Much ado about flu: A mixed methods study of parental perceptions, trust and information seeking in a pandemic

BACKGROUND: Effective public health messaging is essential in both the planning phase and duration of a pandemic. OBJECTIVES: This study aimed to gain an understanding of parental information seeking, trusted sources and needs in relation to pandemic influenza A 2009 (pH1N1) to inform future policy planning and resource development. PATIENTS/METHODS: We conducted a mixed methods study; parents from 16 childcare centres in Sydney, Australia, were surveyed between 16 November and 9 December 2009, and interviews were conducted with participants from six childcare centres between June 2009 and May 2011. RESULTS: From 972 surveys distributed, 431 were completed; a response rate of 44%. Most parents (90%) reported that doctors were “trusted a lot” as a source of influenza information, followed by nurses (59%), government (56%) and childcare centres (52%). Less trusted sources included media (7% selected “trusted a lot”), antivaccination groups (6%) and celebrities (1%). Parents identified a range of key search terms for influenza infection and vaccine. From 42 in‐depth interviews, key themes were as follows: “Action trigger,” “In an emergency, think Emergency,” “Fright to hype” and “Dr Google and beyond.” Parents relied heavily on media messages, but cynicism emerged when the pandemic was milder than expected. Parents viewed a range of information sources as trustworthy, including doctors, authoritative hospital or government websites, and childcare centres and schools. CONCLUSIONS: A user‐centred orientation is vital for pandemic communications including tailored information provision, via trusted sources based on what parents want to know and how they can find it.