Health Communication in Times of Pandemics: A Framework for Increased Community Participation in Infection Prevention

Pandemic communication faces significant challenges due to the dynamic nature of disease outbreaks, societal influences, and evolving communication platforms. Effective non-pharmaceutical interventions (NPIs) depend on robust health communication strategies. This study aims to develop a conceptual model to guide NPIs communication during pandemics, grounded in widely applied risk communication theories.

Using Jabareen's conceptual framework analysis method, this study synthesized interdisciplinary literature from public health, psychology, and risk communication. The method involves mapping data sources and concept categorization and integration. We examined Crisis and Emergency Risk Communication (CERC), the Social Amplification of Risk Framework (SARF), and Social Cognitive Theory (SCT) to develop a comprehensive NPIs communication framework.

The Pandemic Behavioral Prevention Framework delineates pandemic communication into five phases: pre-crisis, initial event, maintenance, resolution, and evaluation. It emphasizes targeting vulnerable populations, addressing trust deficits, and leveraging effective communication channels. Key concepts such as self-efficacy, vicarious learning, and social risk amplification are integrated to enhance public adherence to NPIs.

The framework bridges gaps in pandemic communication by integrating risk and health communication principles, fostering trust, and addressing social determinants of health. It highlights the importance of pre-crisis education and the utilization of social media for targeted messaging.