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[Guidelines to Think, Develop and Implement Health Communication in Portugal].

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The COVID-19 pandemic highlighted weaknesses in health systems, particularly the lack of health communicators. Effective crisis communication is vital for managing public health emergencies and rebuilding trust.

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Area of Science:

  • Public Health
  • Health Communication
  • Crisis Management

Background:

  • The SARS-CoV-2 pandemic exposed critical weaknesses in global health systems, including resource shortages and limited public engagement.
  • Pandemic fatigue and socioeconomic impacts have further revealed a significant deficit in health communication expertise, impacting crisis management.
  • Existing research on health communication practices in Portugal is scarce, necessitating reliance on empirical insights.

Purpose of the Study:

  • To analyze the role and impact of health communication during the SARS-CoV-2 pandemic in Portugal.
  • To identify key challenges and best practices for health communication in a crisis context.
  • To propose guiding principles for developing and implementing effective health communication strategies in Portugal.

Main Methods:

  • Analysis based on authors' empirical knowledge and professional experience in health communications.
  • Qualitative assessment of communication strategies during the SARS-CoV-2 pandemic.
  • Literature review on health system weaknesses and crisis communication principles.

Main Results:

  • A critical shortage of skilled health communicators was identified as a major vulnerability during the pandemic.
  • Effective crisis communication requires targeted messaging, myth-busting, stakeholder engagement, and strategy evaluation.
  • Health communication is crucial for building confidence, managing relationships, and preparing for future health uncertainties.

Conclusions:

  • Strengthening health communication capacity is essential for robust public health systems.
  • Developing evidence-based health communication strategies, supported by leadership and collaboration, is vital for Portugal's crisis preparedness.
  • Implementing guiding principles can enhance the effectiveness of health communication during public health emergencies.