Spitale, Germani, and Biller-Andorno’s (2024) PHERCC matrix sets out a useful and systematic framework for risk and crisis communication in public health emergencies. A problem in ensuring effective messaging is the extent to which the messaging environment is *quiet* or *noisy*: in other words, whether or not a message has to *compete with other messages* at the same time. I use the example of the UK’s experience during COVID-19, which was marked by tensions between the devolved regional governments—and consequently divergent (...) policy responses—which sowed confusion among the populace. More generally, if policymakers try to account for the needs of competing publics simultaneously (in order to meet the inclusivity and understandability principles), this may increase the noise problem and so actually undermine effective public health messaging. The issue of noisy messaging environments reveals a tradeoff between inclusivity and understandability versus effectiveness in risk and crisis communication. (shrink)