(Mt) – University of New Haven Risk and Crisis Communication Discussion

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Course Discussion:Module 2.1 Risk and Crisis Communication Prompt Join your classmates in a Group Discussion regarding the concordance and discordance of the various readings and the lessons that emerge from the week’s readings and Dr. Covella’s presentation. Dayna Edelman Walker (2012) explains that effective communication is a two-way process involving both the sender of the message and those who are receiving it. The receiver must not only hear the words that are being said but must also listen to the message that is being communicated (Walker, 2012). However, Walker (2012) explains that a factor which may influence a receiver’s ability to listen to what is being communicated, is the situation which is taking place. While information is just as critical in an emergency situation as food, water, and medical care, the ability to receive and utilize it properly is far more complex (Walker, 2012). In the video presentation by Mr. Covello, he points out that during a high stress or high-risk situation individuals have a decreased ability to comprehend what is being communicated to them (Cloutier, 2011). In an effort to effectively communicate important messages, Covello highlights the importance of utilizing message mapping as a means to provide information in crisis situations (Cloutier, 2011). Mr. Covello describes how message mapping is a wellresearched and trialed method with developed models (Cloutier, 2011). In review of this video, one of the main messages that resonated with me is that disaster managers who are seeking to communicate effectively, do not need to start from scratch, but rather should utilize the models that already exist (Cloutier, 2011). Another important factor that Mr. Covello discusses, is the important role that feelings and emotions play in crisis communication (Cloutier, 2011). People want to feel that they are important and that those providing information are doing so because they genuinely care for the wellbeing of those whom they are talking to (Cloutier, 2011). In a study by Bakker, van Bommel, Kerstholt, and Giebels (2018), results indicate that when those conducting the communication conveyed empathy, there was a higher level of efficacy for those receiving the information. Bakker et al. (2018) explain that there are a variety of reasons that empathetic communication has persuasive impact, including the notions that empathetically expressed information may reduce feelings of anger towards communicators as well as enhance the level of trust that the responder places in the information sender. Crisis and risk communication are an intricate and continually developing process, however, taking into account factors such as message mapping, the APP model of anticipate, prepare, and practice, as well as the incorporation of empathy (Cloutier, 2011), will go a long way to assist emergency mangers in communicating effectively. Bakker, M. H., van Bommel, M., Kerstholt, J. H., and Giebels, E. (2018). The influence of accountability for the crisis and type of crisis communication on people’s behavior, feelings and relationship with the government. Public Relations Review, 44(2), 277286. https://doi.org/10.1016/j.pubrev.2018.02.004 (Links to an external site.) Cloutier, P. (2011). Dr. Vince Covello, video on Message Mapping [Video]. Vimeo. https://vimeo.com/20290221 (Links to an external site.) Walker, D. C. (2012). Mass Notification and Crisis Communications: Planning, Preparedness, and Systems. Boca Raton, FL: CRC Press. David Stofanak The common themes I got out of this week’s assignments were communication pre-planning and preparation. The CERC training gave us many tools to be successful when coordinating crisis communications. Their primary principles are: • • • • • • Be first Be right Be credible Empathy Action Respect Most importantly, prevent death, injury, and illness. The CERC training informs us that people take information differently during a crisis so the outgoing information may not always be understood fully from the end-user. One must establish early on that to be successful we must do a few things: execute the plan, be the first, show empathy, show competence, and remain honest. Crisis communications planning should ensure these things occur. Pre-planning is important because our communications plan will ensure we are addressing the who, what, where, when, and how. It ensures we are addressing the needs of vulnerable patient populations as described in chapter 4 (Walker, 2012). The pre-plan should identify pitfalls that could hurt our response operations. Pre- planning should also ensure that whoever is going to represent the organization or response has exceptional communication skills, including verbal and non-verbal, and can understand how the media works. The number one thing we want to avoid is panic, and crisis communications can help reduce that panic. The Dr. Covelo video also goes into detail on risk communications strategies. These strategies can help guide the message to the end-user. These strategies should be discussed in the preplanning phase so that they can be fully understood before an incident occurs. His concept of message mapping can be used for many major man-made or natural disasters, including the pandemic response. He stresses we should increase audience knowledge of an issue, Increase trust and credibility, and inform beliefs and attitudes. It can also ensure we reduce the probability that we regret not saying anything that would create mistrust. The APP model of Antcipate, prepare, and practice can help us with the what if’s. His templates, if learned ahead of time, can certainly increase success with communications. Emergency Preparedness is a cycle and communications are part of that cycle. We prepare for an incident through practice, through plans, through testing, etc. Communications should be part of that planning piece. All in all the worse thing we should avoid is making things up as we go along. Doing things on the fly is a recipe for disaster. With that being said, I have been using the readings and videos to compare to how the COVID-19 response has been going. Here in Pennsylvania, we have been lucky in that our COVID numbers compared to many other states have been fairly low and steady. When we first saw our first cases in early March I remember how much communications came down from the department of health. At one point they held news briefs on a daily basis. The message appeared to get out quite frequently so it is my opinion that at least the messaging has been great so far. One major point I have taken so far is the mistrust part of the lessons. I am not here to argue if COVID-19 is truly bad or not, but I will say there is outrage gathering among some of the citizenries within the state. Sandman and Covelo both had similar takes on the outrage piece and I can see what they referring to especially with the COVID-19 response. The point being, the communications part only becomes more focused as the end-users become more critical of the information. Walker, D. C. (2012). Mass notification and crisis communications: Planning, preparedness, and systems. Boca Raton, FL: CRC Press.

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