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The officials deciding what to open, and when, seldom offer thoughtful rationales. Clearly, risk communication about COVID-19 is failing with potentially dire consequences.Photograph by michael_swan / Flickr

When I worked as a TV reporter covering health and science, I would often be recognized in public places. For the most part, the interactions were brief hellos or compliments. Two periods of time stand out when significant numbers of those who approached me were seeking detailed information: the earliest days of the pandemic that became HIV/AIDS and during the anthrax attacks shortly following 9/11. Clearly people feared for their own safety and felt their usual sources of information were not offering them satisfaction. Citizens’ motivation to seek advice when they feel they aren’t getting it from official sources is a strong indication that risk communication is doing a substandard job. It’s significant that one occurred in the pre-Internet era and one after. We can’t blame a public feeling misinformed solely on the noise of the digital age.

America is now opening up from COVID-19 lockdown with different rules in different places. In many parts of the country, people have been demonstrating, even rioting, for restrictions to be lifted sooner. Others are terrified of loosening the restrictions because they see COVID-19 cases and deaths still rising daily. The officials deciding what to open, and when, seldom offer thoughtful rationales. Clearly, risk communication about COVID-19 is failing with potentially dire consequences.

A big part of maintaining credibility is to admit to uncertainty—something politicians are loath to do.

Peter Sandman is a foremost expert on risk communication. A former professor at Rutgers University, he was a top consultant with the Centers for Disease Control in designing crisis and emergency risk-communication, a field of study that combines public health with psychology. Sandman is known for the formula Risk = Hazard + Outrage. His goal is to create better communication about risk, allowing people to assess hazards and not get caught up in outrage at politicians, public health officials, or the media. Today, Sandman is a risk consultant, teamed with his wife, Jody Lanard, a pediatrician and psychiatrist. Lanard wrote the first draft of the World Health Organization’s Outbreak Communications Guidelines. “Jody and Peter are seen as the umpires to judge the gold standard of risk communications,” said Michael Osterholm of the Center for Infectious Disease Research and Policy at the University of Minnesota. Sandman and Lanard have posted a guide for effective COVID-19 communication on the center’s website.

I reached out to Sandman to expand on their advice. We communicated through email.

Sandman began by saying he understood the protests around the country about the lockdown. “It’s very hard to warn people to abide by social-distancing measures when they’re so outraged that they want to kill somebody and trust absolutely nothing people say,” he told me. “COVID-19 outrage taps into preexisting grievances and ideologies. It’s not just about COVID-19 policies. It’s about freedom, equality, too much or too little government. It’s about the arrogance of egghead experts, left versus right, globalism versus nationalism versus federalism. And it’s endlessly, pointlessly about Donald Trump.”

Since the crisis began, Sandman has isolated three categories of grievance. He spelled them out for me, assuming the voices of the outraged:

• “In parts of the country, the response to COVID-19 was delayed and weak; officials unwisely prioritized ‘allaying panic’ instead of allaying the spread of the virus; lockdown then became necessary, not because it was inevitable but because our leaders had screwed up; and now we’re very worried about coming out of lockdown prematurely or chaotically, mishandling the next phase of the pandemic as badly as we handled the first phase.”

• “In parts of the country, the response to COVID-19 was excessive—as if the big cities on the two coasts were the whole country and flyover America didn’t need or didn’t deserve a separate set of policies. There are countless rural counties with zero confirmed cases. Much of the U.S. public-health profession assumes and even asserts without building an evidence-based case that these places, too, needed to be locked down and now need to reopen carefully, cautiously, slowly, and not until they have lots of testing and contact-tracing capacity. How dare they destroy our economy (too) just because of their mishandled outbreak!”

• “Once again the powers-that-be have done more to protect other people’s health than to protect my health. And once again the powers-that-be have done more to protect other people’s economic welfare than to protect my economic welfare!” (These claims can be made with considerable truth by healthcare workers; essential workers in low-income, high-touch occupations; residents of nursing homes; African-Americans; renters who risk eviction; the retired whose savings are threatened; and others.)

In their article for the Center for Infectious Disease Research and Policy, Sandman and Lanard point out that coping with a pandemic requires a thorough plan of communication. This is particularly important as the crisis is likely to enter a second wave of infection, when it could be more devastating. The plan starts with six core principles: 1) Don’t over-reassure, 2) Proclaim uncertainty, 3) Validate emotions—your audience’s and your own, 4) Give people things to do, 5) Admit and apologize for errors, and 6) Share dilemmas. To achieve the first three core principles, officials must immediately share what they know, even if the information may be incomplete. If officials share good news, they must be careful not to make it too hopeful. Over-reassurance is one of the biggest dangers in crisis communication. Sandman and Lanard suggest officials say things like, “Even though the number of new confirmed cases went down yesterday, I don’t want to put too much faith in one day’s good news.” 

