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We sit down with health communication researcher and podcaster Brian Southwell to explore why misinformation spreads, what trust really means, how to talk about uncertainty, and where AI helps without replacing humans. We share concrete steps to bridge research and practice and lessons from podcasting that make messages feel human and useful.

Dr. Brian Southwell is Distinguished Fellow at RTI International where he oversees research on mental models of scientific concepts and public trust in science and scientists. He also Chairs the Fellows Program at RTI, is adjunct professor of Internal Medicine with Duke University, adjunct associate professor with UNC-Chapel Hill’s Gillings School of Global Public Health, and adjunct faculty member with the University of Delaware, and hosts the public radio show, The Measure of Everyday Life.

ResearchGate: https://www.researchgate.net/profile/Brian-Southwell

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This podcast is a project of the Center for Injury Research Translation and Communication (CIRTC). Connect with CIRTC: www.cirtc.org

Find CIRTC on LinkedIn, Bluesky, and YouTube.

Note: all thoughts and opinions shared in this podcast are personal and not representative of any organization.

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We break down how we plan six months of social content while staying nimble for real‑time events, and we debate a counterintuitive framing tactic that might raise engagement but risks exclusion in public health. We close with a nod to Miss Frizzle and Bill Nye as models for authentic, audience‑first science communication.

• how a two‑level calendar keeps us on track
• tailoring topics to local audience cues
• reading the room and crisis pause protocols
• the “not for you” framing: upsides and risks
• authentic voice inspired by Ms. Frizzle and Bill Nye

Links:

Prevent Child Injury: Join Us

Center for Health Communication Newsletter

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This podcast is a project of the Center for Injury Research Translation and Communication (CIRTC). Connect with CIRTC: www.cirtc.org

Find CIRTC on LinkedIn, Bluesky, and YouTube.

Note: all thoughts and opinions shared in this podcast are personal and not representative of any organization.

Send us a text

Some years ask for grit; this one demanded it. We’re closing out the year with a quick conversation about what felt heavy, what still matters, and how we plan to communicate with more heart and clarity in 2026. Our strategy: find the helpers, connect intentionally, and elevate the people doing work we admire.

In this episode:

• Reflections on burnout, fear, and uncertainty
• Authenticity as a strategy in an AI and misinformation era
• Courage to take risks and speak clearly about evidence
• Taking time to celebrate our achievements
• Talk to us: let us know what you want to hear in 2026

Links:

Katelyn Jetelina (Your Local Epidemiologist): https://yourlocalepidemiologist.substack.com/about

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This podcast is a project of the Center for Injury Research Translation and Communication (CIRTC). Connect with CIRTC: www.cirtc.org

Find CIRTC on LinkedIn, Bluesky, and YouTube.

Note: all thoughts and opinions shared in this podcast are personal and not representative of any organization.

Send us a text

We hit our 10th episode by tackling two big tensions in health communication: AI’s fingerprints on our writing and images, and the real work of turning data into stories that lead to decisions. We end with a thoughtful look at trauma‑informed storytelling and a few fun extras for our listeners.

• em dashes and other AI tells
• what storytelling means beyond personal anecdotes
• how to turn data into decisions with “so what”
• a lightning talk example that finds the real message
• ethics of lived experience and long‑term consent
• two new coloring books!

Communications Breakdown coloring book: https://www.cirtc.org/communications-breakdown

Nano Banana Pro: https://gemini.google/overview/image-generation/

Nancy Duarte post: https://www.linkedin.com/posts/nancyduarte_datastorytelling-communicationskills-leadershipcommunication-activity-7396941884478218240-GoNK

Steve Burns clip: https://www.youtube.com/shorts/QIzjHSL5Lo8

Gaping Void: https://www.gapingvoid.com/want-to-know-how-to-turn-change-into-a-movement/

Jamila Porter's new book: https://debeaumont.org/books/strategic-skills-for-public-health-practice-advancing-equity-and-justice/

Media Institute: https://www.nationwidechildrens.org/research/areas-of-research/center-for-injury-research-and-policy/education-and-training/media-101-workshop

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

This podcast is a project of the Center for Injury Research Translation and Communication (CIRTC). Connect with CIRTC: www.cirtc.org

Find CIRTC on LinkedIn, Bluesky, and YouTube.

Note: all thoughts and opinions shared in this podcast are personal and not representative of any organization.

Send us a text

Building a public health campaign shouldn’t start with what we want to say—it should start with who needs to hear it and what decisions they’re making in the moment. In this episode, we break down some of the things we think about when we create or participate in national campaigns, from pinning down primary and secondary audiences to finding the messengers they trust. We also get into why you shouldn't just use the photos you find on Google, and we close with a tip on designing for dark mode.

