Evaluating Crisis Communication. A 30-item Checklist for Assessing Performance during COVID-19 and Other Pandemics

Figures & data

Table 1. ACCP (Assessment tool for crisis communication during pandemics) checklist

No.	Questions for assessment	Examples of subtopics
Domain I: Sense making in times of crisis
1.	Did communication professionals practice (social) media monitoring, and if yes how was it set up?	Ongoing monitoring, timeframe, what platforms (Twitter, Facebook, Instagram, TikTok, etc.), methods of online and/or offline monitoring.
2.	To what extent was (social) media monitoring effective in assessing public needs, emotions, rumors, and the authority of the spokespersons involved?	Keywords used, content retrieved, discourse analysis, sharing input within communication team.
3.	To what extent was (social) media monitoring used to define or change communication goals?	Integration of communication efforts, crafting instructions to the public, debunking rumors.
4.	To what extent did (social) media monitoring make a successful contribution to effectively getting in touch with stakeholders?	Message design, interaction with public leaders, healthcare professionals, media, and other stakeholders.
5.	Overall, what can be learned when communication professionals reflect on their sense making during the pandemic?	Overall ability to observe communication needs of stakeholders.
Domain II: Public leadership in times of crisis
6.	Did public leaders interact and take note of the advice of their communication professionals, and what can be learned from this interaction?	Support in preparation, response, and recovery.
7.	Did communication professionals enable public leaders to communicate the broader impacts of a crisis and the urgency of the situation at hand, taking into account cultural aspects and expectations?	Use of media monitoring, convincing storyline, and political setting.
8.	Did communication professionals enable public leaders to convince the public and other stakeholders to comply with public health recommendations, protective measures, and vaccination?	Trustworthiness of messages and taking care of public emotions and responses.
9.	Did communication professionals support public leaders to get in touch with providers of care, professionals, and the affected to express gratitude and support them in their (psychosocial) needs?	Getting in touch with those directly affected and healthcare workers who are involved in crisis management.
10.	Did communication professionals support public leaders in being transparent and anticipating “blame games” and the political aftermath of a pandemic?	Anticipating the political aftermath, before the “hot phase” comes to an end.
11.	Overall, what can be learned when communication professionals reflect on their communicative advice on public leadership during the pandemic?	Position of crisis communication within the broader context of crisis management.
Domain III: Public health professionals and expert voices
12.	Did public health professionals prepare for crisis communication in times of pandemics and how did it differ from their preparations?	Available preparation plans, exercises in advance of a pandemic, learning cycle within the organization.
13.	Did public health professionals manage to convince the public on current policies, and if not how can this be explained?	Position of scientists in public discourse, adoption of public health measures.
14.	Did public health professionals manage to address uncertainty, without their authority being questioned?	Coping with uncertainty.
15.	Did public health professionals make an effort to engage with public health professionals and experts and how was this executed?	Providing information or communicating with and listening to external stakeholders from the health sector.
16.	Did public health organizations and hospitals make an effort to update their employees through internal communication?	Experience with internal communication to all involved in crisis management and whether or not this was satisfying.
17.	Overall, what can be learned when communication professionals reflect on their influence on and collaboration with healthcare professionals and experts?	Overall ability to assist professionals and experts in their communication efforts during a pandemic.
Domain IV: Interaction with stakeholders
18.	Did communication professionals get a relatively quick and thorough overview of stakeholders and their (communicative) needs?	Governmental partners, general practitioners, small and medium-sized businesses, laboratories, hospitals, healthcare workers, unions, trade organizations, etc.
19.	How did communication professionals align their communication efforts with stakeholders?	Alignment of communication with domestic and international policymakers, financial markets, travel industry.
20.	How did communication professionals align their communication with stakeholders they did not know in the pre-crisis phase?	Ability of crisis communication professionals to get in touch with new, upcoming influencers.
21.	How did communication professionals cope with individual stakeholders with a strong, credible, and vocal presence in the public arena?	Crisis communication strategy toward influencers who were involved in public debates on measures.
22.	Overall, what can be learned when communication professionals reflect on the coordination of communication with important stakeholders during the pandemic?	Ability to get in touch with all important stakeholders in times of crisis, to align communication efforts.
Domain V: Instructions to the public
23.	How were instructions balanced between the rational and emotional needs of their audiences?	Balance between alarming tone of voice and frightening the public.
24.	Did instructions include a “call to action”?	Was it clear what public health officials and/or public leaders expected from their audiences?
25.	How were instructions communicated through mass media to the public?	Use of regular media during the entire pandemic phase.
26.	How were instructions communicated online?	Use of websites and blogs, social media platforms, infographics, and other communication tools.
27.	How were instructions communicated to audiences who could not be reached through mass media?	Communicating with lower-income communities, use of role models toward children.
28.	Did all audiences comply with the communicated precautionary measures? If not, what measures were upheld or rejected and how can this be explained?	Social distancing, mouth and face protection, lockdowns, and other possible measures.
29.	Overall, what can be learned about the communication of the instructions that were communicated to the public and stakeholders?	Overview of crisis communication lessons from the beginning to end of the crisis phase.
Final question: Story telling
30.	Could you provide an anecdote to share an important lesson with current or future colleagues, which explains one or more insights you experienced in your role as a member of a crisis communication team?	Use of storytelling as part of the learning process.