Risk communication during COVID-19 pandemic in Georgia

Risk communication during COVID-19 pandemic was essential to ensure community engagement. Providing accurate, timely, and reliable information about risks and preventive measures was important to reduce the likelihood of transmission. During COVID-pandemic Georgia developed Risk Communication and Public Engagement Strategy and provided easy-to-understand messages through credible channels to encourage two-way communication. Aim was to promote preparedness by developing a multi-level and multi-faceted communication system to respond emergency. In fact, several communication approaches were used for risk groups, and ethnical minorities. Additionally, stakeholders’ awareness rising was coordinated; relevant legislation was enforced; collection of a behavioral insight data (social listening and surveys) were ensured; system for analyzing misinformation, disinformation, infodemics and public views were developed, including fighting against panic and stress-management. Nonetheless, community engagement was critical for the successful implementation of measures. Given the various governmental activities to protect the public health, it was important regularly monitor the adherence to recommendations. Continuous assessment of new social norms implementation (mask wearing, social distancing, reduction of contacts) were also important. With support of the WHO Country office, Georgia introduced Knowledge-Attitude-Practice studies to identify the adherence to preventive measures and immunization across different groups. Notably, the majority of respondents follow the basic rules for infection prevention. The main preventive measures were implemented by most respondents. Indoor mask wearing and disinfecting hands remained the measures often applied in all risky situation. The attitude of the respondents toward the vaccine was not unconditional but depended on various rational factors. KEY MESSAGES: • Overall, the risk perception and knowledge about preventive strategies play a crucial role in limiting transmission. • It is essential from health authorities to adopt risk communication, community engagement strategies and obtain regular feedback to reduce negative impact of public health emergency.