Table 1.

Recommendations for Health Communication

Do: Create a frame for understanding
1	Communicate a mental model of community transmission that builds on prior cultural knowledge including metaphors and analogies that are accessible to populations with different educational levels.
2	Frame calls to action in terms that recognize and interpret difficulty in identity-relevant ways.
Do: Build a sense of increasing certainty and progress
3	Communicate disease prevalence rather than changes in infections, particularly when changes are positive.
4	Communicate emerging consensus information through weight-of-evidence statements.
5	Communicate consensus about the personal health decisions by experts (e.g., percentage vaccinated against a disease).
6	Communicate positive norms and positive changes in norms.
7	Communicate about positive policies (e.g., increased funding for vaccination).
Do: Plan for communication in an age of misinformation
8	Assume and address head-on potential political polarization.
9	Prebunk as possible.
10	Debunk frequently disseminated claims.
11	Ignore misleading claims that have received little attention.
Avoid: Spreading misinformation
12	Avoid communicating a false sense of consensus about complex issues (e.g., duration of immunity from a new vaccine).
13	Avoid repeating fringe positions.
Do: Improve material conditions for success
14	Provide free health care to cover vaccinations and side effects.
15	Provide coverage for people staying home for postvaccination recovery and sick days.
16	Reduce channel factors by allocating case managers to support/accompany those who need help navigating making and getting to vaccine appointments and handling potential side effects.
17	Consider using mandates to change norms about behaviors with low uptake.