Developing a Response Plan to Misinformation in Public Health

"Developing a Response Plan to Misinformation in Public Health," a webinar hosted by the Public Health Communications Collaborative in October 2024.

1. Developing a Response Plan to Misinformation in Public Health WEDNESDAY, SEPTEMBER 25 1:00 – 2:30 pm ET / 10:00 – 11:30 am PT This event will be recorded. The recording and slides will be available on publichealthcollaborative.org later this week. All attendees are automatically muted upon entry.

2. Download the Guide

3. Closed Captioning and ASL Interpretation If you’d like to use closed captions or ASL interpretation: Hover over the “More” button or the “Interpretation” button on the bottom of your Zoom screen. Live closed captioning is being provided by AI Media. ASL interpretation is being provided by Keystone Interpreting Solutions.

4. Meet Today’s Experts Hagere Yilma Senior Manager, Health Misinformation and Trust Initiative KFF Megan Barber Editor in Chief Public Good Project Aisha Abdullah Senior Science Writer Public Good Project

5. Understanding the Misinformation Environment False narratives can spread in various ways, from word of mouth to non-digital channels. T he rise of internet, social media platforms, and AI has rapidly increased the spread of information. Case Study: The recent approval of updated COVID-19 vaccines Themes around misinformation reemerge and repeat There’s more gray than you might think Misinformation is plentiful, but it’s not just that. There’s also genuine confusion and accurate info

6. Information is spreading on more social media platforms with fewer restrictions.

7. Health information is politicized . It’s also misunderstood , misinterpreted and often reshared without checking the facts .

8. The impact of false narratives Many people have been exposed to false claims Decades of standard public health policies are at risk of being undone Trust in the health care system, health institutions, and public health officials has declined

9. An August 2023 poll from KFF showed that… “ Most people aren’t true believers in the lies or the facts about health issues; they are in a muddled middle . The public’s uncertainty leaves them vulnerable to misinformation but is also the opportunity to combat it .” Drew Altman, KFF President and CEO 4 in 10 people say that they’ve heard each of 10 specific false claims about COVID-19, reproductive health, and gun violence.

10. The study of the spread of information with the goal of improving public health. Infodemiology Infodemiology The study of the spread of information with the goal of improving public health.

11. Epidemiology asks where, when, why, and to whom a disease is spreading and how it impacts populations. Infodemiology asks where, when, why, and to whom information is spreading and how that information impacts populations. INFODEMIOLOGY information epidemiology Infodemics are to infodemiology as epidemics are to epidemiology. Familiar Concepts

12. Infodemiology for Trust Building Infodemiology helps us fill gaps that other data sources may not capture. Allows us to be more responsive to information needs of communities. Improve accuracy and efficiency of communication priorities and resource allocation. Identify and collaborate with trusted community voices on and offline to delivery urgent and accurate information. Infodemiology allows us to assess and react to narratives that are circulating in communities , whether helpful or harmful.

13. Epidemics & Infodemics “Science isn’t finished until it’s communicated.” —Sir Mark Walport

14. Defining Key Terms and Understanding Why People Spread Misinformation

15. Defining Terms Misinformation — information that is false, partially inaccurate, or misleading. Disinformation — a claim that is false and spread intentionally. Malinformation — when accurate information is intentionally manipulated to cause harm.

16. Defining Terms

17. Why People Spread Misinformation Emotional Response: Misinformation that triggers emotions is more likely to be shared. Social Connection: Sharing misinformation can serve as a way to connect with others. Algorithm Influence: Algorithms promote popular content, prioritizing engagement over accuracy. Habit : Many share misinformation out of routine. Media Literacy : Low media literacy skills contribute to the spread of false information. Rapid Consumption: Quick content consumption increases the likelihood of sharing misinformation.

18. Understanding Misinformation Vulnerability M ost U.S. adults (96%) have heard at least one of 11 health misinformation claims; however, few consider these claims to be “definitely true.” Most fall into a “muddled middle,” showing uncertainty about what to believe. Demographic Differences: Education : 60% of adults without a college degree believe false claims, compared to 38% of college graduates. Race/Ethnicity: 29% of Black adults and 24% of Hispanic adults believe misinformation, versus 17% of White adults. Political Affiliation : Republicans and independents are more likely to accept misinformation than Democrats. Location : 73% of rural residents are susceptible to misinformation, compared to 56% in urban areas. Source: KFF Health Misinformation Tracking Poll Pilot (May 23–June 12, 2023 )

19. Trusted Sources of Information KFF polling reveals varying levels of trust in different health information sources. Trusted Messengers : 93% of adults trust their own doctor for health recommendations. Government Agencies : 25% have high trust in the CDC; 20% in the FDA. Trust is lower for the Biden Administration, especially among Republicans. Media Consumption : Over half of adults regularly use local TV, national news, and digital aggregators. At least 70% trust health information from local TV news. Source Trust Levels : 59% of NPR and 52% of New York Times users trust their health info “a lot,” compared to 36% for Fox News and 34% for MSNBC. Social Media Usage : 55% use social media weekly for news; 24% for health info. Trust in health claims on social media is low—under 10%. Source: KFF Health Misinformation Tracking Poll Pilot (May 23-June 12, 2023)

20. Tracking and Responding to Misinformation

21. Tracking and Responding to False Narratives The Monitoring Lab monitors real-time health narratives at the national and regional level.

22. PHCC Misinformation Alerts Misinformation Alerts are weekly insights and fact-checking of currently circulating false health claims.

