Communication And Crisis

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Crisis Communication Communication is an essential component of effective crisis management. This is especially the case in a situation where the basic needs, health, and lives of thousands or even millions are at stake. In a situation where the water supply is at risk, for example, it is essential to establish a communication plan as soon as the risk becomes known. In this way any preventable cases of illness or death can be mitigated. When the risk of water supply contamination by a biological agent becomes known, for example, the main requirement is to communicate this to as large a proportion of the affected public as possible while minimizing the risk of panic or false information. To do this effectively, a sequence of risk-related communication needs to be implemented, including the choice of a risk communication team, communication to the public via the press and via information technology. The first step of communicating a risk situation and all its associated factors is from the agency managing director to subordinates in charge of communication practices and risk mitigation. One component of such communication is the need to assemble a risk communication team (Clawson Freeo, 2012). According to Clawson Freeo (2012), this team should include at least the CEO, the chief of Public Relations, the Vice President, and Senior manager of, in this case, the Division of Water Safety, the safety officer, and possible eye witnesses that could shed some light on the origin of the contamination. After the team assembly has been completed, a plan of action is necessary, along with the choice of a spokesperson. The plan should be accompanied with a written list of responsibilities for each team member.

The Public Relations department of the agency is also essential in the inter-departmental communication process. They should be notified of the crisis situation. Their task will then be to serve as initial communication agent to the public via the press. Receiving information about a biological contaminant in the water supply of several towns is not news that is likely to remain secret for long. Since the agency is in charge of ensuring the safety and security of the public, it is likely that the first communication with the public will be via phone and email inquiries from the press. The Public Relations Department should then work closely with the crisis communication team to determine the nature of information to be divulged to the press. Such inquiries should be handled with an utmost degree of reassurance, calm, and honesty. Answering media calls promptly is also essential. The Public Relations department staff should also, as soon as possible, receive a prepared statement from the communications team, with information such as the time and location of a press conference to offer information and respond to questions. I should be ensure that competent, well-informed people are handling media and public inquiries. After inter-departmental communications have been established and media communications are in place, the appropriate positioning or message for the public needs to be taken into account. This is another major task for the crisis communication team. Since a major health risk is the concern with biological water contaminants, the first message to the public should be instructions regarding optimal water safety, along with the main cause of the concern. Hence, the statement should include three components; first, that the public water supply should be at risk; second, that all in the agency’s power is being done to address the situation speedily, and third, that there is no need for panic and a contingency plan is in place. People who communicate with the public via the press need to appear calm and confident, especially in front of television cameras and reporters who shout questions in an emotionally charged environment. The nature of the communication shoudl also take into account several major factors. One of these is the way in which the public perceives messages when members perceive a crisis and are at risk of experiencing panic. Covello (n.d.), for example, notes that those who feel stressed by a threat factor such as contaminated water supplies typically have difficulty hearing, understanding, and remembering information. An important component of his is that members of the public who feel stressed by this type of situation also want to know that officials care about individuals and the effect of the situation . In addressing the public, this should be addressed before ensuring the audience that the cause of the situation is being investigated and mitigated. Hence, the message should start with an understanding of the public’s feelings, closely followed by strategies people can use to mitigate the situation until it is resolved. Further, an open continuous communication strategy should be in place for those who need to be updated about the situation or those who wish to make further inquires. This is where social networks such as Facebook and Twitter can be very handy.

According to Krimsky (2007, p. 161), the Internet and its prevalence in the world today carries both benefits and risks regarding the dissemination of information. Some information, for example, can be driven by hysteria, half-truths, or false statements made for the benefit of specific persons or parties. Many blogs, for example, serve the purpose of personal belief dissemination and are not necessarily based on fact. Facebook and Twitter, on the other hand, can be used by official entities to reach large numbers of people regarding the developments of the water crisis situation. They can also be used to mitigate rumors and warn against false information offered by non-official entities. In conclusion, a water crisis situation creates a large amount of uncertainty for many members of the public. If such a crisis does occur, it is vital that officials first communicate effectively about the crisis to as many people as possible. Showing an understanding and caring attitude is even more important than ensuring that facts and figures are gathered about the situation. The first responsibility is empathy, followed by effective mitigation.

References
Clawson Freeo, S.K. (2012). Crisis Communication Plan: A PR Blue Print. Retrieved from: http://www3.niu.edu/newsplace/crisis.html

Covello, V.T. (n.d.) Risk and Crisis Communication: Communicating Effectively in High Concern, High Stress, or Low Trust Situations. Retrieved from: http://www.cdph.ca.gov/programs/cobbh/Documents/10%20DR.%20VINCENT%20COVELLO%20a.Slides.San%20Diego.pdf

Krimsky, S. (2007). Risk communication in the internet age: The rise of disorganized skepticism. Environmental Hazards, No. 7. Retrieved from: http://www.tufts.edu/~skrimsky/PDF/Risk%20Comm%20Internet%20Age.PDF