ABSTRACT
IntroductionDespite the importance of national-level public health agencies in times of a pandemic, there is limited comparative understanding of their must-have and forgotten pandemic-related communication topics. MethodsTo fill this gap in the literature, this article presents an analysis of COVID-related communication topics by national-level health agencies in Italy, Sweden, and the United States using the IDEA (Internalization, Distribution, Explanation, Action) model on crisis message framing. The public health agencies included in the study are the Italian National Institute of Health (Istituto Superiore di Sanita;ISS), the Public Health Agency of Sweden (Folkhalsomyndigheten), and the Center for Disease Control and Prevention (CDC) in the US. ResultsBased on these agencies' Twitter posts (n = 856) in the first 3 months of the pandemic, the article reveals a greater attention paid to action oriented (e.g., disease prevention) and explanatory messages (e.g., disease trends) than to distribution (e.g., transmission) and internalizing messages (e.g., risk factors) in all three countries. The study also highlights differences in terms of referrals to other communication channels and communication topics, especially in terms of these agencies' emphasis on individual risk factors (related to the risk of a person suffering from serious COVID-19-related health consequences) and social risk factors (related to the chance of an individual to become infected with COVID-19 because of the social context). DiscussionThe study's findings call for better incorporation of information that is directly relevant to the receivers (internalizing messages) by public health agencies.
ABSTRACT
Communicating during a crisis can be challenging for public agencies as their communication ecology becomes increasingly complex while the need for fast and reliable public communication remains high. Using the lens of communication ecology, this study examines the online communication of national public health agencies during the COVID-19 pandemic in Italy, Sweden, and the United States. Based on content analysis of Twitter data (n = 856) and agency press releases (n = 95), this article investigates two main questions: (1) How, and to what extent, did national public health agencies coordinate their online communication with other agencies and organizations? (2) How was online communication from the agencies diversified in terms of targeting specific organizations and social groups? Our findings indicate that public health agencies relied heavily on internal scientific expertise and predominately coordinated their communication efforts with national government agencies. Furthermore, our analysis reveals that agencies in each country differed in how they diversify information;however, all agencies provided tailored information to at least some organizations and social groups. Across the three countries, information tailored for several vulnerable groups (e.g., pregnant women, people with disabilities, immigrants, and homeless populations) was largely absent, which may contribute to negative consequences for these groups.