The latest summer wave of COVID-19 is a quiet reminder that the pandemic never truly ended. Driven by the new Nimbus and Stratus variants, cases and hospitalizations are reported to be on the rise across the nation. But more than a public health test, this moment is a communication challenge — one that government agencies appear to be failing once again.
Public trust in federal health institutions was severely eroded during the initial years of the pandemic. Conflicting guidance on everything from masks to vaccines, a tidal wave of misinformation and the politicization of science created an environment of confusion and skepticism. It was an “infodemic” that proved as dangerous as the virus itself.
Now, as the country faces another predictable seasonal surge, the Centers for Disease Control and Prevention (CDC) and other agencies are offering a messaging strategy that is fractured at best. We are told the new variants are not more deadly and the vaccines for this season offer protection. At the same time, we are given nuanced, complicated advice about “shared clinical decision-making” for boosters and other measures. It’s a communication approach that appears to be aimed at avoiding blame rather than building trust.
A new approach is needed, one that prioritizes transparency and a clear, unified message. The public does not need more jargon or a cautious retreat into ambiguity. We need a single, authoritative voice that communicates with candor and consistency. This means that a list of objectives need to be worked on:
First, a unified front. Political leaders and public health experts must speak with a single voice. The American Medical Association’s (AMA) recent criticism of the Department of Health and Human Services (DHHS) for its opaque removal of the immunization committee members highlights this failure. Without a united front, the public will continue to rely on untrustworthy sources.
