PHAA Communications have recently launched a member-only public health communications guide. Find it here.
Communication is essential to public health.
Recall some of the most effective public health campaigns in Australian history – Slip, Slop, Slap, or anti-smoking ads – these are excellent examples of how communication can help us to translate research findings into digestible nuggets of information that improve people’s health.
Without public health communication, evidence-based information about what’s good for us would stay within research and academia.
Most public health researchers and practitioners don’t want that. They want their work to reach the people they’re trying to benefit.
Communicating public health research effectively can boost research impact, combat misinformation, drive behaviour change, and influence policy by putting public health on the government agenda.
It can profoundly influence the decisions of policymakers, politicians, and the public.
More than 40 years after Slip, Slop, Slap, we’re still finding new ways of communicating the importance of sun safety with the Australian public.
This is a relatively well-known phenomenon in public health communication: we reiterate the same messages using refreshed strategies.
PHAA CEO, Adjunct Professor Terry Slevin, reminds us of the vomit principle: “if you start to think: ‘if I have to explain this one more time, I’m going to vomit’ – then, and only then, are you starting to get your message across.”
Top tips
As well as repetition, there are some other key principles that underpin good science communication.
Firstly, use plain English – ensure your language is simple, clear, and to the point.
Explain technical terms and complex concepts – the word “epidemiology” may be second nature to you, but confusing for a lay audience. If in doubt, it’s better to spell things out. This applies to acronyms too.
Also be aware that people are time poor and might only read, or listen to, the first couple of sentences.
That’s why being concise is vital – state your most important point in the first sentence and try to catch the attention of your audience.
It’s important to consider who your audience is and the purpose of your communication.
For example, if you want to target decision makers with the aim of influencing health policy, your communications should include evidence to support your position and a clear call to action.
Scientific jargon can be suitable for a presentation at an academic conference, but you’ll want to avoid it if you’re sharing research findings on social media.
In addition, not everyone will understand your topic or know what public health is.
Health literacy experts recommend that public health information be written at a grade eight reading level, to ensure its easily understood by general audiences and people with lower levels of literacy, or who speak English as a second language.
Try asking a friend or family member, with no prior knowledge of public health, if they understand your writing.
Finally, many people simply aren’t interested in public health.
Overcome this by giving people a reason to care about your topic and making it relatable. Find ways to engage your audience.
Public health affects all of us, and your communications should reflect that.
Want to know more? We’ve launched a member-only public health communications guide. Find it here.
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