Communicating in high stress situations
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How to Communicatein High Stress
Situations*Rusty Cawley, APR | TheColdCrisis.com
* Condensed from the National Center for Food Protection and Defense’s “Risk Communicator Training for Food Defense Preparedness, Response & Recovery,” module 3, topic 1.
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Basic model for communication
The Sender
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Basic model for communication
The Receiver
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Basic model for communication
The Channel
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Basic model for communication
The Message
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Basic model for communication
Feedback
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Basic model for communication
The Environment
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Basic model for communication
Noise
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High stress is noise
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Establishing trust inLOW stress situations
Competence & expertise
80-85%
All other factors15%-20%
Trust factors
Source: Vincent Covello
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Establishing trust inHIGH stress situations
Listening, caring & empathy
50%
Honesty & openness15%-20%
Competence & exper-tise
15-20%
All other factors15-20%
Trust factors
Source: Vincent Covello
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9/11 attack on New York City
• ‘The loss of life … is greater than any of us can possible bear.’– Mayor Rudy Giuliani
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Impact of high stress• The sender must emphasize
caring and openness.• The receiver loses some
capacity to understand and recall messages.
• Listening carefully to feedback becomes crucial.
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Effects of stress on communication
Low stress• People can process an
average of 7 messages.• They recall information in
linear order (1,2,3 …)• They process messages at
an eighth-grade level• Trust is built on competence
and experience.
Source: Vincent Covello
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Effects of stress on communication
Low stress• People can process an
average of 7 messages.• They recall information in
linear order (1,2,3 …)• They process messages at
an eighth-grade level• Trust is built on competence
and experience.
High stress• People can process an
average of 3 messages.• They recall what they
perceive as most important or what is said last.
• They process messages at a fourth-grade level.
• Trust is built on listening, empathy, caring and compassion
Source: Vincent Covello
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How do we adjustfor high stress?
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1. Send simple messages
• Maximum: 3 messages.• Use short sentences.• Blend empathy with action.• Use numbers sparingly.
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2006 E.coli spinach outbreak
• ‘We are telling everyone to get rid of fresh bagged spinach right now.’– Wisconsin Gov. Jim
Doyle
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2006 E.coli spinach outbreak
• ‘To be safe, don’t eat it.’– Minnesota Health
Department
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2006 E.coli spinach outbreak
• ‘It's sickening for us to see anybody in the public suffer in this way, especially if they got ill from eating at Taco John's.’
–Corporate Vice President for Marketing
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2. Emphasize pictures and diagrams
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