Emergency Emergency Public Public InformationInformation

Emily Palmer

Assistant Press Officer

Texas Department of State Health Services

“There cannot be a crisis next week. My schedule is already full. – Henry Kissinger

The Risk of Disasters is The Risk of Disasters is IncreasingIncreasing

Increased terrorismPopulation densityAging U.S. populationInternational travelEmerging diseases

Psychology of a CrisisPsychology of a Crisis

Role of Good CommunicationRole of Good Communication

Execute response and recovery effortsGain support for crisis management plansAvoid misallocation of limited resourcesEnsure decision makers are well-informedDecrease illness, injury, and deathsAvoid wasting resources

Organizational Focus

Role of Good CommunicationRole of Good Communication

Gain wanted factsEmpower decision makingInvolve as a participant, not spectatorTake feedback to respondersRecover or preserve well-being

Public Focus

Contributors Contributors to a Poor Public Responseto a Poor Public Response

Mixed messages from multiple expertsInformation released too latePaternalistic attitudesNo reality check on recommendationsPublic power struggles and confusion

Formula to Meet Both Public, Formula to Meet Both Public, Organizational GoalsOrganizational Goals

Be the first source of informationExpress empathy earlyShow competence and expertiseRemain honest and openRemain dedicated to public long term

Psychology of a CrisisPsychology of a Crisis

Common human emotions – left without mitigating response – may lead to negative behaviors that hamper recovery or cause more harm.

The Human FactorThe Human Factor

What Do People Feel Inside When a What Do People Feel Inside When a Disaster Looms or Occurs?Disaster Looms or Occurs?

DenialFear, anxiety, confusion, dreadHopelessness or helplessnessSeldom panicVicarious rehearsal

Psychological barriers:

Communicating in a Crisis Communicating in a Crisis Is DifferentIs Different

Public must feel empowered – reduce fear and victimization.

Mental preparations (action steps) reduce anxiety.

Revert to rudimentary “fight or flight” reasoning.

Limited intake of new information (3-7 bits).

Communication PrinciplesCommunication Principlesfor Emergenciesfor Emergencies

A high estimate of harm modified downward is much more acceptable than a low estimate of harm modified upward.

Don’t over-reassure

Communication PrinciplesCommunication Principlesfor Emergenciesfor Emergencies

State continued concern before stating reassuring updates

“Although we’re not out of the woods yet, we have seen a declining number of cases each day this week.”

Communication PrinciplesCommunication Principlesfor Emergenciesfor Emergencies

Symbolic behaviorsPreparatory behaviorsContingent “if - then” behaviors3-part action plan

– Must do x– Should do y– Can do z

Give people things to do

Communication PrinciplesCommunication Principlesfor Emergenciesfor Emergencies

Don’t pretend they’re not afraid and don’t tell them they shouldn’t be

Acknowledge the fear and give contextual information

Allow people the right to feel fear

First Impression WindowFirst Impression Window

27 words9 seconds3 distinct messages

What the Public Will Ask FirstWhat the Public Will Ask First

Are my family and I safe?What have you found that may affect me?What can I do to protect myself and my

family?What caused this?Can you fix it?

What the Media Will Ask FirstWhat the Media Will Ask First

What happened? Who is in charge? Has this been contained? Are victims being helped? What can we expect? What should we do? Why did this happen? Did you have forewarning?

Media and Crisis CoverageMedia and Crisis Coverage

Evidence strongly suggests that coverage is more factual when reporters have more information. They become more interpretative when they have less information.

What should we conclude?

Match AudiencesMatch AudiencesWith ConcernsWith Concerns

Victims and their families

Politicians First responders Trade and industry Community far outside

disaster area Media

Opportunity to express concern

Personal safety Resources for response Loss of revenue/liability Speed of information flow Anticipatory guidance Family’s safety

Audiences Concerns

Perception = Reality

The Crisis and YouThe Crisis and You

Take off the superhero capeTake off the superhero cape

Responders potential secondary victims.Responders risk stretching beyond limits.Exhaustion, frustration, anger, guilt are

expected.After more than 24 hours without sleep,

responders perform as if they are legally drunk.

Personal CopingPersonal Coping

Recognize emotions will be high.Eat nutritious food.Take mental breaks.Avoid lots of caffeine or alcohol.Leave when your shift is over.Exercise.

Emergency Emergency Public Information Public Information

ResourcesResources

Public Information ResourcesPublic Information Resources

Public

Health

Preparedness

Web site

www.dshs.state.tx.us/preparedness/default.asp

Public Information ResourcesPublic Information Resources

Statewide workgroupFact sheetsFrequently Asked QuestionsTemplatesMaterial in multiple languages

Public InformationPublic InformationResourcesResources

Tool Kits PIO e-mail exchange Workshops

Emily Palmer, Assistant Press OfficerTexas Department of State Health Services

512-458-7111, ext. 2213512-458-7400

emily.palmer@dshs.state.tx.us