Successful knowledge communication

  • Joe Roslin

    Professor, Scientific Communicator, SHARE – Center for Quality and Safety in Health Services, University of Stavanger

  • Safe Heildberg

    Ph.D., Psychologist, SHARE – Center for Quality and Safety in Health Services, University of Stavanger

The publication’s authors wrote that encouraging health professionals to stay home is more effective than messages from politicians. (Illustrative image)

The coronavirus pandemic has provided new insights for knowledge and knowledge carriers.

This is the topic of discussion. Opinions expressed in the text are the responsibility of the author.

Coronary Pandemic has been a study of health information and scientific publication. It turned out to be a complicated exercise.

In the case of infectious diseases, the number of cases can change rapidly, and socially drastic measures are necessary. The population must then be involved, and effective knowledge communication at scale is essential.

At the same time, what is being communicated is an advanced health science unknown to most people. Success in such communication is one the art of balance.

“THONC”, five things that must be in balance

“T for confidence”

Population behavior is central to a pandemic, and trust is essential. Healthcare professionals and experts have a high rate so trust me, so it was smart to use these things. Encouraging healthcare professionals to stay at home is more effective than Messages from politicians and patients.

But trust is fragile. An analysis of Canadian TV clips found that when health experts looked like bureaucrats and politicians at press conferences, they lost… credibility.

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“H for being human”

People like to go to school feelings when they take decisionsEpidemiological research has shown that people become more engaged when the message of the authorities is awakened feelings.

But there can be a lot of feelings. Social media posts about immunizations being practiced based on guilt for not being vaccinated have been interpreted as a concession and unprofessional.

“Oh for optimism”

An analysis of 17,000 Twitter posts found that health authorities often described the epidemic negatively.

And the voices of celebrities and politicians who spread messages of optimism rose in the air cling. Posts with positive emotions increase engagement with the government Social media.


Information is required to make informed choices. People learn more and become more trusted by factual information.

Join at the same time the narrator More and get more Comments and likes.

“C for Creativity”

It’s a struggle to get people’s attention. And if no one listens, what you say won’t help. So healthy professional mass communication must be creative enough to break through – without sacrificing trust and professional content.

The World Health Organization recommends the following: visual information. Social media posts during the pandemic such as: Embedded video63 percent more were posted. A: Visual expression and emotions Verbal message must be supported.

From research to publishing

The videos posted by health authorities during the pandemic are highly respected, but they are Low ratings And I have non-interacting audience.

But it is also believed to be new, such as: National Institute of Public Health Movie “Orabil Exit». The film takes confidence very seriously. It appeals to feelings. He is optimistic but realistic. It conveys facts but has a verbal narration supported by pictures. She is creative. The movie is THONC.

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But THONC is just a balancing act – there is no guarantee that the connection will work.

The coronavirus pandemic has provided new insights for knowledge and knowledge carriers. Research publishing is a recent field. But as we learn more about what works and what doesn’t, we can make a better relationship between knowledge, science, and research.

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