The rapid growth of confirmed monkeypox cases in the U.S., as well as related headlines in the media, is causing greater uncertainty and fear among the public. As the disease spreads, so too has false and malicious content — putting many governments in an uphill battle to connect people with the truth they need.
Despite considerable efforts by some of the country’s largest social media platforms, such as Facebook, Twitter and Google, to prevent the dissemination of false information, the issue still persists. But many government leaders are taking action to combat misinformation and provide the facts. Here are three ways organizations are setting the record straight.
Many lessons for governments formulating monkey-pox related communication strategies can be gathered from the recent COVID pandemic. California was the first state in the U.S. where a patient tested positive for coronavirus due to community spread. The city of Berkeley’s communications team found themselves in a position many government leaders are facing: They needed to communicate about coronavirus quickly, accurately, and effectively. In an interview with Echa Schneider, who oversees digital communications for the city, she recommended elevating the voices of public health authorities as much as possible. “Whether it’s providing members of the community with links to credible websites, or quoting medical professionals in outbound messaging, elevating healthcare experts is your best chance at combating misinformation,” Schneider said.
COVID-19 saw wide-ranging misinformation concerning treatment claims on social media channels, ranging from completely harmless (eating raw garlic) to life-threatening (drinking bleach). The worst thing we can do is give these false claims any merit by engaging in the discussion. The most effective misinformation campaigns thrive by recruiting more members of the public who didn’t realize they are amplifying or legitimizing falsehoods.
Instead, offer consistent and focused messages directly to your audience that cites any of the following trusted medical sources:
In times of crisis, effective communication is more important than ever. Not only is tone important to reduce panic and keep people safe, but consider the most effective 1-to-1 methods for outreach. When social media is swirling with misinformation, it’s time to rely on more direct communications, such as email and text messaging, to cut through the viral noise.
Emails from government agencies (especially local and state governments) have about 10-20% higher engagement rates than those from private organizations and are less likely to hit spam or junk filters. Text messaging also has some of the highest open rates of any communications method and can reach people more readily during periods of social distancing. Unlike social media, segmentation and other sophisticated audience targeting tactics can be applied to email and text messaging — giving your audience personalized and relevant information
COVID-19 response messaging provides a blueprint for monkeypox communications. See this free COVID-19 Outreach Best Practices Guide that includes example web pages, email templates, and more.
