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Public Health Communication and Trust: Opportunities for Understanding
Janel S Schuh1, Emma C Prus2, Cindy Abello1
1CommunicateHealth, Inc., Rockville, Maryland, USA.
Journal of Health Communication
|March 31, 2025
Summary
Public health literacy is low, with many adults misunderstanding its core functions and impact. Effective communication strategies are needed to bridge these knowledge gaps and build public trust in public health initiatives.
Area of Science:
- Public Health Communication
- Health Literacy Studies
- Social Science Research
Background:
- The COVID-19 pandemic underscored the critical need for robust public trust in public health.
- Effective communication is essential for strengthening public health initiatives and public confidence.
- Understanding public perceptions is key to developing impactful public health messaging.
Purpose of the Study:
- To assess the effectiveness of public health messages through qualitative testing.
- To identify public understanding of public health concepts and values.
- To inform the development of improved public health communication strategies.
Main Methods:
- Virtual qualitative message testing was conducted with 100 diverse U.S. adults.
- Focus groups and individual in-depth interviews were utilized in March-April 2024.
- Twenty messages emphasizing core public health values and activities were developed and tested.
Main Results:
- Participants displayed limited or inaccurate understanding of public health, impacting message reception.
- Positive reactions were noted for messages humanizing professionals and detailing local efforts.
- Negligible shifts in trust and understanding were observed post-message review, indicating persistent knowledge gaps.
Conclusions:
- Substantial gaps exist in public understanding of what public health is and its societal impact.
- Current messaging may not resonate effectively due to foundational public health literacy deficits.
- Developing targeted strategies to address these information gaps is crucial for enhancing public health communication.
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