Vaccine Communication Tips
Communicating about vaccines can be tricky — but with the right strategies, you can help students, faculty, and staff feel confident about getting COVID-19 vaccines.
Build vaccine confidence through clear communication
General health communication best practices are the also best way to approach messaging about vaccines. Follow these guidelines:
- Be transparent about what we know and don't know. The best way to avoid distracting “U-turns” in health advice (like changing advice on mask use) is to be open and honest when experts just aren't sure about something. So tell your audiences the whole truth based on the best evidence we have.
- Be consistent in all your communications. It's great to talk about COVID-19 vaccines through multiple channels — but it's important to make sure you're presenting consistent messaging across the board. For example, if student ambassadors and college administrators are all communicating about a campus vaccine mandate, make sure their talking points align. If policies outside your control are changing, do your best to keep communications aligned and up to date — and, again, be honest about what you know and what you don't.
- Use plain, everyday language to describe the vaccine development process and the evidence for vaccine safety. College audiences may appreciate detailed info, but nobody likes unnecessary jargon — so skip terms like “adverse vaccine events” and stick to more familiar language like “side effects.”
- Use meaningful statistics to build credibility. Too many numbers can make health information overwhelming — but a couple of carefully chosen statistics can help back up your vaccine messaging. For example, you could highlight results from clinical trials showing that the Pfizer and Moderna vaccines were over 90 percent effective. Just keep in mind that statistics about COVID-19 vaccines are likely to change over time, so always confirm current numbers each time you use them.
- Encourage engagement and shared decision-making. Communicating about vaccines isn't a one-way street — invite people to ask questions, do their own research, and talk with their doctors or college health center staff about their concerns. That way, they'll feel more invested in the process and more confident about getting vaccinated.
- Tailor your messaging. Different campus populations may have different concerns about COVID-19 vaccines — and it's important to thoughtfully address those concerns in your messaging.
- Spread the word through trusted messengers. Keep in mind that your audiences may be more receptive to information about vaccines coming from people they trust, like family, friends, and peers on campus. A student ambassador program can be a great way to share trustworthy information about the COVID-19 vaccines. Learn how to start a student ambassador program.