You don’t trust us? We don’t trust you!
The wearing of masks has very much become a political issue, between those wearing them to make a statement against U.S. President Donald Trump, and those not wearing them, arguing for their personal rights and freedoms. How did it come to this? Very simply, there was mass confusion and mixed messaging on the issue, right from the start of the COVID pandemic. And when crisis communications fails during a crisis, you lose public trust. To be sure, top disease experts around the world, did get a lot right. They informed the public regularly even when there was little to update. They showed empathy. They simplified and repeated the same key messages, which we all heard loud and clear: Wash your hands. Socially distance six feet. Stay home if you feel sick or have a temperature. But on masks? They not only failed to get on the same page, they were all over the place in their messaging. I suspect largely because they didn’t want to spark panic and feed a run on much-needed surgical masks, for which there already was a global shortage. If people would line up for toilet paper for a disease that didn’t even give you the runs, what would they do if told it was a good idea to wear masks? Here’s what happened instead: The FLIP: The World Health Organization and Center for Disease Control both said don’t wear masks. They are only needed if you are sick or looking after someone who is sick. U.S. Surgeon General Jerome Adams went so far as tweeting: “Seriously people- STOP BUYING MASKS!,” he wrote. “They are NOT effective in preventing general public from catching #Coronavirus, but if healthcare providers can’t get them to care for sick patients, it puts them and our communities at risk! In Canada, Chief Public Health Officer Dr. Theresa Tam warned that masks could provide a false sense of security as they do not prevent the wearer from contracting the novel coronavirus. She also cautioned that mask wearing could encourage the wearer to touch their face more frequently, putting them at greater risk of coming into contact with the virus.