Anat Gesser-Edelsburg1, Yaffa Shir-Raz2, Nathan Walter2, Emilio Mordini3, Dimitris Dimitriou4, James J James5, Manfred S Green1. 1. 1School of Public Health,University of Haifa,Haifa,Israel. 2. 2Department of Communication,University of Haifa,Haifa,Israel. 3. 3Responsible Technology SAS,Paris,France. 4. 4Zadig Communication,Information and Education in Science,Rome,Italy. 5. 5Society for Disaster Medicine and Public Health,Rockville,MD.
Abstract
OBJECTIVE: Recent years have seen advances in theories and models of risk and crisis communication, with a focus on emerging epidemic infection. Nevertheless, information flow remains unilateral in many countries and does not take into account the public's polyvocality and the fact that its opinions and knowledge often "compete" with those of health authorities. This article addresses the challenges organizations face in communicating with the public sphere. METHODS: Our theoretical approach is conceptualized through a framework that focuses on the public sphere and that builds upon existing guidelines and studies in the context of health and pandemics. We examine how health organizations cope with the public's transformation from recipients to an active and vocal entity, ie, how and to what extent health organizations address the public's anxiety and concerns arising in the social media during outbreaks. RESULTS: Although international organizations have aspired to relate to the public as a partner, this article identifies notable gaps. CONCLUSIONS: Organizations must involve the public throughout the crisis and conduct dialogues free of prejudices, paternalism, and preconceptions. Thereby, they can impart precise and updated information reflecting uncertainty and considering cultural differences to build trust and facilitate cooperation with the public sphere.
OBJECTIVE: Recent years have seen advances in theories and models of risk and crisis communication, with a focus on emerging epidemic infection. Nevertheless, information flow remains unilateral in many countries and does not take into account the public's polyvocality and the fact that its opinions and knowledge often "compete" with those of health authorities. This article addresses the challenges organizations face in communicating with the public sphere. METHODS: Our theoretical approach is conceptualized through a framework that focuses on the public sphere and that builds upon existing guidelines and studies in the context of health and pandemics. We examine how health organizations cope with the public's transformation from recipients to an active and vocal entity, ie, how and to what extent health organizations address the public's anxiety and concerns arising in the social media during outbreaks. RESULTS: Although international organizations have aspired to relate to the public as a partner, this article identifies notable gaps. CONCLUSIONS: Organizations must involve the public throughout the crisis and conduct dialogues free of prejudices, paternalism, and preconceptions. Thereby, they can impart precise and updated information reflecting uncertainty and considering cultural differences to build trust and facilitate cooperation with the public sphere.
Entities:
Keywords:
communication framework; emerging infectious disease; outbreak communication; public sphere; risk and crisis communication
Authors: Melissa MacKay; Taylor Colangeli; Abhinand Thaivalappil; Ariana Del Bianco; Jennifer McWhirter; Andrew Papadopoulos Journal: J Community Health Date: 2021-09-13