Leading With Trust in a Polarized Public Health Moment
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 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.