Emerging infodemic management strategies focus on technology: They can't forget trust

Public health authorities around the world are planning to manage infodemics as part of their next public health emergency. But the experience of managing communications for Ontario's COVID-19 Science Advisory Table suggests that emerging infodemic management (IM) strategies should include three key principles, which appear to be missing from much of the existing literature: (1) emerging IM strategies should incorporate leadership from epidemiologists who can align infodemic response with underlying disease; (2) they should embrace journalists who mediate trust in crises; and (3) they should acknowledge the unique opportunity for public health leaders to build public trust rapidly in the first days of a crisis-a foundation for all subsequent IM. Standardizing infodemic response may help accelerate interventions during a public health emergency, especially when paired with technology. But over-standardizing the human work of building trust risks losing the infodemic fight before it starts.