The Communicator’s Role in an Anti-Expert Era

Communicators need a new playbook, in an era when emotion and distrust can win out over traditionally trusted messengers. While there's still work to do on how we need to pivot, PR pros need to work harder to understand the audience, and craft messages that resonate emotionally - more than intellectually. Here are some suggestions: 

Now the task is to identify and elevate voices that resonate with skeptical audiences. These should be trusted figures within communities—faith leaders, local influencers—folks who can connect on a human level. Their credibility with large swaths of the public often surpasses that of institutional experts. 

Consider partnerships with straight-talking, non-academic influencers who can incorporate accurate health information into their content. Messages need to move beyond just facts and data, connecting emotionally and culturally with diverse audiences. 

People don’t want to be told what to do, even if it’s for their own good. This is a fundamental challenge for public health communication. The key is to move away from paternalistic messaging and towards a framework of personal choice and empowerment, fueled by timely and thorough information. 

In the battle of facts versus expertly stoked anger, PR pros must acknowledge that rational arguments often fall short. Simplicity is usually the more effective political communications approach, and it’s an easy flex to tell people what they want to hear. 

Communicators need to adapt by crafting messages that resonate emotionally while staying grounded in their truth, not just ours. This means understanding the pain points of audiences and addressing them with solutions that feel tangible and relevant—showing the empathy that is essential to gaining trust. 

Lee McIntyre, author of the book “How to Talk to a Science Denier,” recommends listening, not lecturing. 

“Having the right attitude is the only thing that gives hope of success,” McIntyre said. 

Today’s anti-elite moment defies traditional class distinctions. In some circles, professional degrees are suspect, not respected. To counter this, communicators must reframe expertise as a tool for empowerment rather than control. 

This involves humanizing experts, showcasing their genuine concern for people’s well-being, and emphasizing the tangible benefits their knowledge brings to everyday lives. Organizations need to shift the narrative from “experts telling us what to do” to “these folks from our community can help us solve our problems.” 

The power of effective messaging can change hearts and minds. But today’s landscape is an alarm bell that if we don’t evolve, and quickly, we will go extinct. The stakes are too high to rely on outdated strategies or assume that facts alone will carry the day. 

If communicators can adapt their approaches, embrace new messengers, and connect with audiences on an emotional level, they can recapture trust, inspire action, and protect public health in an era of rising anti-expert sentiment. The future of our communities and our planet depends on it.