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

The coronavirus disease 2019 (COVID-19) pandemic has put the clinical laboratory in the spotlight. The news media is regularly seeking out interviews with microbiologists, infectious disease specialists, and pathologists. Increased public exposure offers opportunities to improve how laboratory professionals communicate our insights. We can emphasize what is new, unusual, or controversial about our knowledge; utilize social media effectively; and improve relationships with journalists by understanding their workflow and traditions. While public engagement has risks and must be considerate of institutional policies, it also validates our value to patients, policy makers, and employers.