risk and crisis communication cerc

www.SlideShare.net/AhmedRefat Risk Communication in Crisis Dr.Ahmed-Refat 00/04/2013

1

Crisis and Emergency Risk Communication

CERC

بشأن المخاطر التواصل

أثناء االزمات و الطوارئ

Dr.Ahmed-Refat AG Refat 04/2013


2

Contents Definition and Goals of CERC

Populations' Behaviors During Crises

The 6 Principles of CERC

Useful Templates


3

Crisis & Emergency Risk

Communication –CERC

CERC is a term used to cover both the urgency of

crisis communication and the need to explain risks

and benefits to the public and stakeholders.

CERC is a process of immediate and credible

communication in real time during a crisis

response.

CERC is a science-based approach for communicating effectively during a crisis


4

Rationale of CERC

• Community may be scared, angry, and want answers

• Community may be distrustful

• Community may have difficulty processing

information

• Disaster situations change the rules of

communication.


5

Successful CERC is based upon

Anticipation, Preparation & Practice


6

Goals of CERC

• Inform and educate • Build or regain trust • Achieve agreement/consensus • Elicit actions


7

How Do We Communicate About Risk in an Emergency?

All risks are not accepted equally

_ Voluntary vs. involuntary _ Controlled personally vs. controlled by others

_ Familiar vs. exotic _ Natural vs. manmade _ Reversible vs. permanent _ Statistical vs. anecdotal _ Fairly vs. unfairly distributed _ Affecting adults vs. affecting children


8

Core

Concepts


9

When people are stressed or concerned,

they typically:

• …have difficulty, hearing,

understanding, and remembering

information

• …want to know that you care before

they care what you know.


11

When people are stressed they typically:

• …focus most on what they hear first and last.

• …they focus much more on negative information than positive information. • …they process information at well

below their education level. • …they actively seek out additional

sources of credible information.


11

Harmful Behaviors during crises

By using CERC principles, your communication can

work to counter some of the harmful behaviors and

perceptions that are common during a public health

crisis.

The potentially harmful individual, group, organizational,

or community behaviors may include:


12

Harmful Behaviors during crises

Demands for unnecessary treatment

Needless social and organizational disruption

Disorganized and occasionally destructive group behavior

Reliance on special relationships for favors and treatment

Increased drug, alcohol, and tobacco use

Increased multiple unexplained physical symptoms

Unreasonable trade and travel restrictions


13

Potentially harmful practices to avoid include the

following:

Mixed and conflicting messages from multiple

sources

Late release of critical information

Overly reassuring and unrealistic communication

Advice without a reality check

Paternalistic approach to communication

Unaddressed or uncorrected myths and rumors


14

Good communication can reduce harmful human

behavior. Trained communicators will do the following:

Develop messages following CERC principles

Reduce high levels of uncertainty

Use an effective crisis communication plan

Be the first source for information

Express empathy and show concern

Exhibit competence and expertise

Remain honest and open

Coordinate with other response officials


15

Basic Principles of

Effective

Risk

Communication


16

Always adhere to the six principles of CERC:

1. Be First.

2. Be Right.

3. Be Credible.

4. Express Empathy.

5. Promote Action.

6. Show Respect.


17

CERC 6 principles

Effective Risk Communication 1. Be First: Crises are time-sensitive. Communicating

information quickly is almost always important. For members of the public, the first source of information often becomes the preferred source.

2. Be Right: Accuracy establishes credibility.

Information can include what is known, what is not known, and what is being done to fill in the gaps.

3. Be Credible: Honesty and truthfulness should not be

compromised during crises.


18

CERC 6 principles

Effective Risk Communication-Cont's 4. Express Empathy: Crises create harm, and the

suffering should be acknowledged in words. Addressing what people are feeling, and the challenges they face, builds trust and rapport.

5. Promote Action: Giving people meaningful things to

do calms anxiety, helps restore order, and promotes a restored sense of control.

6. Show Respect: Respectful communication is

particularly important when people feel vulnerable.


