The Paul-Ehrlich-Institut has been continuously developing its communication strategy to promote transparency and trust with valid, evidence-based information and to take effective action against misinformation.
The COVID-19 pandemic presented the world with unprecedented challenges and triggered a veritable infodemic in the communications field.
The public urgently sought answers in an effort to understand the emerging threat of SARS-CoV-2. The need for information was huge, which simultaneously created an ideal environment for the dissemination of disinformation and fake news to the public. In times of uncertainty, people sometimes look for quick, easy answers. That is when disseminators of misinformation are most successful. Social media was used to distribute fake news and the public was presented with conflicting information.
In this context, the Institute faced the challenge of countering false reporting, especially from conspiracy theorist and anti-vaccine circles that are well-connected on social media. The Paul-Ehrlich-Institut provided valid information in order to strengthen the public's confidence in vaccines and regulation and to provide guidance. These efforts also allowed individuals to make an informed vaccination decision.
Highly sophisticated and specific expert knowledge is required for the testing, authorisation and monitoring of side effects of COVID-19 vaccines and therapeutics. Since the interest of the general public in this highly complex matter increased sharply during the pandemic, the Paul-Ehrlich-Institut strategically expanded the information it publishes to include widely understandable formats such as explanatory videos and FAQs. It also provided targeted support of media fact checks. Fake news can only be exposed as such by using reliable information.
A successful strategy to tackle disinformation and fake news requires a combination of scientific integrity, transparent communication, and an active presence on social media.
Carola Lübbing-Raukohl (Head of Media and Public Relations)
The Paul-Ehrlich-Institut further developed its communication landscape by establishing its website, www.pei.de, as a central content hub. The website provided interested members of the public, medical professionals, and the media with scientific information on the research, authorisation, quality, safety, and efficacy of COVID-19 vaccines and therapeutics in line with current scientific knowledge. Additional touchpoints were specifically identified and pursued in order to reach relevant target groups.
Selected social media channels, including X (formerly Twitter), LinkedIn, Instagram, and YouTube, were used to disseminate information to the various segments of the public. A hotline was set up to promote a direct dialogue with the public. The hotline made it possible to clarify questions and concerns directly. Personal contact helped to build trust. Journalists received access to inquiry-specific information from the press office. The Paul-Ehrlich-Institut offered an additional contact point via anfragen@pei.de for interested private and professional individuals. This ensured that relevant information was communicated in a targeted manner to the various stakeholders.
The Paul-Ehrlich-Institut attaches great importance to scientific integrity and freedom from conflicts of interest. The Institute was successful at avoiding making hasty scientific assessments without a valid basis of knowledge. This helped to avoid a distorted perception of the evidence.
The Paul-Ehrlich-Institut's experiences during the COVID-19 pandemic offer important lessons for the future. A thoughtful approach to communication and a strong emphasis on scientific integrity are crucial to effectively counter disinformation and fake news while building public trust. These efforts make an important contribution to successfully managing crises such as the COVID-19 pandemic.