The launch of the UK's National Pandemic Flu Service helpline by the Department of Health on 16 July raises a number of questions. All are reasonable to ask, and all have equally reasonable answers, but the situation does, once again, raise concerns over the way that information is communicated during emergencies – to front line responders, to the public and, perhaps most importantly of all, to and through the media.

When the Department of Health makes its pronouncements, it needs perhaps to think more carefully about how they might be interpreted. Taking time to explain as well as to simply inform may nip any criticism in the bud.

Take for example the first question that will be asked: Why is the National Pandemic Flu Service being launched now, nearly eight weeks after the first cases hit the UK?

The answer is simple. When the first cases hit, the public was given the information and service that was appropriate at that time: a number for a basic information line that forwards them elsewhere for diagnosis and treatment. Up until now, this has been to their GP. From next week on, the new service will enable callers to describe their symptoms, be diagnosed and have any appropriate medication prescribed over the phone. This will relieve the pressure GPs are currently under.

And there has been pressure on GPs, particularly in areas such as London and the Midlands, which have been particularly badly hit. This pressure should have been expected, however, and factored into pandemic planning. It has not been overwhelming, and there is no need for the national service to be activated before it is close to reaching that point, especially when doing so brings with it a £250m bill.

The next criticism that may be aimed at the Department of Health could be that a full-time, director-level lead dedicated to flu preparedness and resilience is only now being appointed. Five weeks after the WHO announced the pandemic, isn't this rather late to be thinking of such things?

Again, the key to understanding the decision is the tipping point. Of course it is not the case that until now no-one considered that such a role would be useful. Rather, until now there has not been enough for the person holding the role to do to warrant making it full-time.

The new position will amalgamate the work that three senior civil servants – Professor Lindsay Davis (national director of pandemic influenza preparedness since April 2006), Ian Dalton (national director for NHS flu resilience since May 2009) and Ron Taylor (national director for social care flu resilience since July 2009) – have been doing already, part-time, in addition to the other duties their roles entail.

Any emergency response works most effectively, not to mention efficiently, when what we are responding to is understood as fully as possible. Taking the time to stand back, assess and consider, and having the courage not to make hasty reactions that might be regretted in hindsight will ensure that efficiency and effectiveness continue as we head into the more challenging months ahead.

We should guard against criticising the Department of Health for keeping its cool and accept that there are good reasons behind decisions we may not immediately understand, even if it might not hurt them to take a little more time to explain.