Quinn Sandra Crouse, Parmer John, Freimuth Vicki S, Hilyard Karen M, Musa Donald, Kim Kevin H
Maryland Center for Health Equity, School of Public Health, University of Maryland, 2242CC SPH Building #255, College Park, MD 20742-2611, USA.
Biosecur Bioterror. 2013 Jun;11(2):96-106. doi: 10.1089/bsp.2012.0048. Epub 2013 Apr 25.
With the growing recognition of the critical role that risk communication plays in a public health emergency, a number of articles have provided prescriptive best practices to enhance such communication. However, little empirical research has examined perceptions of the quality of communication, the impact of uncertainty on changing communication, use of information sources, and trust in specific government spokespersons. Similarly, although there is significant conceptual focus on trust and communication as important in vaccination intent and acceptance, little research has explored these relationships empirically. We conducted an online survey in late January 2010 with a nationally representative sample (N=2,079) that included Hispanic and African American oversamples. The completion rate was 56%. We found that public health officials were the most trusted spokespersons, with President Obama being the most highly trusted elected official. Demographic variables, including race, accounted for 21% of the variance in trust of the president. Perceptions of the quality of communication were high, including significant understanding of uncertainty and appreciation for officials' openness about evolving information. Other factors that contributed to vaccination acceptance were quality of communication, closely following the news, and confidence in the vaccine because of a role model effect of the Obama daughters' immunizations; these factors significantly increased trust in government actions. Because the challenges of communication often vary over the course of a pandemic, there is a consistent need to pay close attention to both communication content and delivery and prepare public health officials at all levels to be effective communicators.
随着人们越来越认识到风险沟通在突发公共卫生事件中所起的关键作用,许多文章都提供了规范性的最佳做法以加强此类沟通。然而,很少有实证研究考察对沟通质量的看法、不确定性对沟通变化的影响、信息来源的使用以及对特定政府发言人的信任。同样,尽管在疫苗接种意愿和接受度方面,信任和沟通作为重要因素在概念上受到了大量关注,但很少有研究从实证角度探讨这些关系。我们在2010年1月底对一个具有全国代表性的样本(N = 2,079)进行了在线调查,其中包括西班牙裔和非裔美国人的过采样。完成率为56%。我们发现,公共卫生官员是最受信任的发言人,奥巴马总统是最受高度信任的民选官员。包括种族在内的人口统计学变量占对总统信任差异的21%。对沟通质量的看法较高,包括对不确定性有显著理解以及对官员就不断变化的信息保持开放态度表示赞赏。其他有助于疫苗接种接受度的因素包括沟通质量、密切关注新闻以及由于奥巴马女儿接种疫苗的榜样效应而对疫苗有信心;这些因素显著增加了对政府行动的信任。由于在大流行过程中沟通挑战往往各不相同,始终需要密切关注沟通内容和传达方式,并让各级公共卫生官员做好成为有效沟通者的准备。