The Impact of the Digital Divide on Health Communication: Strategies for PR Practitioners

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The Impact of the Digital Divide on Health Communication: Strategies for PR Practitioners

Abstract

The digital divide in accessing digital resources such as the Internet is a big challenge facing public health communication, especially in reaching underserved populations. While this is increasingly dependent on digital resources overtly, a section of the population still needs access, thereby promoting disparities in the distribution and uptake of health information. This paper discusses how this digital divide has implications for public relations professionals responsible for communicating with vast and varied populations through its impact on health communication. This paper will review the literature on the constraints created by digital inequity and outline some practical suggestions on how PR practitioners might work to overcome them. These include multichannel strategies in communication, furthering digital literacy, and emphasizing outreach effort access. This paper, therefore, attempts to arm PR practitioners with methods that will help them overcome the barriers brought about by the digital divide to promote health equity and more inclusive public health communication.

Keywords: digital divide, public health communication, underserved populations, PR practitioners, digital literacy.

Introduction:

Modern technology advancements have transformed communication, enabling unprecedented access to information via digital platforms. It has increasingly become one of the channels for disseminating health information, considering how government bodies, healthcare providers, and their PR practitioners use digital channels to broadcast messages to the mass public. However, large numbers of the population are excluded from these digital developments- a phenomenon otherwise known as the "digital divide." This creates significant barriers to equal health communication because people who cannot access the Internet or the skills to use it often do not get information about their health.

This digital gap has divided those with dependable access to digital communication and those without. The most impacted populations include low-income residents, rural residents, elderly populations, and people with disabilities. This unequal access to digital communication further promotes health disparity because those with digital access are more likely to have information about preventive care, public health advisories, and the availability of health services in a timely matter. The so-called digital divide thus challenges PR practitioners specializing in healthcare to devise effective communication strategies for diverse audiences.

Importance of the Topic:

There are reasons why this topic is essential and should be considered. Firstly, access to health information is very significant in public health. The right to health information supports people in making proper decisions about their well-being. Health communication involves preventing disease, promoting health, and managing chronic conditions based on accessible and correct information. However, when such information is barred by digital barriers within a population, a disadvantage is created for the latter and is mainly related to adverse health consequences. For instance, in the wake of the COVID-19 pandemic, digital platforms have become a prime means of distributing health guidelines on vaccination and prevention measures. However, many without access to digital did struggle often enough to get the information they needed, sometimes finding themselves susceptible to misinformation or a lack of understanding of critical health practices.

As healthcare communication increasingly shifts to digital formats, this digital divide has a compounding impact on health equity. Health equity defines a condition in which everyone has an equal opportunity to obtain the highest possible standard of health. Health equity arises from the systemic exclusion of vulnerable populations from digital resources. It can be shown that the digital divide takes a more significant toll on marginalized subpopulations, including ethnic minorities, persons with disabilities, and socioeconomically disadvantaged groups. Thus, the general health inequalities within these groups may be further increased when access to digital health information does not exist. In this sense, the PR practitioner becomes an essential agent in identifying those inequities and establishing communication strategies to bridge the gap and ensure all individuals have access to health information.

The professional of PR has a vital role in health communication, with an increasingly broader dimension in the age of digital media, which is an essential tool in communication. That is not all; the PR practitioner needs to transmit information to the people; this should be accompanied by venturing into the community and establishing a relationship of trust that would activate the people toward behavior that promotes health. Digitally reaching an audience with digitally disconnected people does call for strategic thinking and adaptability. PR professionals must balance these digital channels with other alternative non-digital forms of communication, such as print media, radio, and community-based outreach. The digital divide, therefore, impacts PR strategies first-hand and hits the capacity of professionals to undertake their role inclusively.

Definition and Background:

The digital divide has conventionally been defined as an inequality within the distribution of digital resources, such as access to the Internet and related digital literacy across various sections of society. It has become one of the most significant inequalities in hindering the search for timely, accurate health information by some persons and groups in health communication. For example, most rural settings have minimal broadband infrastructure, limiting internet access (Saeed & Masters, 2021). Internet might lack financial resources for subscriptions and devices either way, while elderly citizens might lack digital literacy knowledge that could enable them to navigate online platforms easily. Over the last few years, one could quickly notice how the digital divide affects healthcare communication, particularly in public health crises like the COVID-19 pandemic.

