Benjamin Haynes, the director of media relations for the Centers for Disease Control and Prevention (CDC), recently addressed a PRSA Volunteer Chapter at the University of Tennessee Research Park at Cherokee Farm, focusing on the theme of "Adaptation to a Changing Media Landscape." With over 27 years of experience in public affairs and communication, including 16 years at the CDC, Haynes brought a wealth of insight to the discussion.
Reflecting on the evolution of media consumption, Haynes reminisced about a bygone era when gathering around the television for nightly news on ABC constituted significant media engagement. However, he underscored the profound transformation in communication channels, with the advent of a 24/7 news cycle across traditional television networks and the pervasive influence of social media platforms. Particularly noteworthy was the surge in unconventional news consumption patterns among younger demographics, a trend further accentuated during the COVID-19 pandemic, which also laid bare the perils of rampant misinformation.
Central to Haynes' presentation was the imperative of rebuilding public trust, a mission that has remained paramount throughout the pandemic and into the present. He emphasized the incremental nature of this endeavor, citing examples of modest gatherings in remote locations as meaningful opportunities to connect with communities. "But that's 7 more people that we didn't have before," Haynes remarked, highlighting the significance of every engagement, regardless of scale.
Throughout his discourse, Haynes championed a resiliently optimistic outlook, acknowledging the challenges of navigating uncharted territory in combating misinformation. He stressed the value of proactive communication efforts, attributing successes in vaccine uptake to concerted outreach initiatives. Recognizing the velocity at which falsehoods proliferate, he underscored the pivotal role of positive influence in effecting lasting change.
In essence, Haynes posited that the foundation of trust-building lies in consistent adherence to a virtuous cycle of positivity. By exemplifying steadfast commitment, offering guidance, and maintaining unwavering dedication, individuals and organizations can inspire others to embrace constructive practices, thereby fostering a culture of trust and collaboration.