COVID-19: Guidelines for Communicating about Coronavirus Disease 2019

"Risk communication encompasses all the basics of health communication but differs in the need for speed and reliance on trust. At times of crisis, leaders are called on to provide a quick, sensitive and trustworthy response."

The Pan American Health Organization (PAHO)/World Health Organization (WHO) developed this guide to help leaders in the Region of the Americas communicate on coronavirus disease 2019 in a truthful, timely, clear, concise, consistent, and empathic way. The guidance employs basic risk communication principles in order to establish and maintain public trust and manage the expectations of citizens during what can be described as an extremely adverse situation over an extended duration.

Due to the fact that there are many unknowns associated with this particular virus, PAHO notes that the first diagnosis of COVID-19 in a country will likely generate immediate, intense, and sustained demand for information from the public, healthcare providers, policymakers, and the news media. In fact, healthcare workers and public health staff may need training in media relations and public health and risk communication. (To that end, PAHO has been working to strengthen communication skills around COVID-19. For example, from February 27-28 2020, 25 participants from the Ministry of Health (MoH) and other health-related agencies in Mexico participated in a workshop on risk communication, which was also transmitted virtually through the MoH's Epidemiological Pulse channel, reaching almost 1,000 virtual participants in 32 Mexican states.)

In such a context, PAHO notes, coordination of message development and release of information among all responding organisations, international partners, and health officials is critical to help avoid confusion that can undermine public trust, raise fear and anxiety, and impede response measures. Thus, this guide provides advice on:

• Key Concepts of Risk Communication - For example, announcing early "shows leadership, leads to trust, reduces the rumors and can save lives....There are limits. but the goal is to aim for total candor." Trust, transparency, and community involvement (e.g, in the process of message creation) are key.
• Overall Communication Goals for a COVID-19 Outbreak - For example, leaders are urged to maintain credibility and public trust by providing accurate, science-based information but also recognising the uncertainty with honesty, knowledge, and commitment.
• Key Assumptions and Considerations - For example, social media can exponentially compound the pressure and demand for information and expand the potential for misinformation and rumours to spread rapidly.
• Messages - PAHO suggests that health authorities consider the list of commonly posted questions provided here before the first case is diagnosed.
• Draft Key Points for First Case of Imported COVID-19 - For example, "The Ministry of Health knows that people are concerned. We understand these concerns and are taking this very seriously. We will share the information we have now and additional information as soon as we have it."

In conclusion: "Protecting health and averting preventable deaths is the mission that we all share. We must ensure that public health communication is timely, transparent, based on correct information and science, but also honest and frank, showing empathy and understanding about the public's concerns. This type of communication will be essential to ensure that people understand the risks of COVID-19 and follow authorities' recommendations to protect their health and the health of their loved ones."