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Publication - Guidance

Exotic diseases of animals: communications strategy

Published: 17 Oct 2017
Part of:
Farming and rural, Health and social care

This communications strategy is for use in the event of a disease outbreak, whether a major outbreak with widespread disease, or a more limited incident.

30 page PDF


30 page PDF


Exotic diseases of animals: communications strategy
3. Planning Assumptions

30 page PDF


3. Planning Assumptions

3.1 Disease outbreaks can take many forms, so it is necessary to be prepared to respond to a range of possible circumstances. Although the primary aim of the Communications Strategy is to set out structures for managing communications during a disease outbreak in Scotland, it is also designed to deal with:

  • disease being present within UK but outwith Scotland
  • an extended outbreak with multiple Infected Premises ( IPs) across UK
  • concurrent exotic animal diseases that need to be dealt with
  • diseases with zoonotic potential (potential to spread between animals and humans).

3.2 The Communications Strategy must also recognise the environment it will operate in. Communications must take into account:

  • the demand for news 24 hours a day
  • the diverse ways in which people access and share information and the ways in which social media in particular can spread news that may not be entirely accurate
  • news travels more quickly with new /social media and mobile internet access
  • the need for understandable, comprehensive and up-to-date information and;
  • the expectation that Government will respond swiftly and effectively to an exotic notifiable animal disease outbreak
  • the need to tailor media formats to target specific audiences


Email: Frances Hepburn Frances Hepburn

Telephone: Central Enquiries Unit 0300 244 4000