Messaging to the public regarding advance care planning, palliative care and hospice is inconsistent and confusing with the result that many people with serious illness neither recognize the benefits of these distinct types of care nor receive them in a timely fashion. Hospice and palliative care specialists are often asked to talk to the public about care for people with serious illness, but most have received little or no training in public messaging or media engagement. Although they may be experts at communicating clinically with patients and colleagues, addressing the lay public is a different matter, and they may not know the best ways to describe their care to increase public awareness and acceptance. This activity reviews the need for improving public messaging about advance care planning, palliative care, and hospice along with the empirical evidence for public attitudes and awareness of these aspects of care for serious illness. The session addresses five evidence-based messaging principles that leading organizations in the field are using to improve their public messaging. One example of that is sharing AAHPM's experience with the principles for some of their recent public messaging. Finally, the faculty will offer worksheets to allow participants to do a self-evaluation of any of their public messaging to improve it by implementing some of the evidence-based messaging principles included in this activity.