Abstract
A pandemic, especially when caused by a novel virus, induces tremendous uncertainty, fear, and anxiety. To mitigate panic and encourage appropriate behavioral action, communication is critical. The US Centers for Disease Control and Prevention's Crisis and Emergency Risk Communication (CERC) guidance is designed to assist public health authorities, government officials, and other stakeholders in using risk communication during an emergency. For each of the 6 core communication principles outlined in the CERC guidance, we describe the use or nonuse of these principles at critical points during the coronavirus disease 2019 (COVID-19) pandemic by US public health and government officials. With the knowledge that the pandemic will continue to rage for some time and that new communication challenges will arise, including issues related to vaccination and treatment options, many lessons are to be learned and shared. To reduce fear and uncertainty among those living in the United States, COVID-19 communication should be rapid and accurate, while building credibility and trust and showcasing empathy—all with a unified voice.
Highlights
A pandemic, especially when caused by a novel virus, induces tremendous uncertainty, fear, and anxiety
For each of the 6 core communication principles outlined in the Crisis and Emergency Risk Communication (CERC) guidance, we describe the use or nonuse of these principles at critical points during the coronavirus disease 2019 (COVID-19) pandemic by US public health and government officials
To reduce fear and uncertainty among those living in the United States, COVID-19 communication should be rapid and accurate, while building credibility and trust and showcasing empathy—all with a unified voice
Summary
March 11, 2020.3 Soon after, COVID-19 was declared a national emergency in the United States, resulting in a number of control measures: social distancing; school, bar, cinema, and restaurant closures; cancellation of large gatherings; and a transition to remote work for many businesses[4] (see Figure 1 for a timeline of major pandemicrelated global and US events). In 2002, the US Centers for Disease Control and Prevention (CDC) published the Crisis and Emergency Risk Communication (CERC) manual to inform successful public, partner, and stakeholder communication during crises and emergencies; this manual was updated in 2012, 2014, and 2018.9,10 The CERC manual integrates elements from risk, crisis, and health communication theories and outlines 6 core communication principles: (1) be first, (2) be right, (3) be credible, (4) express empathy, (5) promote action, and (6) show respect (Figure 2) It posits that trust, adherence to public health recommendations, and support during an emergency can be achieved, partly by providing information to enable the public to make sense of the emergency.[11,12] Many of these principles are intertwined and designed to be employed together; as such, failure to adhere to even 1 principle affects application of the broader framework. That trust and credibility has been maintained and strengthened by continuing to provide consistent, robust analysis even as some authorities use alternate data and calculations that may downplay the pandemic’s severity in their regions.[35,36,37]
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