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Developing pandemic communication strategies: Preparation without panic

Author

Listed:
  • Jones, Sandra C.
  • Waters, Louise
  • Holland, Omnia
  • Bevins, John
  • Iverson, Don

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.

Suggested Citation

  • Jones, Sandra C. & Waters, Louise & Holland, Omnia & Bevins, John & Iverson, Don, 2010. "Developing pandemic communication strategies: Preparation without panic," Journal of Business Research, Elsevier, vol. 63(2), pages 126-132, February.
    • Handle: RePEc:eee:jbrese:v:63:y:2010:i:2:p:126-132
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    References listed on IDEAS

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    1. Blanchard, J.C. & Haywood, Y. & Stein, B.D. & Tanielian, T.L. & Stoto, M. & Lurie, N., 2005. "In their own words: Lessons learned from those exposed to anthrax," American Journal of Public Health, American Public Health Association, vol. 95(3), pages 489-495.
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    Cited by:

    1. Dorit Zimand-Sheiner & Ofrit Kol & Smadar Frydman & Shalom Levy, 2021. "To Be (Vaccinated) or Not to Be: The Effect of Media Exposure, Institutional Trust, and Incentives on Attitudes toward COVID-19 Vaccination," IJERPH, MDPI, vol. 18(24), pages 1-14, December.
    2. Marco Benvenuto & Francesco Sambati & Carmine Viola, 2022. "Una survey nazionale per valutare l?efficacia della comunicazione istituzionale nella gestione del Covid-19," MECOSAN, FrancoAngeli Editore, vol. 2022(121), pages 31-56.
    3. Newman, Christopher L. & Howlett, Elizabeth & Burton, Scot, 2014. "Implications of fast food restaurant concentration for preschool-aged childhood obesity," Journal of Business Research, Elsevier, vol. 67(8), pages 1573-1580.
    4. Vijaya Sunder M & Anupama Prashar, 2023. "State and citizen responsiveness in fighting a pandemic crisis: A systems thinking perspective," Systems Research and Behavioral Science, Wiley Blackwell, vol. 40(1), pages 170-193, January.
    5. Kirk, Colleen P. & Rifkin, Laura S., 2020. "I'll trade you diamonds for toilet paper: Consumer reacting, coping and adapting behaviors in the COVID-19 pandemic," Journal of Business Research, Elsevier, vol. 117(C), pages 124-131.
    6. Elena Druică & Fabio Musso & Rodica Ianole-Călin, 2020. "Optimism Bias during the Covid-19 Pandemic: Empirical Evidence from Romania and Italy," Games, MDPI, vol. 11(3), pages 1-15, September.

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