What is needed to effectively communicate risk during a health crisis? A qualitative study with international experts based on the COVID-19 pandemic

Abstract

ObjectiveTo identify a framework for risk communication during health crises by using the current pandemic as a case study.DesignA qualitative study based on individual interviews.SettingDifferent countries with diverse levels of perceived success on risk communication during the COVID-19 health crisis.ParticipantsInternational experts with experience in health crisis management or risk communication.AnalysisA thematic analysis was performed supported by Atlas.ti.ResultsFour men and six women took part in the study (three from Europe, two from Latin America, two from North America, one from Asia and two from Oceania). Three major themes emerged from the data: (1) institutionalising the communication strategy; (2) defining the problem that needs to be faced; (3) developing an effective communication strategy.ConclusionRisk communication during a health crisis requires preparation of governments and of health teams in order to produce and deliver effective messages as well as to help communities to make informed and healthy decisions. This is particularly relevant for slow disasters, such as COVID-19, as the strategy must innovate to avoid information fatigue of the audience. The findings of this article could inform guidelines to best equip countries for a clear communication strategy for future crises.PROSPERO registration numberCRD42021234443.

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“…The Crisis and Emergency Risk Communication (CERC) model, developed by the Centre for Disease Control (CDC), provides principles for communication during public health crises, emphasizing the need to be the first source of accurate information, ensure credibility and honesty, express empathy and respect, and promote actionable behavior. Overall, the pandemic has highlighted the importance of effective communication strategies tailored to the needs and values of diverse audiences to ensure public understanding, trust, and adherence to preventive measures [49].…”