3 ways the WHO can fix its PR crisis

For months prior to the hiring of PR firm Hill+Knowlton Strategies, the World Health Organization fielded damaging attacks from prominent critics over its handling of the coronavirus crisis. Most notably, the US announced plans to remove itself from the international organization due to perceived bias and alleged misinformation.

These blows to WHO’s reputation have reduced the primacy and effectiveness of its role as a trusted source of information for many. However, with resurgence of the virus across the United States and an apparent national pivot towards fact and evidence-based decision-making, the WHO may have a prime opportunity for a comeback.

Here are three key points that the WHO’s messaging will have to encompass in order to be as effective as possible:

1. Focus on the facts.

Speculation, conspiracy theories and falsehoods from prominent leaders have all muddied the public perception of what COVID-19 is and how to effectively bring the disease under control.