Role of the Media in the fight against COVID-19 & COVID19 Vaccinations

Media Liaison Committee (MLC) Chairperson Enock Ngoma

By ENOCK NGOMA Media Liaison Committee (MLC) Chairperson

ZAMBIA as a country has one of the most vibrant media in the Southern African region with some of the best journalists. I personally and of course in my capacity as Chairperson of the Media Liaison Committee (MLC), I can safely say that I am very proud of our journalists. This is a blend of the young and veterans like me who execute their duties diligently.

• The manner the media has covered the Covid-19 pandemic from the time it first broke out in Zambia up to now is amazing, even under difficult circumstances.

Let us remember that like any other profession, the media was equally hard hit by Covid-19 but journalists braved the pandemic and continued to give coverage.

• Obviously somebody can argue that there could be issues on coverage of the political arena among journalists but that is a topic for another day because we are here to talk Covid-19.

During the COVID19 pandemic crisis, the media had to employ crisis communication role.

• Readiness : They had to acquire PPEs and research about the virus from credible sources of information eg WHO, Centre for Diseases Control,  Africa Union
• Response : They had to respond quickly and inform people on the COVID19 pandemic situation
• Reassurance : They reassured people
• Recovery : They wrote about the recovery.
• Media coverage has a crucial role in disseminating and advocating public policies and information when emergencies occur and securing the public’s attention, support, and compliance. The emergency of a new infectious disease might lead to confusion and panic if no proper information is made available in good time.
• Most of us here should know that the traditional role of the media is to inform, educate and entertain. During emergencies such as Covid-19, the media goes beyond just informing or educating.

Here the media needs to become innovative to ensure that not only issues of compliance or public support are adequately covered, the media’s goal is to realise that their ultimate role is to help save lives. Their coverage of stories MUST be tailored with a realisation that human life is at stake.

• There are two key issues that we need to bear in mind in the fight against Covid-19 and the Covid-19 vaccination.

So as media are we doing enough in the fight against Covid-19, and what about on vaccination, have we convinced the general public on the need and importance to be vaccinated? When we answer these two questions then we shall be fulfilling the crucial role of the media in helping to save lives. There is no question that Covid-19 is a killer disease. Let the health or medical personnel play their role but as media, we can help save lives if through our messages, the majority of people can be able to prevent themselves from contracting the disease.

Issues such as the omicron variant, the myths surrounding vaccines, the different available vaccines, the five golden rules, etc all need to be explained clearly and repeatedly in a manner that we must be able to increase the uptake of vaccinations against Covid-19 in our nation.

• It is important that the media should be working together with the Ministry of Health and other health authorities, and now the Presidential Advisor on Covid-19 in coming up with appropriate messages, For example messages for pupils and students, marketeers, the literate and illiterate, those in urban areas and in rural areas, etc cannot be the same. These messages should be convincing for these various groups of people to be able to prevent themselves against the pandemic. The majority of people should be able to go for the vaccine.
• This way, we shall be tackling the two questions paused earlier.
• We do not want to see a situation where the word ‘fatigue’ resurfaces as was the case in messages on HIV and AIDS. Certainly the method of forcing people to get vaccinated might not be the best. People should make decisions based on how messages are packaged.
• ENGAGEMENT: Continuous engagement with the media is cardinal so that the media can always be in support of the cause.
• MEDIA SUPPORT: Policy makers, authorities, make yourselves available for information. Do not call for the media only when you yourselves you need them; when the media want to clarify something or they need an interview, you are too busy.
• PUBLIC HEALTH: I understand the current target is to have two million people vaccinated by Christmas day. That to me is attainable but the question that comes to mind is how huge gatherings will be stopped or controlled during the festive season to avoid overcrowding in places (social distancing).
• RESOURCES: From the media point of view, journalists are always ready for challenges. All they need are appropriate tools and resources to go to any part of the country to gather useful information on Covid19 that authorities can use in their efforts to stop the spread.
• The importance of vaccinating against Covid-19 cannot be over-emphasised. We need to protect ourselves as individuals
• and in so doing we shall be protecting the country (Zambia).