Okay so on masks, seeing as it’s all we’re on about right now in North America (that, and #TigerKing ).

The government of Canada has obviously put itself in a pickle and has chosen the wrong answer. Follow along as I take you on a journey about public communications. #COVID19

Let’s start by stating what appears to be true:
-masks reduce the amount that people touch their faces
-masks remind people about #COVID19, implicitly communicating social distancing
-masks can communicate danger, thus potentially making other people reflect on their own habits

I’m not qualified to speak to whether they are effective beyond that. But they have at least *some* functionality. The fact that we’re trying to keep as many masks reserved for healthcare workers as possible sends the message that they work.

So why are governments pushing back?

First of all, past evidence probably suggested that face masks were ineffective. But, that past evidence was not really comparable to #COVID19. It is likely that governments are fighting today’s public information war with the last war’s tactics, so to speak.

It is also likely the case that governments at this point know that masks reduce infections but want to avoid a run on masks; they don’t want the public sector to be competing with a rabid private sector. They want to ensure access for healthcare workers.

And there’s of course the tricky fact that masks aren’t foolproof but could give a false sense of security and confidence, potentially reducing compliance with more effective strategies like self-isolating, social distancing, and hand washing.

So here’s the predicament:
-masks most likely help for general public use, even though old data may’ve suggested otherwise
-masks are most helpful for healthcare workers
-in some cases, misinformation on masks could be somewhat harmful

So how has the government messaged on this?

Well, effectively they’ve stuck to old data in the face of new facts. This is otherwise known as lying. Ottawa thinks the trade off is worth it as they don’t want to handle the pitfalls of a worse supply shortage or misinformed public.

The problem is, lying erodes trust & trust is the operative factor upon which people make political and social decisions. For instance, at the end of the day, you’ll probably never vote for a politician you don’t trust. Lying damages the government’s ability to get public buy in.

If people don’t trust the government, they’ll buy masks anyways! Worse, they might ignore more important advice and health best practices. Lies have serious ripple effects in terms of public communication; that’s why “thou shalt not lie” is the 1st rule of comms.

Moreover, in the absence of correct information, misinformation THRIVES. By choosing to tell a white lie, the government is missing out on an opportunity to communicate how masks are (and are not) effective, how to fashion useful replacements, etc.

And this is leaving a space for people (like me, admittedly) to try to fill in the blanks. I’m trying to be as focused as possible on communications (which I know lots about) but true misinformation (such as from nefarious state actors) is sure to thrive and damage public health.

How could’ve the government managed this better?

BY TELLING THE TRUTH. Seems simple, but golly, does it work.

That, and emulating the successful industrial strategy of countries like Taiwan

Had the government switched approaches early, they could focus on educating the public on masks; the proper ways to wear them, how their impacts can be limited, how other measures are more important, etc. By telling the truth, public trust could be better maintained.

On the industrial side, Taiwan nationalized the purchasing and distribution of masks EARLY. They promised to buy all the PPE that the private sector could produce, & Taiwan provides regular mask rations to citizens. They have a stable supply for the public and healthcare workers

While Taiwan has certain advantages (66% of our population, smaller geography, more relative domestic manufacturing capacity, more generalized mask usage, earlier start, etc.) Canada could absolutely have tried to apply the same strategy months ago.

More on Taiwan and the lessons Canada can learn from the country. Spoiler: Taiwan has also done a far better job of information management too. https://www.macdonaldlaurier.ca/taiwan-leading-example-global-war-covid-19-pandemic-new-mli-commentary/

Back to Canada: by telling the truth and employing an effective industrial strategy, this situation would’ve been improved and public confidence could’ve been better maintained. Instead, there are now a bazillion op eds lambasting the government for obviously fibbing.

Long story short: tell the truth! Lying doesn’t cover for poor public policy and can damage public cooperation.

A caveat: I’m not a health expert, but rather a communications expert. But communication is something governments can’t afford to mess up right now

So the lesson for governments:
-lying doesn’t work and basically undermines all your goals
-an absence of good public policy on industrial PPE procurement can not be replaced by a goofy comms strategy
-Carol Baskin’s ex-husband was absolutely murdered #TigerKing