The language of states' COVID-19 messages: Correlates of positive and negative emotion and health outcomes.

Crisis communication is most effective when it takes into consideration the emotional reactions of those involved. Messages pertaining to pandemic illness such as COVID-19 should thus include the most effective types of words, given the goal of crisis management. This study investigated hypothesized word categories (e.g., reward/risk, focus on present versus past) related to superordinate categories of positive and negative emotional tone in COVID-19 fact sheets from each of the fifty states in the U.S. The relation of six word types to the superordinate categories and a health outcome variable (the rate of deaths per positive virus cases) was also tested. Results indicated that each of the six word types mapped on to either the positive or negative emotion word category. Furthermore, messages that included more reward and uncertainty words were associated with lower deaths per positive virus cases. Implications for future pandemic crisis messages are discussed.