"Public health without effective health communication is really nothing": Key informant interviews and thematic analysis as part of a multi-step research process to develop modernized public health communication competencies.

Background: Communication is central to effective public health practice, with all roles and functions requiring proficiency in communication. A competency-based approach to public health enhances workforce development and helps ensure adaptability and collaboration by equipping professionals with the practical skills needed to address complex and evolving public health challenges, including through communication. Methods: Semi-structured interviews and reflexive thematic analysis were conducted to explore the perspectives of public health communication experts (researchers and practitioners) regarding the importance of public health communication, the challenges and opportunities faced by the field of practice, and the specialized competencies required for strengthened communication in modernized public health practice. Results: Twelve key informants were interviewed, and seven interrelated themes were generated from the data. The themes were organized in three main areas: the importance of public health communication, the various levels of influence on effective communication, and the support needed for strengthened communication capacity. Participants stressed the importance of partnerships and collaboration, dedicated resources, ongoing professional development, and tools to facilitate the implementation of the specialized competencies. Conclusions: A competency-based approach, including specialized roles and education and training programs aligned with updated communication competencies, will empower public health to tackle modern challenges. This research contributes to a multi-step research project to develop a Canadian public health communication competency framework and supports ongoing efforts to strengthen the public health workforce in Canada.