Sandman and Lanard say a big part of maintaining credibility is to admit to uncertainty—something politicians are loath to do. They caution against invoking “science” as a sole reason for action, as science in the midst of a crisis is “incremental, fallible, and still in its infancy.” Expressing empathy, provided it’s genuine, is important, Sandman and Lanard say. It makes the bearer more human and believable. A major tool of empathy is to acknowledge the public’s fear as well as your own. There is good reason to be terrified about this virus and its consequences on society. It’s not something to hide.

Sandman and Lanard say current grievances with politicians, health officials, and the media, about how the crisis has been portrayed, have indeed been contradictory. But that makes them no less valid. Denying the contradictions only amplifies divisions in the public and accelerates the outrage, possibly beyond control. They strongly emphasize one piece of advice. “Before we can share the dilemma of how best to manage any loosening of the lockdown, we must decisively—and apologetically—disabuse the public of the myth that, barring a miracle, the COVID-19 pandemic can possibly be nearing its end in the next few months.”

Robert Bazell is an adjunct professor of molecular, cellular, and developmental biology at Yale. For 38 years, he was chief science correspondent for NBC News.

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RESCHEDULED: This event has been rescheduled for November 11-13, 2020. Click here to learn more.

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Informa Connect-CBI’s Patient Support Services Congress
June 16-18, 2020 | The Westin Princeton at Forrestal Village | Princeton, NJ
www.informaconnect.com/patient-support-services-congress

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• Critical Regulatory Updates and Effective Strategies for Monitoring & Oversight
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Leading Perspectives from Industry Trendsetters:

• Robert Britting, Director, Patient Services and Strategic Solutions, Teva Pharmaceuticals
• Stella Vnook, Chief Executive Officer, Diverse Biotech
• Katherine Chaurette, Vice President healthcare Law and Compliance, Blueprint Medicines
• Kimberly Goldberg, Director, U.S Data Privacy Counsel, Novartis
• Imtiaz Hussain, Senior Director, Patient Services, Bayer
• Cory Potomis, Associate Director, Ethics & Compliance Operations, Novo Nordisk, Inc.
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The content of Sponsored Posts does not necessarily reflect the views of Pembroke Consulting, Inc., Drug Channels, or any of its employees.

Informa Connect-CBI’s 22nd Annual Medicaid and Government Pricing Congress
May 19-21, 2020 | Orlando, FL
www.cbinet.com/medicaidandgovernment

Exclusive Offer: Register by April 10th and save $500* (mention promo code MDCDC5).

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The 2020 agenda features 75+ speakers and 50+ sessions customizable by company type and size, as well as 10 hours of dedicated networking. Bio/pharma, regulatory and government experts representing HHS, Pfizer, Daiichi Sankyo, Sobi, Maryland Department of Health, BMS, Jazz, Novartis, Amneal, J&J, Sunovion, Gilead, VA, Granard, Insmed, UCB, Alnylam, Louisiana Department of Health, AstraZeneca, CMS, CSL Behring, Astellas, Lilly, Oklahoma Healthcare Authority, Theravance, Indivior, Sandoz, Alvogen, Takeda, OIG, AMAG, Aimmune, Exelixis, South Dakota Department of Healthcare Services, Regeneron, Sun Pharma, Teva and many others are set to drive the dynamic dialogue.

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The content of Sponsored Posts does not necessarily reflect the views of Pembroke Consulting, Inc., Drug Channels, or any of its employees.

Nora R. Dannehy, Acting U.S. Attorney for the District of Connecticut, and other federal officials announced that Hassan Abu-Jihaad, formerly known as Paul R. Hall, 33, of Phoenix, Arizona, was sentenced today by U.S. District Judge Mark R. Kravitz in New Haven to 120 months of imprisonment, followed by three years of supervised release, for disclosing previously classified information relating to the national defense.

U.S. Immigration and Customs Enforcement (ICE) and the U.S. Department of Justice (DOJ) signed two Memoranda of Understanding (MOUs) on Thursday, Aug. 6, 2009, to foster increased communication between participating agencies at the Organized Crime Drug Enforcement Task Force (OCDETF) Fusion Center and the International Organized Crime Intelligence and Operations Center (IOC-2).

James Wilbur Fondren Jr., was convicted by a federal jury today on charges involving providing classified information to a man working with the People’s Republic of China (PRC) and lying to the FBI about it.

"We at the Department are especially committed to encouraging compliance with the Act and to fulfilling President Obama's goal of making this Administration the most open and transparent in history."

Attorney General Holder and Secretary Janet Napolitano announced two major steps in their efforts to implement reforms to enhance information sharing among federal, state, local and tribal law enforcement agencies and safeguard sensitive information used by the government—designed to expand joint capabilities to protect the United States from terrorist activity, violent crime and other threats to the homeland.

