COMMUNICATION IN TIMES OF CRISIS

Communication cycle in times of crisis Maintenance Pre-crisis Start Resolution Assessment Help the public to understand their own risk Provide background information to those who need it Seek support for response and recovery plans Listen to the decision-makers and the audience for feedback and rectification Explain the emergency recommendations Improve risk-benefit decision-making Recognize the event with empathy Explain the risk in simple terms Establish the credibility of the speaker Provide guidelines for implementation of the actions Obtain the decision-makers’ commitment to continue with the communication Be prepared Make alliances Seek consensus for applying the recommendations Try out your messages Improve public responses through education Examine the problems and reinforce what worked well Persuade the public to support the public policy and the availability of resources Promote activities and capabilities Assess the communication plan Document the lessons learned Determine specific actions that improve the system or the crisis plan Source: CDC, September 2002. Crisis Emergency + Risk Communication

Role of risk communication in crisis and emergency situations Communication during a crisis cannot be handled by mobilizing more people and materials. The communication itself will have to change. Risk communication in emergency and crisis situationshould take into account certain harmful conducts that appear during these events. Source: CDC, September 2002. Crisis Emergency + Risk Communication

Response of the health sector The response of the public health sector during a crisis should aim to reduce and prevent diseases, lesions, and deaths, and should try to get individuals and communities to return to their normal lives in the shortest possible time.

Human conduct during an emergency: What can communication do? Most individuals are able to act reasonably during an emergency. They may also exaggerate communicative responses, as well as adopting rudimentary, instinctive reasoning. If this is the first emergency of its type (man-made or natural), the communication challenges will be greater. Source: CDC, September 2002. Crisis Emergency + Risk Communication

Stress and psychological manifestations during a crisis Vicarious rehearsal Victimization Emotional-physical Negation Refusal to take good advice Stigmatization Separation from the group Denial and fear Irrational conduct Withdrawal, hopelessness, abandonment Paralysis Cognitive-interpersonal Source: CDC, September 2002. Crisis Emergency + Risk Communication

How to communicate effectively in a crisis It is important to remember that your goal is not to over-assure the public. People need to be vigilant, although at the beginning they may be hyper-vigilant. It is recommended to give the good news in subordinate clauses, with the more alarming news in the first clause. For example: “It is too early to say that we are safe, although we have had no more eruptive processes for x days now.” Source: CDC, September 2002. Crisis Emergency + Risk Communication

How to communicate effectively in a crisis (Continued) What leads to panic is not the bad news, but anything doubtful in the message received. Individuals feel panic when they cannot rely on what they are being told or when they feel abandoned in dangerous territory. When people are frightened, the worst thing is to pretend that they are not, and the next worst thing is to tell them not to be afraid. Even if the fear is completely unjustified, it is wrong to ignore it, criticize it, or make fun of it. Source: CDC, September 2002. Crisis Emergency + Risk Communication

Admit uncertainty Admitting uncertainty is effective when the communicator expresses it honestly to the audience, using words like: “I really wish I could give a definitive answer to that.”

risk communication and its importance in the crisis phase Principles of risk communication and its importance in the crisis phase When they are the most effective Crisis phase Pre-crisis Initial Mainte-nance Resolu-tion Principles of risk communication in a crisis Do not try to calm the fear Emphasize that there is a process being carried out Do not over-assure Admit uncertainty Recognize the people’s dread Express wishes Give instructions to people Recognize the problem as something that is shared Give guidance in advance Re-direct awkward questions such as “What would happen if . . .?” Be a model, ask people more questions Apologize whenever necessary Source: CDC, September 2002. Crisis Emergency + Risk Communication

Relationship of the audience with the event International * Exchange /Industry * Community /Nation * Elected officers Face the public immediately * Media * Families of victims First persons to respond * Victims * Public health * Doctors CRISIS Action Messages Safety Immediate action not required Interest in safety and real situations Vicarious rehearsal Interest in safety and over-assurance Source: CDC, September 2002. Crisis Emergency + Risk Communication

Elements of successful communication Accuracy of the information Credibility + Trust Speed of delivery Successful communication = Empathy + Openness

Preparing the main points in a presentation Type of presentation Purpose of the presentation Recommended method of organization Persuasive Get the audience to accept ideas Get the audience to act Inductive pattern: teach specific examples or lines of reasoning that lead to general conclusions. Problem-solution pattern : describe the problem in order to create a need and then offer a solution. Criterion-application pattern : describe the criterion that is the most appropriate to the possible case. Then compare options and select the best solutions. Informative Inform or teach the audience Deductive pattern: present the conclusion first and then explain the details. Chronological pattern: Indicate how the events succeeded each other during a given period. Increasing difficulty pattern: start with something that the audience knows, then add more complex concepts. Progress report Inform or update knowledge Chronological pattern Deductive pattern Importance pattern: start with the most important findings and then go up or down in order of importance. Source: CDC, September 2002. Crisis Emergency + Risk Communication

Development of the message Audience: Purpose of the message: Method of delivery: Relationship with the event Demography (age, language, education, culture) Outrage levels (based on the risk principles) Inform and update about the facts Be ready for action Clarify the state of the event Point out rumors Meet the requirements of the media Print press releases Post information in Internet Through spokespersons (television or public appearances) Radio Others (prerecorded messages, telephone messages)

Crisis phase and communication plan There is no second chance to correct what is done in the initial phase of the crisis. The communication plan is an information resource; it is the place where information should be found. The key to a reply is to have all the information on the topic as clearly set out as possible. Emergencies can occur outside working hours; learn to use the back doors of the scenario to arrive at the same time as the news editors. Source: CDC, September 2002. Crisis Emergency + Risk Communication

Nine steps in crisis response Organize activities Obtain information and acceptance Do the assessment (activate the crisis plan) 4 3 Conduct the notification 5 Give information to the media and the public 2 6 Verify the situation 1 The crisis occurs Obtain feedback and conduct crisis assessment 7 8 9 Conduct education of the public Monitor events Source: CDC, September 2002. Crisis Emergency + Risk Communication

The communicator should be the first to speak, say the right thing, and have credibility The planning of crisis communication should be designed to manage the first 48 hours of the emergency. During that time the communication will be scrutinized by the media and the public. The communicator not only reads the statement: he is the statement. Every organization has its own identity, and the communicator should personify that identity. Source: CDC, September 2002. Crisis Emergency + Risk Communication

Be the first to inform, say the right thing, and be credible The spokesperson: What should he or she know? Be prepared to answer these questions Are my family and I safe? What can I do to protect myself and my family? Who is in charge? What can we expect? Why did this happen? Did they know this would happen? Why wasn’t it prevented? What else might happen? How long have you been working in this? What does this information mean? Inspire confidence and trust Be emphatic and show interest Show competence and experience Be honest and open Show commitment and dedication Recommendations Do not over-assure Admit uncertainty Express wishes (I wish I had an answer) Explain the process Recognize the people’s fear Give instructions to the people Look for more people (share the risk) Stick to the objective of your message “It is important to remember...” “I can’t answer that question, but what I can tell you is that ...” “Before I forget, I want to tell you...” “Let me put this in perspective...” As a spokesperson Be familiar with the policies of your organization Keep inside the framework of your responsibilities Tell the truth, be transparent Personify your agency’s identity Be the first to inform, say the right thing, and be credible Consistent messages are vital Source: CDC, September 2002. Crisis Emergency + Risk Communication

Work with the mass media “To declare war on the media, though tempting, is a game you will never win” Stratford P. Sherman Source: CDC, September 2002. Crisis Emergency + Risk Communication