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 ineffe....