COVID communication response Pharmaceutical Technology

What are some of the biggest miscommunications P&P have noticed during the pandemic?

15th April 2021 

What are some of the biggest miscommunications P&P have noticed during the pandemic? What have been the sources of miscommunication – interviewees, journalists, politicians/the government, etc?

Miscommunication has been rife throughout the pandemic, from advice about how to best conquer the virus, to information and spreading of fake news about vaccinations. 

Much of this has stemmed from government and politicians, from whom there have been contradictory messages from one day to the next. Decisions have been made based on scientific advice, only to be challenged by prominent medical figures who appear to be advising the government. Politicians have been vocal about differing opinions on how and why to lift lockdowns. Advice and decisions have been changed and changed again. For the general public, this has made it increasingly difficult to know who and what to trust. There is increasing frustration with the onslaught of confusing information and guidelines. 

The media have, at times, sensationalised the pandemic, adding fuel to the miscommunication fire. In recent weeks, it has been hard to get away from stories about concerns over blood clots caused by coronavirus vaccines. It is critically important to keep the general public informed about developments, like the blood clot scare; but we need to put things into context. Smoking, obesity, pregnancy, birth control – all come with risks of blood clots. Attention seems to have been solely focused on this story. The general public need to have all of the information – but, perhaps even more importantly, they need all of the context.   

The blood clot incident has also been used for political clout in arguments between leaders across Europe, causing lost confidence in the vaccine, in many places that already have large anti-vaxxer populations. A consortium of confusing, out-of-context and often scary news stories or political choices are leading to doubt and mistrust from populations. 

  • How can scientific communications be improved going forward?

Now, more than ever before, people are interested in, and engaged with, scientific communications. The pandemic has hugely impacted all of our lives and, unsurprisingly, people want to be informed about what is happening. The danger with any communication that focuses on complex topics or situations, is that the information will be confusing or will send mixed messages, which can easily turn audiences off; they can lose interest or become frustrated. That is how misinformation can spread – people will find someone who is explaining the situation in a language they understand, and that is so much easier to believe because it makes sense. 

We are drawn to people who are like us and with whom we have shared experiences and opinions: people we can relate to. If we look just at the UK, there are more than 300 languages spoken in British schools.  It is a hugely diverse nation, and our communication needs to be accessible to everyone. Communication should be tailored for different demographics: background, age, political beliefs, cultural beliefs – to name a few. 

A broadcast aimed at addressing vaccine hesitancy used TV personalities, such as comedians and athletes, from various backgrounds to urge viewers to receive the vaccine. There have always and will always be naysayers, but this is about speaking to the broader population, through people and mediums they can relate to and want to engage with.

If we do not capture people’s attention and deliver this communication clearly, we run the risk of opening ourselves up to the spread of harmful misinformation, which can spread like wildfire on social media. Effective scientific communication has never been more important. 

  • How do we strike a balance between scientific communications being both understandable to average people and factually accurate?

Striking a balance is absolutely critical. The coronavirus pandemic is a labyrinth of complexities that seems to grow more intricate at each and every turn. We cannot and should not oversimplify the situation. The general public need to understand that we are in a hugely complicated and volatile situation; there is no easy-fix solution. Learning about a new disease, how it is transmitted, the symptoms, risk to life, and how to treat and protect people from the disease is a massive undertaking and it is critical that people are made aware of the vast nature of this task and be kept up to date with factually accurate developments. 

Communication must be clear and concise; we should offer an overview of the situation that is easily understandable to the average person and provide further education and information for those who want to learn more. Consistency plays a pivotal role here – governments, scientists and all healthcare stakeholders must be on the same page, working towards an aligned goal under agreed parameters so that we are putting forward a united front against the pandemic. With clarity and consistency, we can help the general public to trust in the factual communication they are receiving. 

Factual scientific accuracy does not have to equate to complex language or jargon. While there are many important facts and pieces of information that need to be conveyed to the wider population, it is critical that this is done so in a language that is understandable and relatable: we must be informative, clear, accessible and consistent.