• Proactively communicate when information (or even limited information) is available that Canadians can use to protect themselves.
• Anticipate that higher transmissibility will heighten public concern and increase demand for information from the public and media.
• Anticipate that public risk perception plays an important role in taking public health advice. Early, pro-active communications by public health authorities is important to influence early decisions and establish public health authorities as a trusted source of expert guidance and advice.
• Engage community leaders and non-public health groups to transmit accurate messages where there is a trust-based relationship with the community (e.g. Elders, spiritual leaders, educators, and community leaders/organizations)
• Leverage opportunities to use stakeholder networks and information vehicles to share information (and obtain feedback on) the relevance and value of these materials. Consider using existing networks (e.g. those already in place for seasonal influenza messaging)
• Rumours and misinformation can circulate rapidly and widely via social media. Communicate with audiences early, with a commitment to provide additional information when it becomes available and as the situation evolves. Monitor social media and identify rumours, adapt messages and strategies as needed.
• Address stigma at every opportunity through general education about the disease, considering tailored messages to schools and workplaces. Stigma can undermine social cohesion and prompt possible social isolation of groups, which might contribute to a situation where the virus is more, not less, likely to spread. Guidance^Footnotexixon how to address social stigma, including communication tips and messages, is available.
• Develop communications tools/products to empower people and reinforce public health measures (e.g. hand hygiene, social distancing measures) and caring for the ill. Tailor information products and tools to the specific needs and capacities of target audiences and ensure materials are culturally relevant.
• Anticipate that more disruptive social distancing measures (e.g. cancellation of large/popular public events) may be met with resistance. Ensure public health risk analysis and rationale (including local circumstances, which are taken into account) is included in the communication.

For additional public information on COVID-19, please refer to the Coronavirus disease (COVID-19): Outbreak update web page, as well as the jurisdictional websites.

A list of Frequently Asked Questions can also be found on the Coronavirus disease (COVID-19): Frequently asked questions (FAQ) web page.