In a new public health threat with many unknowns, what is the most important communication goal to achieve with the public when discussing the potential dangers and the chances of them happening?

The most important communication goal to achieve with the public when discussing the potential dangers and the chances of them happening in a new public health threat with many unknowns is to build and maintain public trust. Trust, in this context, is the public’s belief that official health authorities are reliable, honest, competent, and acting in their best interest. Without trust, any information shared, no matter how accurate or well-intentioned, is likely to be met with skepticism, disbelief, or rejection, rendering all other communication efforts ineffective. To build this trust, clear and consistent communication must immediately establish transparency. Transparency means openly acknowledging what is currently known, clearly stating what remains unknown, and explaining the ongoing scientific process to discover more. This involves uncertainty communication, which is the explicit articulation of the limits of current knowledge, describing potential outcomes as ranges or possibilities rather than certainties, and explaining that information may evolve as new data emerges. For example, rather than stating a definitive risk, authorities would explain that the risk is estimated to be within a certain range, or that it is currently unknown but under investigation. This honest approach prevents later accusations of misinformation if initial assessments change. Authorities must also consistently demonstrate competence by clearly outlining the steps being taken to address the threat and gather information, and show empathy by acknowledging public fears and concerns. By prioritizing trust through transparency, honest uncertainty communication, competence, and empathy, the public is far more likely to accept the communicated potential dangers, understand the chances of them happening even when these are uncertain, and adhere to recommended protective actions.