crisis and emergency risk communication basic course
DESCRIPTION
CRISIS AND EMERGENCY RISK COMMUNICATION Basic Course. Be First. Be Right. Be Credible. Instructors. Molly Gaines-McCollom, MPH, CHES. Nikki Grimsley, CHES. Purpose. - PowerPoint PPT PresentationTRANSCRIPT
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CRISIS AND EMERGENCY RISK COMMUNICATION
Basic Course
Be First. Be Right. Be Credible.
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Instructors
Nikki Grimsley, CHESMolly Gaines-McCollom, MPH, CHES
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PurposeCERC principles can help you provide the public with information to make the best decisions within incredibly challenging time constraints and to accept the imperfect nature of choice
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Learning Objectives Describe CERC principles Explain how communication and risk perception
are different during a crisis Explain how audiences judge messages and how
to tailor messages Describe why crisis communication plans are
important Explain the spokesperson’s and media’s roles
during a crisis in addition to how to work with and respond to the media
Describe the benefits of social media and mobile media devices
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INTRODUCTION TO CERC
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Common Types of Hazards Bioterrorism Chemical and radiation exposures Infectious disease outbreaks Natural disasters and severe weather Explosions
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Increased Risks Population density in high-risk areas Technology Aging population Emerging infectious diseases International travel Terrorism
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Scenario• Five hours ago your community suffered a catastrophic
chemical explosion. – Three workers at the chemical plant are known to be
dead.– Seventeen are still unaccounted for.
• Residents in a 5-mile radius were evacuated– Evacuees are staying in American Red Cross shelters
until they can return home. • There has been an increase of medical clinic and
emergency room visits in the surrounding communities and counties. Mothers are reporting more skin rashes on children.
• The cause of the explosion is unknown, but terrorism is suspected.
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Communication in Emergencies In a catastrophic event, communication is
different
Affected people: Take in information differently Process information differently Act on information differently
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Communicating During a Public Health Crisis
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Six Principles of CERC
1. Be First Crises are time-sensitive
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Six Principles of CERC
2. Be Right Accuracy establishes credibility Information should include what is
known, what is not known, and what is being done to fill in the gaps
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Six Principles of CERC
3. Be Credible Honesty should not be compromised
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Six Principles of CERC
4. Express Empathy Suffering should be acknowledged in
words Builds trust and rapport
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1. Our hearts and prayers go out to the victims of this flood.
Exercise: Sympathy or Empathy?
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2. During times like these, all of us feel a little uncertain about the future.
Exercise: Sympathy or Empathy?
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3. How frustrating this must be after you thought the worst was over.
Exercise: Sympathy or Empathy?
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4. These are frightening circumstances and I understand any reluctance there may be to try this new remedy.
Exercise: Sympathy or Empathy?
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5. Remember that we care about you.
Exercise: Sympathy or Empathy?
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6. We are thinking of you during this difficult time.
Exercise: Sympathy or Empathy?
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Exercise: Expression of Empathy
• Five hours ago your community suffered a catastrophic chemical explosion. – Three workers at the chemical plant are known to be
dead.– Seventeen are still unaccounted for.
• Residents in a 5-mile radius were evacuated– Evacuees are staying in American Red Cross shelters
until they can return home. • There has been an increase of medical clinic and
emergency room visits in the surrounding communities and counties. Mothers are reporting more skin rashes on children.
• The cause of the explosion is unknown, but terrorism is suspected.
