Communication Innovation in Public Health: Embracing Risk & Failing Forward
Public health communication is not just about sharing information; it’s about connecting with people in ways that teach and inspire change. Communication strategies must always evolve and this kind of constant innovation involves risk.
But what does it truly mean to innovate in public health communication?
How can we remain human-centered in our approach, especially when addressing the needs of marginalized communities?
1. Take the risk.
You must step out of your comfort zone.
I have been in rooms and meetings where the most traditional voice drives the conversation, leaving no room for modern ideas and perspectives that address what is happening right now.
To stay ahead of the curve or to achieve the results you’re looking for, you must take risks that sometimes make you and others uncomfortable. This could involve learning a new creative tool, conversing with the person who challenges your thinking the most, taking a course to expand your skill set, or even accepting a new role that pushes you in unexpected ways.
Risk-taking is also about putting yourself in the shoes of the people you're trying to reach. Their experiences may be 100% different than yours, but an empathy-driven approach allows you to communicate more effectively because you're not just delivering a message—you're engaging with the humanity of your audience. That’s real impact.
2. You Will Fail
You must know this and learn to temporarily sit in the discomfort of something not going as planned.
In communication, as in life, failure is inevitable. No matter how much planning or research goes into a campaign, there’s always an element of trial and error. Sometimes, the strategies you believe will be most effective fall flat, while those you didn’t put much thought into unexpectedly take off.
Failure, however, is not the end—it’s a stepping stone.
Instead of allowing it to stagnate you, let it drive you forward. Analyze what went wrong, learn from it, and apply those lessons to future projects. In public health, the stakes are high when you consider that your messaging is meant to change lives, so every failure is an opportunity to refine your approach and better serve the communities you’re advocating for.
3. Stay Open.
Communication innovation means you must try again and again.
Keep an open mind, especially when the landscape is rapidly changing.
In moments when you’re unsure how an idea or project will fold, ask yourself:
What will I do with the now?
How can I adapt to what the moment is calling for?
Be flexible and ready to explore new avenues, even when they diverge from your original plan.
Ultimately, communication innovation is about seeing a need on a human level and going out on a limb to meet those needs effectively. Affirm to yourself every day that you can push the boundaries of what’s possible in public health communication and create a lasting impact.
