Immunization is one of the most effective medical interventions in the prevention of the disease and represents the easiest and most costeffective investment in health. Although the development of technology, the efforts of the pharmaceutical industry, the development of new vaccines provides better vaccines in terms of greater safety and effectiveness, it should be pointed out that no vaccine is “absolutely effective and safe”, or it will not achieve the immune response in 100% vaccinated, and there are possible side effects and unexpected reactions. Vaccination is often a media issue because previously local, isolated events-side effects and complications of vaccination were accompanied by the media (even internationally) and because there are now numerous and fast communication channels (internet, e-mail, TV, etc.) and less “controlled” and more “commercial media”. Doubt in benefit of vaccination is growing even among health professionals who are expected to provide up-to-date, understandable information, and give information about immunization benefits and potential risks. It is therefore important to be well informed, to be a good source of authoritative, scientific and reasonable advice, to speak openly about the benefits and risks of vaccination so that consumers fully understand both possible outcomes of vaccination. It takes communication skills, particularly in the crisis vaccination. Health professionals are thus faced with a changing attitude toward importance of immunization in the social climate where risk is less tolerated than ever before. Media have contributed to the fact that in this new age of consumerism it is no longer enough to say “We are experts; we know what is good for you, do it.”
Key words: crisis situations, guidelines for communication.
|
