Communications as a Foundational Capability for Public Health Agencies
ResourcesCommunications infrastructure and capacity are integral parts of Foundational Public Health Services. As such, health departments should assure cross-cutting skills, capacities, and abilities to develop and maintain public communications infrastructure for public health education and risk communication. Internal and external communications measures are embedded into the Public Health Accreditation Board (PHAB) Standards and Measures. One example is the Communications Foundational Capability measures to establish procedures for ongoing, non-emergency communication outside the health department and implement health communication strategies to encourage actions to promote health.
Utilizing social media, writing press releases, and conducting press conferences are all examples of communications activities that can be used effectively to communicate directly with the media and community members on current public health issues. Using electronic communication tools, organizations can implement a proactive health education strategy that disseminates timely and accurate information, tailoring messages to specific audiences, encouraging actions to promote health in culturally diverse communities. Pragmatic communication strategies will allow jurisdictions to communicate with the public on a 24/7 basis and create a trusted space for risk communications.
Using PHIG funding, public health jurisdictions and partners can develop the cross-cutting activities needed to standardize and implement communications as a foundational capability.
Social Media Toolkit
One of the most prominent avenues for public engagement is social media. Within an operational scope, it allows bi-directional communication with partners and community members. Agency-monitored social content and activities differ from personal social media use and content sharing. Agencies should be aware of the power of these platforms (e.g., LinkedIn, X, Instagram) to reach large audiences. However, social media managers must understand that jargon-heavy content or data-heavy resources will not entice the public to respond to, share, or retain information. Check out ASTHO’s social media toolkit for what health agencies can do to level up their virtual presence.
Media Relations Toolkit
When implementing new public health guidelines, crisis communications plans, or general knowledge
sharing, communications managers and agency leaders should be fully versed in how to interact with the media. Ranging from pre-planned, scheduled media interviews to last-minute press conferences, health departments can best prepare for these occasions with an understanding of the media landscape. As part of a larger communications strategy, agencies should maintain relationships with broadcast, print, and digital media contacts, to ensure use of a medium frequently followed by the general public. Learn what ASTHO suggests for proactive pitching, setting the stage for an interview, and more in this informative toolkit.
Navigating Public Health Communications in 2025
Robert Jennings, executive director of NPHIC, discusses the challenges public health communicators will face in 2025, including the need for clearer language to replace terms like “misinformation” and “disinformation.” He also covers the role of AI in communications, NPHIC’s priorities, and their upcoming 2025 conference. Tune in for this two-part interview to hear more on these important communication health topics.
Louisiana Public Health Institute (LPHI) Language Navigator
LPHI’s Language Navigator helps public health practitioners use inclusive and equitable language and avoid outdated terms that could cause harm. This specific resource guides jurisdictions through development and implementation of written policies, taking into consideration both accessibility and cultural identities. Users can find research-based recommendations for which words to use or avoid, alongside a glossary of terms and common acronyms. A key component of the site is the option for users to request suggestions or content additions, edits, and deletions to ensure the information provided continuously evolves and adapts to diverse identities and cultures.
Communications Training Videos
ASTHO created communications trainings to provide agencies with tips and tricks for successful communications activities. The videos provide an educational resource for public health professionals to accurately inform different audiences. Space Prep and Interview Tactics showcases the various types of interviews one might encounter and how to best prepare and articulate a message using each interview opportunity. In Media Interview Best Practices, professionals learn that beyond preparation for an interview, one must concentrate on communicating key messages; easily digestible information for the public to understand. With Digital Strategies and Best Practices, communicators learn how to craft messages to specific audiences and the best ways in which to reach them.
Health Department Branding
Creating and implementing a public health department-wide brand strategy is an integral way to ensure public trust and a positive community reputation. Using ASTHO’s Branding Resource Guide for Health Departments, agencies learn actionable steps to improve the quality of their capacity-building output and increase their visibility. In the same vein, an ASTHO resource focused on rebranding a health department offers a plan to follow when assessing the current public sentiment toward a brand, creating a revamped brand strategy, and establishing an updated brand identity.
Oklahoma State Department of Health (OSDH)’s Communications Strategy & Lessons Learned
In the summer of 2021, OSDH was in the midst of its COVID-19 pandemic response work. During this time, opportunities for improvement and the need for more efficient work strategies led the agency to modernize its communications strategy. With quality improvement tools like the Ready, Willing, and Able (RWA) Survey and monthly focus groups (with ‘Change Champions’) the agency heard directly from its own workforce regarding ways to effectively communicate with the public they worked with daily. Using this information, OSDH worked to define their various audiences and establish their communication goals, then adjusted their activities to better serve individual populations.
Crisis Communications
Preparedness and risk prevention are a large part of public health work, so a well-maintained crisis communications plan is essential. In the event of a public health crisis, risk communications should be disseminated accurately and efficiently. Messaging must be concise, consistent, and convey critical public health information with consideration for accessibility and cultural humility. ASTHO compiled a comprehensive list of books on this topic, with topics including leadership and management during a crisis, governmental and public policy considerations, as well as mindfulness during an emergency.
Storytelling
When communicating public health information to various audiences, organizations must keep in mind the human element. This means centering and promoting the stories of jurisdictions and individuals to help spread a message. Is new data available regarding a drop in STD cases in certain states? Did a public health department offer a meet-up location for those looking for family members after a natural disaster? These examples tell stories on a basic human level, providing audiences with the ability to connect public health communications to events occurring in their own lives. Telling public health stories creates personal connection and trust between those disseminating the information and those who are consuming the information for knowledge-sharing and personal health purposes.
Public health agencies that take the time to create a comprehensive communications strategy have an advantage. Based on trends in the public health space, the general public is looking for trustworthy and educational outlets to guide their personal health decisions. Using expertise and real-life examples from its members and partner organizations, the PHIG Partners created a solid collection of communications resources for public health departments to utilize for public outreach.
If your organization is interested in speaking to partners, media contacts, or policymakers about specific Foundational Public Health Services, consider using the FPHS Factsheet for Policymakers in addition to your ongoing communications efforts.