Risk communication is a vital part of any risk management strategy but has become even more important in the time of the COVID-19 global health crisis. In recent months, nations across Europe have begun to consider strategies for rolling out vaccines, which is widely seen as the way to overcome high death rates and widespread lockdowns over the course of 2020. In most European nations, vaccinations are not mandatory and thus public willingness to be vaccinated against COVID-19 must be high to achieve lofty goals of reaching herd immunity from the virus. This paper evaluates current communication strategies on vaccine rollouts in several European nations: the UK, France, Germany, Sweden and Switzerland. Following an outline of the history of vaccination issues and unique public vaccine hesitancy profiles in each nation, an overview on current risk communication strategies around the vaccine rollout are offered, focusing on two key areas: (1) communication of the vaccine rollout timeline and 'expectations management', and (2) communication of which groups are to be prioritised for any vaccine. From the findings of the paper, it is recommended that nations aiming to promote high vaccine uptake and avoid trust-destroying events: promote informed consent amongst their citizens; are cautious in optimism and manage expectations appropriately; follow scientific advice to vaccine rollout strategies; disseminate and administer the vaccine using local trusted doctors, GPs and nurses; are open and honest about when people will get a vaccine and uncertainties associated with them.

European lockdown strategies over the winter of 2020 have brought into sharp relief the need for effective strategies to reduce the rate of COVID-19 transmission and lower the rate of hospitalisations and deaths. Understanding exactly how European nations have arrived at this point, and the process by which they have done this, is key to learning constructive lessons for future pandemic risk management. Bringing together experience from across five European nations (the UK, France, Germany, Sweden and Switzerland), this paper outlines what has occurred between September 2020 and mid-January 2021. Our analysis draws out several themes important to understanding the different national risk management approaches adopted, namely: the extent to which lessons were learned or overlooked from the first wave of the pandemic; the relationship between science and policy; the speed and responsiveness of policy decisions; and differing levels of reliance on individual responsibility for safeguarding public health. Subsequently, we recommended that: there is more involvement of decision scientists and risk analysts in COVID-19 decision making, who have largely been absent thus far; the epidemiological science should be followed where possible, but when value judgments are made this should be clearly and transparently communicated; proactive measures avoiding policy delay should be followed to reduce the rate of infection and excess deaths; governments must avoid confusing or inconsistent regional implementation and communication of interventions; rebuilding public trust is key to promoting public compliance and support for COVID-19 health measures; overreliance on individual responsibility as the focus of non-pharmaceutical interventions should be avoided; public compliance with COVID-19 restrictions requires pre-tested simple messages; open and consistent engagement with local leaders and officials should become a mainstay of government efforts to help ensure consistent adoption of nationwide COVID-19 policy measures.

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Objectives: To explore and evaluate the impact of factors including public risk perceptions on COVID-19 protective behaviors across the UK and Germany.Methods: We used survey data collected from a representative sample for Germany and the UK (total N = 1,663) between April and May 2021. Using a Structural Equation Model, we evaluate the role of personal health risk perceptions, official message quality, source of news, age and political orientation on COVID-19 protective behaviors in the context of German and UK risk communication strategies.Results: Personal health risk perceptions had a significant positive influence on protective behaviors. Economic risk perceptions had a negative direct influence on protective behaviors, particularly in Germany, as well as a positive indirect influence. Official message quality, use of official news sources and age had positive impacts on risk perceptions and protective behaviors. Left-wing political orientation was linked to greater likelihood of undertaking protective behaviors.Conclusion: For future pandemics, more attention should be paid to evaluating and conceptualizing different varieties of risk perceptions, risk communication strategies, and demographic variables alongside their impacts on undertaking protective behaviors.