Crisis and emergency risk communication (CERC)

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Crisis and Emergency Risk Communication is an approach to communicating

effectively during emergencies. It draws from lessons learned during public health

emergencies and research in the fields of public health and emergency risk

communication. (1)

CERC is a term used to cover both the urgency of crisis communication and the need

to explain risks and benefits to stakeholders and the public. Today’s public and

stakeholders demand immediate and credible communication in real time during a

crisis response. Six principles of effective crisis and risk communication are

emphasized:

1. Be First: Crises are time-sensitive. Communicating information quickly is almost

always important. 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 a restored sense of control.

6. Show Respect: Respectful communication is particularly important when people feel

vulnerable. Respectful communication promotes cooperation and rapport. (2)

(1) CDC, Crisis and Emergency Risk Communication website

(2) CDC, Crisis and Emergency Risk Communication manual, 2012

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ASSET

Action plan on Science in Society related issues in Epidemics and Total pandemics

European Commission

This project has received funding from the European Union’s Seventh Framework Programme for research, technological development and demonstration under grant agreement no 612236.