Pandemic communications: follow the science but lead with psychology

The evolving pandemic has exposed weaknesses in our society. This is particularly obvious in countries where democracy and autonomy are paramount.1 “Follow the science” is a phrase we hear from politicians. But science is not a straight and narrow stream that flows steadily in one direction. It often meanders along, taking the occasional wrong turn, trying to course around areas of resistance. Eventually, it finds a way through when the …