Dr. Michael T. Osterholm, Director of the Center for Infectious Disease Research and Policy at University of Minnesota, introduces us to their Effective COVID-19 Crisis Communication report. They stress six key principles:

1. Don’t Over-reassure

2. Proclaim Uncertainty

3. Validate Emotions—Your Audience’s and Your Own

4. Give People Things to Do

5. Admit and Apologize for Errors

6. Share Dilemmas