Determinants of effective communication from policymakers and health authorities in the contexts of public health crises

Resumo

Effective communication from policymakers and health authorities is a critical determinant in public health crisis management, especially during pandemics such as COVID-19. This paper identifies key elements that enhance communication effectiveness: trust, clarity, consistency, cultural sensitivity, and inclusivity. Drawing from the Crisis and Emergency Risk Communication (CERC) model, it outlines a phased communication strategy that evolves with the crisis, ensuring transparency, scientific grounding, and adaptability to emerging evidence. Trust in health messages increases when they are delivered by credible sources – primarily, health professionals and scientists – using accessible language and narratives. Social media's rapid dissemination capacity and the prevalence of misinformation highlight the need for proactive, coordinated, and targeted communication strategies that consider audience-specific literacy and perceptions. The study also emphasizes the importance of strategic collaboration between health authorities and the media, recommending the establishment of dedicated communication support units and training for both journalists and spokespersons. Clear guidelines for message dissemination, tested for clarity and cultural resonance, are essential to encourage adherence to public health behaviors. Ultimately, the paper advocates for a health communication that is transparent, empathetic, empowering, and aligned with community values and social norms, enabling effective population-wide engagement during health crises.