Public communication

1.a Support contact tracing corps and skilled contact tracers with training and other needs.

• Contact tracers need to be skilled, experienced, and well-trained for the risk communication issues specific to COVID-19.

• This will ensure that people who engage with contact tracers feel supported and protected and receive empathetic, culturally appropriate engagement in an accessible language.

1.b Engage community leaders.

• Identify people that communities trust, build relationships with them, and enlist them as validators of your contact tracing messages. (See Vital Strategies Engaging Communities in Contact Tracing During the COVID-19 Pandemic for more information)

• This may include faith and ethnic group leaders, community leaders, business leaders, leaders within vulnerable populations, teachers, or public officials, among others.

• Jurisdictions should engage community leaders by:

  • Establishing a mechanism for feedback to refine messaging and tactics

  • Sharing communication plans and approaches

  • Sharing official fact sheets and other communication tools

1.c Communicate widely via public information campaigns, using mass media, web sites and digital media to explain contact tracing and its impact.

• Engage journalists and consider journalist trainings to ensure journalists understand the program and are reporting factual and timely information.

• Use mass media and digital communication campaigns to build awareness on how contact tracing is helping us all get to a better tomorrow and build trust in contact tracing for the most affected communities. (See Vital Strategies Talking Points on Contact Tracing for Public Health Leadership Speaking to the Media and COVID-19 Contact Tracing Communication Toolkit for more information)

• Official health department social media handles, such as on Facebook, Twitter, LinkedIn, among others, should be used to amplify messaging.

• Consider communications campaigns that explain the contact tracing and testing process and how personal information is protected.

• Consider running an “answer your phone” campaign that shows the importance of answering calls and engaging honestly with contact tracing staff.

• Inform the public about contact tracing at COVID-19 testing sites. (See Vital Strategies )

1.d Understand risk communication principles and apply them.

• Express empathy often. COVID-19 is scary, and spokespeople should acknowledge that. People may find it invasive to consider sharing information about who they’ve been in contact with. Be sure to empathize with the public about the downsides of contact tracing, while reminding people of the benefits to their family, neighbors, friends and communities.

• Communication that expresses empathy, is credible, provides anticipatory guidance, promotes action, and shows respect will help build trust.

1.e Respect confidentiality.

• Communication on every level needs to address and allay public concerns about privacy and confidentiality.

1.f Evaluate and improve communication efforts

• Assess what’s working and what’s not working to improve communication messages and strategies. (See Vital Strategies Measures to Improve COVID-19 Response: End-to-End Quality Improvement of COVID-19 Testing, Case Investigation and Contact Tracing)

2.b Consider establishing messages and procedures for community notifications of exposure.

• Notifications should include messaging in line with CDC public health recommendations for community-related exposure:

  • Be alert for symptoms

  • Watch for fever, cough, or shortness of breath

  • Take temperature if symptoms develop

  • Practice social distancing

  • Maintain 6 feet of distance from others

  • Stay out of crowded places

  • Follow CDC or local health department guidance if symptoms develop