Examining public health risk communication via social media by provincial and local health authorities in Ontario during the COVID-19 pandemic
Abstract
Risk communication campaigns are essential during public health crises to inform the public about ways to mitigate, alleviate and manage potential risks. The purpose of this study was to describe risk communication on social media by Ontarian health authorities amid COVID-19, in addition to examining the strategies that guided their social media use. This was completed through (a) a narrative review of risk communication literature; (b) a qualitative content analysis of select health authority Twitter messaging following three major COVID-19 milestones; and (c) key informant interviews with those coordinating social media responses to COVID-19. Information giving and news updates were the prominent functions of Twitter, while communicating about health equity and misinformation was less prominent. Interviews revealed that staffing, financial resources, and leadership buy-in are key to facilitating risk communication, and there is mixed use of theory and evidence to inform strategies. Recommendations are discussed, including the need for evidence-based, proactive emergency communication plans, and an increased consideration of equity in risk communications.