It’s National Public Health Week… and it’s a new day for public health

Cuts to federal funding of public health programs and research are devastating and disheartening for professionals on the front lines. The full extent of their impact is difficult to determine, but it may be very far reaching.

Yet, as legal challenges and appeals unfold, we must rally and prepare for a future in which our ability to prevent health crises (and respond to them) may be limited or, at the very least, very different from today.

Back to the future

Imagine this scenario: A mysterious virus and syndrome have reached pandemic levels, fueled partly by misinformation. Mental health struggles and substance use are widespread. A measles outbreak has exposed dangerous gaps in vaccination coverage, and new atmospheric data confirm escalating environmental threats. At the same time, health experts warn that many public health issues have become “inappropriately politicized” and proclaim that “public health is a vital function that is in trouble.”

That sounds like a story from today’s news… but it’s actually from 1988. The virus was HIV, and the syndrome was AIDS. That same year, the National Committee for the Study of the Future of Public Health declared the United States public health system “in disarray.” The report and its recommendations had a transformative and enduring influence on public health systems, education, and policy in the U.S. in the years after its release.

Today, however, as we mark National Public Health Week, much of the progress made since that pivotal moment is at risk of being undone.

The responsibility of communicators and leaders

The 1988 report delivered “an urgent message to the American people” to become involved in their communities to address immediate dangers and to protect future generations. As a public health communicator and leader, you must now lead the same imperative in addressing today’s pressing challenges and in advancing the goals of public health.

To help support you in this effort, we offer a set of strategic priorities designed to guide your work during these turbulent times.

Internal communications strategy

While your capacity and resources may be changing, the mission of public health remains firm. Now is the time to reset the collective mindset within your team, organization, and partners.

“Many in public health were just returning to relative normalcy after the volatile and politicized COVID times,” says Chis DiSano, RDW’s Public Health Practice leader. “Now thrust into another different but equally stressful and unknown environment, the importance of human-centered leadership has never been greater. Internally, as you may need to reshuffle, it’s imperative to have the right people in the right roles to steady understandably shaken teams.”

To lead effectively in this moment, you must acknowledge the challenges while shifting from a fear-based mindset to one of opportunity and resilience. We suggest a three-part approach to guide you in this response:

Encourage — As difficult as it may be in the face of potential job and/or program loss, inspire your team to stay focused, think creatively, and embrace new ideas. Treat this moment as a crisis and also a catalyst for innovation and transformation. Optimism is essential.

Evolve — Recognize how potential changes in public health programs and research will impact the populations and communities you serve. Empower and motivate your organization to adapt and reshape your offerings to meet these evolving needs.

Extend and mobilize — Collaborate across teams and with external partners to expand your reach, generate innovative solutions, and accelerate change. Leverage digital tools to streamline processes, strengthen communication, and open new, more cost-effective pathways that lead to meaningful impact.

External communications strategy

Despite the outcry from professional and academic circles, general public outrage over cuts to public health capacity, programs, and research is only now beginning to emerge, due in part to shifts in public sentiment. Federal funding cuts aside, public health is facing a years-long credibility crisis.

A recent poll reveals a steady decline in public trust in government health agencies over the past several years. Currently, only 61% of Americans trust the Centers for Disease Control and Prevention (CDC) to provide accurate health information. Trust in the U.S. Food and Drug Administration (FDA) has fallen to 53%, and trust in state and local public health officials stands at 54%.

How do we reclaim public trust and restore the voice of public health? We suggest a three-part approach to help guide your external communications:

Resolution (Clarity) — You must clarify the value and impact of public health and science in everyday life — and do so in real, tangible terms. Help the public see its value to them personally, so they can recognize what’s at stake.

“Grassroots involvement through school, faith-based, community, and small business partnerships is critical to spreading awareness of the ways public health positively impacts populations through their full life cycle,” Chris advises. “Building and leveraging strong relationships within audiences from all walks of life and from the ground up, rather than relying on top-down, mass media messaging, is essential.”

Reconciliation — Trust is built through active listening, by acknowledging diverse perspectives, and through real engagement across communities. Public health must be grounded in a broad and authentically inclusive constituency, comprising everyone across the political and ideological spectrum. It can be challenging to move beyond our own feelings and attitudes, but doing so is essential to focus on and effect the greater good.

Different audience segments will respond differently to your message. Take a strategic approach: identify these segments, assess their level of receptivity, and tailor your targeted engagement and messaging accordingly.

Redefinition – Longer term, depending on the outcome of current events and your efforts to innovate and adapt to change, you must project a new public posture to address underlying awareness and trust issues. Work with your team and partners to reposition your agency or organization and communicate a compelling new relevance to today’s changing world. We’d be happy to discuss insights and creative directions that we have explored with our partners.

A pathway forward

As stated initially in the landmark 1988 report, “the public has come to take the success of public health for granted.” Confronting and responding to the current challenges from a position of strength requires a powerfully strategic and effective communications effort. Following these strategic priorities within your organization and your communities will help restore a strong foundation to build on.