Open AccessMuch ado about flu: A mixed methods study of parental perceptions, trust and information seeking in a pandemic
Author(s) -
King Catherine L.,
Chow Maria Y. K.,
Wiley Kerrie E.,
Leask Julie
Publication year - 2018
Publication title -
influenza and other respiratory viruses
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.743
H-Index - 57
eISSN - 1750-2659
pISSN - 1750-2640
DOI - 10.1111/irv.12547
Subject(s) - pandemic , government (linguistics) , cynicism , information seeking , medicine , public relations , psychology , nursing , family medicine , covid-19 , political science , politics , linguistics , philosophy , disease , pathology , library science , computer science , infectious disease (medical specialty) , law
Background Effective public health messaging is essential in both the planning phase and duration of a pandemic. Objectives This study aimed to gain an understanding of parental information seeking, trusted sources and needs in relation to pandemic influenza A 2009 (pH1N1) to inform future policy planning and resource development. Patients/Methods We conducted a mixed methods study; parents from 16 childcare centres in Sydney, Australia, were surveyed between 16 November and 9 December 2009, and interviews were conducted with participants from six childcare centres between June 2009 and May 2011. Results From 972 surveys distributed, 431 were completed; a response rate of 44%. Most parents (90%) reported that doctors were “trusted a lot” as a source of influenza information, followed by nurses (59%), government (56%) and childcare centres (52%). Less trusted sources included media (7% selected “trusted a lot”), antivaccination groups (6%) and celebrities (1%). Parents identified a range of key search terms for influenza infection and vaccine. From 42 in‐depth interviews, key themes were as follows: “Action trigger,” “In an emergency, think Emergency,” “Fright to hype” and “Dr Google and beyond.” Parents relied heavily on media messages, but cynicism emerged when the pandemic was milder than expected. Parents viewed a range of information sources as trustworthy, including doctors, authoritative hospital or government websites, and childcare centres and schools. Conclusions A user‐centred orientation is vital for pandemic communications including tailored information provision, via trusted sources based on what parents want to know and how they can find it.