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Journal of Public Health Advance Access published online on August 12, 2009
Journal of Public Health, doi:10.1093/pubmed/fdp080
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© The Author 2009, Published by Oxford University Press on behalf of Faculty of Public Health. All rights reserved

Students' attitudes to the communications employed during an outbreak of meningococcal disease in a UK school: a qualitative study


David Taylor-Robinson, Clinical Lecturer in Public Health1
Katy Elders, Locum Consultant in Health Protection2
Beth Milton, Research Fellow3
Hilary Thurston, Consultant in Health Protection2

1 Division of Public Health, School of Population, Community and Behavioural Sciences, University of Liverpool, Liverpool L69 3GB, UK
2 Health Protection, Kirkby, Merseyside L33 7XW, UK
3 Division of Public Health, University of Liverpool, Liverpool L69 3GB, UK


Address correspondence to Dr David Taylor-Robinson, E-mail: dctr{at}liv.ac.uk


  Abstract

Background Following an outbreak of meningococcal disease in a school in the North West of England, the communication methods employed by the Health Protection Agency (HPA) were evaluated in order to explore ways of improving communication with the public.

Methods Qualitative questionnaires were distributed to Year 12 (sixth form) students. The Framework approach was used to analyse the data, which were coded, and emergent themes identified.

Results In the absence of clear communication from official sources, many participants suggested that circulating rumours caused confusion and anxiety in the student population. Rumours were spread through informal networks in person or through text and MSN messaging. It was generally perceived that accurate information in this period would have been useful to allay potentially unfounded anxiety. Most students surveyed reported that they were sufficiently aware of the situation prior to receiving official announcements. The information provided by the HPA through the school was generally perceived as being useful, but it came too late.

Conclusion In outbreak situations, rumours will spread rapidly in the absence of early communication, and this can be a significant cause of anxiety. The use of digital communication strategies should be considered, since they can seed dependable information that will disseminate rapidly through peer groups.

Keywords: communicable diseases, educational settings, public health


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