A comparative evaluation of the on-line crisis communication of authorities and independent experts in the course of the COVID-19 pandemic as a basis for improving BfS crisis communication

The project described here investigated crisis communication on social media in relation to the COVID-19 pandemic in Germany and, in the process, compared differences in communication between authorities and independent experts. Ultimately, the aim of this project was to use the results to derive key indications for successful on-line crisis communication for the Federal Office for Radiation Protection. To this end, the following questions were answered:

• What are the features, differences, and commonalities of on-line crisis communication by various authorities and organisations and by independent experts?
• How is their communication perceived and interpreted by its recipients?
• What can authorities and organisations learn from on-line crisis communication by independent experts?

Objective

The aim of Lot 1 was to study social media communication by selected experts and authorities via different channels and how it is perceived by the general public. To this end, the recipients of this communication were also surveyed. Lot 2 focused on crisis communication on Twitter. The aim was to analyse the characteristics of the tweets as well as the distribution and visibility of these. The results of the two lots were used to derive recommendations for on-line crisis communication in the event of a radiological emergency.

Methods

Lots 1 and 2 included a methodical and extensive literature search on the topics of crisis communication, social media (especially Twitter), and COVID-19 in order to identify common analysis methods and as a backdrop to subsequent analysis.

Lot 1 included a qualitative study by means of guided interviews and content analysis of selected social media posts. Lot 2 pursued a quantitative approach and worked with the social media analytics framework. In terms of methodology, the evaluation was carried out by means of quantitative text analysis (including content, sentiment and trend analysis as well as analysis of the most successful tweets) and social network analysis.

Implementation

Lot 1:

The first step was to carry out a systematic literature search. Interviews were then conducted with two different groups of individuals: communicators (9 interviews) and users (30 interviews). The content of all interviews was analysed, and selected social media posts were subjected to qualitative content analysis. These posts were examined with regard to the following dimensions:

• Profile level
• Content level of the post
• Level of post semantics and syntax
• Style level of the post
• Pragmatic level of the post
• Formal level of post
• Context level of the post

Lot 2:

The Twitter analyses began with the selection of 40 Twitter accounts of authorities and experts that attracted attention during the COVID-19 pandemic through their Twitter activity and media exposure. In total, 18 independent experts, 22 authorities, and a number of research institutes were incorporated into the study. The first year of the pandemic – from 1 January 2020 to 15 January 2021 – was selected as the study period. After all tweets (n = 50,100) in the stated period had been compiled, 35,645 COVID-19 tweets were identified using a specially developed filtering technique.

Data acquisition and processing was followed by data analysis. The data was initially described and then analysed using quantitative content analysis, sentiment analysis, trend analysis and social network analysis.

Findings and recommendations

Among other things, the project revealed that the communicators lack clear awareness of their target group. It is particularly surprising that users rarely call for dialogue on social media. Official websites continue to be the contact point for information relating to a crisis. Communication specifically on Twitter is particularly promising if it is formulated in the second person and addresses the severity of the disease (COVID-19), technical information, or social repercussions.

Based on the results, it was possible to obtain key insights into on-line crisis communication for authorities. Among other things, it is advisable for authorities to strive for a broad network and more active communication – even in non-critical periods. This is important in order to inform the population within the context of risk information and to introduce them to radiation protection at an early stage. They should also aim to be capable of moving from continual, high-quality risk communication in non-critical situations to crisis communication in a credible and seamless manner. Finally, all authorities and organisations should regularly review their communication strategies and adapt them if necessary in order to ensure optimum communication with the general public.