Effective Risk Communication - An Essential Strategy In Combating Covid19 Pandemic - Report From Tamil Nadu, A South Indian State

Risk communication is one of the eight core principles of pandemic preparedness by International health regulations, which is essential to prepare for, respond to and recover from serious public health hazards like emerging infectious diseases. Covid-19 being a novel disease, generates intense fear, misinformation, and rumors confusing both authorities and the population, thereby creating the necessity for prompt information. The communicator, when imparting or exchanging information, should be clear about the message, target audience, conveying medium, and the effect it will produce. Effective communication can minimize the spread of disease, limit the impact, and ultimately save lives. Risk communication is not a last-minute additive to publicize decisions. It should be an integral part of preparedness planning for effective risk management and has to be translated into action. The risk communication strategies should be analyzed as the situation evolves, reviewed and changed if needed, as different populations and affected groups may require different strategies.