We’re living in a moment when confusion seems to spread faster than facts. As the government shutdown drags on, even seasoned researchers are struggling to track what’s real, which agencies are working, which programs are paused, and which reports are truly at risk.
The challenge isn’t just the complexity of the situation. It’s the fact that our information ecosystem rewards speed and emotion over accuracy. Misinformation fills the space before evidence can catch up.
Why We Get It Wrong
One of the most common misconceptions about misinformation is that it spreads because people don’t know enough facts. If that were true, correcting it would be easy. We’d just share the right data and move on.
But research shows that most misinformation takes root not because of ignorance, but because of identity, emotion, and trust. People believe what feels consistent with their values, their experiences, or the voices they already see as credible. When we respond with more facts alone, we often make the divide worse.
That’s especially true in health and science, where even small gaps in understanding can create confusion. If the CDC pauses a report or a public dataset becomes unavailable, people notice, and speculation takes off. In that vacuum, researchers and evidence advocates have an opportunity, and a responsibility, to help fill the space with credible, empathetic communication.
What Actually Works
So how do we do that? My colleague Sara Gorman, an expert in misinformation and one of our faculty members for our Communicating to Build Trust course, describes some of the most effective ones:
- Prebunking: Instead of waiting for misinformation to appear, help audiences recognize it before they encounter it, like a vaccine against falsehoods.
- Fact-first framing: Lead with the truth, not the myth. State what’s correct clearly and confidently before addressing what’s false.
- Motivated messaging: Share evidence in ways that connect with your audience’s values, not just your own.
- Trusted messengers: Sometimes who delivers the message matters more than the message itself. Partner with voices your audience already respects.
These techniques take practice, but they work. I’ve seen researchers shift from frustration (“Why don’t people believe the data?”) to impact (“How can I help people understand why this evidence matters to them?”). This builds trust, and ultimately, helps ensure good science reaches the people who can use it.
Building Credibility in Uncertain Times
This is the heart of what we’ll cover in AcademyHealth’s new course, Communicating to Build Trust. Through live sessions, small-group discussions, and real-world examples, we’ll explore how to apply these strategies in your own work, whether that’s sharing findings with policymakers, partners, or the public.
At a time when so much uncertainty surrounds federal research and health policy, the ability to communicate clearly and credibly is one of the most powerful tools we have.
Enrollment is open through October 24. Learn more here.