19

Initial Message Must

_ Be short _ Be relevant

_ Give positive action steps _ Be repeated Must Not

_ Use jargon _ Be judgmental _ Make promises that can’t be kept _ Include humor


21

Caring/Empathy Principle

“When people are stressed and

upset, they want to know that

you care before they care what

you know.”


21

Elements of successful communication


22

The STARCC Principle Your public messages in a crisis must be:

Simple

Timely

Accurate

Relevant

Credible

Consistent


23

Your public message in a crisis must be Simple—Frightened people don’t want to hear big words

Timely—Frightened people want information NOW

Accurate—Frightened people won’t get nuances, so

give it straight

Relevant—Answer their questions and give action

steps

Credible—Empathy and openness are key to credibility

Consistent—The slightest change in the message is

upsetting and dissected by all


24

Message Map:

What is meant by sheltering in place during a radiological emergency?

Key Message 1: Sheltering in place is a protective

action which includes going indoors. Key Message 2: People may be asked to shelter

in place rather than evacuate. Key Message 3: Staying indoors for a short time

can protect people from exposure to radiation.


25

Message Map for "West Nile Virus"


26

Make the Facts Work in Your Message

Consider the following when creating your initial communication to your audiences: �Present a short, concise, and focused message. Get the bottom line out first. In

time, the public will want more information. � Cut to the chase—relevant information only at this time. Don’t start with a lot of background information .


27

� Give action steps in positives, not negatives (e.g., “ In case of fire, use stairs,” “Stay calm,” are positive messages. Negative messages are “Do not use elevator” and “Don’t panic.”) Use positives, not negatives. � Repeat the message—repetition reflects credibility and durability. Correct information is correct each time you repeat it. Reach and frequency, � Create action steps in threes or rhyme, or create an acronym.


28

Make basic information easier to remember, such as :

“stop/drop and roll” “KISS—keep it simple, stupid.” Anthrax is a bacterium that is treated with antibiotics.

Anthrax is not transmitted from person to person.

Seek medical care if you believe you have symptoms of anthrax

Symptoms of anthrax: fever, body aches, and

breathing problems.


29

Use personal pronouns for the

organization. “We are committed to . . .”

or “We understand the need for . . .”

Avoid Technical jargon Cut the

professional jargon and euphemisms;

they imply insecurity and lack of honesty.

Attacks—Attack the problem, not the

person or organization.


31

Promises/guarantees—only what you can deliver. Otherwise, promise to remain committed throughout the emergency response.

Discussion of money —discussion of the magnitude of the problem should be in the context of the health and safety of the public or environment. Loss of property is secondary.


31

Some Useful

Templates


32

1- Mental Noise: The Rule of 3

– Three Key Messages

– Repeat Messages Three Times – Key Messages Supported by Three Supporting Messages or Three Credible Sources


33

2- The 27/9/3 Template

3 Messages 9 Seconds

27 Words


34

Message Map for "West Nile Virus"


35

3-Primacy/Recency “When people are stressed and upset, they typically focus most on that which is said first (primacy) and

last ( recency ).”

• Low Stress Situations: Brain processes information based on

linear order (e.g., 1, 2, 3) • High Stress Situations:

Brain processes information based on

primacy/recency (e.g., 1, 3, 2)


36

mmunication

4-Negative Dominance

Principle

“When people are stressed and upset, they typically focus more

on the negative than on the positive.”

(?)


37

(Negative Dominance) • Avoid absolutes (e.g., never, always)

• Avoid Repeating Untrue Negatives or False Allegations • Balance bad news with positive, constructive messages.


38

5- I Don’t Know…….

• Repeat the question (optional)

• Say you don’t know/can’t answer/wish you

could answer

• Give the reason you don’t know or can’t

answer the question

• Indicate follow up

• Bridge to what you can say about the

issue


39

Thank You

--------------------------------

Cited References

http://institutionalized/cerc/pdf/cerc_guide_basic.pdf

http://emergency.cdc.gov/cerc/

http://www.who.int/bulletin/volumes/87/8/08-058149/

risk and crisis communication cerc

Documents