Introducing the Pandemic

Communications Workflow for

Experts
Rahul Patri, Global Health Strategies
Sohini Pal, Global Health Strategies
 Should I respond?

Identify your
target audience

Respond
High Impact

Develop key
messages

Moderate/ Respond
Monitor Medium Impact
Determine
dissemination
channels
Do not respond

Low Impact
Monitor
Traditional Social
media media

Do not respond
Stop Go Process Options
Let’s start at the
very beginning…
How to monitor information and
detect misinformation
Spend 15 minutes everyday monitoring any of these:

News WhatsApp Facebook posts

(offline and online) forwards Twitter trends
 Should I respond?

Identify your
target audience

Respond
High Impact

Develop key
messages

Moderate/ Respond
Monitor Medium Impact
Determine
dissemination
channels
Do not respond

Low Impact
Monitor
Traditional Social
media media

Do not respond
Stop Go Process Options
Responding based on potential impact on public trust

LOW IMPACT MEDIUM IMPACT HIGH IMPACT

Little to no public reaction in your Some public reaction in your Serious public reaction in your
state/country state/country state/country

Source does not have high Source enjoys high readership & Source receives a lot of public
influence/reach viewership attention

Story receives no public attention Story receives some public attention Story is plausible and triggers
emotional fear
 Should I respond?

Identify your
target audience

Respond
High Impact

Develop key
messages

Moderate/ Respond
Monitor Medium Impact
Determine
dissemination
channels
Do not respond

Low Impact
Monitor
Traditional Social
media media

Do not respond
Stop Go Process Options
 Should I respond?

Identify your
target audience

Respond
High Impact

Develop key
messages

Moderate/ Respond
Monitor Medium Impact
Determine
dissemination
channels
Do not respond

Low Impact
Monitor
Traditional Social
media media

Do not respond
Stop Go Process Options
 Should I respond?

Identify your
target audience

Respond
High Impact

Develop key
messages

Moderate/ Respond
Monitor Medium Impact
Determine
dissemination
channels
Do not respond

Low Impact

Traditional Social
media media

Do not respond
Stop Go Process Options
 Should I respond?

Identify your
target audience

Respond
High Impact

Develop key
messages

Moderate/ Respond
Monitor Medium Impact
Determine
dissemination
channels
Do not respond

Low Impact
Monitor
Traditional Social
media media

Do not respond
Stop Go Process Options
 Should I respond?

Identify your
target audience

Respond
High Impact

Develop key
messages

Moderate/ Respond
Monitor Medium Impact
Determine
dissemination
channels
Do not respond

Low Impact
Monitor
Traditional Social
media media

Do not respond
Stop Go Process Options
 Should I respond?

Identify your
target audience

Respond
High Impact

Develop key
messages

Moderate/ Respond
Monitor Medium Impact
Determine
dissemination
channels
Do not respond

Low Impact
Monitor
Traditional Social
media media

Do not respond
Stop Go Process Options
 Target audience
Your target audience will vary based on the kind of misinformation

Parents/guardians Religious leaders

Influential community leaders School teachers

Bureaucrats Media

Policymakers

*This tw eet has been developed for the purpose of the present training.
Highlighting value of vaccines through social
media platforms
1. A short piece of
interesting information,
or fact 2. A call to action (CTA)

4. Tw o/three hashtags #

5. A link / im age/
v ideo

3. Tag relevant other

accounts @
 Choosing an appropriate dissemination
channel
Communities Networks/Associations Policymakers/Bureaucrats
Communication Goal

Raise awareness to curb Radio/TV interviews, articles in Journal articles, online TV interviews, op-eds
misinformation vernacular in regional/ local Communities of Practice
newspapers.
Social media

Engage to understand and

Facebook, Twitter and other
reduce prevailing fears and social media
anxieties

Share and promote Facebook, Twitter and other Journal articles, online TV interviews, op-eds
research/findings that social media Communities of Practice
could reduce fear and build
trust
 “Getting communication right is
critical”

“The pandemic is showing our

vulnerabilities when it comes to
vaccines and vaccine hesitancy—and it
Dr. Scott Ratzan raises the matter of how we protect for
City University
of New York future pandemics.”
Acknowledgments
Global Health Strategies
Thank you