How Clear Communication Will Rescue Us From Covid

It’s no exaggeration to say we’re entering a hugely significant chapter in our country’s history.

On the back of a year-long pandemic crisis, we’re now in possession of a vaccination which, just maybe, holds the answer to curtailing the amount of deaths and hospital admissions we’ve been appalled by since March.

The roll-out of this immunisation regime makes it the biggest such programme in peacetime history, and, therefore, means it is absolutely imperative that we ‘the public’ are on board with the objective, the process, the expectation and the all-important safety narrative.

At any time, and in any circumstance, it’s a tough ask for a government to seek pretty much total compliance and approval in its latest strategies, but there’s no doubting that while a huge swathe of the population will welcome the vaccine gameplan, there will also be those who need more convincing and cajoling.

After months of mixed messaging, u-turns, disappointing national statistics pertaining to our country’s Covid response, and not to mention some pretty unhelpful behaviours by persons in significant positions of responsibility, only a first rate communications strategy is going to succeed in achieving collective support.

Like any PR campaign or communications delivery designed for a community, employee audience or commercial target, the following are absolutely vital in the efforts to champion the vaccine programme most effectively:

AUTHENTICITY:

We’re a weary mass community, tired of feeling our politicians, celebrities and representatives were preaching one thing, while doing another.

We crave the voice of honesty and decency.

Whether that comes from those who’ve lost loved ones, or those who we respect and are ready to roll up their sleeves, or the medics we’ve come to believe in – we want truth-speakers who articulate with authenticity.

CLARITY:

We’re sick of the u-turns and the mixed messages.

We’re tired of the three-word slogans.

We require crystal clear insight into how this vaccine will work, when we’ll get it, and what it means for us and our loved ones.

TIMING:

Good PR campaigning always acknowledges where timing sits in the concept of the initiative.

When is the recipient meant to act in response to this messaging, but also, when will the recipient see change or a new stage or chapter arising from this activity?

In the case of the vaccine, we expect – and deserve – a true sense of the timeframe in which we will see our lives return closer to a sense of normality, and when and how we’ll know that the rollout has proved effective (enough).

MAXIMUM DISTRIBUTION:

This is not the time for the communication to be rolled out via limited traditional mediums, or for the government to show its affection toward particular broadcasters or publications.

The vaccine messaging needs to reach every generation, every supporter, cynic, critic or ‘Cautious Carrie’.

It will be best achieved in communication across all forms of media, and embedded and reinforced with human narrative shared by those whose role it will be to be delivering the vaccine itself.

This is too important to pick and choose channels in the hope that the right people will understand the urgency.

No-one underestimates the importance of this urgent narrative, nor neglects the significance of there having been some potentially really influential communication via ‘citizen journalists’ using social media to comment on the vaccine’s efficacy over recent weeks.

It means, therefore, that the government has absolutely no time to waste in ensuring this crystal clear strategy begins to be heard, seen and understood in the days and weeks ahead.

Here’s hoping this is one PR campaign that will prove to be a textbook in how to bring your audience with you and achieve a tangible result.