First and foremost, the pandemic underlined the reliance upon digital communication in disseminating health information. Organizations had to communicate prevention, testing, and vaccination updates online. The digital divide excluded those who could not be informed or understand such messages in many ways; hence, more public awareness and healthy practices should be needed. Understanding the digital divide will also help identify a practical, inclusive communication approach for PR practitioners to reach a broad audience.

The paper explores how health communication is affected by the issue of the digital divide, suggesting the implications for PR practitioners. The discussion will cover how limited digital access curtails the reach of health information in creating health disparities and propose strategies that PR professionals can use to address these challenges. These are areas where PR practitioners can push the digital divide into multichannel communication approaches and even advocate for creating digital literacy programs that make health information reach all cross-sections of the population.

Literature Review:

Section 1: Effects of Digital Divide on Access to Health Information

The digital divide has profound implications for health communication, particularly regarding reliable and timely health information dissemination. Thus, the digital divide decreases the potential to achieve digital health information access by certain groups and increases health disparities. The populations vulnerable to the digital divide include older adults, people with disabilities, low-income families, and rural inhabitants. Some of the barriers that prevent these groups from fully engaging with online health resources include limitations in accessing the Internet and digital literacy. These are now issues healthcare PR practitioners are increasingly aware of in trying to reach a broad audience, including those on the less privileged side of the digital divide (Levy et al., 2014).

These barriers underscore the digital divide's impact on health information accessibility; Saeed and Masters, 2021, presented a study that aimed to identify how the 'Digital Divide' still exists even with the latest technological development, and this affects older people and those who reside in rural areas. This study also indicates that, due to either low levels of digital skills or limited access to the Internet, it is challenging for an aged population to evaluate online health information. Saeed and Masters showed that the digital literacy skills of many adults were not enough to enable these adults to use the digital platforms to their advantage. Limitations faced by these people relate not only to access to technology but also to the competency to understand and use online information effectively. This shortcoming has severe implications for health outcomes, as it often leaves these persons bereft of the knowledge to manage their health, get preventive care, or learn about available health services. This means that PR practitioners should work more on strategies other than digital platforms. In this light, PR professionals can assist in closing this gap by utilizing traditional communication channels, such as brochures, newspaper advertisements, and the radio. Besides, other initiatives towards digitally enabling seniors and vulnerable populations will also contribute much to narrowing these gaps.

Hadjiat (2023), for instance, examined the implications of digital health innovations. Most of these initiatives aim to increase access and end up creating marginalization for a segment of the population with no digital literacy or people with access to poor internet services. According to Hadjiat, digital health programs may sometimes increase health disparities because the programs do not account for the technological barriers of some groups. People needing access to digital facilities have more restricted means to obtain health information when health services are increasingly digitized. This is particularly important for healthcare PR practitioners, as most digital health initiatives are based on the assumption that all people can and will adopt online platforms.

Hadjiat's findings emphasize the importance of inclusiveness in communicating digital health. To the PR practitioner, this means being conscious of some groups' limitations and developing communication strategies independent of digital media. One example would be the planned PR campaign in community-based activities, face-to-face information services, and collaborations with local organizations to include the digitally excluded people. In such a manner, PR practitioners help support health equity, where critical health messages reach all sections of society.

Campanozzi et al. (2023) researched digital literacy among older adults. Most older adults need help navigating online health resources quickly, even if they can access the Internet. Lack of digital literacy can hinder effective engagement with online health content that otherwise improves health literacy and access to care for older adults.

