{"id":3081,"date":"2021-07-16T13:11:00","date_gmt":"2021-07-16T13:11:00","guid":{"rendered":"https:\/\/carma.com\/?post_type=tms&p=3081"},"modified":"2024-08-19T07:27:40","modified_gmt":"2024-08-19T07:27:40","slug":"events-vax-unpacked-pr-and-comms-on-the-frontline","status":"publish","type":"tms","link":"https:\/\/carma.com\/fr\/tms\/events-vax-unpacked-pr-and-comms-on-the-frontline\/","title":{"rendered":"Vax Unpacked: PR and Comms on the Frontline"},"content":{"rendered":"\n

A group of leading figures from the PR world gathered to unpack the story behind the data in CARMA\u2019s \u2018Trust in Covid-19 Vaccines\u2019 report, featured in The FT<\/a>,<\/strong> spoken about by The Economist’s Health Editor<\/a><\/strong>, and more besides. The conversation was contextualised with insight from Catherine Hunt,\u00a0Head of Insight and Evaluation at the\u00a0Prime Minister\u2019s Office and Cabinet Office, who provided the inside scoop on the UK Government\u2019s communications strategy during this unprecedented period.<\/p>\n\n\n\n

We were delighted to host an impressive line-up of experts alongside Catherine, including Ishtar Schneider (Edelman), Matthew Hare Scott (Porter Novelli), Sarah Waddington CBE, (Astute.Work), Koray Camg\u00f6z (PRCA), Orla Graham (CARMA) & Richard Bagnall.<\/p>\n\n\n\n

So, what did we learn? And crucially, how can PR and comms professionals take lessons from the vaccine roll-out and apply them to their own campaigns, programmes, and how they\u2019re measured?<\/p>\n\n\n\n

Headlines Matter<\/h2>\n\n\n\n

Digging into our report, <\/strong>Orla Graham, looked closely at news consumption \u2013 reminding us that increasingly opinions are formed based on headlines alone. CARMA\u2019s research showed that emotive headlines (prompted by Government comms) stoked concerns with the public, which was particularly high in Germany and France, in line with negative sentiment from country leaders. The AstraZeneca brand was also often cited, particularly in stories around a lack of efficacy and potential side effects. This, says CARMA\u2019s research, was likely to have fuelled public mistrust of AZ in particular, and directly impacted take up of the drug. At one point during this period, French authorities were not using up to 25 percent of their Astra Zeneca supply, which was instead: \u201csitting in fridges, waiting for people who were simply unwilling to take it.\u201d<\/p>\n\n\n\n

The UK did particularly well, commented Orla, in countering negative narratives through the use of expert spokespeople. Flanking the Prime Minister in press briefings were top scientists and epidemiologists, who became as well-known by the public as political figures, and who were able to answer tricky questions and explain the complex data behind policy decisions.<\/p>\n\n\n\n

Sarah Waddington MBE confirmed the need for both experts and advocates. A good example of this, she says, is where the Government has engaged leaders from communities with low vaccine take up. This has resulted in a halo effect, where those influential figures have been able to educate their communities, driving positive sentiment and boosting trust.<\/p>\n\n\n\n

Learnings:<\/h2>\n\n\n\n