Science communication during COVID-19: When theory meets practice and best practices meet reality

We outline recommendations for researchers and practitioners who are, or are interested in, implementing theory-based communication practices while describing how we dealt with the unforeseen realities we faced.

Overall, we recommend that effective public health and science communication should be based on theory and formative evaluation while relying on established infrastructure, real-time data, a deep understanding of intended target audiences, and intentional coordination with community partners.