For PR communications specialists, the results of Campanozzi et al. suggest that more is required for campaigns to be effective than placing such information online. Partnerships with senior centers would probably be very effective, where digital literacy training sessions and outreach services that deliver printed health information directly to elderly communities could be provided. These alternative modes of access are essential in overcoming digital literacy barriers among older adults, who need extra facilitation to reach or make sense of digital health resources. This approach is also vital in ensuring better accessibility of health information by people with disabilities, who might face unique challenges while accessing online health information.

It would mean, in conclusion, that these studies depict the digital divide, which restricts the access of some population groups to essential health information, leading to low awareness and comprehension of health issues and services. From the perspective of PR practitioners, this has implications for multichannel communication strategies that can be effective by considering audiences with varied levels of access and literacy for digital technologies. Conversely, PR professionals will contribute to mitigating the effect of the digital divide on health communication by making their communication work more varied to provide access to health information equitably.

Section 2: Digital Divide Challenges in Health Communication During the COVID-19

The COVID-19 pandemic has underlined the critical position that health communication holds but, at the same time, has shown some insurmountable deficiencies in the case of an exclusively digital-based process. Public health agencies, governments, and healthcare providers have relied on digital channels as the line of delivery for timely health information, guidance, and updates regarding protocols for COVID-19 during the pandemic (Ramsetty & Adams, 2020). The massive reliance on these digital channels came with a consequence: it presented accessibility barriers to accessing information for those with limited access to reliable Internet, digital literacy, or even finding their way around online health resources (Lopez de Coca et al., 2022). This vulnerable population approach heavily relied on older adults, low-income families, rural residents, and non-English speaking individuals, underpinning the need to include multichannel approaches within communications. Nguyen and colleagues studied digital media during the COVID-19 pandemic and discussed the limitations of relying on digital channels for public health communication. As much as the research found that digital media was relatively rapid and effective in communicating information to the general population, it could have been more inclusive to marginalized groups (Nguyen et al., 2021). For example, many older adults need help accessing and understanding online health advisories due to minimum internet access or a lack of digital literacy. It also noted that low-income families, who may need access to computers or smartphones, were disadvantaged in needing help to keep up with rapidly changing health guidelines.

Nguyen et al.'s findings are important for PR practitioners because they explain the importance of considering accessibility in public health messaging, particularly in times of crisis. In this case, the PR professional should design a strategy that could relate to the needs of their diverse audience. This might also include more traditional forms of media, which are accessible to those digitally excluded, such as newspapers, radio, and television. Community partnerships with local organizations and leaders can also help disseminate health information that otherwise would be left out in digital communication. PR practitioners can ensure that a wider audience receives health messages by being more holistic in their communication methods.

Cheshmehzangi studied the impact of higher digital dependency created by the pandemic and balanced communication strategies that must involve non-digital platforms. COVID-19, however, depended solely on digital channels; these entrenched inequalities in health information created a situation where some populations were shut out from accessing vital health information. The authors strongly advise that health communication should be multichannel, using both digital and traditional media to ensure inclusivity and accessibility in health communication. PR practitioners are reminded through Cheshmehzangi that flexibility is essential when it comes to the development of a communication strategy. Digital-only PR campaigns may leave behind the communities that are digitally disconnected, further reducing health equity. A prudent blend of digital and traditional methods can yield access to these groups. For instance, utilizing local radio stations to disseminate health information or using print at easily accessible points such as grocery stores, community centers, or public transportation hubs will better facilitate access. Diversifying communication channels helps PR practitioners avoid the possibility of making all communications digital and cannot reach everyone within a community. The information is essential for each of them during a public health emergency.

Gelfgren's article found that people with disabilities faced unique difficulties in accessing digital health information due to various limitations regarding digital literacy, website barriers, and a lack of certain assistive technologies. Thus, organizations that try to achieve this effectively should not be afforded the notion of digital-only strategies because they only accommodate part of the gamut of diversities within the group (Gelfgren et al., 2022). Gelfgren's findings provide some cues regarding health communication accessibility by PR professionals. In crises such as the COVID-19 pandemic, messaging must be inclusive and consider the unique needs of access by people with disabilities. For instance, placing health information on digital platforms should be accessible with screen readers, closed captions for video clips, and simple language to facilitate disparate literacy levels. Traditional media channels, like in-braille materials, ample print resources, and in-person assistance through community organizations, supplement accessible digital formats to improve the accessibility of information to people with disabilities (Lyles et al., 2022). Using different communication formats enables the PR practitioner to ensure that health information will be inclusive to foster more significant health equity and support various individual needs.