Topics:

• National Injury Prevention Day
• Start With Audience, Not Messages
• Choosing Channels And Social Constraints
• Data Informs Action, Emotion Drives Attention
• Audit Existing Resources And Fill Gaps
• Partner-Friendly Assets And Formats
• Tone, Music, And Visuals Set Emotion
• Jargon, Plain Language, And Trust
• Image Licenses: Risks And Best Practices
• Dark Mode

Links:

National Injury Prevention Day (NIPD): https://nationalinjurypreventionday.org/
NIPD Post-Event Fireside Chat (Tracy is moderating!): https://nationalinjurypreventionday.org/kickoff-webinar#fireside-chat
Copyright, Creative Commons, and Public Domain: https://youtu.be/BTNI1Od5IaA
Reverse Image Search: https://youtu.be/3JJdFfNpaz8
Google License Sorting Tool: https://youtu.be/zjVgQgm7GY8

If you liked what you heard today, please consider subscribing to or following us. We also love it when you like or comment on the episode. Share it with somebody you think might like it. If you want to get in touch with us, there's a link in the show notes that will send us a text.

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

This podcast is a project of the Center for Injury Research Translation and Communication (CIRTC). Connect with CIRTC: www.cirtc.org

Find CIRTC on LinkedIn, Bluesky, and YouTube.

Note: all thoughts and opinions shared in this podcast are personal and not representative of any organization.

Send a text

"The great enemy of communication...is the illusion of it." In this episode, we pull apart why your message might not be landing with your intended audience—or reaching them at all. From System 1 vs System 2 to creative risk, trade‑offs, and trusted messengers, we cover:

• getting your audience's attention in a crowded media climate
• from the Health Podcast Summit: three reasons messages fail
• health literacy beyond reading level: access, design, inclusion
• empathy for trade‑offs and offering workable alternatives
• new research on the "truth sandwich" and correcting misinformation

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Links from the episode:

Quote: https://quoteinvestigator.com/2014/08/31/illusion/

Thinking, Fast and Slow: https://en.wikipedia.org/wiki/Thinking,_Fast_and_Slow

CPSC links: https://www.instagram.com/uscpsc/; https://bsky.app/profile/cpsc.gov

Dumb Ways to Die:

• Video: https://www.youtube.com/watch?v=IJNR2EpS0jw
• Website: https://www.dumbwaystodie.com/

Aaron Carroll, MD, MS: https://academyhealth.org/about/people/aaron-e-carroll-md-ms

Health Podcast Summit: https://summit.healthpodcast.co/

Some research on the backfire effect:

• https://link.springer.com/article/10.1007/s11109-010-9112-2
• https://publications.aap.org/pediatrics/article-abstract/133/4/e835/32713/Effective-Messages-in-Vaccine-Promotion-A?redirectedFrom=fulltext
• https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2819073

Truth sandwich: https://en.wikipedia.org/wiki/Truth_sandwich

“The truth sandwich format does not enhance the correction of misinformation” (Swire-Thompson et al) https://pubmed.ncbi.nlm.nih.gov/40860910/

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

This podcast is a project of the Center for Injury Research Translation and Communication (CIRTC). Connect with CIRTC: www.cirtc.org

Find CIRTC on LinkedIn, Bluesky, and YouTube.

Note: all thoughts and opinions shared in this podcast are personal and not representative of any organization.

Send us a text

In this episode, we highlight practical communication strategies that professionals can apply right away to extend their reach and impact. We start with insights from our CIRTC YouTube channel, where viewer trends reveal which skills are in highest demand. From there, we discuss why virtual conferences offer unique advantages that often go overlooked. We also spotlight compelling examples of health communication in action, from an Instagram post that makes you stop and think to an ER physician’s authentic video on medication safety. Finally, we share a simple but powerful messaging tip that can make your cause-and-effect statements clearer and more persuasive.

Links from the episode:

• CIRTC YouTube https://www.youtube.com/@CIRTC_
• Donkey Brays https://www.instagram.com/p/DOlu8D1ERmN/
• Brain and Beyond https://www.instagram.com/p/DOOHKzVE8qY/
• BeachGem10 https://www.tiktok.com/@beachgem10/video/7483119035765296414
• Harvard SPH newsletter https://t.e2ma.net/message/fphqtj/jkgp9ksc

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

This podcast is a project of the Center for Injury Research Translation and Communication (CIRTC). Connect with CIRTC: www.cirtc.org

Find CIRTC on LinkedIn, Bluesky, and YouTube.

Note: all thoughts and opinions shared in this podcast are personal and not representative of any organization.

Send a text

Tracy and Katrina reflect on the podcast launch and explore the rapidly evolving social media landscape for scientists and researchers, plus share insights from experimenting with AI-generated music.

Chapters:

• Podcast Launch Reflections
• Social Media Evolution Post-Twitter
• Platform Selection Strategy
• Music Selection with AI Tools
• Human Creativity vs AI Generation
• Closing Thoughts and Encouragement

Resource from this podcast: Prompts and Keywords for AI Music Generation

Article referenced: "Scientists no longer find Twitter professionally useful, and have switched to Bluesky" https://pubmed.ncbi.nlm.nih.gov/40637733

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

This podcast is a project of the Center for Injury Research Translation and Communication (CIRTC). Connect with CIRTC: www.cirtc.org

Find CIRTC on LinkedIn, Bluesky, and YouTube.

Note: all thoughts and opinions shared in this podcast are personal and not representative of any organization.