Crisis and Emergency Risk Communication

1. Crisis and Emergency Risk Communication

2. Emergency risk communication can help people cope, make risk/benefit decisions, and begin to return their lives to normal. Attempt to provide the public with information to make the best possible decisions within nearly impossible time constraints and to accept the imperfect nature of choice. Purpose

3. In a serious crisis, all affected people… • Take information in differently • Process information differently • Act on information differently

4. Six Principles of CERC • Be First • Be Right • Be Credible • Express Empathy • Promote Action • Show Respect

5. Contributing Factors to Risk • Increased population density in high-risk areas • Increased technological risks • Aging U.S. population • Emerging infectious diseases and antibiotic resistance • Increased international travel • Increased terrorism

6. Initial Maintenance Resolution Evaluation Precrisis • Prepare • Foster alliances • Develop consensus recommendations • Test message • Evaluate plans • Express empathy • Provide simple risk explanations • Establish credibility • Recommend actions • Commit to stakeholders • Further explain risk by population groups • Provide more background • Gain support for response • Empower risk/benefit decisionmaking • Capture feedback for analysis • Educate a primed public for future crises • Examine problems • Gain support for policy and resources • Promote your organization’s role • Capture lessons learned • Develop an event SWOT • Improve plan • Return to precrisis planning Crisis Communication Lifecycle

7. Mixed messages from multiple experts Information released late Paternalistic attitudes No reality check on recommendations Not countering rumors and myths in real-time Public power struggles and confusion Contributors to a Poor Public Response to Recovery Plans

8. Psychology of a Crisis

9. People simplify Cling to current beliefs We remember what we see or previously experience (first messages carry more weight) Look for additional information and opinions Limit intake of new information (3-7 bits) Decision Making in a Crisis Is Different

10. Responding to a Crisis • Accept and involve the public as a legitimate partner. • Listen to the audience. • Be honest, frank, and open. • Coordinate and collaborate with other credible sources. • Meet the needs of the media.

11. Messages and Audiences

12. Audience Relationship to Event

13. Speed counts Facts Trust and credibility Trust is an important component of our ability of getting people to do what we want them to do in an emergency Judging the Message

14. Source: CNN.com April 17, 2013 http://www.cnn.com/2013/04/17/us/boston-marathon-second-victim/index.html?hpt=hp_t2

15. Intention toward the receiver Empathy Caring Commitment Dedication Expertise Trustworthiness Key Elements To Build Trust

16. Successful Communication = Accuracy of Information __________ Speed of Release CREDIBILITY + Empathy + Openness TRUST

17. Must Be short Be relevant Give positive action steps (stick to 3 or 4) Be repeated Initial Message

18. Must Not Use jargon Be judgmental Make promises that can’t be kept Include humor Speculate Initial Message

19. Spokesperson

20. They give your organization its human form. Effective spokespersons connect with their audience. Effective spokespersons are made; few are born. The spokesperson doesn’t just read a statement; he or she is the statement. Spokepersons

21. Establish appropriate level of concern and empathy. Remain calm. Don’t over-reassure. Show competence and consistency. Demonstrate openness and transparency. Be involved in message development to ensure some ownership. Emergency Risk Communication Principles

22. Acknowledge uncertainty. Emphasize that a process is in place to learn more. Give anticipatory guidance. Be regretful, not defensive. Acknowledge people’s fears. Emergency Risk Communication Principles

23. Acknowledge the shared misery. Express wishes. Be willing to address the “what if” questions. Give people things to do. Ask more of people. Emergency Risk Communication Principles

24. Use of jargon Overly complex messages Humor Repeating the negative Expressing personal opinions Showing off your vocabulary Using one-liners, clichés, and off-the-cuff remarks Pitfalls for Spokespersons

25. Working With the Media

26. We need the media to be there. Play a critical role in informing the public during any crisis or disaster. Give important protective actions for the public. Know how to reach their audiences and what their audiences need. TV and radio are particularly important in crises that develop quickly. Disasters Are Media Events

27. The Media Today • Print and TV audiences are smaller and older • Many younger people rely on Web-based news sources • Audiences are increasingly fragmented • Media can now provide immediate and continuous updates on a crisis through contributions from people experiencing the crisis • Increased demand on organizations to keep pace with information delivery

28. Media’s Role • Telling the public something is happening and that they need to pay attention • Directing the public to sources of additional information • Television and radio are particularly important in crises that develop quickly

29. CERC, Social Media, and Mobile Media Devices

30. What is Social Media? • Interactive online media that make it easy for users to participate and contribute content • Allows users to: • Interact • Engage in dialogue • Create and share experiences • Two-way communication

31. Advantages of Social Media • Provides immediate information • Can create rapid connections and build relationships with the public • Helps build and maintain dynamic relationships with the media

32. Advantages of Social Media • Helps dispel rumors by immediately providing accurate information • Incorporates website links where media outlets and the public can obtain more detailed information • Works in support of a broader communication strategy

33. Disadvantages of Social Media • Some people mistrust social media or don’t know how to use them. • Personnel and technology are required • Continual monitoring and following up are needed • Limited to terms of how much info can be included • Some audiences do not use social media • Some people post to start controversy

34. Pew Research Center, February 14, 2013, http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_SocialMediaUsers.pdf

35. DPH Social Media Users

36. Social Media: During a Crisis • Immediacy of social media is an important feature during a crisis • Most immediate forms, like microblogging (Twitter) and social media (Facebook) will be prevalent in early stages • Stakeholders become key sources of information

37. Social Media: During a Crisis

38. Social Media: During a Crisis

39. Hurricane Sandy • 310 storm-related tweets from October 25 – November 7 • 68 storm-related posts on Facebook from October 25 – November 8 • 1,732 clicks through bit.ly from October 26 – November 8

40. February Blizzard 2013

41. Social Media: During a Crisis • Join the conversation, help manage rumors by responding to misinformation, and determine the best channels to reach segmented audiences • Check all information for accuracy and respond honestly to questions • Recognize that the media are already using social media • Remember social media is interpersonal communication

42. Questions? Diana Lejardi, MPH, CHES Connecticut Department of Public Health Office of Communications diana.lejardi@ct.gov (860) 509-7599 www.ct.gov/dph/cerc