The COVID-19 pandemic has made it even more apparent that PR practitioners must adopt multichannel and inclusive communication strategies, considering their diverse audiences' backgrounds and access needs. Intermingling traditional platforms with digital ones allows the PR practitioner to ensure that necessary health information becomes common knowledge across all populations, particularly those who may need to be included if they go entirely digital.

Section 3: How PR Practitioners Can Help Address the Digital Divide in Health Communication

These challenges highlight the need for targeted strategies by PR practitioners. For example, Hadjiat (2023) advocates multichannel communication as a practical solution, which aligns with Lyles et al.'s (2022) call for digital literacy initiatives to empower underserved communities. A multi-model of communication, improvement of digital literacy, and a focus on accessibility are three actions that PR practitioners could take to reduce the constraints of digital disparities and to improve and impact health communication. Strategies that will most effectively bridge the digital divide are discussed here.

Multichannel Communication: ISSA says a multichannel approach to reaching diverse audiences is crucial since reliance on a single platform narrows communication efficiency. Therefore, health PR practitioners should offer an integrated mix of digital and non-digital channels in their public health communication strategies (Hadjiat, 2023). Multichannel communication ensures that health information is highly accessible, particularly to people who may not have assured access to the Internet or some form of digital skills.

A multidimensional campaign might deliver the education intervention through digital media, such as social media and websites, supported by traditional media, like radio, television, newspapers, and community newsletters. For instance, PR practitioners would reach younger online audiences through social media, distribute printed brochures at local community health centers, or advertise the health event in community newspapers to target older adults or rural populations. Multichannel communication also enables PR practitioners to reach out to digitally excluded populations and disseminate critical health messages on multiple access points.

Digital Literacy Programs: According to Lyles et al. (2022), increasing digital literacy among underserved communities is one of the essential variables that will help alleviate health disparities driven by the digital divide. Training in digital literacy will also empower them to navigate online health resources and provide greater access to health information. To this effect, PR practitioners can collaborate with organizations to provide digital literacy programs to eradicate a digital divide in health communities and local organizations, libraries, and community centers to provide resources and training sessions to teach people basic digital skills. The programs may include tutorials on an essential smartphone or computer use smartphone or computer use, how to access healthcare websites, or even how to understand general health information online (Gelfgren et al., 2021). By increasing their level of digital literacy, the PR professional enables members to better engage with available digital health resources, often improving health outcomes. Furthermore, preparing accessible guides or instruction materials on accessing and navigating health-related websites or apps may further facilitate those with much technology experience.

Lopez de Coca et al. (2022) present results regarding the need for health information to be available and inclusive for diverse audiences. It was underlined that PR practitioners should use clear and precise, avoid jargon, consider cultural and linguistic diversity, avoid setting, and feel content accessible to all levels of literacy and available in multiple languages; PR professionals stand to better the reach and comprehension of health information.

PR practitioners should avoid using plain language and medical terms that can alienate or confuse lay audiences. The contents must be provided in multiple languages to cater to foreign speakers. Accessible formats-large print, braille, or video with subtitles-can assist people with visual or hearing impairments. Indeed, these are equally important considerations to ensure that health communications are accessible and understandable to people. They should also use visuals, such as through infographics, to communicate complex health concepts in a simplified manner easily for better retention, thus catering to the diverse literacy levels in the population.

These strategies will help PR professionals bridge the digital divide and help everyone engage in health communication inclusively. They are about practicing multichannel communication, digital literacy initiatives, and creating accessible content to ensure that all populations can access and benefit from health information, advancing equity in public health.

