Communicating Through a Pandemic: A Chronicle of Experiences, Lessons Learned, and a Vision for the Future

Description

Outbreaks, epidemics, and pandemics are nothing new. Over the last several decades, we have been through numerous―Zika, Ebola, H1N1. The COVID‐19 pandemic, however, has challenged us like never before. During this time, we have struggled to work remotely, to balance work and children’s school schedules, and to manage finances in the face of lost or furloughed jobs. We have worried about our loved ones getting sick and being able to support themselves, and we have faced the loneliness that comes with social distancing. It has affected us individually and globally―but we have not all experienced this pandemic in exactly the same way. Some communities have been hit harder in terms of sickness and death rates from COVID‐19. Many have felt the economic pressures of the pandemic more acutely. Still others have struggled disproportionately with the mental health impacts. Context has mattered in this pandemic. There is one common thread that runs through everything we have experienced though: the role that communication has played in managing this pandemic. Whether we are talking about communication about the virus and mitigation strategies, communication between friends and family, the urgent crisis resulting in mis- and dis-information, our complex and diffuse media environment, or new workplace communication strategies, communication has been front and center in this pandemic. The role of communication has been integral to the success and failure of our ability to respond and adapt to and begin to recover from this pandemic―as individuals, collectively as communities, and as countries. As a result, issues such as preparedness, misinformation, literacy and comprehension of virus and vaccine science, health equity and mental health have all gained increased awareness during this time. This book unpacks the many and varied roles that communication has played over the course of this pandemic, in order to help public health professionals, marketers and health communicators, and policymakers alike to understand what we have been through, what has worked well, and what we have struggled with. It will help us learn from our experiences, so we communicate through pandemics more successfully in the future. Cover Endorsements Half Title Title Page Copyright Page Dedication Contents Foreword About the Author Notes to the Reader Chapter 1. Introduction—A.K.A. My Pandemic Story The Struggle Has Been Real Getting to the Heart of the Matter COVID Has Amplified EVERYTHING: The Good, the Bad, and the Ugly But, How Are You Really? Context Matters So, What Comes Next? Conclusion Chapter 2. A Brief History of Pandemic Communication Outbreaks. Epidemics. And Pandemics. Oh My! Outbreaks, Defined Epidemics, Defined Pandemics, Defined A Walk Down Pandemic Memory Lane The 1918 Influenza Pandemic The HIV/AIDS Pandemic The 2009 H1N1 Pandemic The 2014-2016 Ebola Pandemic 2015 Zika Virus Pandemic Trends in Pandemic Communication Approaches over the Years Use of Clear Communication Is Paramount Frequent and Consistent Communication Is Key A Robust Set ofTailored Resources That Can Be Used Across Multiple Dissemination Channels Is Needed Conclusion Chapter 3. Dimensions of Crisis and Emergency Response Communication Some Definitions before We Get Started Crisis Communication in the Private Sector Johnson & Johnson Pepsi Co. American Red Cross Kentucky Fried Chicken But Infectious Disease Doesn't Taste Like Chicken A Review of CDC's Crisis and Emergency Risk Communication Framework The Role of Risk in Pandemic Communication Risk Assessment in Today's Context Conclusion Chapter 4. Pandemic Communication in Our Current Media and Communication Environment So What Is a Media and Communication Environment Anyway? Oh, What a "Media" World We Live In The Changing News Landscape The Advent of the Internet and the Evolution of Digital, Social, and Mobile Technologies Mis- and Disinformation and Our Current Communication Environment Information Processing and the Role of Cognitive Bias in Misinformation Dissemination The Role of Digital Algorithms in Mis- and Disinformation Dissemination Conclusion Chapter 5. Phases of Messaging A Little Bit about COVID and the Scientific Process Pre-pandemic Messaging about a New Virus Moving into Quarantine In Quarantine and Stay-At-Home Measures To Wear a Mask or Not Wear a Mask Phased Reopening The Vaccine Roll Out To Wear a Mask or Not Wear a Mask—Redux Delta, Omicron, and Boosters, Oh My! Conclusion Chapter 6. Audience Group Experiences Meet Issouf Mande Meet Darlyne Dagrin Meet Maggie Russell-Ciardi Different Community Experiences in COVID Older Adults Caregivers Parents and Families Schools, Teachers, and Students Essential and Frontline Workers Undocumented Immigrants Farm and Migrant Workers Healthcare Workers Refugees and Those Seeking Asylum People Experiencing Homelessness Justice-involved Individuals (Formerly "Incarcerated Persons") Children, Youth, and Young Adults The LGBTQIA Community Conclusion Chapter 7. Disparities Already Existed—The Pandemic Just Exacerbated Them Meet Branda COVID's Disproportionate Impact We Didn't Get Here by Accident It's Bigger Than COVID, Though The Interplay between Social Conditions and Health—the Role of Social Determinants of Health SDOH and COVID—the Perfect Storm Conclusion Chapter 8. Introducing How Right Now and Other Pandemic Communication Efforts Developing How Right Now Audience Research to Develop the Campaign The Launch of a Campaign and How It Was Implemented So Did the Campaign Work? Other COVID-related Communication Campaigns #AloneTogether Campaign (U.S.), #BacktoSchoolTogether Campaign (U.S.) Stay At Home Campaign (U.K.) The #SafeHands Challenge (Global) "It's Up to You" Campaign (U.S.) #YoMeVacuno Campaign (Chile)- "Mask Up America" Campaign (U.S.) #StopAsianHate Movement (U.S.), Conclusion Chapter 9. Building a Team and a Communication Campaign in the Middle of a Global Pandemic Principles of Team Development and Management Having a Common Purpose, Setting Clear Goals, Communicating Often and Regularly, Respecting Each Other, Saying "Thank You", A Few Final Notes on the Principles of Team Building Building and Leading a Team in a Pandemic Conclusion Chapter 10. Conclusions, Lessons Learned, and a Vision for the Future Lessons Learned Communicating about Health Topics Is Hard Context Matters Investment in Public Health Infrastructure Is Critical Declining Trust, Misinformation, Disinformation, and Digital Literacy Are Big Problems We Need to Have More Compassion and Understanding for One Another Developing a Vision for the Future of Pandemic Communication Articulating My Vision for the Future of Pandemic Communication Reconceptualizing the idea of "surveillance" to include ongoing non-epidemiological data collection Embracing a more nimble, responsive, inclusive, and collaborative pandemic communication "culture" Developing strategies and policies that address the mis- and disinformation crisis Achieving This Vision Conclusion Notes Index