NEW YORK – The Institute for Public Relations (IPR) has published an in-depth guide, “A Communicator’s Guide to COVID-19 Vaccines” outlining research, theories, models, levers, and research-driven recommendations to help ensure effective communication strategies for organizations worldwide.
“Employees and external audiences are increasingly depending on companies to be trusted sources for providing credible information and resources,” said Steve Cody, IPR chair, and founder and CEO of Peppercomm. “Communicators can play a significant role in increasing vaccine uptake through compelling and targeted communication to help end the pandemic. The IPR guide helps communicators do that.”
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
–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.
“Understanding what people know, how they think, their behavioral intentions, and subsequent behavior can help increase vaccine uptake,” said Tina McCorkindale, Ph.D., IPR President and CEO. “This research-driven guide offers a pathway for communicators to reduce uncertainty about the COVID-19 vaccine.”
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.
IPR has also developed a COVID-19 Vaccine Communication Resource page that includes articles and summaries of some of the key studies featured in the guide.
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 professional 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.
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