Analysis:

The literature reviewed underscores the significant contribution of the digital divide to health communication outcomes. Key findings revealed that the marginalized populations include older adults, low-income families, rural residents, and people with disabilities facing considerable barriers in accessing digital health information due to a lack of reliable Internet access, inadequate digital literacy, and a lack of assistive technologies. For instance, Saeed and Masters (2021) point out that older adults cannot navigate online health resources efficiently, while Hadjiat (2023) criticizes digital health initiatives for failing to consider the technological barriers among underserved groups.

The COVID-19 pandemic further demonstrated these challenges. As Nguyen et al. (2021) and Cheshmehzangi et al. (2022) stated, reliance on digital platforms during public health crises exacerbated existing inequalities, leaving many populations without critical health information. Despite these shortcomings, the literature suggests multichannel communication between digital and traditional methods can help bridge the gap. Initiatives that promote digital literacy and create accessible content are equally essential for fostering health equity.

Recommendations for PR Practitioners

PR practitioners should use multichannel communication to pass health information on to every population. This should involve integrating traditional and digital media so that digitally disconnected people can receive health updates through easily accessible channels, such as radio, print media, and community-based resources. In addition, promoting digital literacy in underserved communities can facilitate more opportunities for those communities to use online health resources and eventually decrease disparities in health information access.

Promoting digital literacy is another key strategy. Collaborations with community organizations, libraries, and local leaders can facilitate training programs that teach underserved populations how to navigate digital platforms and access health information online. User-friendly guides, visual aids, and tutorials tailored to specific audiences can further enhance these efforts, empowering individuals to make informed health decisions.

Conclusion:

The digital divide calls for effective, thoughtful strategies by PR practitioners. Multichannel communications, improved digital literacy, and accessible content can mend the gaps in digital health communication—all courtesy of PR pros. A commitment to inclusion improves public health outcomes and supports an equitable approach to health information so that all may equally know and choose health.

References

Campanozzi, L. L., Gibelli, F., Bailo, P., Nittari, G., Sirignano, A., & Ricci, G. (2023a). The role of digital literacy in Achieving Health Equity in the Third Millennium Society: A Literature Review. Frontiers in Public Health, 11. https://doi.org/10.3389/fpubh.2023.1109323

Cheshmehzangi, A., Zou, T., Zhang, Y., Chen, H., Su, Z., Dawodu, A., & Xie, L. (2022). Commentary: Reflecting on the neglected digital divide barriers of telemedicine during COVID-19. Frontiers in Public Health, 10. https://doi.org/10.3389/fpubh.2022.915401

Gelfgren, S., Ineland, J., & Cocq, C. (2021). Social Media and disability advocacy organizations: Caught between hopes and realities. Disability & Society, 37(7), 1085–1106. https://doi.org/10.1080/09687599.2020.1867069

Hadjiat, Y. (2023). Healthcare inequity and Digital Health–A bridge for the divide, or further erosion of the chasm? PLOS Digital Health, 2(6). https://doi.org/10.1371/journal.pdig.0000268

Levy, H., Janke, A. T., & Langa, K. M. (2014). Health Literacy and the Digital Divide Among Older Americans.  Journal of General Internal Medicine,  30(3), 284–289. https://doi.org/10.1007/s11606-014-3069-5

Lopez de Coca, T., Moreno, L., Alacreu, M., & Sebastian-Morello, M. (2022). Bridging the generational digital divide in the healthcare environment. Journal of Personalized Medicine, 12(8), 1214. https://doi.org/10.3390/jpm12081214

Nguyen, M. H., Hargittai, E., & Marler, W. (2021). Digital inequality in communication during a time of physical distancing: The case of covid-19. Computers in Human Behavior, 120, 106717. https://doi.org/10.1016/j.chb.2021.106717

Ramsetty, A., & Adams, C. (2020). Impact of the digital divide in the age of COVID-19.  Journal of the American Medical Informatics Association,  27(7). https://doi.org/10.1093/jamia/ocaa078

Saeed, S. A., & Masters, R. M. (2021). Disparities in health care and the digital divide. Current Psychiatry Reports, 23(9). https://doi.org/10.1007/s11920-021-01274-4

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