I'm Molly Gaines-McCollom, a Senior Health
Communications Specialist with CDC. The Crisis and Emergency Risk
Communication or CIRC program is based on six principles to achieve
successful emergency communication. Collectively, these principles allow
you to promote positive behaviors that can reduce risks of life-threatening
illness and injury. Whether the hazard is an infectious
disease or a natural disaster, you should use CIRC principles
to communicate in any emergency. Be first. In an emergency,
people want information right away. Often, you and your organization will not
have all the information from the start, but you still need to
share what you do know. Because people tend to believe the first
message they hear about an emergency, share accurate information
right away before rumors or misinformation start to spread. If you don't have any
information yet, it can be helpful to share a bit
about the response process. This will demonstrate that your
organization is working on the crisis situation. And increases the likelihood that
the
public stays tuned into your communication rather than accepting
recommendations from other sources. Be right. It's important for you to share
facts,
however, if you do make a mistake, it's also important to quickly
correct a misinformation. If people know that you will correct
mistakes rather than trying to cover them up, they will trust you more. Tell people
what you know as
soon as you have updates. Tell them what you don't know and tell them what you are
doing
to get more information for them, w hen you will have that
information and how you will share it. Be Credible. Always tell the truth.
Transparency, like explaining how
you are confirming information, helps increase public trust. If the information
changes,
provide timely updates. When you don't give information,
potentially harmful rumors may emerge. Despite common myth, people are more
likely to respond appropriately to news, even bad news, than no news at all.
Express empathy. It's important to acknowledge emotions,
fear, anxiety and uncertainty, in words. Demonstrating empathy for people affected
by emergencies can help
build their trust in your organization. Identifying the different feelings that
the public is likely experiencing, demonstrates that you have some
understanding of their situation. Rather than saying we are thinking
of you during this difficult time, try, during times like these,
all of us feel a little uncertain. Or instead of saying our hearts and prayers go
out to you, try, these
are difficult and scary circumstances. Promote action. You can promote actions that
will
help people avoid or minimize harm. The actions don't have to be complicated.
Something as simple as washing hands can
protect against diseases like cholera, Ebola and the flu. Promoting action to
people affected
by a crisis makes the community part of the emergency situation. Additionally,
staying busy can help
people feel less anxious and restore a sense of empowerment when something
happens that's outside their control. Finally, show respect. People affected by
disasters
may have lost loved ones, they may have lost their possessions, and
they may have lost their livelihoods. As communicators, you can help
them maintain their dignity and sense of tradition. To show respect, make sure that
your
communications are appropriate for, and inclusive of,
the cultures in your target audience. Listen to concerns, and
do not dismiss questions. Be first. Be right. Be credible. Express empathy. Promote
actions, and show respect. As any emergency evolves, these principles
will help guide your communication efforts and increase the chances of
positive public health outcomes.