Developing pandemic communication strategies: Preparation without panic

Abstract

Communication in the media regarding a potential avian influenza epidemic can serve to accurately and effectively inform the public OR misinform and contribute to unnecessary public panic and subsequent undesirable responses. Governments have time to develop communication strategies and specific messages that can effectively convey desired information at different stages of the anticipated pandemic. Effective social marketing incorporates the concepts of formative research, audience segmentation, and consumer focus. Based on the findings from earlier research on public awareness and understanding of bird flu, the collaborators of the project developed evidence-based advertising messages for two primary time-points in pandemic preparation and tested in a series of focus groups; modified them based on the findings; and then re-tested the final campaign. These findings provide important recommendations for the development of future social marketing campaigns in the event of pandemics or other public health crises. Communication in the media regarding a potential avian influenza epidemic can serve to accurately and effectively inform the public OR misinform and contribute to unnecessary public panic and subsequent undesirable responses. Governments have time to develop communication strategies and specific messages that can effectively convey desired information at different stages of the anticipated pandemic. Effective social marketing incorporates the concepts of formative research, audience segmentation, and consumer focus. Based on the findings from earlier research on public awareness and understanding of bird flu, the collaborators of the project developed evidence-based advertising messages for two primary time-points in pandemic preparation and tested in a series of focus groups; modified them based on the findings; and then retested the final campaign. These findings provide important recommendations for the development of future social marketing campaigns in the event of pandemics or other public health crises.

The 2009 H1N1 Influenza Pandemic: The Role of Threat, Coping, and Media Trust on Vaccination Intentions in Canada

“…Despite the importance of the media in providing essential information to the public, it has been suggested that different pressures and motives influence what information is transmitted (Elledge et al, 2008;Jones et al, 2010). In the present study, a majority of individuals believed media reports, but indicated that the media would sensationalize or present contradictory information.…”

“…Transparency about what is known, and that which is not known in relation to viral disease is critical to establish trust in government and media (Larson & Heymann, 2010), whereas distrust is increased by contradictory or missing information and by opposing opinions (Jones, Waters, Holland, Bevins, & Iverson, 2010). When a health threat, such as a novel flu strain appears, medical officials may not have all the answers to communicate to the public.…”

“…The public has frequently expressed distrust regarding the information provided by the media, believing that it tends to overemphasize and sensationalize health risks, whereas government agencies minimize risk in an effort to limit public worry and panic (Elledge et al, 2008;Jones et al, 2010). In view of the ambiguous threat of H1N1 on one side, and the potential mistrust of the government and media on the other, it might not be surprising that a great number of individuals were hesitant to receive the H1N1 vaccine.…”

Implications of fast food restaurant concentration for preschool-aged childhood obesity

“…Social marketing has existed for quite some time, and its uses continue to grow (Brennan & Binney, 2010;Creyer & Ross, 1997;Dann, 2010). When used effectively, social marketing is a powerful tool that can bring about behavioral change for the benefit of individuals, groups, and society as a whole (Jones, Waters, Holland, Bevins, & Iverson, 2010). However, as Wymer (2010) previously notes, the typical (short-lived) social marketing approach to obesity-related problems is to encourage individuals to exercise more or to eat more fruits and vegetables.…”

Appraisals of ambiguous viral health threats

“…For instance, media reports on Avian Flu were found to both quell fears by providing accurate information, but also promoted inappropriate anxiety (Jones, Waters, Holland, Bevins, & Iverson, 2010). Individuals who tend to be wary of uncertain situations may increase or decrease the importance of reported health risks in accordance to the perceived biases they believe public health agencies hold (Fischhoff, 1995).…”