaccurate news coverage, the government should contact the appropriate reporters or chief editors to request immediate correction.

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