To date, there have been approximately 392 million doses of the COVID-19 vaccine distributed worldwide, according to Bloomberg. In the U.S. alone, 111 million doses have been given.
With the biggest vaccination rollout in history underway, there is no doubt that communicators will and should play an integral role in this ongoing campaign.
In today’s insight, we’ll be discussing how communicators can effectively encourage and inspire people to get a COVID-19 vaccination.
Rely on Science and Data to Build Your Messaging
When the time comes to put together an active messaging strategy, it is crucial to avoid opinion-based commentary and statements. Instead, use science and factual data to explain why getting the vaccine is so important.
The Centers for Disease Control and Prevention (CDC) works 24/7 to increase the health security of America and updates its website constantly as new information presents itself. Use reliable resources to make your case, and encourage others to stay informed as the rollout is constantly evolving.
Tailor Your Communication to Specific Audiences
There are various factors that may impact peoples’ perspectives on the vaccine. All of these standpoints depend on demographics, at-risk factors, religion, psychographics, culture, political views, news consumption, geographic locations, and more.
In order to make campaign messaging meaningful, it is necessary to segment target audiences and rethink information appropriately. If messaging is not tailored correctly to different audiences, communication has the opportunity to be ineffective and unsuccessful in its rollout.
If there is one thing that communicators have learned during the pandemic, it is that there are countless unknowns that could evolve at any given moment. With that said, transparency is key. If communication is disbursed that is anything less than transparent, your brand’s reputation and overall trust is on the line.
Be honest about the elements of the vaccine that you do not know. If there are negative aspects or side effects associated with getting the vaccine, relay them in a timely fashion.
While it may seem like getting a COVID-19 vaccination is a no-brainer to some, any type of confirmation bias or omission bias should be eliminated in all forms of communication. Though it can be hard to ignore these unintentional cognitive forces, messages should always counter them.
Whatever you do, never ignore people who have concerns or questions about what getting a COVID-19 vaccination means. The content you post should be reflective of the concerns and questions they are voicing.
It will also be beneficial to actively monitor all social media pages and media coverage, as comments can be directly addressed in real-time.
Thank you for reading our Insight about how to encourage COVID-19 vaccinations as a communicator. Check out our Insights “Communications Checklist During a National Crisis” and “How PR Strategies Help Companies Communicate Through Change” to learn more about effectively communicating during the global pandemic.
Note: This Insight was created by Dylan Manderbach, Maven’s Public Relations Intern.