During an infectious disease emergency, access to timely and accurate information can save lives — but only if people understand and trust the data being shared. Surveillance systems and forecasting models are critical tools for identifying outbreaks early, tracking how diseases spread, and projecting what might come next. Yet without effective communication, even the most sophisticated data can spread confusion and slow prevention efforts.
Health departments play a critical role in translating data into clear messages that empower communities to mitigate infectious disease threats. Explaining trends, uncertainties, and model projections in plain terms gives people the context they need to make informed decisions. Leveraging trusted community voices to co-develop and amplify key messages lets health departments effectively communicate data in ways that resonate with the unique context of the target demographic.
Strong communication around data, surveillance, and forecasting builds credibility, counters misinformation, and reassures the public that decisions are grounded in evidence. It also supports transparency during times of uncertainty — when trust in public health systems is both most fragile and most essential. Data alone doesn’t drive action; it is how we communicate it that facilitates change.
Understanding Audience Needs and Concerns
Effective communication requires understanding the audience’s concerns, values, and perceptions. When communicators fail to tailor their messages, these messages may feel irrelevant or disconnected from the realities of those who need them most. Listening to communities and applying principles of health literacy and cultural humility can increase message resonance and impact.
Resources
- Communicating with the Community - Epidemic Control Toolkit | Resolve to Save Lives
- How an Epidemiologist Uses Social Media to Build Trust and Communicate | UAB Reporter
- Radiolab: Podcasts | WNYC Studios
Communicating Technical or Nuanced information
Infectious disease data trends can be highly technical or nuanced. Translating complex concepts (such as epidemiological models or data-driven forecasts) into simplified terms for the general public can be challenging for health departments, particularly during infectious disease emergencies. During emergencies, data may be updated rapidly, and public health infectious disease preparedness communicators must balance transparency with not overwhelming audiences with information. The resources below share additional considerations for communicating complex information.
Resources
- Public Health and Crisis Communications Resource Hub
- Communicating About Disease Forecasting
- Communicating During an Outbreak or Public Health Investigation | CDC
- Data Communication | Infectious Disease Toolkit
- NNDSS Communication Evolves to Meet Data Modernization Goals | CDC
- Fight Like a Nerdy Girl: The Dear Pandemic Playbook for Combating Health Misinformation - PMC | Leininger LJ, Albrecht SS, Buttenheim A, Dowd JB, Ritter AZ, Simanek AM, Valentino MJ, Jones M
- Lessons in Public (Mis)communication about the Laboratory from the COVID-19 Pandemic | Mazer BL
- Communicating Public Health Surveillance Information for Action | Remington PL, David Nelson
- When the Next Disease Strikes: How To Communicate (and How Not To) | Sell TK
- Outbreak Communication Guidelines | WHO
- Best Practices for Communicating with the Public During an Outbreak | WHO
- Use Plain Language | WHO
Increasing Engagement with Public Health Messages
During prolonged emergencies like pandemics, the public may become less engaged with health messages as people become overwhelmed by changing numbers, new guidance, and constant alerts. To support content engagement, communicators can focus on simplicity, consistency, and visual storytelling. This may include:
- Data snapshots that focus on key takeaways rather than daily fluctuations.
- Color-coded dashboards to signal severity or improvement in an intuitive way.
- Infographics or “what this means for you” boxes to translate data into personal implications.
- Short videos summarizing updates in one to two minutes, with closed captions and multilingual options.
- Clear headlines and consistent framing ("Here’s what’s changed. Here’s what hasn’t.") to help people stay oriented.
To increase understanding of health messages, it’s important to repeat key messages, provide context as to how the health threat may affect a person’s day-to-day lives, and reduce technical jargon.
