Investigating the Communication Strategy During Covid-19 Pandemic: the Ethiopian Public Health Institute in Focus
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Date
2024-06
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Addis Ababa University
Abstract
Communication strategy is a means in which organizations used to communicate their targets so as to facilitate and achieve their long term strategic goal. The study aimed to investigate the communication strategy employed by EPHI during COVID-19 pandemic. Qualitative investigation strategy was applied to conduct the research. Purposive & judgmental sampling design techniques were used to select research participants. 14 research participants were selected and used as sources of primary. Data were collected through key informant interviews, focus group discussion and document analysis. Guided by WHO 2020 COVID-19 communication strategy framework and different communication theories namely crisis communication theory, excellence theory, multimedia approaches, system theory and integrated communication approach, qualitative data were analyzed thematically in accordance with the specific objectives of the study. The study found that combinations of various communication channels with different COVID-19 related messages were utilized by EPHI to reach the public. Printed form of communication channels, mass Medias, online communication platforms, telecommunication based communication channels; mass campaign and press release were the most commonly utilized communication outlets by EPHI in the time of corona virus epidemic. Accordingly, the study found that brochures, billboards, newspapers, posters, leaflets, and printed behavioral change communication tools (BCC) materials were important communication modalities during the pandemic to deliver messages to the public. Broadcasting COVID-19 related information using mass Medias such as TV and radio was also taken as an important communication alternative by EPHI during the pandemic and hence massive information on COVID-19 was disseminated using this platform. The institute also used online communication platforms particularly through official website, Facebook page, twitter page, telegram channel and YouTube to grasp members of the society who are familiar for different social media platforms. EPHI also tried to communicate the public through text messages and cell-phone ring tones. Besides, mass campaign in public spaces via politicians, public figures and opinion leaders was critically employed by EPHI during the pandemic. Through the utilization of these communication channels, better health information managing system, high involvement of stakeholders in the communication efforts, and high Medias consumption were found to be some of the positive outcomes observed during the pandemic. However, misperception and low risk perception, poor communication and information sharing practice and the existence of limited
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communication access in rural parts of the country were found to be the foremost encounters that touch the communication efforts of EPHI during the pandemic. Inaccurate and false information has been circulating in different social media platforms in relation with how the virus originated its cause, its treatment, and its mechanism of spread. Thus, the circulation of misinformation on different media alternatives was a challenge to change the risk behavior of the public. Due to this reason, people tend to not hear, not remember, or misinterpret information the accurate information. Though, the rural community constitute huge portion of the national population, there were too limited access to information during the pandemic. Only few communication channels like Ethiopian radio, FANA and regional radio stations were accessed by the countryside populations. Despite the various challenges that affect the communication strategies of EPHI, the paramount importance to utilizing a combination of communication channels and the importance of innovative communication approaches are found to be important communication lessons learned from COVID-19 communication. The study recommended that EPHI and other concerned bodies should provide information to rural communities based and targeted information distribution strategies.
Keywords: Communication strategy, communication channel, challenges, EPHI, communication lessons, COVID-19
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Keywords
COVID-19, EPHI