Principles of Crises and Emergency Risk Communication

3.BE CREDIBLE: earn people’s trust.

• Honesty should not be compromised -- tell the truth. 
• Uncertainty is worse than not knowing so share as much information is available.
• Rumors are more damaging than hard truths.

4. EXPRESS EMPATHY: acknowledge suffering.

• Suffering should be acknowledged in words.
• Empathy can help build trust.