Resources
- Resources | Data Visualization Society
- Data Viz Project | Verdio
- Designing and implementing an electronic dashboard for disease outbreaks response - Case study of the 2013-2014 Somalia Polio outbreak response dashboard | Kamadjeu R, Gathenji C
- Best Practices for the Design of COVID-19 Dashboards | Malkani D, Malkani M, Singh N, Madan E
- Tips & Tricks to Improve Your Dashboard Design | Nightingale
- Developing Public Health Surveillance Dashboards: a Scoping Review on the Design Principles | Rabiei R, Bastani P, Ahmadi H, Dehghan S, Almasi S
- Digital Dashboards Visualizing Public Health Data: a Systematic Review | Schulze A, Brand F, Geppert J, Böl GF
- epiENGAGE Measles Outbreak Simulator v-1.6.0 | University of Texas
Cross-Jurisdictional Coordination
Health crises often span multiple cities, counties, or states, yet different jurisdictions may have varying policies, data-sharing restrictions, and communication strategies. Lack of coordination can lead to delays in response efforts. To support communication across borders, health agencies can:
- Establish regional partnerships: Create agreements for data sharing and joint decision-making before emergencies arise.
- Develop shared messaging templates: Ensure consistency in public health messaging across jurisdictions. For example, Linn County, Iowa developed a communications campaign around measles.
- Use centralized dashboards: Implement real-time data-sharing platforms that multiple agencies can access.
Interested in sharing data across jurisdictions? ASTHO and NASTAD outline legal, ethical, and practical considerations for improved outbreak detection and response, including clarifying data needs, engaging legal counsel, establishing secure systems, and providing ongoing monitoring and oversight.
Evaluating and Adapting Communication Approaches
Communicating about data, surveillance, and forecasting isn’t a one-and-done effort — it requires listening, testing, and adjusting. Health departments can build stronger connections with their audiences by using both formal and informal feedback loops.
Examples include:
- Community listening sessions to hear what’s unclear, what’s working, and what’s missing.
- Hotline call data and social media comments to identify common questions or misconceptions.
- Polls embedded in newsletters or websites ("Was this helpful?") to gauge clarity.
- A/B testing on social media to see which formats (e.g., a chart vs. a photo post) perform better.
Metrics like engagement rates, behavioral change (e.g., testing upticks after a campaign), and qualitative feedback can help communicators refine their strategies. Being responsive to what people need and how they prefer to receive information increases the likelihood that the message will be heard and acted upon.
Resources
- Are We There Yet? A Communications Evaluation Guide | Asibey Consulting and the Communications Network
- The CDC Clear Communication Index | CDC
- Evaluating the Effectiveness of Public Health Communications Campaigns | NACCHO
- Health Communication Evaluation | Springer Publishing
Relate to challenges communicating about data, surveillance, and forecasting through conversations with experienced public health practitioners:
- Emily Gurley, PhD, Distinguished Professor of the Practice, Department of Epidemiology, Johns Hopkins Bloomberg School of Public Health
- Leisha Nolen, MD, PhD, State Epidemiologist, Utah Department of Health and Human Services
Communicating data effectively during an outbreak helps people understand why prevention measures slow transmission. Whether it's visualizing trends with accessible graphics, using plain language to explain complex findings, or sharing timely updates that counter misinformation, the way we present data shapes public understanding and response. Clear and consistent data communication builds trust in health officials, reinforces the importance of collective action, and supports informed decision-making at all levels — from individuals to policymakers. They highlight the need to communicate data in ways that are not only accurate, but also engaging, and action-oriented — empowering communities to mitigate infectious disease threats.
Be inspired about communicating about data, surveillance, and forecasting by learning from experienced public health practitioners:
- Emily Gurley, PhD, Distinguished Professor of the Practice, Department of Epidemiology, Johns Hopkins Bloomberg School of Public Health
- Leisha Nolen, MD, PhD, State Epidemiologist, Utah Department of Health and Human Services
Feeling inspired to address the unique challenges facing your department? With just one click, you can better understand your department's specific gaps and craft a persuasive action plan to present to your leadership and partners.
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