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Six Principles of CERC
5. Promote Action Calms anxiety Promotes a restored sense of control
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Six Principles of CERC
6. Show Respect Important when people feel
vulnerable Promotes cooperation and rapport
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Crisis Communication Lifecycle
Prepare Foster alliances
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Initial Phase
Empathy Explain the risk Establish credibility Provide emergency courses of action Commit to public communication
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Maintenance Phase
Help the public understand its own risks Listen to feedback Empower risk/benefit decision-making
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Resolution Phase
Educate public for future crises Gain support Promote your organization’s role
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Evaluation Phase
Evaluate communication plan performance Return to pre-crisis planning
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PSYCHOLOGY OF A CRISIS
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Psychological Barriers
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Psychological Effects of a Crisis Negative vicarious rehearsal Hopelessness Helplessness Optimistic bias Stigmatization
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Panic Myth
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Hazard and Outrage Differences & Principles
Hazard: Scientific measure
Outrage: Emotional measure
Risk = Hazard + Outrage
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Exercise: Hazard and Outrage
1. Pandemic influenza in the United States
2. Bioterrorism attack with plague in the United States
3. Pertussis outbreak in an elementary school
4. Hepatitis A outbreak among children resulting from their eating illegally imported strawberries as a part of a USDA-supported school lunch
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Risk PerceptionRisks are not accepted equally
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CERC in Action Allow people the right to feel fear Don’t over-reassure Acknowledge uncertainty Give people meaningful things to do Under-promise and over-deliver When the news is good, state continued
concern before stating reassuring updates
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MESSAGES AND AUDIENCES
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Understanding Your Audience The public will judge your message by its
content, messenger, and method of delivery
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Audience Relationship to the Event
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Accuracy ofInformation
Speed of Release
Empathy Openness
CREDIBILITY
Successful Communication=+
TRUST
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Making Facts Work in Your Message
Be concise and focused Give action steps in positives Repeat the message Use personal pronouns when discussing the
organization Promise only what can be delivered Use plain language Avoid speculation Avoid humor
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Exercise: Talking Points• Five hours ago your community suffered a catastrophic
chemical explosion. – Three workers at the chemical plant are known to be
dead.– Seventeen are still unaccounted for.
• Residents in a 5-mile radius were evacuated– Evacuees are staying in American Red Cross shelters
until they can return home. • There has been an increase of medical clinic and
emergency room visits in the surrounding communities and counties. Mothers are reporting more skin rashes on children.
• The cause of the explosion is unknown, but terrorism is suspected.
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CRISIS COMMUNICATION PLANS
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Crisis Phases
Factors that can vary progression through the phases: Event that triggered or initiated crisis Level of harm Adequacy of response Community resilience Crisis intensity and longevity
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Importance of Communication Integrate communication plans with
overall emergency response plan Don’t let communication be treated as
secondary concern Response plan will not work if not
effectively communicated
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Developing the Plan Be realistic Account for worst-case scenarios Know what to include Use the plan as a resource for “go to”
and “must have” information Keep plan current
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First 24 - 48 Hours Planning Be first. Be right. Be credible. Verify the magnitude of the event Notification and coordination Initial media response Initial evaluation
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Throughout the Response
Verify the situation Conduct notifications Conduct crisis assessment (activate crisis
plan) Organize assignments quickly Prepare information and obtain approvals Release information through prearranged
channels Obtain feedback and conduct crisis
evaluation Conduct public education Monitor events
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THE SPOKESPERSON
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Role of the Spokesperson Communicates the who, what, where,
when, why, and how Removes psychological barriers Empowers people Takes your organization from an “it” to a
“we” Builds trust and credibility
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What Makes a Good Spokesperson?
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Tips for Success
Limit jargon and acronyms Tailor messages to make them easy to
understand Use humor with caution, or not at all Refute negative allegations without
repeating them Gather feedback Avoid one-liners, clichés, and off-the-cuff
comments
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Rules of Risk Communication
Accept and involve the public as a legitimate partner
Listen to your audiences Be honest, frank, and open Coordinate and collaborate with other
credible sources Meet the needs of the media Speak clearly, with compassion and
empathy Plan carefully and evaluate performance
Adapted from the EPA’s Seven Cardinal Rules of Risk
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MEDIA AND SOCIAL MEDIA
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The Media’s Role
Inform the public Provide updates Direct the public to information Serve as a watchdog
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Building Positive Media Relationships
Provide equal access to information Give reporters what they need
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Media Operations During a Crisis
Media may react differently during an emergency!
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Importance of Social Media
Play a critical role in informing or misinforming
Often the first publicly provided material Source for traditional media Allow the public to be receivers and
senders
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Using Social Media Use all 6 CERC basic principles Establish trust with users Use various media Collaborate with credible sources Partner with the public
Remember: You can’t control every message being sent or every response to your messages
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Mobile Media’s Role During a Crisis
Information sharing and alerts Real-time coverage Communication with family and friends Directions away from disaster areas
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Closing
What experiences have you had or anticipate having in your career in which CERC principles would be relevant?