Answer to Question #181748 in Management for Lilly

Question

2. Generally, people are sсeptical of the efficacy of vaccines and wary of the side effects. As a CEO, you want to appease peoples’ concerns, mostly that arise from hearsay and unsubstantiated claims which abound on social media. An analysis of the peoples’ concerns was done and the following categories are found:

i. Concerns related to credible information about the vaccine.

ii. Concerns related to emotions about peoples’ suffering that may be caused by possible side effects of the vaccine intake. 

iii. Concerns related to logic about the vaccine results or efficacy.

You are required to write a communication brief (message contents to be decided by you), applying the persuasion principles learned, for each concern. These briefs will be used in developing effective communication campaigns to allay peoples’ fear about the vaccine. Each communication brief should not exceed half page.  

Answer 1

i. Concerns related to credible information about the vaccine.

There are credible sources of information on COVID-related news. Particularly, the World Health Organization is useful for receiving updates on the statistics. National television stations and newspapers are also a credible source because they are reporting to the entire country and have a responsibility to give well-researched information. However, the latter tend to be sensational and must be taken with a pinch of salt. Information obtained from social networks may be credible, depending on the site that posts the information. It is important to always corroborate any information we receive, before retelling or sharing it with someone else.

ii. Concerns related to emotions about peoples’ suffering that may be caused by possible side effects of the vaccine intake.

It has been an emotional rollercoaster for most people as a result of the pandemic. This is in addition to the confusion and apprehension that has clouded most of us with the vaccination rollout. There is so much uncertainty fueled by the cases presented in the media that suggest that the vaccines could either kill or save you. The fears are not unfounded and should not be ignored. We can help ourselves by asking questions and conducting our own research through the credible sources mentioned above. It is also important to sit through therapy so that we have an outlet for the pent-up emotions that accumulate with the more information that we receive. Taking that step may allow us to make informed choices on taking the vaccine. 

iii. Concerns related to logic about the vaccine results or efficacy.

It must be acknowledged that there are some cases that have been announced where side effects such as blood clotting were noted in people who received the COVID-19 vaccine. However, particular attention can be paid to how few these cases are. The vaccine is the best shot towards managing the spread of the epidemic. Therefore, it may help to inform the medical personnel of all pre-existing conditions one has as they are better placed to give advice on suitability of the vaccine such as the percentage of the risk of incompatibility. In case one is still apprehensive, they can keep off the vaccine but still maintain the protective measures such as wearing a mask at all times and keeping their hands clean, until a more sustainable solution is found.