23. Why is it low risk? The post has relatively little engagement. The claim is fringe and unlikely to circulate outside conspiracy and anti-vaccine spaces. The narrative highlights that people may be confused or concerned about COVID-19 vaccine safety. Assessing Risk Example of a low-risk narrative: A social media post with 500 likes claims that nicotine prevents COVID-19 vaccine injury.

24. Why is it medium risk? The source of the claim is a public figure with a large audience. The narrative misrepresents legitimate research. The false claim echoes a common belief (i.e. the flu isn’t serious/the flu shot isn’t necessary). Assessing Risk Example of a medium-risk narrative: A prominent anti-vaccine figure uses federal vaccine safety data to falsely claim that the flu vaccine is more dangerous than the flu.

25. Why is it high risk? The source is a trusted public figure. The statement could influence people who are hesitant about getting vaccinated. It has the potential to spread beyond the local/state level and to impact priority populations. Assessing Risk Example of a high-risk narrative: During a local measles outbreak, a high-ranking health official releases a statement that discourages vaccination.

26. Popular account promotes fake flu cure What’s the risk level? Scenario #1

27. Popular account promotes fake flu cure What’s the risk level? Low Risk Scenario #1

28. Scenario #2 Consuming borax for alleged health benefits trends on TikTok What’s the risk level?

29. Scenario #2 Consuming borax for alleged health benefits trends on TikTok What’s the risk level? High Risk

30. Scenario #3 Vaccine opponents spread false claims about malaria What’s the risk level?

31. Scenario #3 Vaccine opponents spread false claims about malaria What’s the risk level? Medium Risk

32. Scenario #4 Attacks on pediatric COVID-19 vaccines escalate What’s the risk level?

33. Scenario #4 Attacks on pediatric COVID-19 vaccines escalate What’s the risk level? High Risk

34. Tools for Response PREBUNKING acts as an immunization against misinformation. Goals: Fill in knowledge gaps Put the focus on the facts Highlight the tactics used to spread misinformation

35. Tools for Response DEBUNKING is a direct response to trending misinformation.

36. Tools for Response DEBUNKING is a direct response to existing misinformation.

37. Narrative type Response c onsiderations Example Low-risk narratives have limited reach and impact. Narratives may result from knowledge gaps or confusion. Prebunking to fill in knowledge gaps and address confusion without repeating or potentially spreading false claims Claim: Nicotine prevents COVID-19 vaccine injury Response: Vaccination is the best and safest way to protect against severe COVID-19 illness, long COVID, and death. Medium-risk narratives pose a potential health threat due to their moderate reach and impact. Narratives may be based on genuine confusion or misleading information. Prebunking to fill in knowledge gaps and address confusion Debunking may be needed if narrative spreads to priority population and/or poses a health risk Claim: The flu shot is worse than the flu Response: The flu is a serious illness that hospitalizes and kills thousands every year in the U.S. Getting vaccinated reduces your risk of getting and spreading the flu. The flu shot is extremely safe with no serious health concerns associated with it. High-risk narratives pose a health threat due to their large reach and impact. Narratives have the potential to spread quickly and influence health decisions. Debunking is needed to directly address false claims and deceptive tactics while highlighting accurate information Using the truth or fact sandwich method prevents amplification of false claims Claim: Official discourages measles vaccination Response (truth sandwich): The measles vaccine is very safe and 97% effective against infection. Some people try to discourage parents from protecting their children by falsely claiming that vaccination is unnecessary. Measles vaccines prevent outbreaks and protect everyone, including children who are too young to be fully vaccinated.

38. Communicating about Misinformation in Public Health

39. Impacts on Public Health Erosion of trust in public health Compromised public health communications Inequitable health outcomes

40. Age and gender breakdown Educational background Geographic location Interests, values, and hobbies Health concerns What are the drivers and barriers to engaging with your organization? What is their level of trust? #1: Know Your Audience These audience considerations influence your messaging , content creation , and what platforms you post on . When someone consumes or shares information, they’re bringing their own history, context, and concerns. Think carefully about what each audience cares about and tailor your content to them. Remember different groups of people care about different things. Things to consider

41. #2: Lead with the facts and communicate “the gist” People often remember the first thing they hear This is called “anchoring bias.” It causes a reliance or an anchor on the first information consumed. The importance of communicating “the gist” Captures the essence of information, its bottom-line meaning in context. Communicate clearly and make it memorable If someone can summarize your content in one sentence , you’ve nailed “the gist.” Details are still important! Communicate “the gist” but don’t skimp on including necessary details.

42. #3: Make your content approachable Avoid jargon or over complicating the issue Keep content and language simple. Be aware of how people interpret data and statistics. 1 Watch your tone Be kind, authentic, and humble. Lean into your organization’s unique voice. Connect to people’s values, emotions, and priorities Know what matters to an audience and then to appeal to those values. Include stories and analogies. 2 3

43. #4: Say what you know, but also what you don’t It’s important to acknowledge when we don’t have answers yet Acknowledging what we don’t know reinforces trust and legitimizes you as an unbiased source. Always emphasize what you know to be true, acknowledge what you don’t know yet, and explain what people are doing to find the answers.

44. #5: Respond in a timely manne r Timeliness is important in health emergencies Know what’s happening and have a communication plan ready. Do your best. Continuing to advocate for timely responses will go a long way.

45. Q&A

46. Check out the brand-new digital hub designed for state and local health department staff that provides a comprehensive look at the field of infodemiology. Infodemiology Training Program

47. Explore publichealthcollaborative.org Sign up for the PHCC newsletter Download resources to share with your community Review new and effective messaging on emergent public health issues Understand the latest misinformation environment

48. Thank You More Resources www.publichealthcollaborative.org Contact [email protected] Follow PHCC X: @PH_Comms LinkedIn: Public Health Communications Collaborative