Understanding public response: Government communication during the COVID-19 crisis through the eyes of the Swiss public

Abstract

ObjectiveTo analyze the Swiss public perception of COVID-19 communication by the government and its impact on behavior and trust. MethodsA cross-sectional representative online survey was conducted in January 2022 in a sample of 2587 Swiss residents. ResultsOverall the survey showed moderate satisfaction with communication, with relevance rated highly. Perceptions of communication varied across demographics. Also, differences were noted in trust in institutions, risk perception, and attitudes towards public health measures based on perceived communication quality. ConclusionThis study highlights the dynamic nature of public health communication and underscores the significance of continuous adaptation and evaluation of strategies to effectively reach and influence diverse audiences. As misinformation persists, the study underscores the need for informative, empathetic, and honest communication, as well as tailored approaches to build public trust—an essential asset for managing health crises successfully. InnovationThis study provides innovative concrete insights into how governmental communication could be designed more strategically to effectively communicate with the public in contexts characterized by disinformation, emphasizing the role of quality, honest, and empathetic communication in public health messaging.