“Yes, it is a risk—especially during a health crisis—to assume that the information offered by your friends and family is always accurate.” – ABC News 

The COVID-19 pandemic monumentally altered the way we see health crises, interact with one another, and live our daily lives. In healthcare, good communication is key to preventing misunderstandings and empowering society to respond to health hazards in an efficient, constructive manner. Let’s look at some examples of what was done and what could’ve been done to make COVID-19 communication more impactful—and what our experience can teach us about future health communication.  

COVID-19 as a Cautionary Tale 

“Contradictory and inadequate communications left Americans confused and unclear on what to do to minimize their risk.” – U.S. Senate Committee on Homeland Security & Governmental Affairs report 

With the benefit of hindsight, we can see that the way COVID-19’s health risks were communicated to the American public (and the world) was highly flawed. A modern pandemic of this scope being unprecedented, public health officials were left to gather and disseminate rapidly changing and vital health information to an enormous, diverse, and sometimes openly unreceptive population. While public dialogue took on its own shape as the pandemic progressed, many misunderstandings about the developing disease stemmed from missteps made by various agencies and individuals within the federal government.  

The World Health Organization declared COVID-19 a pandemic on March 11, 2020. Nearly a month later, at a televised White House press conference, the president, vice president, White House coronavirus response coordinator, U.S. secretary of health, and other officials failed to present a united front on the importance of wearing masks and following other measures to minimize the spread of the disease. In addition, broad CDC guidance on COVID-19 was delayed by as much as three months at the outset—a missed opportunity to educate the public on risks and ways to avoid them. In the absence of this information, state and local health officials were left to issue their own guidance, which lacked the science-backed, big-picture view that the CDC had.  

While a consistent message is critical, public officials also apparently failed to take into consideration that different types of people, based on their age, beliefs, and other demographic factors, receive and react to messages in different ways. The central message should always be consistent, but ways of delivering it, including different media outlets and even the tone of the messaging, may need to be adapted for the diverse audiences that make up our society. 

Let’s review some ways public officials can make health communication consistent and get buy-in from a larger segment of the public. 

The Antidote to Misinformation and Misconceptions 

“I can only hope that the experts can one day become the experts again, supported and given the platform they need to educate the American public.” – Meeta Shah, assistant professor of emergency medicine at Rush University Medical Center, via Scientific American 

Public health communication must be proactive. It’s vital to plan coordinated efforts on an ongoing basis rather than wait for an emergency to develop. This can be achieved in part by using information in some of the resources already available to us.  

Public officials must also consider broadening the reach and appeal of health communication by reaching people “where they live.” Young people, for example, are accustomed to receiving their information via social media, so information conveyed in televised press conferences may not reach them. Social media has also acclimated participants to engaging in a two-way dialogue rather than being spoken to, so including them in a conversation about health concerns is likely a more effective approach. 

People of different faiths and cultures connect with and respond better to messages that are in tune with their values. Reaching them may require government and health officials to contact recognized leaders of their respective communities and request those individuals share important health messages. Those leaders can also model those messages, setting an example for those who trust them by showing that they are following the recommended health practices, e.g., wearing masks when appropriate. 

Bottom line: Public officials need to work together now to combat future health crises—an effort that should include bringing new tactics into the fight. 

Contribute to a Stronger Communication Culture  

If you value strong communication skills and understand their importance to your career, your life, and to society, UT Permian Basin has a 100% online degree program you should consider. Our Bachelor of Arts in Communication helps you hone exceptional written and verbal communication skills that are among the most marketable, in-demand professional skills today, according to the U.S. Department of Labor and Forbes.  

As a student in our program, you’ll begin with a foundation of elective and general education courses that enable you to develop a deeper understanding of the humanities, sciences, mathematics, and other academic areas. As you move into the core curriculum, you’ll explore interpersonal communication, political communication, public speaking, public relations, media, and advertising. Our program allows you to tailor your studies with a select group of courses in popular communication specialties. Choose from tracks in: 

  • Strategic communication 
  • Professional communication 
  • Sports media 

The Advantages of Online Learning 

UTPB’s online BA in communication provides all the same benefits of our campus-based program, plus a few that are unique to the online experience. Throughout your studies, you’ll learn the same campus-based curriculum from the same renowned faculty who teach it on campus. The difference is that the program is delivered in an asynchronous, 100% online format that enables you to earn a valued credential on your own schedule with no campus visits required. Complete your degree while continuing to meet your professional and personal obligations.  

If you recognize the importance of good communication, be a part of the solution. Apply now to our online Bachelor of Arts in Communication program. 

Sources: 
https://www.hhs.gov/surgeongeneral/priorities/health-misinformation/index.html
https://nationalpost.com/opinion/covid-alarmists-are-now-the-ones-spreading-misinformation
https://www.who.int/news-room/feature-stories/detail/fighting-misinformation-in-the-time-of-covid-19-one-click-at-a-time
https://journals.lww.com/jfmpc/Fulltext/2020/09080/Importance_of_effective_communication_during.1.aspx
https://www.nature.com/articles/s41404-021-0845-x