Communicating about coronavirus: Lessons from Ebola and other emergencies

When a physician at the medical center where I worked was diagnosed with Ebola in 2014, I learned that many people simply don’t hear facts when they are afraid. Even a few Ph.D. scientists in my circle acted more out of emotion and fear than facts and evidence. When the goal is preparation, not panic, communicators must recognize how people receive — and perceive — messages, especially during times of heightened anxiety.

Rule № 1: People want to take action, even if they have little or no risk. Give them something to do.

Store shelves are being stripped as people panic-purchase oversupplies of hand sanitizer, disinfectants and foods like pasta and beans. While I applaud that people are checking their emergency supplies, I hope they put as much effort into checking their smoke and CO detectors, knowing evacuation routes, and updating family communications plans.

For the general public, the main message must be:

Wash your hands. Frequently. Thoroughly.

Rule № 2: Keep your message simple, direct and irrefutable.

When people are afraid, there is little anyone can do to convince them they are safe. As scientists gather more data that…