Emergency Risk Communication
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"People won't care what you know until they know that you care." --Barbara Reynolds, CDC
What is Crisis and Emergency Risk Communication?
The early and ongoing process of building and maintaining relationships based on mutual trust and respect, through dialogue with varying audiences, often in challenging situations. This type of communication often must be done under near-impossible time and setting constraints, and requires public acceptance of the imperfect nature of the available choices for action.
Why Emergency Risk Communication?
Many situations demand competent Emergency Risk Communication. They include terrorism, emerging infectious diseases, natural disasters, food borne illnesses, increased international travel, population increases in disaster-prone areas (fires, earthquakes, floods), environmental health risks, etc. The goal is consistent, clear, timely and coordinated messages to protect the public, including where to go for help, medical attention, and other information in response to a specific emergency.
When should Emergency Risk Communication be used?
Understanding the pattern of a crisis can help communicators anticipate problems and respond effectively. The first step in the Crisis Communication Lifecycle, the Pre-event Phase, is often the most critical. Be prepared, foster alliances, develop consensus recommendations, test messages, establish responsibility lists and flow charts. Planning put into this phase will pay off should an event occur.
The Seven Cardinal Rules of Risk Communication
Accept and involve the public as a legitimate partner
Plan carefully and evaluate your efforts
Listen to the public's specific concerns
Be honest, frank, and open
Coordinate and collaborate with other credible sources
Meet the needs of the media
Speak clearly and with compassion.
Find more information at:
http://www.cdc.gov/od/oc/media/
Contact Luke Fortune at (406) 444-1281 or e-mail lfortune@mt.gov
