Effective risk communications critical to turn the tide of misinformation and control COVID-19

Although we have more access to technology and information than previous generations, this has also meant increased fake news and misinformation which results in the propagation of fear and undermines public health efforts. The pandemic has placed a spotlight on the importance of better risk communications and effective public engagement through clear and honest messaging and the use of new technologies. 

Why are effective communications crucial during a public health crisis? 

Governments and health experts establishing themselves as credible sources of effective, factual, and timely information to the public is more important than ever against a backdrop of widespread misinformation and fake news. Recognising the severity of the threat posed by misinformation, the World Health Organization has termed the overabundance of information as an “infodemic” and cautions against the dissemination of inaccurate information which undercut public health efforts and may push particular agendas. 

Misinformation leads to loss of lives as people fail to adopt protective public health behaviours and disregard immunization drives which jeopardizes countries’ ability to fight against the pandemic. According to one study, almost 6000 people have been hospitalized and 800 people died after drinking methanol following the spread of false medical rumors that it could disinfect the body and kill the virus. In Sri Lanka, for example, an increase in first-degree burn injuries was noted as many people turned to steam inhalation from hot liquids to ward off COVID infections. Misinformation, especially about vaccine science, sows doubt, uncertainty and tension at a time when public health efforts need to be united and coherent to bring about herd immunity and stem the surges in COVID-19 deaths and hospitalization. 

Governments need to develop integrated strategies to combat COVID-19 misinformation, leveraging national media and digital technologies, as well as galvanizing public led initiatives to fight misinformation and promote the dissemination of timely, relevant and scientifically accurate information.

The media plays a critical role in combating misinformation by empowering the public with the needed information to protect themselves from COVID-19. Mass media in particular provides an integrated platform for the dissemination of public health messages and disease control strategies. Regular media messaging helped to reinforce public adoption of protective health behaviours globally such as wearing of face masks, hand washing and social distancing. 

How can we communicate better to fight the pandemic?

The issue of communication during pandemics or emergencies is a complex one as health experts and stakeholders need to effectively communicate risk to the public to enforce public health measures while at the same time avoid generating inordinate fear and anxiety. 

Develop an effective communications strategy 

Countries need to develop and execute action plans to disseminate information on the pandemic, combat misinformation and empower communities to act, in coordination with multilateral organizations, civil society, media, health experts and national stakeholders. The strategy should be tailored to the socio-cultural characteristics of the audience which will have a bearing on the acceptance of information - such as gender, age, religious beliefs, political inclinations, social misconceptions and fears, and literacy. Public attitudes and acceptance of government health initiatives is crucial to determining the adoption of health guidelines, vaccine uptake and ultimately a country’s success in combating COVID-19. The communications strategy will also need to factor in early communications to prevent public speculation and fake news. Messaging will need to be developed with scientists and communications experts to enhance empathy, trustworthiness, accountability and veracity of the information shared to promote resonance and public acceptance. 

Develop innovative tools to manage the infodemic

Stakeholders, researchers and technology experts need to be engaged to develop innovative tools and strategies to analyse media and social conversations in order to identify and address popular misconceptions about COVID-19. Websites, mobile apps, games, integrated communications campaigns across print, TV and online media outlets can be utilised to motivate the public to check the accuracy of the information and provide ways to report misinformation.  Additionally, dedicated COVID-19 information portals, combining social media platforms and helplines, can help to update the public on misinformation and public health best practices. 

Support behavioural change communications 

Repeated and consistent messaging across all media outlets in collaboration with trusted and influential information sources with the incorporation of local research and nuances can help bring about positive trends and public adoption of safe health practices such as the use of face masks, hand washing and social distancing.  

Engage directly with communities through social mobilisers 

Risk communication is a two-way process and institutions need to connect with individuals and groups to allow the exchange of information which will also feed into communication strategies. Governments can increase their efforts against COVID-19 by engaging directly with communities through community leaders to address common misconceptions and fears about the disease and build greater trust. Social mobilisers should be deployed to speak directly with the public about the importance of COVID-19 testing, isolation, vaccines and other best practices. For example, India’s Social Mobilisation Network (SMNet) utilised networks of mostly young women to speak directly with parents on polio vaccination which played a critical role in the country eliminating polio. Additionally, risk communication training of primary health care staff can empower health workers to become ‘vaccination ambassadors’ as well as bring about greater public awareness on the importance of COVID-19 testing, isolation and other best practices. 

Enhance coordination between stakeholders for integrated and coherent messaging

Enhanced coordination between the Government, media, civil society and health experts and multilateral organizations can help reinforce strategic communications initiatives and help countries overcome the COVID-19 pandemic. Enhanced accessibility of factual and verified information, grounded in evidence, through credible and accountable sources can help stem the flow of misinformation and move people from awareness to action in the fight against COVID-19.