Elizabeth Johnson Avery

Contextual and Audience Moderators of Channel Selection and Message Reception of Public Health Information in Routine and Crisis Situations

A richer understanding of audience channel selection and message reception during routine and crisis situations through receiver-oriented research offers great promise to extend situational theorys predictive utility. Key variables of situational theory, including involvement, constraint, and problem recognition in information seeking and processing may be moderated by broader demographic and contextual factors in consumption of health information. Thus, situational theory frames this analysis of channels most important for public use in routine and crisis contexts in health information seeking, differences in preferences between contexts, and the criteria publics apply when evaluating the quality of health information. Results of a national random telephone survey (n = 400) indicate a need for more receiver-based studies in public relations, as involvement and demographics played key moderating roles in channel preferences. Use of several channels including radio, magazine, and television differed between crisis and routine contexts for health information consumers. In both crisis and routine contexts, those with high health involvement were more likely to use active media channels such as newspapers and magazines. Perceived accuracy is also revealed as a key criterion in evaluating the quality of health information consumers receive.

Health Journalists and Three Levels of Public Information: Issue and Agenda Disparities?

This is a 2-phase study of the sources of information health journalists use and rely upon for writing health news stories. The 1st phase of the study includes both depth interviews and an online survey with 188 health journalists. Phase 2 of the study extends the findings from Phase 1, with particular attention paid to the roles of public health information officers at 3 government levels: local, state, and federal. Results from this study suggest that a monolithic, “1-size-fits-all” media relations model for public information officers is not adequate in the current health news environment. Findings explore differences in perceptions of the value of public information sources at 3 levels and suggest that some bureaucratic inefficiencies may interfere with more effective source/subsidy–provider relationships.

Anticipating or Precipitating Crisis? Health Agencies May Not be Heeding Best Practice Advice in Avian Flu Press Releases

Precrisis information disseminated by public health information officers (PIOs) will play a critical role in preparing and safeguarding publics amidst a possible avian flu pandemic. This article analyzes avian flu press releases issued by leading health agencies, the Centers for Disease Control and Prevention, the National Institutes of Health, the Department of Health and Human Services and the World Health Organization, to reveal their purposes and the nature of organizational response constructed therein. Results of this analysis indicate important considerations for practitioners may not manifest in the press releases they issued: The threat was not localized; outlets for publics to contact for more information were not always present, and there was inconsistency in how avian flu was referenced. There was a steady increase in the volume of releases since 2004, and PIOs generally seemed to recognize the importance of partnerships and timeliness in pandemic preparedness. Examining the possible pandemic flu situation may yield a more thorough understanding of audience psychology and behavior during health crises as well as enhance the salience of crisis communication models for public health emergencies when public safety is of utmost concern.

FROM HAVE NOTS TO WATCH DOGS

Senior citizens are often positioned as ‘have nots’ in the digital age, but internet use among older Americans ranges from 68 per cent among those just entering their senior years to 17 per cent of those age 75+. About 70 per cent of online seniors report using the internet for health information. This study uses grounded theory to explore online health communication among older Americans. Open-ended survey responses from 357 internet users age 55+ were analyzed. Selective coding categories were: empowerment, personal and professional communities, and watchdogs and peer assumptions. These themes are discussed in the context of health communication literature with suggestions for future research.

Reputation Repair at the Expense of Providing Instructing and Adjusting Information Following Crises

Quantitative content analysis of 51 articles published in crisis communication literature in public relations indicates both a prevalent focus on image restoration or reputation management in the crisis responses analyzed in more than 18 years of research and a relative neglect of instructing and adjusting information in subsequent recommendations. This research makes insightful crisis response recommendations regarding consideration of organizational type involved in a crisis (government, corporation, or individual) and targeting active publics when selecting crisis responses.

The Role of Gender and Message Strategy in the Perception of Advocacy Advertising

Abstract This study investigates how gender factors and message strategy play a role in the evaluation of advocacy advertising. The results of an experiment (n=245) revealed that womens behavioral intention is enhanced more through a transformational message strategy (emotionally oriented messages) than an informational message strategy. However, inverse effects emerged for men; an informational message strategy was more effective to enhance behavioral intention. This finding indicates females might process self-efficacy and behavioral intention emotionally rather than rationally. Conversely, males may process self-efficacy and behavioral intention rationally. Gender differences also emerged with respect to perceived consumer effectiveness, and message strategy significantly predicted self-efficacy. Interestingly, there were no effects of gender or message strategy in the evaluation of the advertiser.

Political Advertising and the Older Electorate

An experimental study involving samples of young and old voters examines whether older people are more susceptible to various types of political advertisements (positive versus negative and ambiguous versus clear) than are their younger counterparts. Our results extend research from cognitive psychology into political advertising and confirm age-related differences that favor younger people. The results are mixed regarding the persuasive impact of political advertisements. Specifically, younger people actually show greater attitudinal vulnerability and the oldest voters show the greatest behavioral vulnerability.

Preventable Disease Practices Among a Lower SES, Multicultural, Nonurban, U.S. Community: The Roles of Vaccination Efficacy and Personal Constraints

In spite of knowledge that early vaccination against contagious diseases such as swine flu reduces morbidity and contains contagion, rates of vaccination in the most recent three annual disease cycles were lower than anticipated. Some previous research suggests that lower socioeconomic status, mixed-racial population composition, and a nonurban environment may all contribute to lower vaccination rates. This study adopts the health belief model to create two composite indexes—vaccine efficacy and personal constraints—to analyze the role of each in predicting vaccination behavior/intention and to explore the role of each on behavior/intention in terms of information sources. Findings indicate that vaccine efficacy significantly predicts vaccination behavior and intention to receive the vaccine and that personal constraints do not significantly predict either. Social media and a notification from a school or employer were the most important information sources for persons who had received the vaccine, while signage in a pharmacy or grocery store and information from a school or employer were the most important motivators for behavioral intentions. Vaccination efficacy was perceived most highly by persons for whom physicians are their most important information source. Finally, satisfaction with public health care services did not predict the location where individuals would seek the flu vaccine—convenience seemed more important, as grocery and drug stores were the most cited locations.

Planning Makes (Closer to) Perfect: Exploring United States’ Local Government Officials’ Evaluations of Crisis Management

How a government responds to, manages, and communicates about crisis has direct implications for public well‐being and ultimately shapes public opinion about local governments and government officials. Yet, little is known about crisis preparation, especially that of local governments. Local governments are involved in managing any crisis situation that affects their communities, regardless of the responsible organization or nature of the crisis. This study surveys local government officials (N = 307) in 44 states across the United States who manage crisis communication to reveal unique considerations of planning, magnitude and citizen satisfaction on crisis management. Novel findings are revealed with respect to each variable to direct future crisis research, particularly that informing the precrisis stage.

Effects of crisis efficacy on intentions to follow directives during crisis

ABSTRACT Self-efficacy has consistently been a useful predictor of behavioral intentions as a construct in many theories; yet, its role in audience adherence to instructing information during crisis is relatively unexplored. A national survey (N = 454) examines self-efficacy in public response to crisis directives and develops the concept of crisis efficacy as an important area for future research. In three crisis contexts (food-borne illness, weather emergency, and public health disease threat), crisis efficacy, along with several demographics, significantly predicted public response to instructing information. Crisis efficacy emerges as a construct with great potential to inform message design in crisis communication.