Communicating in Risk, Crisis, and High Stress Situations: Evidence-Based Strategies and Practice. Vincent T. Covello

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      1 State your credentials but do not ask or expect to be trusted.

      2 Disclose risk and crisis information as soon as possible, emphasizing appropriate reservations about reliability.

      3 Do not minimize or exaggerate the level of risk.

      4 Speculate only with great caution.

      5 If in doubt, lean toward sharing more information, not less.

      6 Discuss data uncertainties, strengths, and weaknesses, including those identified by credible sources.

      7 Identify worst‐case estimates, citing ranges of risk estimates when appropriate.

      1 Coordinate all interorganizational and intraorganizational risk and crisis communications efforts.

      2 Devote effort and resources to the slow, hard work of building bridges, and relationships with important allies and partners.

      3 Use credible and authoritative intermediaries to communicate risk and crisis information.

      4 Consult with allies and partners about who is best able to answer questions.

      5 Try to issue joint communications with trustworthy sources.

      1 Be accessible.

      2 Respect deadlines.

      3 Provide information tailored to the needs of each type of media.

      4 Prepare in advance and provide background material on complex issues.

      5 Follow up media stories with praise or criticism, or respectful corrections, as warranted.

      6 Try to establish relationships of trust with specific editors, reporters, writers, commentators, and bloggers.

      7 Be proactive, first, accurate, and credible.

      1 Use language appropriate to the target audience.

      2 Use vivid, concrete images that communicate information about risks on a personal level.

      3 Use stories, examples, and anecdotes that make technical risk‐related data and information come alive.

      4 Avoid distant, abstract, unfeeling language about deaths, injuries, illnesses, or harm; acknowledge – and say – that any illness, injury, or death is a tragedy.

      5 Acknowledge, and respond to, both in words and with actions, the emotions people are feeling and expressing, including anxiety, fear, anger, and outrage.

      6 Acknowledge and respond to the factors that people view as important in evaluating and accepting risks.

      7 Use comparisons, especially comparisons to regulatory or professional standards, to help put risk information in perspective, improve understanding of a risk, and improve the adoption of protective behaviors, but be careful of comparisons that ignore factors that people consider important in evaluating and accepting risks.

      8 Include a discussion of risk‐reduction and control actions, including what people can do to increase feelings of self‐efficacy and control or reduce their exposures to risks.

      9 Promise only what you can deliver with confidence and do what you promise; guarantee processes rather than outcomes.

      1 Risk communication is a science‐based discipline.

      2 High concern situations change the rules of communication.

      3 The key to risk communication success is anticipation, preparation, and practice (APP).

      4 Opinions about a risk or threat not addressed effectively can morph into unchangeable beliefs.

      5 People under stress:have difficulty hearing, understanding, and remembering informationwant to know that you care before they care what you knowfocus much more on negative informationfocus most of what they hear first and lastprocess information well below their educational levelactively seek out additional sources of information to reduce stress and risks,

      1 Árvai, J., and Rivers, L. III., eds. (2014). Effective Risk Communication. London: Earthscan.

      2 Arvai, СКАЧАТЬ