Chapter 6 - Initial Messages during a Health Emergency

Summary

The first 24–48 hours of a health emergency require the responding health agency to communicate with the public about what they know, what they don’t know, and what they are doing to find new information. By engaging in initial messages early in a crisis, health agencies can demonstrate credibility and build trust with the public. This chapter deconstructs initial messages and identifies four critical message components: addressing uncertainty, expressing empathy, making a commitment, and providing messages of self-efficacy. By delivering initial messages early and often a health agency can demonstrate the Crisis and Emergency Risk Communication (CERC) principles of Be First, Be Right, Be Credible, Show Respect, Express Empathy, and Promote Action. The chapter provides practical steps on how to write initial messages and provides quick response communication planning and implementation steps such as identifying communication objectives, audiences, key messages, and channels and developing communication products/materials. This chapter also includes key tips related to spokespeople, partner agecies, and call centers regarding ensuring message consistency during an emergency response. Uncertainty reduction theory is highlighted. A student case study analyzes the Flint Water Crisis using the CERC framework. Reflection questions are included at the end of the chapter.