What started as an isolated outbreak several years ago is now rapidly becoming a situation that could turn into a global crisis. The avian flu virus that has spread from Asia has the potential to turn into a pandemic that could afflict millions
of people.
A global outbreak of avian flu could bring on closed borders, quarantine zones and massive intercontinental medical-aid shipments. The question becomes, how will companies assess the ramifications of the many disruptions that could be caused by an avian flu pandemic? For instance, what will companies do if large numbers of their work force are affected or are so scared by avian flu that they stay at home? How will companies’ products or services – whether or not they have any connection to the poultry industry or food industry – be directly affected by an outbreak or, indirectly, by consumer fear of an outbreak? And how will shareholders and investors react to the ability of corporations to continue to transact business in the wake of a potential pandemic? Admittedly no one has all the answers.
In this issue of Perspectives, we bring you a special issue of Ketchum’s Issues & Crisis Monitor. In it our senior crisis-management counselors and health-communication experts discuss the causes and consequences of avian flu, the public relations and communications challenges of the virus, and the steps companies should take now to prepare for a potential pandemic.
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Ray Kotcher
Senior Partner and Chief Executive Officer, Ketchum