Communication for Coproduction: Increasing Information Credibility to Fight the Coronavirus

• Author: Huafang Li
• DOI: 10.1177/0275074020942104
• Published date: 01 August 2020
• Date: 01 August 2020
• Subject Matter: Citizen Access to Public Health InformationImproving Communication Capacity & Credibility

https://doi.org/10.1177/0275074020942104

American Review of Public Administration

2020, Vol. 50(6-7) 692 –697

© The Author(s) 2020

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DOI: 10.1177/0275074020942104

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Improving Communication Capacity & Credibility

Coproduction Matters for Fighting the

Coronavirus

Governments and citizens need to work together to fight and

win the war against the coronavirus and coproduce better

health outcomes. To fight the coronavirus, governments want

citizens to wash their hands often, keep a social distance

(6 ft), and stay at home as quarantine. Although all of these

are useful methods to contain the spread of COVID-19 (World

Health Organization [WHO], 2020), none of these outcomes

can be achieved without the citizens’ coproduction.

Successful public policy implementation and public ser-

vice delivery both rely on citizens’ coproduction. Here,

“coproduction” refers to the critical mix of activities, in

which public organizations, citizens, groups, and communi-

ties work together to provide public goods and services

(Brudney & England, 1983; Li, 2020). Citizens are consid-

ered not only as the consumers but also as coproducers of

public services (Parks et al., 1981).

In most public service areas, coproduction is indispens-

able, and public health is no exception. Governments’ efforts

alone cannot achieve the desired policy outcomes of public

health, education, and environment. They need their citizens’

coproduction (Brudney, 1985; Brudney & England, 1983; Li,

2020; Nabatchi et al., 2017; Ostrom, 1996; Voorberg et al.,

2015; Whitaker, 1980). For example, if governments want to

promote a healthier lifestyle that could save medical costs,

public hospital doctors have to coproduce with patients to

implement dietary changes, exercise, smoking cessation, and

other activities to meet health needs (Nabatchi et al., 2017).

To motivate individuals to coproduce better health out-

comes, governments need to communicate essential informa-

tion with them (Jennings & Hall, 2012; Thaler & Sunstein,

2008). In an ideal situation, information between govern-

ments and citizens is symmetrical, which means there is no,

or a limited amount of, information costs for either party.

Governments can effectively communicate policy informa-

tion to citizens, and citizens will then comply with the policy

and voluntarily participate in the coproduction of the policy’s

outcomes as desired by both parties.

However, governments are not always successful in com-

municating crucial messages to the public. Information

asymmetries exist between public organizations and indi-

vidual citizens and influence coproduction adversely (Li,

2020). Because of the information asymmetry between the

two parties, individuals may be unaware of the coproduction

needs and the methods to coproduce successfully. On the

other hand, public organizations may be unable to communi-

cate with the targeted audience and motivate them to

942104ARPXXX10.1177/0275074020942104The American Review of Public AdministrationLi

research-article2020

1Grand Valley State University, Grand Rapids, MI, USA

Corresponding Author:

Huafang Li, School of Public, Nonprofit and Health Administration, Grand

Valley State University, 401 W. Fulton St., 246C, Grand Rapids, MI 49504,

USA.

Email: lih@gvsu.edu

Communication for Coproduction:

Increasing Information Credibility

to Fight the Coronavirus

Huafang Li1

Abstract

Governments and citizens need to work together to fight and win the war against the coronavirus and coproduce better

health outcomes. However, information asymmetries exist between the two parties and influence coproduction adversely.

Effective communication by satisfying different types of citizens’ information needs can reduce the degree of information

asymmetry and improve coproduction. When citizens distrust governments, governments can use credible information

intermediaries, such as experts and volunteers, to increase information credibility. Increasing information credibility could

further reduce information asymmetry, increase public trust, and motivate citizens to comply with health policies and

coproduce better health outcomes.

Keywords

public health, coproduction, communication, information preference, information credibility