Adaptation of a Bidirectional Crisis and Emergency Risk Communication Framework by Community-Engaged Research Partnerships in Rural Mississippi During the COVID-19 Pandemic
Journal of Clinical and Translational Sciences
A community-academic partnership adapted a successful COVID-19 communication model originally developed by RHCP in Minnesota to support rural African American communities in Mississippi. The intervention focused on building trust and delivering culturally relevant health messages through local Communication Leaders—trusted individuals with strong social ties. These leaders shared information via platforms like Facebook, phone calls, and church services, reaching over 8,400 people in three counties. Listening sessions helped shape the messaging, ensuring it addressed local concerns and misinformation. The approach emphasized two-way communication, allowing community members to ask questions and influence public health decisions.
The adapted model was found to be feasible, effective, and scalable, with strong community support and relatively low startup costs. However, sustainability remains a concern due to limited institutional backing. The intervention demonstrated how engaging communities directly - especially those historically marginalized, can improve public health messaging and policy responsiveness. By centering community voices and tailoring strategies to local contexts, the project offers a blueprint for future pandemic preparedness and health equity efforts.