Effective Crisis & Emergency Communication Management Charleston, West Virginia April 15, 2015
Presented by: Joe E. Richards, M.A.,WV8WVU Corporate & Organizational Communication Consultant
Professional Experience: Administrator, Professor, Consultant & Regulator Education and Training: M.A. Communication Studies (Corporate & Organizational Communication) West Virginia University B.A. Sociology W st Virginia State University FCC Licensed Amateur Radio Operator (WV8WVU) Communication Training and Development Specialist Corporate and Organizational Communication Specialist Trained Community Responder (Trainer) Accredited Amateur Radio Instructor Public Information Officer
Course Objectives Learn basic communication essentials Recognize Crisis & Emergency Situations Learn to communicate effectively in crisis & emergency situations Right message, Right Person, Right Time Rumor management Working with First Responders & Media Effective Crisis & Emergency Communication Plan Development
Communication 101
What is Communication? The process in which a person stimulates meaning in the mind(s) of another person (or persons) through verbal and nonverbal messages.
Communication Goals! Primary Goals Uncertainty Reduction Compliance Gaining Secondary Goals Knowledge Gaining Relationship Development
Communication Schematic Noise Source Encode Message Decode Receiver Channel Feedback (Verbal/Nonverbal) Shannon/Weaver (1949)
Modified Communication Schematic Medical Model Noise Surrogate Source Sender Encode Message Decode Receiver Channel Feedback (Verbal/Nonverbal) Shannon/Weaver (1949) J. E. Richards (2004)
Source The person who originates a message Source Creditability Competence Character Caring
Source Attractiveness Physical Social Tasks
MESSAGE Any verbal or nonverbal stimulus that evokes meaning in a RECEIVER
CHANNEL The means by which a MESSAGE is carried from one person to another Interpersonal Communication (Face-to-Face) Mediated Communications (Television, radio, film, billboards, telephone, FAX, email)
RECEIVER The person for whom the message is intended Know your audience!
FEEDBACK The RECEIVER S observable (verbal or nonverbal) response to a SOURCE S MESSAGE There is a significant time lag for mediated communications feedback.
Semantic problems Feedback problems Improper channels Physical distractions Cultural differences Status differences Sex (Male vs. Female) Language Race
Important Communication Concepts Communication Apprehension State (Situation) Trait (Genetic) Willingness to Communicate Talkaholic
Important Communication Concepts Homophily (Similarity) (Peer to Peer) Attitudinal Similarity Background Similarity Elaboration Likihood Model (Personal Interest) Immediacy (Ethos/Pathos/Logos)
Nonverbal Communication 65% to 85% Communication is nonverbal Nonverbal Communication Functions Complementing oral communication Contradicting oral communication Repeating Regulating Substituting Accenting
Communication Processing a. Visual b. Auditory c. Kinetic
Nonverbal Communication Categories Physical (Appearance) Kinesics (Gestures and Movement) Oculesics (Face and Eye) Behavior Vocalics (Vocal Behavior) or (Paralanguage) Proxemics (Space) Haptics (Touch) Environment (architecture, spatial, music, lighting, color, temperature, scent and smell (Olfactics) Chronemics (Time)
Communication 101 Summary Effective Communication is when the Source s intended meaning and the Receiver s perceived meaning are the same. Source: John R. Schermerborn, Jr. Management for Productivity (4 th Edition) 1992
Crisis & Emergency Communication 101
What is a Crisis? A. An unstable situation of extreme danger or difficulty B. A crucial stage or turning point in the course of something C. Any situation in which your normal coping mechanisms are ineffective or unavailable D. All the above
EMERGENCY (Noun) 1: an unforeseen combination of circumstances or the resulting state that calls for immediate action 2: an urgent need for assistance or relief e.g. the governor declares a state of emergency after a flood Merriam Webster
A crisis is typically unexpected (but not unanticipated) and reflects some form of failure. W. Timothy Coombs, Crisis Management: Advantages of a Relational Perspective
Chaos... unstable aperiodic behaviour in deterministic nonlinear dynamical systems. Source: Stephen H. Keller, In the Wake of Chaos
Effective Crisis Communication Applications
Communication Before/During/After a Crisis What information is crucial to convey in initial messages to prompt appropriate public response?
Crisis + heightened public emotions + limited facts + (rumor, gossip, speculation, assumption, inference) = an unstable communication environment.
Crisis Communication Tips HIPPA need I say more! Do no harm (DON T MAKE IT WORST) Assess your environment & audience Review your remarks for impact (dramatic vs. less dramatic) Do not speak, if you are not comfortable Do not say NO COMMENT
Crisis Communication Tips Stay on message Deliver accurate and timely information If you don t know Say So (update as appropriate) Be aware of public perception
Crisis Communication Myths Crisis Communication can alarm people Communication is less important than education (form over content) Crisis communication events are too difficult for the public to understand Crisis communication is not my job (maybe)
Earning Trust and Building Credibility Constructive communication will determine whether your audience will perceive you as trustworthy and believable.
Avoiding Pitfalls Abstractions (don t assume common knowledge) Attacks (issues not people) Attitude/Nonverbal Messages Blame Costs Guarantees
Avoiding Pitfalls Humor Jargon (Define technical terms) Presentation Length (<15 minutes) Negative Allegations Negative Words/Phrases Off the Record (Assume EVERYTHING is on the record!!)
Avoiding Pitfalls Personal Identity (Speak for the Organization ) Promises Reliance on Words Speculation Statistics Technical Details/Data
Managing Hostile Situations Diffusing Anger/Hostility Hostility does exist! Practice Self-Control Apprehension Control Be prepared Listen Assume listening posture/use eye contact Answer questions thoughtfully
The Media Journalists will NOT allow news to be defined for them! Six key questions Who When Where What Why How
The Media Be sure of your facts Cite sources and key statistics Have concise fact sheets available Know the Media theme (pro/con) Media time frames (deadlines) Media is NOT your friend their job is to get the news! Interviews (pro/con)
Correcting Errors/Rumor Control Move quickly to correct errors Response should be appropriate for the problem Contain rumors whenever possible (there is always some truth to a rumor) Correct rumors whenever possible
First Things First... Find a safe and confidential area (if possible) Introduce yourself Inquire about immediate physical and possible medical needs Ask how they wish to receive information Be aware of cultural and language differences Take a little time to inquire about the person. Name Address Crisis experience Family status Immediate concerns
First Things First... Be age and gender appropriate Focus (beware of body movements and gestures) Listen actively (take notes) Let emotions go and reduce anxiety timely Give hope, not false hope Stay calm Tell the TRUTH?
Thy shalt not Pry (respect the person s privacy) Argue Abandon the encounter (if you think you re ineffective refer to another person) Don t take any crap (abuse, threats or profanity) Joke (let other person joke)
EMERGENCY COMMUNICATION PLAN DEVELOPMENT It s as simple as Who What When Where Why How Update often, develop back-up plan, update often!
Wrap-up and Questions
Work Cited Communication in a Crisis: Risk Communication Guidelines for Public Officials U.S. Department of Health and Human Services, Rockville, MD 2002