Getting Info to Public Quickly During Crises
Communicating effectively during crises is critical to minimize panic, provide urgent safety information, and maintain public trust. Speed and accuracy are key. This guide offers practical tips to disseminate info quickly.
Why Crisis Communication Matters
Crises create uncertainty and fear. Without reliable information, people may make poor decisions or panic. Effective communication:
- Reduces misunderstandings and confusion
- Speeds emergency response
- Encourages proper protective actions
- Builds public confidence and trust
Challenges During Crises
Crises disrupt normal channels and make communication difficult:
- Phone lines may be overwhelmed
- Impacted groups can be hard to reach
- Information is limited early on
- Priorities and situations evolve rapidly
Common communication pitfalls include:
- Delayed or sparse updates
- Inaccurate or conflicting details
- Lack of empathy and compassion
- Failure to listen and incorporate feedback
Best Practices
Follow these evidence-based tips for effective crisis communication:
Acknowledge Early
- Issue prompt statement, even with limited details
- Express concern and commitment to assist
- Set expectations for updates as situation develops
"We are aware of the situation and are working to gather more details."
Share What You Know
- Provide facts available, clearly state uncertainties
- Detail response efforts and next steps
- Correct misinformation circulating
"Here are the facts we can currently confirm..."
Show Compassion
- Lead with empathy before providing updates
- Thank responders and those impacted
- Share words of hope, strength and resilience
"Our hearts go out to all affected by this tragedy..."
Listen and Adapt
- Monitor public reaction and concerns
- Adjust approach and clarify based on feedback
- Incorporate diverse perspectives
"We hear your concerns and are taking steps to..."
Coordinate Messages
- Ensure consistency across channels and spokespeople
- Frequently update partners to enable coordination
- Verify details before public release
Prepare and Practice
- Develop templates for likely scenarios
- Test communication capacity and redundancy
- Train spokespeople on messaging best practices
Communication Channels
Leverage multiple channels to reach broad audiences quickly:
Websites and Social Media
- Provide emergency banner on website
- Enable website previews on search engines
- Post real-time text, image and video updates
- Monitor and respond to comments and messages
Email and Text Alerts
- Segment contacts for targeted messages
- Provide subscription options for urgent alerts
- Send through multiple providers to ensure delivery
Traditional Media
- Issue press releases and invite media inquiries
- Give interviews to provide updates
- Offer press conference with Q&A opportunity
Voice Calls
- Use emergency notification systems
- Provide hotline numbers for direct contact
- Record informational messages on helplines
Print Materials
- Distribute flyers and posters in impacted areas
- Partner with community groups for dissemination
Crafting Effective Messages
Follow these guidelines for crisis communication content:
Lead with Relevant Instructions
Focus on critical safety details the public needs to act on:
"Boil tap water before drinking until further notice due to water supply contamination."
Keep It Simple
Use clear, concise language suited for broad audiences:
- Define unfamiliar terms
- Avoid jargon and acronyms
- Use active voice and avoid dense text
Provide Context
Help people understand the situation and risks:
- Explain why recommended actions are important
- Compare to familiar experiences when possible
- Use graphics and illustrations to demonstrate
Communicate with Compassion
Recognize emotions and struggles:
- “This is undoubtedly a difficult and stressful time for many.”
- “Please reach out if you need someone to talk to.”
Anticipate Questions and Concerns
Address common worries and uncertainties preemptively:
- “Emergency shelters have capacity for all displaced residents.”
- “The water contamination does not make tap water unsafe for washing hands/showering.”
Enable Two-Way Dialogue
- Provide contacts for questions and feedback
- Monitor discussions to identify needs and clarify misconceptions
Preparing a Crisis Communication Plan
A crisis communication plan enables rapid, effective response. Key elements include:
Objectives
Define goals for crisis communication aligned to organization mission.
Scenarios
Identify likely crises and prioritize planning for high probability/high impact events.
Roles
Designate spokesperson and support staff for internal/external communication.
Channels
Select channels to reach employees, public, partners, media, etc.
Messages
Draft templates and guidelines for likely scenarios.
Approval Protocols
Establish clear sign-off process for public messages.
Monitoring
Determine metrics to gauge message delivery and impact.
Testing
Conduct tabletop exercises to practice response and identify gaps.
Assessing Effectiveness
Analyze efforts to improve future crisis communication:
- Speed: Timeliness of initial response and updates
- Reach: Percentage of target audiences contacted
- Clarity: Comprehension of messages
- Action: Adoption of recommended safety behaviors
- Sentiment: Public reactions and concerns
Continuous improvement of crisis communication should be an organizational priority.
Conclusion
Crises create uncertainty. Strategic communication provides stability. By issuing prompt, accurate and compassionate messages through multiple channels, organizations can save lives, accelerate emergency response and maintain public trust even in the most difficult circumstances.