How to communicate when a citizen dies of COVID-19

Yesterday Sierra Leone registered its first COVID-19 death and a family and community lost a father, husband, brother, and friend. 

We are no strangers to death. But that doesn’t mean we are good at talking about it. So when death does come, particularly during a public health crisis there is a potential to generate panic. Therefore, a great deal of thought and planning needs to go into how the death is reported. 

Fear about what to say and how to say it should not cloud the facts or hide our humanity. Citizens need to know their public officials care about them and that their response is coming from a genuine place of concern. 

Here is a resource for public leaders in Sierra Leone tasked with the heavy responsibility of communicating the severity of the pandemic while providing reassurance to reduce panic and fear. Follow this guide to ensure your messaging is measured and balanced in a time of great uncertainty. 

Empathize

When a citizen of Sierra Leone dies every communication from the government should, before ALL else, acknowledge their loss, empathize with the family, and offer words of comfort.

Share verified information about the victim

Explain how they were exposed. If that information is not yet available, let the public know what you are doing to collect the data - as a matter of urgency. IF the victim’s family has been informed and consent, provide information about who the victim was - their name, where they lived and what they did for work/profession. Provide reassurance to their family, community, and those who may have been exposed by explaining what actions you are taking to protect them - and what actions they should take if they think they may have been exposed. 

Call to Action

Explain to the wider public what they should do if they find themselves in a similar situation. In this case - if you have a fever, dry cough, or tiredness, call 117 and report it as early as possible. Do not go to the hospital. If you are ill (with COVID you may not know) traveling to a hospital will put anyone who helps you or sits next to you at risk. 

Reaffirm trust in 117 Emergency Helpline

Talk about how quickly 117 is able to respond, the number of ambulances there are and that medical professionals have been trained to respond.

Share the data that’s guiding your response

Give the public confidence in your response by quoting the numbers, demonstrate your capacity to act and save lives. Be honest about limitations and constraints by stating how you are mitigating them and tell people what action they can take to reduce the burden of the challenges.

Say their name

Identify those individuals who are making extraordinary contributions and going above the call of duty, especially those without big rank and small pay. Say their names. And thank everyone involved, starting with those professions and organizations who are doing the front line work:

• Doctors 

• Nurses

• Health Administrators

• Lab technicians

• Drivers 

• Police

• Army

• Call Center Operators

• Partners critically funding your work or providing technical support in both the public and private sector

Repeat the call to action again and add an optimistic message about what others have done to beat the disease and how we can and we will do the same if we work together. 

Finally, check the tone of voice and choice of words - #SpreadCalmNotFear

All communications should reflect the gravity of the crisis without increasing fear or panic. The public needs to feel informed, confident that the government is in control, and reassured that what can be done, is being done. 

About us

Steph Malyon and Vickie Remoe are communications professionals with 25 years of experience, 13 in Sierra Leone. In response to the urgent need for crisis communications in light of the COVID-19 pandemic, we’ve come together to form a Development & Crisis Communications Advisory to support the private, public, and nonprofit sectors with messaging, engagement, and storytelling. If these tips were helpful do pass them on and if you’re looking for communications support get in touch.