Risk Communication (19) Flashcards
(From online module)
3 CERC core principles:
empathy, action, respect
Risk of Disaster things to understand (7):
- population density
- high-risk areas
- technological risks
- aging US population
- emerging diseases
- increased travel
- increased terrorism
The five steps of successful communication:
- execute solid communication plan
- be first source for information
- express empathy early
- show competence and expertise
- remain honest/open
**Things to avoid for successful communication (5):
DEFINITELY KNOW
- mixed messages
- late releasing information
- paternalistic attitudes
- not countering rumors/myths in real time
- public power struggles/confusion
Crisis communication lifecycle (5):
- precrisis
- initial
- maintenance
- resolution
- evaluation
People will judge your response to a disaster on three principles:
- timeliness
- trustworthiness
- honesty
The public is most open to education/new suggestions during which phases of the lifecycle?
Resolution
Psychology of a crisis… 7 things to keep in mind.
- be careful with risk comparisons
- don’t over-reassure
- sensitive syntax: good news in subordinate clauses
- acknowledge uncertainty
- give people things to do (reduces denial and gives sense of control)
- stop trying to allay panic
- acknowledge people’s fears
**The EPA’s 7 cardinal rules of risk communication:
DEFINITELY KNOW
- 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
- speak clearly and with compassion
- plan carefully and evaluate performance
Credibility formed through…
… accuracy of information and speed of release
Trust formed through…
…empathy and openness
Successful communication formed through….
…credibility and trust
**The nine steps of a crisis response:
DEFINITELY KNOW
- verify situation
- conduct notification
- conduct assessment (activate crisis plan)
- organize assignments
- prepare information and obtain approvals
- release information to media, public, partners through arranged channels
- obtain feedback and conduct crisis evaluation
- conduct public education
- monitor events
A spokesperson should… (3):
- know the values of the organization
- know the audience (and it’s NOT the media)
- express empathy and caring in the first 30 seconds
Be _____. Be ______. Be _____.
Be first. Be right. Be credible.
Harmful human behaviors known to arise during a crisis (4):
- demands for unneeded treatment
- disorganized group behavior (stealing/looting)
- bribery, fraud, and reliance on special relationships
- unreasonable trade and travel restrictions
Research has shown that in a serious crisis, all people…
- take in information differently
- process information differently
- act on information differently
Principles of emergency risk communication (and phases of the crisis where they’re most important):
- stop trying to allay panic (PI)
- emphasize that there’s a process in place (PI)
- don’t over-reassure (I)
- acknowledge uncertainty (I)
- acknowledge people’s fears (M)
- express wishes (M)
- give people things to do (M)
- acknowledge the shared misery (M)
- give anticipatory guidance (M)
- address dreaded “what-if” questions (M)
- be a role model and ask more of people (M)
- be regretful (R)
Crisis Communication Plan Objectives:
- construct a plan to leverage appropriate communication channels to widely disseminate public health information to the largest numbers of people
- recognize elements of a sound Crisis Emergency Risk Communication plan
- identify strategies for effectively handling communications in the first 48 hours of an event
**The five most serious mistakes an organization can make in communicating with stakeholders:
**DEFINITELY KNOW
- inadequate accessibility
- lack of understandability
- dullness, lack of energy in the response
- problems with timeliness (e.g. “too little, too late”)
- perceptions of arrogance (e.g. stakeholders are not valued)
How to provide timely, accurate information to audiences and key stakeholders:
- use audience assessment tools to ensure that appropriate messages are tailored to specific audiences
- concentrate on those stakeholders who can have the most impact on your ability to conduct public health business
- focus on the common concerns and reactions that will have to be addressed
CERC:
Crisis and Emergency Risk Communication
