With the first case of omicron confirmed in California and more cases expected across the U.S., public health officials who know the difference between good and bad crisis communication say they can't afford to be quiet and wait until scientists know how risky the new variant is before they speak out.

"We don't want to just be silent on the matter, because then that can cause fear and then that can allow for misinformation to creep in," says Elya Franciscus, the epidemiology operations manager for COVID-19 in Harris County, Texas.