ABSTRACT
The aim of the research was to assess the efficacy of crisis communication management, tools and resulting COVID-19 awareness during the pandemic by the government of Georgia. The key findings were identified via the representative survey covering 1200 respondents: The most frequently used communication channels were social media (Facebook, avg. 6.23) and television (avg. 5.54). Reliable sources were WHO (avg. 5.55) and medical personnel (avg. 5.13). The campaign led by the government was perceived as timely in terms of information dissemination (avg. 4.87), compared to a low grading of preventive measures. Preventive measures were perceived as follows: The actions taken by the government disrupts and limits access to the education system (41.40%); preventive actions lead to economic collapse (33.32%); the actions were evaluated as illogical (25.25%); COVID-19 isn’t real and governments invented the story to intimidate the population (3.3%). Communication failure was linked to the circulation of disinformation. Examples include: COVID-19 affects only risk groups (85.52%); COVID-19 is the same as ordinary flu (42.26%); COVID-19 originated in a lab (19.11%); and asymptomatic patients don’t spread infection (18.11%).
To summarise, communications from the government can generate both positive and negative implications. On the positive side, the massive information distribution can increase the awareness of COVID-19 prevention. On the negative side, wrong strategic messaging may cause low trust and misunderstanding of persuasion. It’s important that the government be aware of effective communication channels that lead to the desired outcomes and develop credibility during crisis communication and beyond.
