ABSTRACT:
The COVID-19 pandemic posed challenges for public health communication, for regulatory authorities tasked with technical decisions that have a high social impact. In Brazil, the Health Regulatory Agency (Anvisa) assumed a central role in managing health risks, which required communication strategies capable of dealing with scientific uncertainties, a demand for information, and the circulation of misinformation. In this context, it is relevant to analyze the role of Anvisa’s Communications Office, given its potential to contribute to the international debate on public health communication. This was a qualitative, descriptive, and exploratory study consisting of semi-structured research interviews with professionals from Anvisa’s Communications Office. The interview transcripts were subjected to content analysis, through which emerging themes were identified and the findings were compared to theoretical frameworks in health communication. The findings revealed the adoption of multichannel communication strategies, including the coordinated use of the press, social media, and institutional channels, with a focus on disseminating evidence-based information in accessible language. Notable challenges included the fight against misinformation, the need for clear communication, and the management of internal and external pressures. An important institutional lesson that emerged was the value of transparency and of updating internal communication policies. As a practical outcome, a Standard Operating Procedure (SOP) for risk communication was developed, consolidating guidelines for future health emergencies in Brazil. However, Anvisa did not engage in sustained public dialogue, relying predominantly on one-way information dissemination and underutilizing its social media platforms, thereby missing opportunities to more effectively address public uncertainty and inform risk communication practices. The institutional communication is a strategic component of responses to health crises. Despite the challenges, the pandemic catalyzed innovations and lessons learned, reinforcing the need to strengthen public health communication, invest in team training, and institutionalize risk communication practices, with the potential to inspire other health authorities internationally.