Health communications in the age of misinformation

In today’s hyper-connected world, health communicators are fighting a two-front battle: one against disease, and the other against misinformation.

While the first challenge is scientific, the second is strategic—and that’s where thoughtful, intentional communication becomes critical.

At Peitho PR, we work with small businesses, startups, and mission-driven organisations who are trying to cut through the noise with credible, trustworthy health messages. But in an environment flooded with clickbait headlines and viral pseudoscience, that’s easier said than done.

Here’s how we see it—and what we recommend.

The landscape: fast, fragmented, and often false

Health misinformation spreads faster than ever. A single misleading tweet or TikTok can reach millions before a reputable journal article is even out of peer review.

Why? Because:

• Emotion beats evidence in the attention economy.

• Algorithms reward virality, not accuracy.

• Trust is fragmented, especially among younger audiences.

  
  

But these challenges aren’t insurmountable. They just require a smarter, more human-centered approach.

What Health Communicators Can Do

1. Lead with clarity, not complexity

It's tempting to pack every message with data, citations, and nuance. But clarity doesn’t mean oversimplification—it means translation. We help clients frame their expertise into language their audience understands and cares about.

2. Be where your audience is

If your audience is on Instagram, but you’re only publishing white papers, there’s a disconnect. Meet them where they are—but with content that holds your integrity.

Short-form video, stories, carousels, and visuals can all be used to build credibility without watering down facts.

3. Build (and borrow) trust

Misinformation thrives when trust erodes. Partnering with trusted voices—clinicians, community advocates, or respected creators—can help your message land.

4. Respond in real time—but stay grounded

Health scares and misinformation move fast. Don’t let perfect be the enemy of timely. It’s okay to say “we’re still gathering information”—as long as you circle back with updates.

5. Educate proactively

We’re big believers in inoculation theory—teaching people how to spot misinformation before they encounter it. Don’t wait until your audience is misled. Educate them early and often.

You don’t have to shout to be heard

The loudest voice isn’t always the most effective. When science and health messaging are guided by empathy, clarity, and strategy, they can rise above the noise.

At Peitho PR, we help small businesses and changemakers do just that—craft messages that resonate, build trust, and make a difference.

Because in the age of misinformation, the right information—shared the right way—can save lives.

Want help refining your health comms strategy or navigating a media challenge? Let’s talk.