[THREAD] Lessons I learned in government communications in the time of COVID-19:

1. TALK TO YOUR AUDIENCE. It is always important to produce info materials that are easily understandable. This includes not only the choice of language to use, but also the specific words & tone.

Written materials should be read to sound like your audience is listening to an actual person. This will allow us to capture their attention.

2. BE CREATIVE IN PRESENTING DATA. For people to appreciate numbers and statistics, we need to help them visualize.

Infographics are essential in providing your audience with the ability to measure and appreciate the scale of the effects of a crisis or the extent of government actions. As they always say, a picture can paint a thousand words.

3. DO NOT INVALIDATE THE FEELINGS OF PEOPLE. Never say "Don't panic!" The feeling of fear among citizens should not be rendered invalid or unimportant. It is a legitimate feeling. The last thing they need is a government that tells them what to feel and how to react.

Instead, lead by example. Show composure and compassion in the different ways of communication.

4. PRACTICE POSITIVE REINFORCEMENT. When we avoid invalidating people's emotions, it doesn't mean that we have to escalate the negativity that's already churning in their minds.

When they are afraid, we find ways to make them feel brave and hopeful. When they are angry, we don't engage them in a shouting match—we continue to speak with calmness and respect until they feel that they have to adjust to the same tone.

If we want them to obey the rules, we make them see the effects of disobedience to their communities and the people around them, without immediately threatening them with punishments.

5. BUILD A CONSTITUENCY THAT WILL REJECT FALSE INFORMATION. Continuous presentation of useful and relevant facts through creative and engaging methods is essential in establishing the credibility of communicators.

If all our materials are appreciated by our audience because it helped them in one way or another, we build trust. If more and more people trust us, we will have the authority to call out disinformation.

If that trust grows further, all we have to do is to present the correct information and if others would release anything that is contrary & false, the people themselves will be the ones to call them out. Even in government communications, there is room for people's participation

6. IF PEOPLE DO NOT KNOW, IT'S NOT ALWAYS THEIR FAULT. Sometimes, we will encounter irate constituents who complain about not knowing the processes of certain programs or even about not being able to benefit from relief efforts. First, again, we must not invalidate how they feel.

Show empathy. If the program belongs to a different local government unit or a national line agency, point them to the right direction; be ready to give them the proper contact information.

If the program is part of your LGU, forward their issues to the concerned departments so they can immediately respond. If people fail to know how government and its programs work, it is the failure of government communicators.

Instead of blaming the people, we should be the ones to adjust. Remember, not all people have been given the chance to study public administration, constitutional law, and local governance. We have to use our power and responsibility to communicate as our means to educate.