This post was originally published by Granicus.
With vaccines gradually making their way across the U.S., and misinformation continuing to run rampant, Granicus wanted to better understand how federal, state and local governments are engaging with communities to aid in vaccine rollout.
To get a snapshot of the current state of vaccine communications from government agencies across the country, we examined 199 million vaccine-related messages across nearly 450 govDelivery customers sent between December 1, 2020 and February 8, 2021. Tracking and analyzing these government communications, we uncovered a series of patterns related to communications volume and type that outline key areas of opportunity for leaders at all levels of government.
Most notably, we found that citizen engagement rates are higher than ever when it comes to vaccination. The average vaccine-related email open rate has reached 27.26%, more than four times the industry average. This unprecedented demand for information puts the pressure on governments to get their communities the information they need to support smooth vaccine distribution.
Taking an even closer look at the types of information communicated – and which specific types of comms get the most traction – we found a clear preference for action- and detail-oriented messaging.
With unparalleled levels of engagement, it’s clear that citizens—regardless of their position in line for the vaccine—are craving information from local leaders.
While there’s a clear desire for more vaccine information from all levels of governments, not all bulletins are created equal. In our research, we identified three key attributes that maximize citizen engagement: urgency, focus, and attribution.
“Governments today are faced with the most pressing and complex communications challenge of our lifetime. Educating as many people as possible about the vaccine—the risks, the benefits and how to get one—is critical to expediting the vaccine rollout and, ultimately, the return to normalcy,” said Susan Ganeshan, CMO at Granicus. “While no government agency has navigated a vaccination campaign of this magnitude, every one of them is working towards a common goal. Leaning on one another to better understand which strategies are working, and which are not, will only accelerate inoculations and maximize the health and safety of our communities.”
For more information about our research methodology, please reach out to firstname.lastname@example.org. To learn more about how Granicus can help maximize vaccine rollout adoption and efficacy with its Vaccine Communication Toolkit, see here.