
New health comm resource alert! Our friends at the de Beaumont Foundation recently published Communicating About Public Health, a toolkit to help public health professionals build understanding of the field among the people they serve. We’re proud to share that CommunicateHealth supported this timely project! For today’s edition of Voices From the Field, we chatted with Mark Miller, de Beaumont’s Vice President of Communications, about key takeaways from the toolkit — and how we can apply those lessons to some of the biggest challenges health communicators are facing today.
Quick question: What is public health? If you don’t have an answer on the tip of your tongue, dear reader, you’re not alone. When Mark Miller arrived at the de Beaumont Foundation in 2017, he quickly recognized that public health professionals needed accessible language to explain the work they do. The lack of clear, consistent messaging about public health made it harder for professionals to build understanding, support, and trust with the people they serve. “To trust and support something, you first have to understand what it is,” Mark says. “At the de Beaumont Foundation, a big part of what we do is helping people communicate more effectively about what public health is and why it matters.” And that task has become more complex over the past few years. The field was thrust into the spotlight during the COVID-19 pandemic, Mark notes — and in the aftermath, “many people are starting with not just a lack of understanding, but negative impressions and emotions.”
Last year, the de Beaumont Foundation teamed up with CommunicateHealth to create Communicating About Public Health: A Toolkit for Public Health Professionals. The toolkit builds on years of de Beaumont’s message testing work before and during the pandemic — and it’s grounded in new research that de Beaumont and CommunicateHealth conducted with more than 1,600 U.S. adults in 2024. Communicating About Public Health features messaging to help public health pros address 5 key knowledge gaps or misconceptions about the field. The goal is to build understanding of public health through everyday conversations and written communication. “The toolkit helps professionals connect the dots between issues that they’re dealing with at the moment — like a disease outbreak or a food safety issue — and the broader goal of public health,” Mark explains.
Communicating About Public Health also offers practical strategies to help pros tailor messages for specific audiences. At the beginning of the pandemic, there were a lot of efforts to educate people living in low-income neighborhoods and communities of color, Mark says, and the de Beaumont team identified the need to connect with politically conservative audiences, including people living in rural communities. As part of an effort to build confidence in COVID-19 vaccines across the political spectrum, the de Beaumont Foundation collaborated with GOP consultant and pollster Frank Luntz to learn about conservative audiences’ values and beliefs. While presenting this work at a Society for Health Communication event, Mark asked attendees: “When you think about health equity, how many of you think about political affiliation or rural communities?” It’s a thought-provoking question worth revisiting. “In public health, we often talk about meeting people where they are,” Mark says. “That’s critically important, and we need to approach that in an even broader way.”
If there’s one thing we learned from the COVID-19 pandemic, it’s the value of acknowledging uncertainty. During uncertain times, it’s especially important to be upfront about what we don’t know. Mark also encourages health communicators to empathize with people’s genuine curiosity about topics like vaccination. “In our research during the pandemic, an approach that worked well acknowledged the importance of personal choice,” Mark explains. “For example, try using language like: ‘It’s natural for people to have questions. I want to try to answer your questions so you can make the best decision for you and your family.’”
With all the transitions and disruptions we’re experiencing, Mark advises health communicators to get back to basics. “Remember what drew you to this work,” Mark says. “Focus on those important goals — and seek new ways to accomplish them.” In unpredictable times, that’s a lesson all communicators can embrace.
The bottom line: Mark Miller and his team at the de Beaumont Foundation know that building understanding of public health is a key step toward building trust. Check out Communicating About Public Health for messages to help you build understanding of public health in your community!
Copy/paste to share on social (and tag us!): This week, CommunicateHealth chatted with Mark Miller at the de Beaumont Foundation about Communicating About Public Health: a helpful new toolkit for #PublicHealth pros. Check out our conversation: https://communicatehealth.com/wehearthealthliteracy/voices-from-the-field-mark-miller-de-beaumont-foundation #HealthLiteracy #HealthComm