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Lessons learned: enhancing rural risk communication for future health crises through the PHERCC framework.
Abimbola Leslie1, Elizabeth K Woods1, Eline M van den Broek-Altenburg1
1Larner College of Medicine University of Vermont, Burlington, VT, United States.
Frontiers in Public Health
|June 20, 2025
Summary
Effective public health emergency risk communication (PHERCC) requires transparency, trusted local sources, and tailored messages for rural populations. Addressing misinformation and accessibility barriers is key to building trust and resilience during crises.
Area of Science:
- Public Health
- Risk Communication
- Health Equity
Background:
- Public health emergencies necessitate robust risk communication strategies.
- The COVID-19 pandemic underscored the need for effective crisis communication.
- The Public Health Emergency Risk and Crisis Communication (PHERCC) framework offers a structured approach.
Purpose of the Study:
- To examine COVID-19 risk communication strategies in rural Northern New England.
- To apply the PHERCC framework to understand communication challenges and successes.
- To identify best practices for enhancing public health messaging in rural settings.
Main Methods:
- Qualitative study utilizing seventeen stakeholder interviews and seven focus groups.
- Data collected between November 2022 and March 2023.
- Thematic analysis of data aligned with the six PHERCC domains using NVivo software.
Main Results:
- Transparency and adaptation to evolving evidence are crucial for public health messaging.
- Trusted local sources and traditional media effectively reached rural and older populations.
- Barriers included misinformation, translation issues, and limited internet access; community collaboration and tailored messages improved understanding and trust.
Conclusions:
- Evidence-based, adaptive, and sensitive communication is vital during health emergencies.
- The PHERCC framework aids in addressing challenges and refining communication strategies.
- Investing in inclusive communication systems and community partnerships strengthens crisis response.
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