Perceptions on the risk communication strategy during the 2013 avian influenza A/H7N9 outbreak in humans in China: a focus group study

Li, Richun; Xie, Ruiqian; Yang, Chong; Frost, Melinda

The high intensity of media coverage about H7N9 in the early stage of the outbreak made the public vigilant and concerned about the situation. One participant said, "At the very beginning when I heard there were H7N9 patients, I did not think too much about it, but later when there were more and more media started reporting about this issue, I started worrying. It reminded me of SARS. It is scary if the situation cannot be controlled …" However, when the media coverage decreased, people interpreted it as a sign of that the outbreak was contained. "I was worried at the beginning; however, recently I noticed that less media report this event, so I think this is not a big deal anymore. It must already be controlled." Li 26 and the participants in this study indicated that mass media were the major channels to receive H7N9 information. Mass media also could be used to disseminate public health recommendations to the population. Internet-based channels, including web portals and social media, were reported as preferences among the young population. Although the Chinese online community's reaction to H7N9 was profound, 27 young participants still urged the government to communicate H7N9 information via social media. Health agencies may consider having an official presence on social media and using it routinely for health information delivery other than in emergencies so as to effectively reach the younger population. Some participants reported they had difficulties in finding information to address their concerns or questions. A stronger two-way communication strategy should be applied. This helps to provide channels for the public to obtain specific information that they are concerned about and avoid misconceptions and rumours.