Crisis Communication and Public Information

Risk communication during emergencies follows principles that differ significantly from normal public affairs communication. When people are frightened, the cognitive and emotional state they enter affects how they process information — logical, statistical arguments that work in calm settings fail in crisis. The CDC's CERC (Crisis and Emergency Risk Communication) model identifies seven principles of effective crisis communication. Be First: the first credible voice heard by the public defines the narrative. Agencies that delay communications cede the information environment to rumors and misinformation. Be Right: accuracy is more important than speed — issue only what is confirmed. Use language such as 'we are still investigating' rather than speculation. Be Credible: institutional credibility is built before crises through consistent, honest communications. Agencies that have been caught obscuring information lose credibility precisely when they need it most. Express Empathy: acknowledge the human impact first before giving technical information. A message that leads with statistics when people are grieving or frightened is perceived as cold and damages trust. Promote Action: give the public specific, actionable steps. 'Take shelter in interior rooms away from windows' is actionable; 'stay safe' is not. Show Respect: treat the public as capable of understanding and handling difficult information. Condescending communication ('we don't want to create panic') undermines trust. Be Responsive: commit to regular updates even when there is nothing new to report — scheduled briefings prevent information vacuums. Message structure: lead with the most important life-safety action, provide the critical facts as currently known, acknowledge what is unknown, and give the next information update time. Total message length: keep initial crisis messages under 90 seconds verbally and under 200 words in writing.