An effective communications approach starts with a basic dictum set forth by the Centers for Disease Control and Prevention: “Be first, be right, be credible.” Agencies must establish themselves as vital sources of accurate information to maintain the public’s trust. At the same time, public health officials must recognize that communications play out in the context of ideological debates, electoral rivalries, and other political considerations. During a public health crisis, this means that health officials often need to constructively engage political leaders in communications and management. Navigating these waters in the middle of a crisis can be treacherous. Figuring out the best way to engage elected leaders is a core aspect of political judgment.
