Connecting With Diverse Audiences Through Ethnic Media During The Pandemic And Beyond

Timely, reliable, accurate information is a life-saving part of an emergency response. Without it, rumors and misinformation can spread, causing not just physical harm, but also long-lasting mistrust and fear, which can linger well beyond the event. Sensing an imminent information emergency in March 2020, Blue Shield of California Foundation (the Foundation) joined forces with Ethnic Media Services (EMS) to proactively develop and distribute timely, relevant, and science-based information about the pandemic to some of the state’s and nation’s most affected populations. This guide describes the key elements of this successful pilot and provides practical information to help others develop their own partnerships with ethnic media.