NHS Communication Strategies through Twitter ( X ) during the Covid-19 Pandemic in the UK

Abstract

This study evaluates Twitter engagement and crisis communication strategies, particularly emphasising the National Health Service (NHS) and the Covid-19 epidemic. The study intends to shed light on the NHSUK Twitter account as a crucial medium for spreading lockdown and government announcements during Covid-19. The research opens by noting the exceptional difficulties that public health organisations globally had during the epidemic and the critical role that NHSUK played in informing the public. It examines how the account handled different pandemic phases, including preventive measures, lockdowns, and reopening efforts. The study prepares the ground for analysing user replies and sentiments on Twitter by providing a theoretical framework encompassing crisis communication theories, theoretical approaches to social media analysis, and Risk Communication and Community Engagement (RCCE) model. It digs into the methodology, which includes data processing, sentiment analysis, and Twitter data acquisition. Key findings highlight the wide range of user responses, from thanks for timely information to discussions on governmental decisions and the lack of two-way communication. The research strongly emphasises the value of clear and prompt communication during crises, the necessity of combating false information and the difficulties of balancing optimism and caution while engaging the public. The research report highlights the importance of this study in boosting crisis communication strategy, raising public confidence in sources of health information, and teaching essential lessons for handling future health emergencies. It fills a vacuum in the literature addressing the precise effect of crisis communication on Twitter during medical emergencies, providing advice for practitioners and academics.