Impact of Crisis Communication Strategies on Public Trust during Health Emergencies in Philippines

Purpose: The aim of the study was to assess the impact of crisis communication strategies on public trust during health emergencies in Philippines. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study indicated that transparent, timely, and accurate information dissemination fosters trust among the public. The use of multiple communication channels, such as social media, traditional media, and direct messaging, helps reach diverse audiences and address varying information needs. Engaging with stakeholders, including healthcare professionals, community leaders, and the public, builds collaborative relationships and enhances credibility. Moreover, proactive communication that acknowledges uncertainties, addresses concerns, and provides actionable guidance can mitigate misinformation and alleviate anxiety, thereby bolstering public trust in authorities and institutions. Implications to Theory, Practice and Policy: Situational crisis communication theory (SCCT), trust determination theory and elaboration likelihood model may be used to anchor future studies on assessing the impact of crisis communication strategies on public trust during health emergencies in Philippines. Establishing training programs for health communicators that focus on best practices for transparency, empathy, and misinformation correction is essential for improving crisis communication in practice. Developing a policy framework that mandates transparent and frequent communication during health emergencies is crucial for ensuring public trust.