Six Principles of Crisis and Emergency Communication

The Centers for Disease Control’s (CDC) Crisis andEmergency Risk Communication (CERC) manual:

1. Be First: Crises are time-sensitive. Communicating information quickly is crucial. 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. 
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 some sense of control. 
6. Show Respect: Respectful communication is particularly important when people feel vulnerable. Respectful communication promotes cooperation and rapport.