Shamai Kedem Leibowitz, aka Samuel Shamai Leibowitz, 39, of Silver Spring, Md., pleaded guilty in federal court in Greenbelt, Md., to a one-count information charging him with knowingly and willfully disclosing to an unauthorized person five FBI documents classified at the "secret" level that contained classified information concerning the communication intelligence activities of the United States.

As part of the Obama Administration’s Open Government Initiative, and in compliance with the Open Government Directive issued by the Office of Management and Budget (OMB), Associate Attorney General Tom Perrelli today announced the online publication of three high-value sets of data not previously made available by the Department of Justice.

A federal grand jury in the District of Maryland has returned a 10-count indictment charging former National Security Agency (NSA) senior executive Thomas A. Drake with the willful retention of classified information, obstruction of justice and making false statements.

The department said the proposed information exchange may reduce health care costs by improving competition among hundreds of hospitals in California and facilitating more informed purchasing decisions by group purchasers of health care services.

U.S. District Judge Alexander Williams sentenced former FBI contract linguist, Shamai Kedem Leibowitz, aka Samuel Shamai Leibowitz, age 40, of Silver Spring, Md., today to 20 months in prison followed by three years of supervised release for unlawfully providing classified documents to the host of an Internet blog who then published information from those documents on the blog.

Juan Javier Cardenas was charged in a three-count indictment returned today by a federal grand jury in Miami with conspiracy to buy, sell and use stolen credit card information.

A federal jury in U.S. District Court for the District of Hawaii today found Noshir S. Gowadia guilty of five criminal offenses relating to his design for the People’s Republic of China (PRC) of a low signature cruise missile exhaust system capable of rendering a PRC cruise missile resistant to detection by infrared missiles.

A federal grand jury in the District of Columbia has returned an indictment charging Stephen Jin-Woo Kim with unlawfully disclosing national defense information to a reporter for a national news organization and making false statements to the FBI.

Juan Javier Cardenas of Miami pleaded guilty today to one count of conspiracy to traffic in and possess unauthorized credit card numbers with intent to defraud, and one count of trafficking in unauthorized credit card numbers, announced Assistant Attorney General Lanny A. Breuer of the Criminal Division; U.S. Attorney Wifredo A. Ferrer for the Southern District of Florida; Special Agent in Charge Michael K. Fithen of the U.S. Secret Service, Miami Field Office; and Special Agent in Charge Kenneth T. Jenkins Jr., of the U.S. Secret Service, Criminal Investigative Division.

Cesar Carranza, a resident of Long Beach, Calif., was sentenced today to 72 months in prison for his role in laundering $2.5 million dollars in proceeds derived from several stolen credit card information schemes.

A fired information technology director for Transmarx LLC, a Richmond, Va., company, was sentenced today to 27 months in prison for hacking into his former employer’s website.

Juan Javier Cardenas of Miami was sentenced today in the Southern District of Florida to 121 months in prison for buying, trafficking and possessing stolen credit card information.

A former CIA officer was arrested today on charges that he illegally disclosed national defense information and obstructed justice.

Noshir S. Gowadia, 66, of Maui, Hawaii, was sentenced late yesterday to 32 years in prison for communicating classified national defense information to the People’s Republic of China (PRC), illegally exporting military technical data, as well as money laundering, filing false tax returns and other offenses.

A federal jury in Wilkes-Barre, Pa., has convicted Matthew Nestor and William Moyer of falsifying information related to the investigation into the beating death of Luis Ramirez.

A Joint statement on behalf of the United States and the European Union:

A Food and Drug Administration (FDA) chemist and his son were arrested in Maryland today in connection with an alleged $2.27 million insider trading scheme.

The Departments of Justice, State and Homeland Security today jointly announced a reward of up to $5 million for information leading to the arrest and/or conviction of individuals allegedly responsible for the murder of U.S. Immigration and Customs Enforcement (ICE) Homeland Security Investigations (HSI) Special Agent Jaime Zapata and the attempted murder of ICE HSI Special Agent Victor Avila.

The Justice Department announced that Matthew Nestor and William Moyer were sentenced today for falsifying information related to the investigation into the beating death of Luis Ramirez.

Newark, N.Y.-based Ultralife Corporation, formerly known as Ultralife Batteries Inc., has agreed to pay $2.7 million to resolve allegations that the battery manufacturer violated the False Claims Act.

“The international expansion and increased violence of transnational criminal networks pose a significant threat to the United States."

Bryan Underwood, a former contract guard working at a U.S. Consulate in China, has been charged in a superseding indictment with one count of attempting to communicate national defense information to a foreign government, two counts of making false statements and one count of failing to appear in court pursuant to his conditions of release.