Engaging in effective health crisis communication in times of populism: Actionable insights from the PANCOPOP project

Effective communication plays a central role in successful public health campaigns, especially during a health crisis that involves an emerging disease without proven treatments or vaccines. Efforts aimed at containing viral diseases can be derailed by conflicting opinions and guidance and by the spreading of misinformation, which can undermine public trust and compliance with preventative measures. While the experience with the COVID-19 pandemic gave rise to several recommendations, these have yet to fully account for the new challenges brought by the changing political and information environment. The COVID-19 pandemic occurred in an environment where populist movements and attitudes were on the rise, distrust of elites and expert knowledge increasingly common, and where several countries were led by politicians who downplayed the health threat and challenged expert guidance. At the same time, the information environment has grown increasingly complex and difficult to navigate, with trustworthy information about health threats and preventative measures circulating alongside conspiracy theories. Furthermore, the participatory nature of new communication technologies means that many actors can become involved in the production and dissemination of health information, increasing the risk of conflicting advice. These changes have created an environment in which health information and expert guidance are likely to become subject to political contestation and even polarization, and where citizens are likely to be exposed to health misinformation. [continues ...]