Networking as a Crisis Management Approach to the Cholera Outbreak in Paco and San Andres Bukid in September 1996

Abstract

The study seeks to find out how the use of networking facilitated the successful resolution of the cholera outbreak that occurred in Paco and San Andres Bukid, Manila in September 1996. It describes the control measures undertaken by the agencies concerned and determines how their crisis response involved the use of the networking process. The essential characteristics of the network are described in terms of its participants, their specific roles and functions, the structure of the network, and the channels of communication used. It also examines which of the crisis management principles recommended by noted public relation practitioners and crisis experts were applied by the network participants. Research data are based on focused interviews with key informants who were selected through the use of a referral system. These informants were referred by the top management of their respective organizations on the basis of their technical expertise in their field, their particular role and involvement in the cholera outbreak, and their participation in the formation of a crisis network to address the outbreak. Research findings reveal that the entities which actively participated in the networking process were: the City Government of Manila, the Department of Health, Metropolitan Waterworks and Sewerage System, and Ospital ng Maynila. They had clearly defined roles and functions in the network, which were directed at simultaneously addressing different aspects of the crisis. The networking process was used by these organizations to share information, expertise, physical resources, and decision-making. Communication in the network was mostly done through face-to-face or interpersonal communication, although written and machine-assisted communication was occasionally used. Research data also indicate that the network adhered to some established principles of crisis management. The study concludes that networking facilitated the successful resolution of the cholera crisis by: (1) increasing the accuracy of information; (2) easing and hastening the flow of communication and the delivery of programs; (3) encouraging the maximization of available resources; and ( 4) providing a cross-disciplinary approach to crisis management.