September 26, 2021

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Successful knowledge communication

Successful knowledge communication

  • Joe Roslin

    Professor, Scientific Communicator, SHARE – Center for Quality and Safety in the Health Service, University of Stavanger

  • Safe Healdberg

    Ph.D., Psychologist, SHARE – Center for Quality and Safety in the Health Service, University of Stavanger

The publication’s authors wrote that encouraging health professionals to stay home is more effective than messages from politicians. (Illustrative image)

The Corona pandemic has provided new insights for communicators of knowledge and knowledge.

discussion
This is the topic of discussion. Opinions expressed in the text are at the author’s expense.

The coronary artery pandemic has been a study in health information and science dissemination. It turned out to be a complex exercise.

For infectious diseases, the number of cases of the disease can change rapidly, and social intrusive measures are necessary. Then the population must be involved, and effective knowledge communication at scale is essential.

At the same time, what is being communicated is an advanced health science unknown to most people. Success in such communication is one the art of balance.

“THONC”, five things must be balanced

“T for confidence”

Population behavior is central to a pandemic, and trust is essential. Healthcare professionals and experts have a high rate trust, so using this stuff was smart. Encouraging healthcare professionals to stay at home is more effective than Messages from politicians and patients.

But trust is fragile. An analysis of Canadian TV clips found that when health experts at press conferences looked like bureaucrats and politicians, they lost… credibility.

“H for being human”

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People like to go to school feelings when they take decisionsEpidemiological research has shown that people become more engaged when the message from the authorities is awakened feelings.

But there can be a lot of feelings. Messages on social media about immunizations played out based on guilt for not being vaccinated were taken as a concession and unprofessional.

“Oh for optimism”

An analysis of 17,000 messages on Twitter found that health authorities often described the epidemic negatively.

The voices of celebrities and politicians who spread optimistic messages rose link. Posts with positive feelings increase commitment to government Social media.

“n to narrate”

Information is required to make informed choices. People learn more and become more trusted from factual information.

At the same time engage the narrator More and get more Comments and likes.

“C for Creativity”

It’s a battle to get people’s attention. And if no one listens, what you say won’t help. Thus, healthy professional mass communication must be creative enough to break through – without sacrificing trust and professional content.

The World Health Organization recommends including visual information. Messages in social media during the epidemic such as Embedded video, was published 63 percent more. BUT: Visual Expression and Emotions Verbal message must be supported.

From research to publishing

The videos posted by the health authorities during the pandemic have been highly respected, but so have they Low ratings And I have non-interacting audience.

But it is also believed to be new, such as National Institute of Public Health Movie “The exit from the aura bubble». The movie takes confidence very seriously. It appeals to feelings. He is optimistic but realistic. It conveys facts, but has a verbal narration backed by pictures. She is creative. The movie is THONC.

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But THONC is just a balancing exercise – there is no guarantee that the connection will be successful.

The Corona pandemic has provided new insights for communicators of knowledge and knowledge. The search for publishing is a recent field. But as more is revealed of what works and what doesn’t, we can create an ever better connection of knowledge, science, and research.