Public health comms: countering misinformation about a newly approved treatment

[Jerry.T]

I'm a communications director for a public health organization, and we're struggling to counteract a new wave of viral misinformation about a recently approved medical treatment. Despite our efforts to share clear, evidence-based information, emotionally charged narratives on social media are shaping public opinion and driving vaccine hesitancy in our community. For professionals in science communication, journalism, or public affairs, what strategies have you found most effective for debunking false claims without inadvertently amplifying them? How do you rebuild trust with audiences who are deeply skeptical of official sources, and what role do community influencers or trusted local figures play in your outreach compared to broad media campaigns?