{"id":3726,"date":"2021-09-07T15:14:00","date_gmt":"2021-09-07T15:14:00","guid":{"rendered":"https:\/\/carma.com\/?post_type=tms&p=3726"},"modified":"2024-01-02T05:25:36","modified_gmt":"2024-01-02T05:25:36","slug":"communications-and-public-policy-in-a-post-truth-world","status":"publish","type":"tms","link":"https:\/\/carma.com\/pt-pt\/tms\/communications-and-public-policy-in-a-post-truth-world\/","title":{"rendered":"Communications and Public Policy in a Post-Truth World"},"content":{"rendered":"\n

The explosion of fake news around COVID-19 vaccines has proven that disinformation and misinformation exists not just in dark corners of the internet and social media, but in the mainstream media as well. In a recent virtual chat organised by the Asia Pacific Association of Communications Directors (APACD), speakers came together on Twitter Spaces to discuss CARMA\u2019s \u2018Trust in COVID-19 Vaccines\u2019 Report<\/span><\/a> and the impact of misinformation on public opinion and trust, providing pragmatic advice for communications in a post-truth world.<\/p>\n\n\n\n

The session featured Andrew Nicholls<\/span><\/a>, Managing Director of CARMA Asia, Lauren Myers-Cavanagh<\/span><\/a>, Global Head of Policy Communications at Twitter, and Rod Cartwright<\/span><\/a>, Principal, Rod Cartwright Consulting and Chair, European Association of Communications Directors, Crisis & Risk Communication Working Group, and was moderated by Arun Sudhaman<\/span><\/a>, CEO & Editor-in-Chief, PRovoke Media.<\/p>\n\n\n\n

Heavy influence of political leaders on public\u2019s willingness to vaccinate<\/h2>\n\n\n\n

Andrew started the discussion by sharing the key findings of the report, amongst which was the strong correlation between statements made by leaders and the public\u2019s trust and willingness to take a vaccination. The report showed that leaders in the UK, US and Asia were consistently positive and factual about vaccination compared to their counterparts in the EU & Brazil.<\/p>\n\n\n\n

Citing examples, French president, Emmanuel Macron, had the highest number of negative quotes and German Chancellor, Angela Merkel, expressed safety concerns on the AstraZeneca jab, which resulted in coverage with emotive headlines.<\/p>\n\n\n\n

Indeed, trends from a YouGov study conducted over the same time period showed that the willingness to vaccinate in France and Germany was much lower than in the UK. Distrust of AstraZeneca specifically was close to 60% in Germany and over 60% in France, while it was below 10% in the UK.<\/p>\n\n\n\n

Establishing clear unity of purpose and message<\/h2>\n\n\n\n

In this context, Rod highlighted the importance for communicators to understand the nuanced difference between crisis communications, which involves mitigating and managing the risks to their own organisations, versus that of emergency risk communications which uses strategic communications to help people understand risks and make informed decisions.<\/p>\n\n\n\n

From a public health perspective, it is all down to influencing human behaviour. To influence human behaviour positively, establishing trust in both the message and the messenger is key. Once you lose that trust, consistency and clarity of message, behavioural loyalty and commitment start to break down irreversibly, as seen in the case of vaccine communications in France and Germany.<\/p>\n\n\n\n

Social media as a means to tackle misinformation and disinformation<\/h2>\n\n\n\n

Commenting on the topic of influencing public perception, Lauren reminded us of the incredible amount of contradictory information and false claims circulating in the public domain and affecting people\u2019s confidence.<\/p>\n\n\n\n

Misinformation can be attributed to poor information hygiene on social media \u2013 people are not vetting the information they read or checking for accuracy before sharing it. Yet when it comes to tackling misinformation and disinformation, social media provides a means for government and commercial sectors to engage directly with the public. It is important that private and public organisations know how to use social media platforms as a space to engage in meaningful dialogue.<\/p>\n\n\n\n

Purpose, permission and priorities<\/h2>\n\n\n\n

For corporate leaders specifically, it is critical to be thoughtful and purposeful in deciding what conversations they engage with. Rod shared the 3Ps \u2013 purpose, permission, priorities \u2013 those communicators need to consider when engaging and communicating on social and public issues.<\/p>\n\n\n\n