The beginning of 2020 brought a heightened sense of health preparedness and focus on the importance of identifying misinformation and combating disinformation on social media. Misinformation is defined as inaccuracies stemming from an error in information gathering or reporting, while disinformation is intentionally fabricating false information to shape a point of view or a story. Distinguishing between misinformation, disinformation, and credible information is critical to stakeholder understanding regarding the impact of the Coronavirus (a.k.a. #2019nCoV). While a majority of information seekers may not be impacted by #2019nCoV, learning how to recognize reliable information sources during this outbreak or any other crisis event is important.
On January 30, 2020, the World Health Organization declared the #coronavirus outbreak a global emergency. As confirmed #2019nCoV cases are reported, and increased loss of life continues to make headlines, information about the health crisis has overtaken digital and social media.
Social Media Impact
According to Twitter, as of January 30, 2020, there have been over 15 million tweets on the topic. The spread of misinformation and disinformation is so prolific that big tech is actively trying to combat its voracity.
For example, Facebook is giving ad credits to the World Health Organization and Philippines Department of Health to share information and is also modifying its algorithm when users search for terms related to the outbreak.
YouTube is returning text results when users search for “coronavirus” and other terms related to the outbreak and is also pointing to authoritative video results.
Google is changing its algorithm to point users to verified information sources in search results and indicating when information has been fact-checked. Likewise, Twitter has modified its search results to point to authoritative, local-language information when people search for related terms.
Addressing Misinformation/Disinformation
The viral spread of misinformation and disinformation related to the outbreak also prompted the World Health Organization’s Director to specifically address the impact of rumors and misinformation.
“accelerate the development of vaccines, therapeutics & diagnostics.
combat the spread of rumours & misinformation.
review preparedness plans, identify gaps & evaluate the resources needed to identify, isolate & care for cases, & prevent transmission.
share data, knowledge & experience with WHO & the world.”
The Department of Homeland Security Science and Technology Directorate’s 2018 publication on Countering False Information on Social Media in Disasters and Emergencies found social media information is typically shared with good intent. Researchers identified different characteristics of social media posts that lead information consumers to believe alternative behavior such as those which intentionally propagate malicious agendas with incorrect information include intentional versus unintentional; insufficient information; opportunist disinformation; and outdated information.
Taking Action
If organizations do not take the initiative to develop a foundation of trust and authenticity with stakeholders before a crisis, stakeholders will look to unofficial sources. Likewise, if social media information is not monitored and not corrected in a timely manner, rumors, as well as misinformation and disinformation will run rampant.
The scientific adage that nature abhors a vacuum also pertains to the flow of information during a crisis – even if that information is inaccurate or misleading. If we have learned anything from the #coronavirus outbreak, it is professional communicators must adapt their communication methods to combat the viral spread of misinformation and disinformation on social media.
In my 30+ year career, I’ve been fortunate to be able contribute in some small way to some world class organizations. I’ve come to realize that my biggest challenges haven’t been the technical aspects, but the communication aspects of health physics and radiation safety. Here are some thoughts for those tasked with communicating technical information to a non-technical audience.
Energy deposition into soft tissue due to low energy photons may result in a biological insult with ramifications affecting… Wait a minute! What?!?! Does anyone really like sitting through a technical lecture about something they may not already be somewhat familiar with?
Okay, admittedly, some people probably do. However, I venture to say that most don’t…especially when all you’re really looking for is a little useful information. I’d rather not spend half my time simply trying to decipher the big words the intelligent person in front of me is using and missing the real message. I get it…you’re smart. Now, teach me something and help me to understand the topic. Health physicists (radiation safety professionals), medical physicists, or others knowledgeable about ionizing radiation and its effects oftentimes think they are doing a good job at communicating what they are trying to say, but are they?
I refer to a quote I’ve often seen attributed to Sidney J. Harris: “The two words ‘information’ and ‘communication’ are often used interchangeably, but they signify quite different things. Information is giving out; communication is getting through.”
My father used to tell me to speak with people, don’t talk at them.
I think this is pretty good advice from both men. And I think they’re saying the same thing. When trying to communicate complicated topics one must know the audience to whom they’re speaking, whether it’s an individual or a group of people, and what they expect or need. Is it an academic environment? Is it a stressful situation such as an emergency or an attempt to explain a medical procedure involving radioactive materials? Is it an individual who just wants to learn a little more about a topic? There are many things to take into account.
I come from a radiological background, but I think some things apply to most anyone trying to effectively communicate technical information.
Things to Consider
Here are some things I consider when delivering a presentation or simply answering a technical question with a non-technical audience.
Decide what it is you really want/need to convey.
Determine who it is that you are trying to reach and what they are wanting.
Are there analogies that can be used to simplify the message while still delivering the information? Having multiple analogies ready may be useful.
Is it necessary to be 100% correct (precise) when being 90% correct may simplify things and be a better way to get the true message across?
Be prepared for a “heckler” to point out what you missed if you go the 90% route. That said, is this “expert” really who you are trying to reach?
Watch audience response (body language, attentiveness, etc.) to help judge if your message is getting across.
Don’t open a can of worms you’re not willing/able to deal with, and stick to your area of expertise.
Be prepared for questions out of left field.
Be yourself.
Practice – try your message out on your neighbor, spouse, or another non-expert.
No need to cram every piece of information onto your presentation slides.
Use relatable visual aids
Solicit feedback and use it to improve for your next opportunity.
If you are a technical expert, your words have meaning. However, if nobody understands what you just said, why bother saying it? It takes effort, but becoming a good communicator of technical material has value…both to you and your audience.
Steve Sugarman, MS, CHP
Vice President and Corporate Health Physicist
Summit Exercises and Training LLC (SummitET®)
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