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Messages and Audiences
Module Summary How people evaluate messages in a crisis Ways to build trust through your messages Tips for crafting your initial messages Dealing with rumors and social pressures to build consensus
Messages The public will judge your message by its content, messenger, and method of delivery.
Audiences Name possible distinct audiences Based on their demographics Based on their relationship to the incident
Audience Relationship to Event
List Audience Concerns Are they ranked differently depending on their relationship to the incident?
Judging the Message Speed counts Facts Trusted source
Key Elements To Build Trust Expressed empathy Competence Honesty Commitment Accountability
Accuracy of Information __________ Speed of Release Empathy + Openness CREDIBILITY Successful Communication = + TRUST
Initial Message Must Be short Be relevant Give positive action steps Be repeated
Initial Message Must Not Use jargon Be judgmental Make promises that can’t be kept Include humor
Dealing With Rumors Rebut it without really repeating it. Limit rebuttal to places where the rumor exists.
Sources of Social Pressure What will I gain? What will it cost me? What do those important to me want me to do? Can I actually carry it out?
Building Consensus for Action Increase expected gains Decrease expected costs Increase social pressure Improve ease of action Decrease value of competitive alternatives
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