The effect of spokesperson attribution on public health message sharing during the COVID-19 pandemic.

It is urgent to understand how to effectively communicate public health messages during the COVID-19 pandemic. Previous work has focused on how to formulate messages in terms of style and content, rather than on who should send them. In particular, little is known about the impact of spokesperson selection on message propagation during times of crisis. We report on the effectiveness of different public figures at promoting social distancing among 12,194 respondents from six countries that were severely affected by the COVID-19 pandemic at the time of data collection. Across countries and demographic strata, immunology expert Dr. Anthony Fauci achieved the highest level of respondents' willingness to reshare a call to social distancing, followed by a government spokesperson. Celebrity spokespersons were least effective. The likelihood of message resharing increased with age and when respondents expressed positive sentiments towards the spokesperson. These results contribute to the development of evidence-based knowledge regarding the effectiveness of prominent official and non-official public figures in communicating public health messaging in times of crisis. Our findings serve as a reminder that scientific experts and governments should not underestimate their power to inform and persuade in times of crisis and underscore the crucial importance of selecting the most effective messenger in propagating messages of lifesaving information during a pandemic.

Who Is Listening? Spokesperson Effect on Communicating Social and Physical Distancing Measures During the COVID-19 Pandemic.

Effective communication during a pandemic, such as the current COVID-19 crisis, can save lives. At the present time, social and physical distancing measures are the lead strategy in combating the spread of COVID-19. In this study, a survey was administered to 705 adults from Switzerland about their support and practice of social distancing measures to examine if their responses depended on (1) whether these measures were supported by a government official or an internationally recognized celebrity as a spokesperson, (2) whether this spokesperson was liked, and (3) the respondent's age. We also considered several attitudinal and demographic variables that may influence the degree to which people support and comply with social distancing measures. We found that the government official was more effective in eliciting responses supportive of social distancing, particularly as manifested in the stated current compliance with social distancing measures. The effect was substantially stronger among older respondents, although these respondents expressed a lower risk perception. Although there was a general trend for greater endorsement of the social distancing measures among participants who liked the spokesperson, this was non-significant. In addition, respondents' greater support and compliance was positively associated with (1) higher concern for the current situation, (2) higher concern for the well-being of others, and (3) greater belief that others were practicing social distancing, and negatively with (4) greater self-reported mobility. Current compliance correlated negatively with (5) household size. Since different parts of the population appear to have different perceptions of risk and crisis, our preliminary results suggest that different spokespersons may be needed for different segments of the population, and particularly for younger and older populations. The development of evidence-based knowledge is required to further identify who would be the most effective spokesperson, and in particular to groups with low risk perception and low compliance.