crisis communication: 4 critical actions
I had the opportunity to see a presentation by Doc Kokol, director of communications for the Florida Dept. of Health a few weeks ago. Kokol shared his personal list of things to remember when communicating during times of crisis. During the H1N1 “Swine Flu” scare of 2009, for example, these tips were a lifesaver. His suggestions are simple to apply in virtually any crisis situation when a message must be communicated to the public:
1. Tell the truth, clearly.
2. Tell it all at once.
3. Tell the public what to do.
4. Tell them when they will get more information.
“People receive information differently when there’s a crisis going on,” Kokol says. “They likely feel that the situation is out of their control, so giving them specific things to do— cover your mouth, wash your hands and stay home if you are sick, for example—provides them a way to gain some of that control back.”
