Leading With Trust in a Polarized Public Health Moment

Описание: In this episode of The Association Insights Podcast, host Meghan Henning of OnWrd & UpWrd sits down with Julie Hirschhorn, Manager of Public Relations at the American Academy of Family Physicians (AAFP), for a timely conversation on trust, tone, and leadership in healthcare communications.


As vaccines have become increasingly politicized, AAFP leaned into its most powerful asset: family physicians as trusted, local voices. Julie unpacks how AAFP’s National Immunization Awareness Month campaign reframed the conversation around vaccines—leading with empathy, evidence, and credibility—while navigating misinformation, fear, and polarization. The campaign earned AAFP an Association Insights CommImpact Award (https://onwrdupwrd.com/2025-associati...) for its bold, compassionate approach.


🎧 If your association is grappling with polarizing issues, fragile public trust, or high-stakes communications, this episode offers practical insight into how to lead with clarity and purpose.


Key Highlights


Why 2025 Required a Shift in Strategy:  Julie explains how the evolving vaccine landscape—and rising misinformation—signaled the need for a more intentional, audience-specific communications approach rooted in science that hasn’t changed.


Three Audiences, One Cohesive Message:  From family physicians and the public to policymakers, learn how AAFP tailored messaging while maintaining consistency, credibility, and mission alignment.


Tone Matters More Than Ever:  Hear how AAFP balanced scientific accuracy with compassion—avoiding shame, alarmism, and jargon in favor of empathy, shared values, and human connection.


Family Physicians as the Face of Trust: Julie walks through how AAFP activated national, state, and local physician spokespeople—equipping them with media training, local data, and adaptable messaging.


Why Local Media Builds Credibility: From local TV interviews and parenting publications to op-eds and letters to the editor, discover why community-based coverage played a critical role in trust-building.


Measuring Impact Beyond Media Hits:  Success wasn’t just about placements. Julie shares how AAFP looked at message resonance, physician feedback, and real-world behavior change over time.






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Coming Soon: We’re continuing the conversation with association professionals across sectors—sharing candid perspectives on top trends, emerging challenges, and the strategies leaders are using to strengthen trust, engagement, and impact. Stay tuned for what’s next.