Nine Communications Principles to Motivate Covid-19 Vaccinations (and other actions)
How do we address people's fears about the Covid-19 vaccination? A recently produced Guide to Covid-19 Communications shares principles that apply to motivating folks to vaccinate as well as to other communications.
Here are my 9 short-hand tips from this helpful guide. It was produced by my colleagues at the Center for Public Interest Communications at the University of Florida College of Journalism and Communications in partnership with Purpose and the United Nations Verified initiative based on research
#1: "It all starts with trust," says the Guide. What are some of the factors that are driving mistrust of Covid-19 vaccination? Inconsistency and false balance are two factors that cast doubt on vaccination safety - so our biggest challenge is inculcating trust.
#2: "Work within world views, identity and moral values" to foster trust in the Covid-19 vaccination say my colleagues. These are the frameworks for communications that can speak to people where they are.
#3: "Use timing to your advantage" to counter distrust of the Covid-19 vaccination. (NOW is a good time.)
#4: Use the Right Messengers. “… the most trusted source for a particular community is based on understanding that community really, really well and then figuring out all the network connections that lead to a central individual.”
#5: "Make your content concrete, supply a narrative and provide value." Keep stories in the mix, with real concrete steps by allies, to increase acceptance the researchers suggest.
#6: "Recognize that communities have different relationships with vaccinations." Know the communities you are communicating with. “Historically in the African American community concerns about experimentation are founded and symbolized by the Tuskegee Syphilis Study,” points out Sandra Quinn, Ph.D., University of Maryland.
#7: “Change social norms to help gain acceptance,” Identify the influencers in communities who can shift behavior through their example and messaging.
#8: Hope and pride win out over fear and shame in employing emotions to motivate people to vaccinate against Covid-19.
#9: People are more motivated to listen to rumor when they are desperate for information – make sure your messengers have the right motivations and understanding.
Thank you to my colleagues at Center for Public Interest Communications, United Nations Verified initiative and Purpose for this excellent guide.
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