Download Full Guide (PDF): A Communicator’s Guide to COVID-19 Vaccination
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THIS GUIDE IS PRESENTED BY THE IPR BEHAVIORAL INSIGHTS RESEARCH CENTER
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Introduction
Organizations will play an important role in vaccine uptake even if they are not in the healthcare space. Employees and external audiences are increasingly depending on companies to be trusted sources for providing credible information and resources.
The Institute for Public Relations (IPR) has published this in-depth guide outlining research, theories, models, levers, and research-driven recommendations to help ensure effective communication strategies for organizations worldwide.
Along with 17 recommendation-driven key findings, the guide features research from more than 100 studies on topics such as:
–Vaccine hesitancy, vaccine confidence, and determinants for vaccine uptake
–Health literacy
–Understanding audiences (including at-risk, the anti-vaccination community, and marginalized communities)
–The role of trust and disinformation
–Levers and evidence-based principles for application
–Theories and models to consider in a framework
–Guidelines and strategy recommendations
UNESCO has termed this COVID-19 period to be a “disinfodemic,” filled with an over-abundance of information and disinformation. Communicators have to be able to manage a complex issue that can be challenging for many employees and the community, and also has a significant impact on the business.
The guide also features additional research-based recommendations focused on quick tips for integrating information sources and opinion leaders, learning from theories and models, and communicating about the vaccine, including messaging. Finally, the guide contains IPR resources on vaccines, disinformation, and behavioral science, as well as recommended external resources.
TABLE OF CONTENTS
1. EXECUTIVE SUMMARY AND KEY FINDINGS
2. INTRODUCTION
a. Why This Topic is Important
b. Limited Health Literacy
c. Importance of Theories and Models
3. VACCINE HESITANCY AND CONFIDENCE
a. Vaccine Hesitancy
b. The Anti-Vaccination Movement
c. Determinants of Vaccine Uptake
4. UNDERSTANDING AUDIENCES
a. The Role of Influencers
b. At-Risk Populations
c. Health Inequalities
5. TRUST IN INFORMATION
a. The Role of Trust and Mistrust
b. Misinformation and Disinformation
6. LEVERS AND EVIDENCE-BASED PRINCIPLES FOR APPLICATION
a. Optimism Bias
b. Confirmation Bias
c. Inoculation Theory
7. THEORIES AND MODELS TO CONSIDER IN A FRAMEWORK
a. Heuristics
b. Theory of Planned Behavior (TPB)
c. Protection Motivation Theory (PMT)
d. Common Sense Model (CSM)
e. COM-B Model of Behavior
f. Diffusion of Innovations Theory
8. GUIDELINES AND STRATEGY RECOMMENDATIONS
a. Key Guidelines
b. Recommendations About Information Sources (including federal agencies)
c. Recommendations from Theories and Models
d. Recommendations for Communicating About the Vaccine (including Messaging Strategies)
9. CONCLUSION
10. INSTITUTE FOR PUBLIC RELATIONS RESOURCES
11. RECOMMENDED EXTERNAL RESOURCES
12. REFERENCES
Media Contact:
Nikki Kesaris
Communications & Marketing Manager
Institute for Public Relations
Nikki@instituteforpr.org
About the Institute for Public Relations
Founded in 1956, the Institute for Public Relations is an independent, nonprofit foundation dedicated to the science beneath the art of public relations™. IPR creates, curates, and promotes research and initiatives that empower professionals with actionable insights and intelligence they can put to immediate use. IPR predicts and analyzes global factors transforming the profession, and amplifies and engages the profession globally through thought leadership and programming. All research is available free at www.instituteforpr.org and provides the basis for IPR’s professional conferences and events.
All materials copyrighted by the Institute for Public Relations.
