New Communication Strategies for Preventing Misinformation

"...although two-way communication is listed as a strength of social media, this can also be used negatively to further perpetuate misinformation..."

This is one lesson learned shared in this resource from the TELL ME (Transparent communication in Epidemics: Learning Lessons from experience, delivering effective Messages, providing Evidence) project, which aims to provide evidence and to develop models for improved risk communication during infectious disease crises. The document focuses on issues related to the emergence and spread of misinformation and rumours within the wider outbreak communications environment and across the 4 pandemic phases (inter-pandemic, alert, pandemic, and transition), as specified by the World Health Organization (WHO). The scope covers infectious diseases where both preventive (e.g. social distancing) and protective (e.g. vaccination) measures are likely to be introduced.

The context: "information transmitted by public health authorities, the media and the public can actually shape (or influence) perceptions and behavioural responses to an outbreak. In the more recent potential and actual epidemics (e.g. H7N9 influenza, MERS-CoV, Ebola Virus Disease), we have witnessed the unstoppable pace by which information can spread and the distances it can reach, especially through online media and internet-based communication channels. We have also witnessed a form of deinstitutionalisation of information in the sense that information escaped the conventional one-way route of transmission from public health authorities to the public, to become more of an instrument used in online communications for people to satisfy the need to communicate, to connect, to share information and know more about what happens in other parts of the world."

The recommendations and guidance provided here are largely based on the findings identified following a comprehensive exercise carried out in the context of the TELL ME project, which included a broad study of population behaviour during major epidemics and pandemics and the investigation of emerging challenges and new methods for outbreak communication. Furthermore, this document builds on the concepts and elements introduced in the TELL ME Framework Model for Outbreak Communication, such as the use of a participatory approach to outbreak communications planning, the role of opinion leaders, and the use of social media to reach intended audiences.

Contents include:

• "Section 1 - Executive summary pp 4-9
• Section 2 - The anatomy of misinformation in 21st century outbreak communications pp 10-13
• Section 3 - Mapping the origins and sources of misinformation pp 14-23
• Section 4 - Where does it all start? The 'incubation process' of misinformation pp 24-35
• Section 5 - Why so persistent? The sticky effect of misinformation and medical myths pp 36-43
• Section 6 - The importance of preventing misinformation from transforming into common knowledge pp 44-49
• Section 7 - The critical role of opinion leaders to control the spread of misinformation pp 50-53
• Section 8 - Strategies for prevention and response to misinformation in the course of a major infectious disease outbreak pp 54-67
• Section 9 - Bibliography pp 68-71