Lessons in Public (Mis)communication about the Laboratory from the COVID-19 Pandemic

Area of Science:

• Clinical laboratory science
• Public health communication
• Infectious disease epidemiology

Background:

• The COVID-19 pandemic significantly raised the profile of clinical laboratories.
• Media frequently interviews laboratory professionals, including microbiologists, infectious disease specialists, and pathologists.
• This increased visibility presents a unique opportunity for science communication.

Purpose of the Study:

• To explore strategies for laboratory professionals to improve public communication during health crises.
• To highlight the importance of effective science communication in validating laboratory value.
• To provide guidance on engaging with media and the public.

Main Methods:

• Analysis of media engagement trends during the COVID-19 pandemic.
• Review of communication best practices for scientific experts.
• Consideration of ethical and institutional factors in public outreach.

Main Results:

• Laboratory professionals can leverage public attention to share novel, unusual, or controversial findings.
• Effective use of social media and understanding journalistic practices can enhance communication.
• Public engagement, despite potential risks and policy considerations, reinforces the laboratory's value.

Conclusions:

• Clinical laboratory professionals should adopt proactive communication strategies.
• Enhanced public engagement validates the critical role of laboratory science in healthcare and policy.
• Strategic communication benefits patients, policymakers, and employers by demonstrating laboratory impact.