Dear CDC ... about that Latest Announcement
would require acknowledging that it currently is not possible to prevent most infections and mild illness. It is hard to communicate well when people do not know what you are trying to achieve. • Be careful with the word “science” and how you use it. Yes, understanding the virus, developing vaccines and treatments, and developing public health recommendations use and involve by GLEN NOWAK science (e.g., rigorously designed studies). Public health It is a widely held belief that “good communication is recommendations and actions, however, involve much more essential in a pandemic,” but as the Center for Disease Control and than science; they also require judgements regarding whether and Prevention’s (CDC) recent recommendations on how long people how to use findings from a scientific study. It is also the case that infected with COVID should isolate from others demonstrated, often decisions and recommendations have had to be made in that is easier said than done. Thus, as the COVID pandemic the absence of science. Thus, messaging should avoid extolling continues into its third year, public health recommendations seem “We need to follow the science” or “Our policies are based on more likely to trigger calls for “improved COVID messaging” science” because it has rarely been that simple with COVID and most people know that. and “better CDC communications” than adoption of the advice. • Announcements and Having served as the CDC’s messages need to be clear and director of media relations for six well-stated, but keep in mind, years, including during the 2009doing so does not mean criticism 10 influenza pandemic, I know and disagreement won’t arise. how difficult it is to communicate Often, it is the public health public health science, advice, recommendation or policy, and and recommendations. I also not the wording and messaging, know the communication that is the actual source of demands and challenges are criticism. Communicating far greater in the COVID-19 their presence does not ensure pandemic thanks to a virus that high or universal agreement is continually changing, far more Glen Nowak or compliance with a public news and social media outlets, health recommendation. People, and a society where people Effective or successful including experts and especially can easily express diverse and “communication” involves politicians, will disagree with divergent views. And as if that the interpretation, value, and listening, learning, and weren’t challenging enough, meaning of the data used as the recent surveys report significant understanding those you basis for a recommendation declines in public trust in the are seeking to inform. as well as whether action is CDC as well as a majority needed or worthwhile. Differing of American’s saying they feel “worn out” by how COVID has impacted their daily lives perspectives, values, beliefs, and demographic characteristics matter. (Monmouth University Poll, December 2021). Effective or successful “communication” encompasses more CDC Director Rochelle Walensky has pledged to improving the agency’s COVID communications, including the clarity of its than what you say and how you say it. It involves listening, learning, messages, and highlighting the continued likelihood of rapid and and understanding those you are seeking to inform, educate, unpredictable changes in recommendations. Both are important influence, or motivate. It involves engaging with diverse individuals steps, but if the CDC hopes to build trust, address frustrations, and groups, including those who have different views, to better and improve acceptance of public health recommendations and understand their needs, concerns, values, and priorities. This is often difficult, and not always successful, but as we transition from advice, it needs to do much more. At the top of my list are: • Make clear the major public health outcomes that the CDC a COVID pandemic to COVID being endemic (i.e., a part of our is trying to achieve with its recommendations and actions. At this lives), it is the only way to identify public health recommendations RF stage of the pandemic, it is unclear what the end goals are with that will achieve the greatest and broadest acceptance. respect to COVID. For instance, are the recommendations and actions intended to prevent all or most COVID infections? Or are Glen Nowak is a professor in the College of Journalism and Mass they mostly about reducing and preventing severe COVID illness, Communication at the University of Georgia and co-director of especially hospitalizations and deaths? The former is much more the College’s Center for Health and Risk Communication. He difficult to achieve and seemingly not well aligned with what spent 14 years at CDC, including six years as the agency’s director current vaccines are designed to do (i.e., prevent severe illness, of media relations and 6 years as director of communications for hospitalizations, and deaths). The latter is more attainable but its National Immunization Program. 28
RIPON FORUM February 2022
