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- In a crisis the last thing you wanna do

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is make a mistake in how you communicate.

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Familiarize yourself with
the rules and guidelines

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that will help you stay on the right path.

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Rule number 1.

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Partner with the public.

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People in communities have
the right to participate

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in decisions that affect their lives,

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their property and the things they value.

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You want an informed and
collaborative public.

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How do we get there?

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Involve the community before
important decisions are made.

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Clarify that the factors
that are important

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to the public are important to you,

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know that they will hold you accountable,

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act accordingly.

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Rule number 2.

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Listen to and communicate with the public.

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Effective risk communication
is a two way activity.

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Your audience needs to feel
compassion trust and credibility

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and may not be able to
process things like,

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mortality statistics and risk assessment.

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How do we get there?

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Use social media, discussions and surveys

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so all parties with a stake
in the issue can be heard.

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Identify with your audience

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and try to put yourself in their place.

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Rule number 3.

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Protect your most valuable asset, trust.

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Be honest, frank and open.

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Trust and credibility
are almost impossible

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to regain if lost.

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How do we get there?

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Stating your credentials
won't guarantee credibility

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you'll need to earn it.

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Avoid the impression that
anything is being hidden

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by sharing as much as possible.

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You may have to discuss
worst case estimates

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but don't minimize or exaggerate risk.

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Rule number 4.

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No squabbling.

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Few things make risk
communication more difficult

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than conflicts or public disagreements

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with other credible sources.

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How do we get there?

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Before a crisis occurs devote effort

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and resources to the slow
hard work of building bridges.

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Use credible and
authoritative intermediaries

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and trustworthy sources

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such as university scientists, physicians,

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citizen advisory groups,
trusted local officials

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and opinion leaders.

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Rule number 5.

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Work with the media but
be aware of their goals.

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The media are generally
more interested in politics

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than in risk.

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More interested in simplicity

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than in complexity

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and more interested in wrong doing,

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blame and danger than in safety.

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How do we work with this?

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Establish long term relationships

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and provide supporting information
and background material

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on complex risk issues.

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Agree in advance about
specific topic of the interview

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and prepare a limited number
of positive key messages

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in advance.

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Say only those things that you are willing

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to have on the record

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and never speculate.

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Follow up with praise or
criticism as warranted

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Rule number 6.

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Speak clearly and with compassion.

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In low trust high concern situations,

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empathy and caring often carry more weight

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than numbers and technical facts.

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You can empathize and sympathize

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but you don't need to accept
blame if it's not your fault.

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Maintain detachment
but keep your humanity.

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How do we get there?

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Use non-technical language

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and strive for brevity.

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Graphics, pictorials and anecdotes

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are a great way to make technical
data more understandable.

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Avoid unfeeling language about deaths,

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injuries and illnesses.

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Validate emotions such
as anxiety, fear, anger

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and helplessness.

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Avoid risk comparisons
that ignore distinctions

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that people consider important.

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Include discussion of
actions that are underway

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and acknowledge that any
illness injury or death

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is a tragedy.

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Promise only what can be delivered

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and then follow through.

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Be sensitive to local norms
such as speech and dress.

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Rule number 7.

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Plan carefully and evaluate
performance as you go.

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Different goals, audiences and media,

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require different risk
communication strategies.

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How do we get there?

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Begin with clear explicit objectives

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such as providing information
and reassurance to the public.

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Involve stakeholders in dialogue

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and joint problem solving.

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Know the strengths and weaknesses
of technical information

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and recruit the right spokesperson

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for presenting information about risks.

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Pretest messages and then
carefully evaluate efforts

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and learn from mistakes.

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When you can, praise your team

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you're all working incredibly hard.

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Its not possible to work nonstop

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so take advantage of public partnerships

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whenever you can to ease your load.