Principles of Risk Communication

Six principles of effective emergency risk communications are:

1. Be First: Crises are time-sensitive. For members of the public, the first source of information often becomes the preferred source.
2. Be Right:  Accuracy establishes credibility. Information can include what is known, what is not known, and what is being done to fill in the gaps.
3. Be Credible: Honesty and truthfulness should not be compromised during crises.
4. Express Empathy: Crises create harm, and the suffering should be acknowledged in words. Addressing what people are feeling, and the challenges they face, builds trust and rapport.
5. Promote Action: Giving people meaningful things to do calms anxiety, helps restore order, and promotes some sense of control.
6. Show Respect: Respectful communication is particularly important when people feel vulnerable. Respectful communication promotes cooperation and rapport.