PR packages include press release writing, distribution via segmented media lists and news agencies, media monitoring and reporting processes.
Over the course of the last several months, the novel coronavirus (COVID-19) has spread rapidly around the world. During global health crises, like the ongoing pandemic, access to accurate information about the virus is of paramount importance for the public at large.
Following the outbreak of COVID-19, which first appeared in China and later affected the entire planet, all eyes turned to the health experts. At times like these, it is crucial that medical experts – especially doctors – communicate with the media effectively so as to provide the public with accurate information. In such scenarios, what are the main factors to be taken into consideration? For the answer to this question, and a number of others, read on.
During health crises like the current epidemic, which threaten to affect society as a whole, the general public must be fully informed by the experts, so as to better protect themselves and the people around them. During such crises, the primary, and most credible, sources of information are medical experts, especially doctors. Following the first appearance of COVID-19 in China in late 2019, millions of people around the world turned to the medical experts to explain the phenomenon and the potential danger it posed to public health.
These days more than ever, the experts should always be on hand to provide the public with their opinions and recommendations – and it’s the media that will give them the platforms they need to get their messages across. For its part, however, the media must ensure that the experts whom it chooses to highlight represent accurate and reliable sources.
At the same time, during an epidemic, when the dissemination of accurate information becomes crucial, experts, too, should never lose sight of their ethical responsibilities. The following are seven basic tips that can be helpful in this regard:
People tend to believe whatever the experts say, especially on matters about which they themselves have limited knowledge. And when it comes to health, medical doctors are typically society’s most trusted figures. In many cases, the fear and panic caused by a virus for which there is no vaccine can adversely affect one’s ability to question certain narratives. With this in mind, experts should effectively – and responsibly – use the power that media affords. This is especially the case during medical crises when society most needs their opinions and recommendations. Experts should also strive to counter disinformation, which can end up damaging their reputation if not guarded against.
At such critical times, the public tends to pay more attention to what doctors and other health professionals are saying. What’s more, the general public tends to heed the advice of doctors and other health professionals. Therefore, when doctors are effective in persuading target audiences to follow certain guidelines, they must be particularly careful to share only accurate information. Remember, the image and reputation of one’s sources will always depend on the accuracy of the information they share.
During crises and other stressful situations, people tend to perceive risk in different ways. Their risk-perception levels generally tend to increase in the face of phenomena outside their control, such as viral pandemics. Therefore, during such crises, society requires guidance, along with access to accurate and well-vetted information. At such times, the experts who address the public through the media must be sure to accurately convey the severity of the crisis, and do their best to avoid hyperbole and exaggeration that will only exacerbate the situation.
Following the detection of coronavirus cases all over the world, some news outlets made certain assertions in the absence of scientific proof. Many of these assertions were later shown to be inaccurate by online platforms that allow internet users to access fully-verified information. In this regard, the most reliable sources of health information pertaining to COVID-19 are health websites run by your respective government and the World Health Organization (WHO) website. Primary sources are generally much more reliable than news articles. Below, you will find several examples of both myth and fact pertaining to the novel coronavirus.
The WHO - Coronavirus disease (COVID-19) advice for the public: Myth busters
https://www.who.int/emergencies/diseases/novel-coronavirus-2019/advice-for-public/myth-busters
Johns Hopkins Medicine - Coronavirus Disease 2019: Myth vs Fact
BBC - Coronavirus: The fake health advice you should ignore
https://www.bbc.com/news/world-51735367
The Africa Report - Top 10 coronavirus fake news items
https://www.theafricareport.com/24698/top-10-coronavirus-fake-news-items
Generating media exposure for respected medical doctors remains of the utmost importance for effective communication, especially during times of crisis like the current epidemic. The success or failure of communication strategies adopted by doctors seeking to inform the public depends not only on the giving of accurate information, but also on where that information is published. If not carefully vetted, the media channels that provide doctors with platforms can end up harming their image or reputation. With this in mind, it is important that doctors use only reputable media channels that rely solely on credible information.
The regular distribution of press releases to media outlets is one of the most effective methods that medical doctors can use to inform the wider public. As digital media becomes increasingly widespread, online press releases will come to play an increasingly vital role in this regard. Within the context of measures adopted to halt the spread of coronavirus, millions of people are now confined to their homes, where they are getting their news mainly from digital platforms. The fact that online news sites now represent the main source of information for people all over the world confirms the power and reach of online press releases. Press releases can also be extremely effective in raising awareness about particular issues among large communities based on popular social media platforms, such as Facebook and Instagram.
Now more than ever, developing viable communication strategies is critical for medical doctors seeking to get their messages across to large audiences. Misleading statements and unsubstantiated claims, which some news outlets rely upon to lure undiscerning readers, can end up irreversibly harming the image and reputation of doctors or other health experts. With a view to avoiding such scenarios, experienced media-relations professionals can provide doctors and health experts with meaningful guidance and consultancy services. Digital PR agencies, such as B2Press, Europe’s first online PR service, can advise doctors on which media platforms to utilize, along with the best communication strategies to adopt for their purposes. In this regard, it is essential that doctors receive professional support when engaging in media-sensitive PR activities, especially at such a critical juncture.
