Abstract
In this paper we propose a consistent definition of the risk and crisis communication process in the context of public health emergency (PHERCC), which comprises six key elements: evidence, initiator, channel, public, message, and feedback. Based on these elements and on a detailed analysis of their role in PHERCC, we define an ethical framework to help designing, governing and evaluating PHERCC strategies. The presented framework is based on effectiveness and justice, intended as fairness. It comprises five principles: openness, transparency, inclusivity, understandability, and privacy. The resulting matrix helps understanding the interplay between the PHERCC process and the principles of the framework, simplifying its implementation with real life examples and scenarios. The paper includes suggestions and recommendations for the implementation of the PHERCC matrix, including the role of censorship and the regulation of free speech; education and empowerment of the public; trust, data access, and contextualization; feedback bias and bias propagation; and reflections revolving around the is-ought issue.
Spitale, Giovanni