Dealing with public outrage is as is important as dealing with the hazard itself.
Feelings have an effect on how people respond to a crisis or emergency.
People’s responses to a disaster are usually not dependent just on the actual seriousness of the risk.
Outrage may increase the public’s perception of how serious an event is.
Equation for Risk Acceptance Risk = Hazard + Outrage
Low Outrage vs. High Outrage Low Outrage High Outrage Affects children Affects adults Unfair Fair Permanent Reversible Manmade Natural Unfamiliar Familiar Controlled by others Individual control Involuntary Voluntary
Your Organization’s Communication Goals vs. The Public’s Communication Goals
Rule #1: Be Empathetic: Determinants of Trust in High Stake Situations Listening/Caring/ Empathy 50% Adapted from V. Covello Competence/ Expertise 15-20% Honesty/ Openness 15-20% Dedication/ Commitment 15-20%
Rule # 2: Be First CDC Emergency Operation Center for Incident Command and Communication CDC SARS Investigation
Be Credible: CDC Emergency Communication System Web Clinicians Information Content Policy Research Public Health Health Educators Media Hotline Press Briefings Health Alerts Secure Network Veterinarians Laboratorians Academia Business Transportation Industry Conference Calls Communication Team