An Appraisal of Communication Practices Demonstrated by Romanian District Public Health Authorities at the Outbreak of the COVID-19 Pandemic

Abstract

Communication during an ongoing crisis is a challenging task that becomes even more demanding during a public health crisis. Early in the start of the pandemic, global leaders called upon the public to reject infodemics and access official sources. This article focuses on the communicative aspects of health services management, with a particular focus on the communication strategy of the Romanian district public health authorities during the COVID-19 lockdown, as seen on official websites and social networks. The 15 most affected districts were selected, according to the officially reported health cases. The issued press releases and the posts on Facebook pages show an uneven experience on the part of district authorities in dealing with public information campaigns. In addition, the results of the study indicate a lack of sustainable communication approaches as well as the need of professional training and strategy in dealing with the public health crisis. From a communication point of view, a strategic approach on behalf of the public health sector is crucial to enhance the preparedness of appropriate institutions to act during emergencies and to respond to the needs of the media and the public with timely, correct, and meaningful information.

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