Who do you trust? The pandemic shows the strategic value of experts in public perception

We’re more likely to support a policy knowing it’s endorsed by experts. Even US Republicans will support action on climate change when told the Pentagon is worried about it.

If you’ve felt reassured to see chief health officers playing a key policy and communications role during the coronavirus pandemic, you’re not the only one.

Leveraging the trustworthiness of the medical profession to convince the public to fundamentally shift their behaviour seems to have paid off — and was likely more effective than if the prime minister led communications.