Sheela Basrur, who died last year from cancer, was Ontario’s Chief Medical Officer of Health but her chief claim to fame came during the 2003 SARS outbreak. At that time Sheela was Toronto’s first medical officer of health for the newly amalgamated GTA. It was her voice we heard day after day on radio and TV. She was calm and knowledgeable and reassuring and the public listened to her every word.
This was in contrast to the official spokespeople who were speaking on behalf of the provincial government. Their messages were confused, contradictory and upsetting. It soon became apparent that it was Sheela Basrur who was if not officially at least tactically in charge of the medical response.
Sheela understood the basics of public speaking. She knew that it was her job to get out in front of the news. Sheela understood the basics of mass communications during a time a crisis which are tell the truth, tell it as often as possible, repeat the message, repeat the message, repeat the message. And do this without every succumbing to fatigue or frustration. Answer every stupid question that you’ve heard 100 times before as if it’s the first time you’ve heard it.
So have we learned these lessons? So far, during the current H1N1 outbreak I’m not so impressed.
Now I realize the deaths this week of two young healthy people has super-fueled the anxiety of families with young children. Line ups at health clinics are hours long. This morning some people began lining up as early as 4:30am for a 10am clinic. Yesterday clinics closed almost as soon as they opened as the lineups were so long. There’s talk of running out of the vaccine. Police have been dispatched to attempt crowd control. For the most part once you do arrive it seems most clinic setups are chaotic at best. And then you get to stand in huge crowds of upset parents, whiny children and old folks who can’t stand for hours in line.
And then we have our provincial government official spokespeople who sound apprehensive, defensive and unsure of what’s going to happen next. Their on-the-air interviews on radio are less than impressive or helpful.
If I was the PR guy on this one I’d collect all of the radio interviews that Sheela Basrur did during the SARS crisis. I’d lock all of the official government spokespeople in a room and play these tapes over and over again until they figured out how she managed to avert a panic by the force of her simple words of reassurance and calm.
Upon the formation of the Ontario Agency for Health Protection and Promotion on March 8, 2008, it was named the Sheela Basrur Centre. The following month she was inducted into the Order of Ontario for public service. She died on June 2, 2008 and the province of Ontario is much the poorer for it.