# Presentation: 502563

## Crisis & Emergency Risk Communication

## Communicating in a crisis is different 

- In a serious crisis, all affected people . . .
- Take in information differently
- Process information differently
- Act on information differently
- In a catastrophic event:  communication is different
- Be first, be right, be credible

## What the Public Will Ask First

- Are my family and I safe?
- What have you found that may affect me?
- What can I do to protect myself and my family?
- Who caused this?
- Can you fix it?

## What the Media Will Ask First

- What happened?
- Who is in charge?
- Has this been contained?
- Are victims being helped?
- What can we expect?
- What should we do?
- Why did this happen?
- Did you have forewarning?

## 5 communication failures that kill operational success

- Mixed messages from multiple experts
- Information released late
- Paternalistic attitudes
- Not countering rumors and myths in real-time
- Public power struggles and confusion

## 5 communication steps that boost operational success

- Execute a solid communication plan
- Be the first source for information
- Express empathy early
- Show competence and expertise
- Remain honest and open

## What Do People Feel Inside When a Disaster Looms or Occurs?

- Psychological barriers:
- Denial
- Fear, anxiety, confusion, dread
- Hopelessness or helplessness
- Seldom panic

**Notes:**
Note to Instructor(s):

This is a short four slide section on the learning objectives and purpose of the course.

Run this slide and the next for 5 and 25 seconds respectively.

## Individuals at risk—the cost?

- Demands for unneeded treatment
- Dependence on special relationships (bribery)
- MUPS—Multiple Unexplained Physical Symptoms
- Self-destructive behaviors
- Stigmatization

**Notes:**
Negative Actions
Misallocation of Treatment
Needless Destruction
Accusation of Preferential Treatment
Unreasonable Travel/Trade Restrictions
Fraud
Stealing/Looting (Group Behavior)
Rumor Spreading
Doomsaying
Bribery for Scarce Resources
Self Destructive Behavior 
MUPS

## Community at risk—the cost?

- Disorganized group behavior (unreasonable demands, stealing)
- Rumors, hoaxes, fraud, stigmatization
- Trade/industry liabilities/losses
- Diplomacy
- Civil actions

## Communicating in a Crisis Is Different

- Public must feel empowered – reduce fear and victimization
- Mental preparation reduces anxiety
- Taking action reduces anxiety
- Uncertainty must be addressed

##  How Do We Communicate About Risk in an Emergency?

**All risks are not accepted equally**
- Voluntary vs. involuntary
- Controlled personally vs. controlled by others
- Familiar vs. exotic
- Natural vs. manmade
- Reversible vs. permanent
- Statistical vs. anecdotal
- Fairly vs. unfairly distributed
- Affecting adults vs. affecting children

## 5 Key Elements To Build Trust

- Expressed empathy
- Competence
- Honesty
- Commitment
- Accountability

## CREDIBILITY

**Accuracy of Information**
**__________**
**Speed of Release**

**Empathy**
**+**
**Openness**

**CREDIBILITY**

**+**

**TRUST**

## The STARCC Principle

- Your public messages in a crisis must be:
**S**imple
**T**imely
**A**ccurate
**R**elevant
**C**redible
**C**onsistent