Acknowledging uncertainty and the scientific process increases perceived trustworthiness and understanding of public health risk communication

Abstract

OBJECTIVES: The aim is to determine if comprehensive messages about public health situations that acknowledge uncertainty and explain scientific processes increase perceived trustworthiness and scientific understanding relative to less enhanced messages focusing on situational facts.

DESIGN: Participants were randomly assigned to 1 of 4 message groups across which messages about a hypothetical foodborne illness outbreak varied.

PARTICIPANTS: A total of 4040 participants who completed Porter Novelli's PN View survey in August 2024.

MAIN OUTCOME MEASURES: Perceived trustworthiness of the message and perceived understanding of the foodborne illness outbreak investigation process.

RESULTS: Messages varied in their effects on perceived trustworthiness and understanding. Participants who viewed an enhanced message (including an explicit statement of a reason for stated uncertainty, assurance that uncertainty is normal in such circumstances, a statement about when new information will be provided, and a commitment to providing an update) reported significantly greater perceived message trustworthiness and reported the highest average score on a scale measure of assurance and understanding in response to the message.

DISCUSSION: Public health staff face important challenges in attempting to inform communities about complex and evolving circumstances such as the outbreak of foodborne illness. Although staff may be tempted to minimize announcements and only report the most basic facts about a known situation, our study demonstrates that enhanced communication efforts can improve perceived trustworthiness and community understanding. Including additional message elements that express compassion, acknowledge uncertainty, and explain the scientific efforts being conducted to investigate the situation appears to positively affect audience response and hold potential to improve community relations.